You Gotta Be…Sincere

In the classic musical Bye Bye Birdie, the lead character shares the simple truth of what it takes to connect with people. Conrad Birdie is the character based on Elvis Presley, and just like Elvis he had all the right moves, good looks and a killer voice. But like Elvis he knew that even with all those skills, if he wanted the girls to scream for him he had to have the magic item.

I myself, over the past 20 years I have spent teaching sales techniques and processes, probably did not emphasize enough this one very important aspect that is paramount to success.

All approaches to closing the sale can be interpreted as simply manipulative if you miss this one ingredient. It is the one primary reason people will book with you – and even more importantly, come back to you and provide referrals. Without it your ability to connect with your customers simply disappears.

Conrad Birdie expressed it in the following song:

You gotta be sincere!
You gotta be sincere!

You gotta feel it here,
‘Cause if you feel it here,
Well, then you’re gonna be honestly sincere!
If what you feel is true,
You really feel it you
Make them feel it too,
Write this down now
You gotta be sincere,
Honestly sincere!

Now while I will admit that Conrad may have been artificially sincere in the show, I think the message is right on the mark. If your clients get the feeling they are being sold or that you are simply handling a transaction, then the chance of building a long-term relationship is eliminated. As the song says, “If what you feel is true…you make them feel it too” – and your clients will know if you are putting their interests first.

Some of you who have been in this business for many years may have forgotten why you joined this industry in the first place. Most likely it was because of your desire to help people fulfill their dreams. If that is sincerely your desire, then just make sure it shows – from the minute you answer the phone or send your first email or text.

Just like Elvis needed the basics in his profession, you need the basics in this one. Product knowledge, steps to the sale, booking procedures and customer service are all needed to reach success. But then always remember:

Write this down now
You gotta be sincere,
Honestly sincere!