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You are your companys number-one product. No sale happens without youregardless of the inherent strength of your product. So look the part, act the part, and prepare for the part. Although people are repelled by cockiness, they are attracted to winsome confidence. You sell yourself first. As Debbi Fields said, You dont have to be superhuman to do what you believe in. So believe in yourselfits essential for sales success. Conviction gives you power. Its crucial that you thoroughly believe in your product or service. The conviction of absolute certainty in your product will give you confidence as you present and make you convincing as you close. Besides, as someone committed to providing the very best for your customers, you must make sure that you are presenting exactly that. Enthusiastically,
Field-Tested, Cant-Lose Techniques to Win Lifetime Customersand Make Every Sale Stick!
Joe Girard is one of those rare creatures: a highly motivated man who can communicate his inspiration and attitudes to others. For 12 straight years Joe sold more cars and trucks than any other salesperson. More as an individual than most dealers sell in total. No other salesperson has ever attained this title for more than one year, and not for both cars and trucks. On January 1, 1978, Joe hung up his gloves and quit selling cars. During his selling career (1963-1977), he sold 13,001 cars, all at retail. Most of his time is now spent writing books, giving lectures, and sales rallies.
Salespeople know that time is money but they understand it from their own viewpoint and not from the customers perspective. Thus, some have difficulty respecting customers time.
Negativity in salespeople
Quite a number of salespersons have the habit of negative thinking. They believe that prospects do not really mean to buy. This negative attitude is likely to influence the sales transaction and relationship with the customer.
People do not like to be in situations where they have to say no. This is why setting a sales presentation is sometimes difficult.
Recognize that you are your companys number-one product. Salespeople must learn to make a difference with the prospect. It is important that potential customers like and believe in the salesperson first.
This helps establish credibility for oneself particularly if the company name is a familiar brand name. Being associated with a reputable firm erases doubts about doing future business with a stranger.
Many individuals do not like being sold. Nor do they particularly warm up to salespeople.
There is a prevailing public perception that salespeople are unscrupulous, scheming, obnoxious, slick and smooth talkers who simply want to get the customers money.
An excellent salesperson is one hundred percent convinced about the product or service he is carrying. The salesperson believes that it is the best value of its kind. It is an added advantage for the salesperson to show and let prospects know he is using the same product or service.
Believe that one can sell to every prospect. Remove any form of negative thinking.
Sales presentations and negotiations become contests between sellers and buyers. Here both parties become adversaries rather than teammates or allies. If the salesperson closes the sale, the seller wins while the buyer loses. If the buyer walks away from the transaction, the seller loses.
Visualize
Picture ones self, completing the sale, the client signing the order form and handing over a check payment. Remember, what is visualized becomes reality.
Most buyers have had their share of sales encounters with unprofessional, manipulative, double-dealing salespeople.
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Preparedness
Know everything about the product, company and competition. This helps create confidence during the presentation and negotiation while stirring a positive self-image. Being unprepared can only create feelings of distraction, anxiety, and guilt leading to a poor self-image and a waste of valuable client time.
Look at peoples buying habits. For example, a prospect who wears expensive jewelry and fine clothing may likely be a potential buyer of the most expensive car model.
Make the assumption that people who listen to sales presentations are interested enough to want to buy the product. Thus, throughout the sales presentation until the sale is closed, keep assuming that the sale has been made. Heres how:
Avoid stereotyping
Look professional. A professional appearance goes beyond clothing. It covers the entire spectrum of office design and space, transportation, etc.
Buyer habits may be grounded on lifestyle preferences. For example, some prospects visiting a car showroom may not look like they have a lot of money. Surprisingly, they may pay in cash for the most expensive model!
Let the customer feel the salespersons sincerity. When a prospect feels important, he is likely to give the business to the caring salesperson even if that salespersons proposal was originally a second or third option.
When the prospect objects, ask for the specific reason and address the objection. Once it has been substantially answered, assume the sale and make another attempt to close.
Get the prospect to experience the product or service, and then observe
When the prospect becomes a participant rather than a spectator, a host of buying signals comes about.
Invite customers to your office if this is an option. Use the office venue to sell ones self subtly. For example, walk the customer through the office space and walls lined with framed pictures of citations, newspapers and articles, etc. acknowledging your firms accomplishments and good reputation.
This indicates assuming the sale. For example, Do you want the red or blue model? or Would you prefer your package delivered by freight or by air?
Be a good listener
Outstanding salespeople are excellent listeners. A professional salesperson understands how the prospect thinks and feels by listening.
Bibliographic Information
Title: How To Close Every Sale: Field-Tested, CantLose Techniques to Win Lifetime Customersand Make Every Sale Stick! Author: Joe Girard and Robert L. Shook Publisher: Warner Business Books; Reissue edition (June 15, 2002) ISBN: 0446389293 Pages: 208
Nonetheless, use humor at the right time to relax and make the prospect feel comfortable. Use humor wisely, with a lot of discretion and caution, as well as good taste.
When selling a car, ask the customer to sit behind the wheel. When selling jewelry, slip the ring onto the customers finger, or assist her in trying on a necklace.
Give prospects and customers relatively inexpensive gifts to make them feel how important they are.
Use when instead of if. For example, say, When you own this car. Use we and let us. This way, the prospect does not feel being left alone to make a major decision.
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Make clients feel that one can be trusted. Do not make promises that cannot be kept. Avoid false flattery. Visual signs of sincerity include establishing eye contact when speaking to prospects as well as listening while giving them a complete, undivided attention.
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may include more attractive features, greater benefits, financing terms, etc. 6. I do not want to buy your product because (host of reasons) Isolate the objection to one main, specific problem and provide the solution to the prospects problem.
Salespeople must understand that objections are expressions of interest. This means that when prospects raise objections, the salesperson must grab at the opportunity to state why the customer must buy. Here are some tips to handle objections:
Once objections have been satisfactorily addressed, move on. Leave the prospect the impression that the salespersons role is to provide valuable information so that the customer can make an intelligent decision.
For many reasons, people provide false objections rather than say why they really do not want to buy. Unless one knows the real objection, a salesperson will have difficulty overcoming the true objection of the prospect.
One of the most unsettling objections faced by many salespeople is the I-want-to-think-it-over objection. In this scenario, the prospect simply does not want to make a buying decision. This is not because the prospect objects to the company, product or salesperson but it is largely because the prospect is afraid of making the wrong decision. The prospect lacks the confidence to make the decision. Likewise, the prospect does not see the merit of making the decision immediately.
Emphasize how they can benefit with the product or service and how it represents good value for money.
If procrastinators lack the confidence to make the decision without consulting with a third party, make a complete presentation to the third party.
Set the stage for avoiding procrastination by subtly letting the prospect know beforehand that a decision is expected
Stress how time is valuable to the prospect and seller.
2. I want to talk it over with my spouse The best way to handle this objection is to make sure all the decision makers are there for the sales presentation. 3. I have a good friend in the business Emphasize how the prospect can better himself with the sale and how his friend, if he is truly a friend, will appreciate the good deal. 4. I want to shop around One way to handle the objection is to start a file on competition and subtly slip in information on negative reviews about a competitive product in the prospects mind. Another is to advise the prospect on the bait and switch technique where dealers or providers publish a low price but when the sale is closed, the customer is advised of unavailability of stock and prodded to buy a higher-priced model. 5. Leave me some literature and I will get back to you This means that the salesperson has not convinced the prospect enough. Thus, provide the prospect more compelling reasons to buy the product. This
Understand the prospects opinion of himself. Make him feel important so that he will feel embarrassed not to make a decision when the time comes.
Use a quote or deliver the right words of wisdom at the appropriate time
Often, the right quote can motivate a prospect to make a decision. Pick and choose quotes that are appropriate for the occasion, and the procrastinator. For example, heres one from George Patton: No decision is difficult to make if you get all the facts.
The salesperson must take charge of the sales process, not allowing sales presentations to get out of handthat is, lacking in direction and leaving customers floundering and remaining indecisive. This means that the salesperson must assume the role of authority in the process. Heres how:
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minute, in a matter of time you will have flywheel damage, which means removing the transmission to make that repair. Then, instead of looking at a three hundred dollar repair bill, we are talking about a lot of extra labor that could run to as much as twelve hundred dollars.
This makes the prospect feel important and helps the salesperson keep the momentum.
Choice of three
Make the sales presentation a fact-finding session that encourages a two-way conversation between the buyer and the seller
Provide the prospect no more than three choices. For example, Tell me maam, which of these three monthly payments would you feel most comfortable with?
It is a myth to think that salespeople control the selling process when they out talk the prospect, not allowing the potential customer to speak. On the contrary, encouraging a dialogue helps determine the prospects needs and creates an atmosphere of sincerity and real desire to help the prospect.
The prospect must be given a reason to buy the product or service immediately.
Compromise
Act with authority by demonstrating appropriate stock knowledge and expertise When the salesperson is not ready to quote a price, avoid quoting
When all other objections except price have been eliminated and the prospect has not made a decision, offer a compromise. For example, I understand how tight your advertising budget is, so rather than go with the half page, let us go with the quarter page.
Even if the prospect asks for it. The seller must ascertain that the prospect understands the value he is getting for his money before the quote is made.
Never be too proud to let people know how much their business is appreciated. For example, Look Jerry, I wont keep it a secret. I want your business.
Ben Franklin
Knowing the different closing techniques allows the salesperson to choose from a spectrum of possible closes resulting in the one appropriate close. Here are some great closes:
When confronted with a difficult situation, the salesperson and the client can write down everything that is favorable about the sale under a yes column, and then write down everything unfavorable under a no column. Of course, the no column should be shorter.
Hard to get it
Assumptive
The seller expects the prospect to buy and proceeds to write the order.
This close is grounded on the insight that people want things that they cannot have, or have difficulty to acquire. Thus, the salespersons role is to help the prospect get it.
The seller makes an assumptive statement and closes the sale with an assumptive question. For example, I definitely recommend that you buy these two dress shirts because they go perfectly with your new suit. Now, which of these three ties do you want to go with your suit?
Capitalize on a strong emotional appeal. For example, closing the sale by appealing to the prospects love for his family. Wow, how lucky your wife will be to get this on her anniversary! I wish my husband would buy me one!
Minor-major
Help the prospect go through a series of easy, minor decisions, the total of which add up to the final major close. For example, Would you like to handle the payments monthly, quarterly or annually? Is it okay to use your home address for the billing? Would you spell your wifes first name for me? You do want her as your beneficiary? Please make the check to the company for this amount right here.
There are more followers than leaders. Thus, prospects will buy after learning that prominent people have made the purchase.
The prospect must be given a reason to buy the product or service immediately. Otherwise, to fail to provide a compelling reason leads to the prospects procrastination. Prospects must be sold in anticipation of a future need and not just a present need. Here are some ways to create sense of urgency:
Here the prospect is told that it is a big mistake not to buy immediately but under the worst possible scenario only a minor mistake to do so. For example, an auto mechanic points out, If we do not install a new starter this
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However, use the line only when the price increase is certain to occur. Do not misrepresent.
This means that a salesperson must stack the cards in favor making sales closes within the first sales presentation versus closing during callbacks. There is a greater chance to close a sale at first presentation.
Reference the prospects age, time, etc. For example, create a sense of urgency to buy recreation homes among the elderly. After all, they deserve a life after the many years of sacrifice.
A callback club is a non-exclusive club of prospects who say that they will callback after thinking it over. A good salesperson does not give the prospect a chance to join the callback club otherwise he faces disappointment of a possible lost sale.
Selling a unique product or service that is not readily available creates a sense of urgency when it is time to close the sale.
Create an environment where a group of buyers needs to make an offer to acquire the desired product. For example, when selling a desirable property, offer it to at least ten prospects. Set the bottom price and begin the bidding. Sell the house to the highest bidder.
The first presentation is always the best opportunity to close the sale because the facts and the momentum are present. This is also the best time the prospect feels the strongest need for the product or service. The greater the lapse of time, the less chances of closing the sale. The prospect then cools off.
Timing is everything
Create an environment where a group of buyers needs to make an offer to acquire the desired product.
Continue to stress the value and gain of buying today and not tomorrow.
Listen to the prospect. Do not oversell or one may likely convince the prospect out of the sale. Here are some ways to avoid overselling:
This emphasizes that the best time to make the buying decision is during the first presentation.
Some salespeople cannot take the prospect away from the stage of sales presentation to the closing largely because of the fear of the prospect saying no. It is important that a salesperson must have healthy self-esteem and believe the prospect will buy.
Sometimes small orders are impractical. It is best to generate orders large enough to make the work worthwhile. Create the scenario for big orders. For example, Ill book you for one economy class ticket, Phil. Now, what auto rental company do you prefer? Which lodging would you like to stay at ?
Avoid information overload. Recognize that the prospect does not need to have an overflow of stock knowledge about the product or service before a decision can be made. Identify the prospects needs and focus on how the product or service appropriately matches her need.
Bearing this in mind helps the salesperson put pressure on prospects without fear of losing the sale.
Provide the customer sufficient time to think and process information before the close.
High-pressure selling techniques are not bad when they do not unsettle prospects but instead help them to make up their mind.
Use the sales close, Have you sold yourself yetor should I continue to tell you more?
Close the sale when you receive a positive reply to the question. Continue to present and try the close once again after an initial negative reply.
There are cases when after the sales close, prospects feel that they have made an impulse purchase or they may have been duped into a buying situation. Prevent the buyer from moving into this stage, enough for the customer to cancel the order. Remember a canceled order is not a sale. Heres how to keep buyers remorse in check:
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A courteous thank you must be automatic with every sale. Make the customer understand that he or she made a good buying decision.
Say congratulations
Do not head for the door after the order has been placed. Show the buyer that only his best interest is in mind. Sell ones self again after the sales. This reduces customers chance to go into buyer remorse. Moreover, a salesperson generates referrals in the process.
Make sure the customer takes immediate possession of the product or service.
Keep in constant touch with the customer. Phone them or when possible stop in to see them a day or two later.
Pull Quote.
Listen to the client as he states the reasons why. This process helps eliminate buyer remorse, affirms client belief in the salesperson and provides the seller with more insights to effective selling.
Principle thirteen: selling does not end after the sale, it is only the beginning
Outstanding sales service must not be a whim, restricted to a limited number of people. Successful salespeople are committed to providing outstanding sales service to customers. Represent a company committed to serving customers. Give the customers so much service that they will feel guilty thinking about doing business with somebody else. Keep in contact with customers, building solid relationships in the process. Always be prepared when facing the customer.
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