These days, we’re constantly being sold something. In fact, it feels like we’re the target of some form of sales effort every second of every day. In light of that fact, I’ve put together some tidbits of sales lessons, techniques and good practices I have picked up through the years.
SELL THE VALUE – NOT THE SPECS
I found out a long time ago that if I tried to sell something based on its product or service details, my words pretty much went in one ear and out the other. If all a potential client wanted was specs, they would have searched or bought on specs LONG before I came into their world. As I’ve shared here before, I used to sell Kirby vacuum cleaners door-to-door. Now aside from the fact that indeed they ARE the best vacuum out there (no prejudice here), I found that during a demonstration of a unit, it meant very little to my client how much horsepower the motor featured, or that the suction of the unit was 23% greater than that of any other vacuum on the market, or that the plastic was made of secret polymers only found in the Mountains of Cocha Tambra. Not only did I get the usual glazed-over look, but I was clearly (and often) losing them completely. They had zero interest in learning more trivia. However… if I took the time to ask about their pains when it came to vacuums, if I showed them how Kirby vacuum cleaners saved them time, provided a cleaner and safer environment for their family or saved them money by operating efficiently…NOW I had their attention.
Don’t sell a car’s engine type or super cool suspension. Tell them how safely they’ll arrive at their destinations. Tell them how their family can be safer while they travel.
I’ve heard it called “the curse of knowledge”–when we, as the sellers, have SO much information about the product that we fail to connect on a more basic level.
CREATE NEED, THEN SATISFY IT
Sometimes a person has a need and doesn’t even know it! As a non-partisan third party, you can provide them with the realization that they in fact DO have a need, and your product or service can address that need and make things right again. The key here is to come across as someone interested in providing help, not trying to make a buck. Don’t be the walking encyclopedia of how to fix everything; be specific and sincere. This brings me to the next point…
SELL YOU – NOT WHAT’S FOR SALE
People will always be more interested in being a part of a solution or relating to someone on a personal level than in just hearing a pitch and being asked to write a check. Again, listen to their needs and be personable with them. If they feel confident that you’re being honest and sincere, they will be more interested in what you’re providing. Even if what you’re selling is really awesome, make sure the person(s) really feels they know YOU better, like you’re someone they could call for help with a problem. And if you don’t know the answers, assure them you’ll do all you can, as soon as you can, to find them answers. If you are a “sell then bail” person, you may indeed make a sale…but don’t look for word of mouth or future sales. There is a TON of salespeople out there–so be unique, and be real.
THE “BALL” IS NEVER IN THEIR COURT
I have said this to my staff many times. It is very easy to say “Well, I called but they didn’t answer…so I had to leave a message” and then sit back waiting for a call. Yeah, right. Let’s be honest…when you scan your emails, what percentage do you delete and never even click to read first? When you check voicemails, how many times do you hit DELETE just by recognizing the name of the person or their company? So why would you think your client is going to be any different with you? It’s hypothetically possible that they may have been sitting at home all day waiting for your call to sell them a new shiny thing. But it’s safe to say a vast majority of people simply dread weeding through messages and people wanting their money. I do. So don’t “hand off” the ball and say, “well it’s not my fault they didn’t call me back.” Be persistent, not stalker-persistent, but don’t give up trying just because you did what you consider “enough.” If you’re going make that sale, WORK for it…novel concept, huh?
BE KIND UNTIL THEY THINK THERE IS SOMETHING WRONG WITH YOU
These days, good customer service and kindness go a LONG WAY! I remember when I went to see a movie and the guy who worked the refreshment stand went far out of his way to give me a soft drink with the straw cover still on the top part, and handed me napkins and spoke clearly, kindly and smiled the whole time. That dude was making MAYBE eight dollars an hour, but was SO serious and committed to his job that I looked forward to going back to the movie, just to buy more refreshments. I believe you can be nice to people NO MATTER how they’re treating you. Despite whether you are selling something or not, always be kind. One time I was walking in to a supermarket and as I walked to the door, I saw a guy who had just finished loading his car and was looking for somewhere to take his cart. I asked “Are you through with that? I’ll take it for you!” Wow! You would have thought they guy was told he won the lottery! He was uber-thankful and even said “Wow, you don’t see that much anymore.” Now, I do it every time I go in to a store…and if there is no one around, I take a stray cart. Always be kind!
YOU GOTTA STAND OUT TO BE OUTSTANDING
This may sound a little obvious. But if you are wanting to be noticed, recognized or selected…you simply cannot be like every other Joe in line. I remember when I was looking for a job, and had several years of professional video editing experience and 3D graphics. I wanted to work in video at a particular production house. I knew of a few open positions and was certain the company was being flooded with resumes. I didn’t know anyone at the company, so I had no advantage over anyone else. But I wanted to leave an impression. Rather than a Word document template resume, I made mine look like a movie poster. My name was the title of the movie and those credits at the bottom were all the skills I had. I also worked-in references and printed the whole thing on very nice thick glossy paper. It was still 8.5 x 11, but I guarantee it stood out…WAY out! If you expect someone to pick you based simply on the fact you have more experience or skills or coolness…forget it! You gotta do something to make you standout from the others. And the production company? I ended up taking another job first, but they called me back and said I’d gotten their attention!
RELATIONSHIPS TRUMP SALES
I will end with this one (I didn’t realize I had so many…I have about 10 more, but I won’t bore you!) As I said before, people want to do business with people they like, trust and respect. I firmly believe this, but I actually go a little further. My sincere primary goal is to get to know my client as much as I can and establish a long lasting relationship. Sure, it might not always be a good business decision if you are counting beans, but at the end of the day, I want to have people know they can count on me, to which I will always be open. I had three rules in my house when I raised my family: Honesty – Integrity and Respect. I could go on and on about other rules, but if you follow these three in any situation and with EVERY person, yes, even if they are different from you in some way, you will always be doing the right thing. Sure, not every person will care sometimes, but don’t do it for them–do it for you! Even if no one sees or knows.
Matthew 6:2-
“So when you [do something for others] do not announce it with trumpets, [like some do for recognition], to be honored by others. Truly I tell you, they have received their reward in full. 3 But when you [help others], do not let your left hand know what your right hand is doing, 4 so that your deeds may be secret. Then your Father, who sees what is done in secret, will reward you.”