Think about the last time you were grocery shopping. That bag, package or bottle of not-good-for-you fat and sugar-laden--and oh-so-delicious--something or other caught your eye. You stopped, peered around ensuring there were no witnesses, and hid it under the fruit in your cart.
Or here's one that's even more sinful: you bought an Enquirer.
And perhaps you had a budget and a list when you went into the store. Most certainly this item was not on it. But you bought it anyway. Because you WANTED it. You rationalized its purchase at that moment.
Or if you're like me, you don't have a budget when you go shopping. You have a general feel for what you need, and get what you want anyway. And then more if it seems like the thing to do.
Now, if the nice grandmotherly lady frying up the unidentifiable meat substance offered you a sample and said, "Is this meat-like product in your budget today?", you would most certainly say no.
Switch now to the call I received the other day. The opening was just enough to keep me on the call. The rep was vague enough about possibly being able to help me get new subscribers to my Telephone Prospecting and Selling Report monthly newsletter (check it out if you're not getting it now. The May issue we just sent has some phenomenal info, especially the voice mail case study and success story).
He then asked the Deadly Question: "Do you have anything left in your advertising budget."
Me: "Nope."
"Oh. When will you be budgeting for next year."
Me: "Hmmm. Probably December."
"Ok. Can I call you then?"
Me: "Sure."
He imploded with his own question.
Fact is, I don't have budgets. Never have. Oh sure, I graduated from a good business school and know all about business plans and budgets. But I've done pretty well up to this point. If I want and need something, I pull the trigger. Like lots of upper-level decision makers at organizations ranging from one person, to thousands. Even if they DO have budgets, they can buy what they want and need, IF they see the value.
When you ask, "Do you have a budget?", or "what's in your budget?", you INVITE an objection. You're asking them to think about money, usually before they are sold.
For example, let's take an advertising sales rep. He asks, "So what do you have budgeted for advertising this year?"
The prospect answers, "$5,000, and it's already spoken for." Then the rep is left to either try and talk the person out of what they're already doing, or just meekly asking, "When should I call you again for the next budget year?"
Instead, the rep would be much better off NOT even bringing up budget, but prompting the prospect to think about what he really wants. Really, that's the only reason for advertising anyway. For example,
"Tell me about what you're looking to do this year regarding new product introductions."
"What sales figures do you really want to hit?"
Notice these questions get the customer thinking and talking about results. Advertising is simply a means of getting those results. If the sales rep can stoke enough desire and excitement in the customer's mind, and then make a sensible recommendation—naturally including the rep's advertising--then the budget falls by the wayside, victim to emotion.
Oh, I understand this doesn't apply to everyone in all situations. (Especially with government entities.) I'm primarily referring to instances where you're talking to a key decision maker who likely has the authority to overrule a budget, or instances where a "budget" is more of a range or guideline than a strict figure that is written in concrete.
If this principle applies to you, you probably know it. If you believe it doesn't, think again; who sets the budget, why, and who has the power to work outside of it when they want to?
And I'm not suggesting you don't ask about money--you should.
You usually need to find out what range you're dealing with in order to determine if you're in the same ballpark.
For example,
"Mike, I want to be sure we're both on the same page here regarding what you're looking for. What range of investment did you have in mind for this project?"
"So that I can make the best recommendation for your situation, give me some idea of dollar range you were initially thinking about."
Notice that these questions talk more about a range, and not a strict budget. This way, you can qualify them, but yet not limit your chances.
If you do a great job of selling value, budgets often aren't an issue.
