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A Great Sales Technique: Be Aware of Sales Myth #5
A myth can best be described as somebody or something whose existence is or was widely believed in, but is in reality fictitious. Based on this description I have created a series of articles entitled: Sales Myths. Here is one of them. Sales Myth: People with the greatest "gift of gab" make the greatest salespeople. Belief: Our ability to talk clearly and present powerfully is the most important factor in getting people to buy. Problem: You're a good, or maybe a great presenter. Qualified prospects seem to be impressed with your presentation, but are not moved to buy. Solution: Stop telling your prospects the reasons they should buy your product. People do things, buy things and believe in things for their reasons, not yours. When you are telling, you are not really selling at all. Give up the need to tell, give up the NEED to sell (notice, I did not say give up the commitment to sell) and give up the need to convince and influence. When you give up the need to tell, sell and talk you can focus on uncovering the issues, needs, problems and desired outcomes of the prospect. The results of a communications study conducted at UCLA in 1967 showed that words as a communications device may be the least effective of all influencing tools. The statistical breakdown of the study indicated that words make up only seven percent of an effective communication. Tone, posture, gestures and other aspects of our physiology make up the ninety-three percent that adds the emphasis needed to convince and influence. In other words, how you say something may be more important than what you say. Whether you agree with the premise of the study or not, one thing is perfectly clear from the results: Listening is not on the list of effective communication tools, and I think it should be. I believe that listening is the most important communications tool of all. By no means is this meant to suggest that you should give up talking or presenting entirely. However, the idea that you can enter a sales situation with a canned presentation and a high "glibness" quotient and expect to come out with a signed contract is outdated and needs to be modified. Most of us have been trained that to be a good sales person you have to be ready to give your prospect a lot of information that you think they need to know from your point of view or your company's point of view. I believe that you must only give your prospect information that they think they need to know - from their point of view. How do you accomplish this? How do you discover what your prospect really wants to know? The answer to those questions is contained in one of the main ingredients in my formula for selling success: Ask powerful Open-Ended Questions. You will enhance your selling effectiveness and close more sales by simply asking powerful open-ended questions and listening carefully to the response. Once you get that information from your prospect you can customize your reply. You'll be ready to deliver information that focuses clearly on the prospect's specific needs instead of your "best guess" perception of those needs. This calls for a dramatic shift from "Days Gone By". This is an entirely different day. To be a truly successful salesperson you need to communicate through the information filter provided by your prospect. The best way to identify this filter is to ask open-ended questions and then listen carefully to the answers. Today's advice: Focus less on "smooth" talking and more on "hard" listening. © 2005 Ian Krieger Ike Krieger is the founder of BusinessSuccessBuilder.com. He is a nationally known business language expert, mentor, speaker, radio and TV talk show host, educator and author. He is a former communications instructor at Ohio State University. He has served as business makeover specialist for the LA Times and writes for the San Fernando Valley Business Journal. He is the current Chairman of the Board of the North San Fernando Valley Regional Chamber of Commerce. Ike's business success builder programs have helped thousands of entrepreneurs, executives, salespeople, consultants and professionals get an even bettershot at networking, selling and business success. Ike can be reached at 800-700-4334 or by e-mail at ike@businesssuccessbuilder.com. BusinessSuccessBuilder.com. Build it Big, Build it Bigger! http://www.businesssuccessbuilder.com 818-997-7575 - 800-700-4334
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Coaching Focus On The Customer: The Only Secret To Closing People are always looking for ways to close the sale. Often times when you lose a sale, it has nothing to do with your ability to close. The only secret to closing more sales is by focusing more on your customer. Win More Sales With a 5-Step Sales Process Facilitating the buying process can be very straightforward and fairly uncomplicated. Yet most professionals have no idea what it takes to guide a potential client through a decision making process. They are completely lost when it comes to effective follow-up and unsure how to best get prospects to take the "next step". How to Sell to the Devils Advocate There is a car commercial running were a husband is sitting in a car with the salesperson. The wife is standing outside the vehicle looking in on her husband, but unable to hear the conversation inside. Though the husband has a "I'm beating up the sales guy for the best deal" look on his face, he's nicely asking the salesman to just "play along" to make his wife think he's working the salesman over in order to get a great deal on the car. Three Fast, Short, Simple Ways to Escalate Your Sales 1. Sell an inexpensive product to sell an expensive product. If people like your inexpensive product, they will be persuaded to buy your expensive one. Generate Sales with Lead Generation Marketing Tools One of the best projects to undertake as an online marketer is to master the art of generating sales from your warm market contacts. A warm market is simply people who have already been exposed to your business and marketing plan. It can be described as "breaking the ice" with your potential customers. The best way to generate a warm market is with lead generation marketing tools. Value Add Negotiating for Sales Professionals Imagine this scenario. You are a sales representative for Baker distributing. One of your long-time customers, Albertson Metals, operates a mill that produces high nickel alloy ingots. Each year, this mill purchases approximately $500,000 worth of MRO products such as bar conditioning wheels, flap wheels, grinding belts, cutoff wheels, steel shot and grit, and other products for the mill's laboratories. Unfortunately, you are usually able to obtain only about 30% of this business. 10 Killer Ways To Multiply Your Sales Would you like to multiply your web site sales? Or course you would, who wouldn't? :) Then take a close look at the following 10 killer ways to multiply your sales... Is It Time To Rethink Your Sales Training Program or Is Your Sales Training Delivering Results? Sales is still a must for any company who wishes to stay in the marketplace. A recent Internet search uncovered over 471,000,000 hits on the words sales or selling. Visiting an Internet bookstore revealed similar interest with almost 11,400 titles including the key word of sales, over 8,208 titles with the key word of selling and 4,700 titles with the key words of sales and marketing. Is the Sales Funnel Dead? Think about it. If only it was as easy as "filling a funnel" and having sales fall through the other end. I can make 200 calls a day, but who are they to and what am I doing? Just pounding phone lines and telling the company story isn't selling. Or better yet, when I get the check (the bottom of the funnel) what about implementation or customer service? How to Use Humor to Increase Sales Using cartoons can help brand your marketing and drive home important messages. Although surprisingly inexpensive to acquire, humor can be one of your most powerful marketing tools. Reaching Goals in Direct Sales From surveys and experience, we've noticed many setting excellent goals for their business. We've also noticed that while the goals being set are good, the results aren't. Around 90% of those in Direct Sales do SET goals, but never reach them. Why Salespeople Fail Since 1990 I have focused on the three primary barriers which affect the performance of salespeople:- 5 Small Steps To Ultimate Sales Success "Selling worth doing is worth doing badly at first!" ~ Gavin Ingham, 2002 How to Boost Your Sales Letter Conversion Rate Emotion and reason mix very well together to make excellent sales techniques. Expert copywriters, while writing their sales copy in a systematic and methodological way, use emotions and emotional triggers all the time. More Sales with Less Selling Have you ever passed by a bakery display case without feeling the urge to buy at least one cookie, dessert or cinnamon bun? Have you ever taken a child into a candy store and not had them ask to buy at least one of their favorite sweets? Do You Want Fries With That? - Using Suggestive Selling to Increase Your Sales Suggestive selling is a powerful tool that can increase your revenues-and your bottom line-significantly. We are all used to the order taker at a fast food place asking if we want fries with our burgers, or if we would like to "Jumbo-Size" our orders, but suggestive selling can work in any business. Evaluating Your Customer It is one thing to make a sales presentation, but it is another thing to make a sales presentation without first evaluating your customer. For all you know, you could be selling your customer something that they already have, or something they don't want, don't need, or can't afford. Assumptions The Hidden Sales Killer Assumptions can kill a sale. In my sales training workshops, I frequently discuss the importance of not making assumptions about a person before, during, or after the sales process. Participants frequently nod and tell me that they NEVER make assumptions. One person (Doug Maquire, www.MaquireMarketing.com) sent me this story of a situation that occurred in a department store he worked in many years ago. Catapult Your Business?How to Get Customers to Chase You Instead of the Other Way Around I was thinking about the statement: Simple Technique for Isolating Objections To isolate any objection quickly you can use this effective and powerful sentence - "Aside from "that" is there anything else?"Here's how it works: You're a water softener salesperson, I'm your prospect. In the qualifying steps of the sales process you have identified a few concerns that I've shared with you:1. Cost 2. Financing 3. Company CredibilityLet's review and address these individuallyYou say: "Teri, you mentioned three areas of concern - cost, financing, and company credibility. Aside from these 3 concerns, is there anything else?"My response: "No."Your response: "Of these three, which is most important to you?"My Response: "Financing."Your response: "When you say financing, could you be more specific?"My response: "I have recently emerged from bankruptcy and am concerned about being approved."Your response: "Aside from bankruptcy, are there any other financial issues?"My response: "No."Your response: "OK, if financing is your primary concern and we can work that out, would you move forward on completing the application process today?"My response: "No."Your response: "Is there a specific reason?"My response: "Yes, I'm concerned about the total cost of the unit."Your response: "When you say the total cost are you referring to the total cost of the unit and interest - or are you referring to the monthly investments?"My response: "The monthly investments."Your response: "Let's talk about what would be comfortable for you on a monthly basis so that I'm in a better position to help you move forward and not only receive the water softener but begin the process of repairing your credit as well."My response: "OK."Your response: "The monthly payment will be determined by three things: The down payment, if any, the term of the financing, and the interest rate. Will you be putting any money down?My response: "No."Your response: "What dollar amount between $100 and $200 per month would you be comfortable with?"My response: "$125.00 would be comfortable."Your response: "OK, if we're in a position to finance you with no money down and payments of $125.00 per month, would you move forward with completing the application while we're together today." My response: "Yes."You're probably wondering what happened to the company credibility issue. It really wasn't a concern at all, as identified when continuing to isolate the real objection - MONEY. Recap: The purpose of this simple, yet powerful sentence ("Aside from "that" is there anything else?"), is to eliminate all objections prior to the "close."
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