By James A. Baker
Author of The Anger Busting Workbook, newly released by Bayou Publishing
Founder
Baker CommunicationsÂ
May 2012
If you are in sales, I bet you think your job is to sell people stuff. If that is truly how you think of it, then have I got news for you! To successful sales reps, selling is the result of what they do, but it isn’t what they do. I guess this may seem a little confusing, but bear with me for a moment. Look at it this way: don’t you hate to be “sold” something? Even though sales is your chosen vocation, don’t you get pretty uncomfortable when someone comes in and starts pushing you in a direction you don’t want to go? Experienced, successful sales reps understand this dynamic better than anyone, so the last thing you will find them doing is putting their customers in that kind of position. If you have to work and stress and push really hard to close a deal, you are probably not closing very many sales. There is a better way.
First of all, let go of the notion that you are out to “sell” anything. The whole notion of selling implies that your main reason for making the call is to do something that benefits yourself, i.e., earn a commission. Instead, begin to think in terms of being there to serve your customer, and help him find a solution to a problem that is an issue for him. If you find the right solution, you may end up making a sale, but it won’t be because you wore down the customer’s resistance, it will be because he recognized that he needed something you could provide to him.
Consider for a moment the topic of customer indifference – the bane of many a journeyman sales rep. You know you have a great product. You are excited about this product and are proud to be representing this company. You believe your product would provide a great benefit to your customer. Unfortunately, your customer is not interested! He may be too busy to listen, or he may be perfectly content with his current provider. He may actually be completely ignorant of the fact that he has a need, or that your product could totally rock his world. After all, a mule and a plow look pretty good to someone who has never seen a John Deere tractor! At any rate, he is not interested in hearing what you have to say. What do you do?
A lot of sales reps just start talking faster and louder. They beg for just “5 minutes” of the customer’s time. They make all sorts of amazing claims for the product. They keep pushing and prodding, hoping to find a crack in the armor. Too often, pushing and prodding just makes the armor stronger. Of course, some reps will just fold at the first sign of “not interested” on the face of the customer and walk away without ever taking a shot. What should you do?
Instead of trying to make the customer acquainted with your product, spend the time getting acquainted with the customer! You will have a hard time convincing him that you have something that will truly benefit him, if it is clear to him that you have no idea what he really needs or what his situation is really like. Your credibility – and that of your product – goes right out the door, because you were focused on selling instead of listening. The next time you encounter customer indifference, follow these five simple suggestions, and I bet you start to close more sales:
1. Spend a little time getting to know your customer’s situation. Ask him what is working, what is not working, what he likes the best, and what areas pose the greatest challenges for him.
2. As you listen, be on the look out for any problem areas where you know your company or your product could provide a valuable benefit. Keep asking questions, and keep listening. Don’t jump in too soon.
3. When you feel you have gathered enough information, and still without being pushy or too “salesy,” politely confirm with the customer what you think you have heard. It might be something like: “If I understood you correctly, it seems that your biggest need at the moment is X. Am I right about that?”
4. “Well, what if ? ?” The preceding phrase is the best opportunity detector in the business. Based on what the customer has freely told you, introduce a theoretical solution for his problem based on a benefit you happen to know your product can provide. You’re still not selling, only asking questions and shooting the breeze.
5. “I think I may be able to help you.” (Not, “I think I may be able to sell you something!”) Now you can explain the benefits of your particular product. If he believes you are really trying to help him, he will be ready to listen. Go ahead, be proud of your product. Explain the benefits that will meet his need.
As long as you keep the conversation focused on his need to find a solution instead of your need to sell something, you may both walk away as winners.
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December Sales Quick Tip of the Month – Build Credibility Through Customer Testimonials
You can spend a ton of money on flashy brochures and presentation booklets. You can flood the market place with targeted advertising. You can even provide a whiz-bang demo as a part of a very appropriate consultative sales approach. In spite of all that convincing firepower, some customers just won’t accept what you say at face value. They are looking for the catch; they are afraid of being “sold,” even though the product looks very appealing. For times like these, it is always good to have some customer testimonials and case studies on hand. If it is appropriate, you might even check with a couple of your most satisfied customers and see if they would be willing to provide brief phone interviews for other customers of yours. There is just something about hearing the good news from a regular person instead of a sales rep that resolves that last little objection, and sets up the final close.
