Magic. It happens every day. From the rare natural wonders like solar eclipses to everyday moments of wonder like childbirth, life is filled with magic. You just need to take notice.
Just ask Charlie Bogart. As the founder of RealCom Solutions, a Texas-based vendor neutral telecom and technology service provider, Charlie has learned first-hand the magic ingredients to succeed in IT sales.
Today, Charlie shares those ingredients with us, including one that led to a successful encounter with a literal magic man, Magic Johnson himself.
Magic Ingredient 1: Persist, Persist, Persist
Some clients are won with little effort — a pitch is made and a project is won. But as most seasoned business owners know, those sorts of wins are the exception, not the norm.
More often than not, it’s perseverance that proves to be the magic behind big wins. Particularly when it comes to securing big clients of the enterprise variety.
As the global service provider to a Fortune 20 enterprise client, Charlie knows perseverance intimately. Long before he landed his current global contract, Charlie got his foot in the door by helping a small division of the client set up a new office. That initial contract eventually led to a larger one, and an even larger one, until he finally landed the global contract.
Charlie’s takeaway: Show your client continued effort. Show them that you’ve got the skills to take on more work. Be persistent.
Magic Ingredient 2: Do Right By Your Clients
Like marriage, any long-term client relationship needs trust in order to flourish. In fact, trust is the very reason his relationship with his enterprise client was able to evolve and expand over the years.
From day one, Charlie focused on establishing trust and rapport with every stakeholder he dealt with within the enterprise. By following a mantra of “always do the right thing for the client”, Charlie and his team were able to repeatedly build trust and ultimately win over key contacts within the company which lead first hand to his big global contract win.
Charlie’s takeaway: Focus on your clients first. Operate in their best interest, as if you’re buying for yourself.
Magic Ingredient 3: Win Through Storytelling
Ever since man first took to drawing on caves, storytelling has played a central role in how we humans communicate. In fact, we’re hardwired to be drawn to stories. According to neuroeconomist Paul Zak, stories produce a powerful neurological response within our brains that lead to greater empathy and connection between the storyteller and its listener.
It’s no wonder then, what a powerful role the art of storytelling plays in the world of sales.
Just ask Charlie, who used storytelling to conjure up some major magic at a recent Channel Connect event where Magic Johnson was a guest speaker. Following Magic’s talk, Charlie scored the chance to pitch Magic (a serial entrepreneur) a business proposal.
But rather than going in hard with the pitch, Charlie turned to the seductive power of storytelling to help him win the opportunity.
Knowing that both he and Magic had attended Michigan State, Charlie began his pitch by sharing a humorous story about his failed attempt to make the university’s basketball team the same year Magic enrolled. He then proceeded to show Magic a season ticket he’d been carrying around for a long time — from the 1978/79 season when Magic was playing. Astonished, and never having seen a season ticket from his years at Michigan State before, Magic told Charlie he needed to sign that ticket.
And just like that, a connection between Charlie the storyteller and Magic the listener was born. The stage was now set for Charlie to ask Magic for the opportunity to come pitch a RealCom’s services to him.
Charlie’s takeaway: Share stories that build a connection and appeal to your prospect’s emotional side.
Listen to Charlie Bogart in His Own Words
Persistence, trust and captivating storytelling are just a few of the magic ingredients that have helped Charlie win over his clients time and time again. Check out his full story over on the Intelisys Channel Outlaws Podcast.