Not all prospective clients you meet are the same.
This is obvious.
Yet, almost all salespeople have the same sales pitch that’s tailored for everybody.
What you say, and how to say it should be unique to each customer, based on where they are at as a buyer.
1. Desperate Buyers
These are the buyers that have been looking for what you offer and they needed it yesterday. They are ready to buy whatever it is you’re selling and they are the easiest to sell to. You simply ask the call-to-action question: How many would you like? How soon do you want it? How would you like to pay for it? How do you want it delivered?
About 3% of your prospects will be desperate buyers.
2. The Not-So Desperate Buyers
They are neither desperate nor in a hurry. They want to think it over. They are receptive to buying but may not show it. They are interested and may say, “Not right now.” But they are willing to listen and check it out. Given the right offer and the right approach, they will buy. To sell to them, you simply need to know what they want, and effectively position yourself and your product to match that need. Add urgency to nudge them along.
3. The Mild No
They say no, but it’s a mild rejection. It’s not a “hell no”. They are not firm and give the impression that they might change their mind. They say things like “Not right now” or “I’d love to, but no.” They have a legitimate objection that you need to uncover and handle. Maybe there is something they don’t like, or are not impressed by your offer. Maybe they don’t like what you are saying (your approach). Whatever it is, you need to work on removing that obstacle before you can get ahead.
These Mild No buyers can be turned into Yes Buyers.
4. The Absolutely No
These people either don’t have the need for your product, dislike your offer, or hate your guts. Dig deeper to find out which one it is. If they don’t have the need for your offer, ask them if they know someone who does. It’s absolutely pointless to try to convince this buyer. You may get the sale eventually if you are very persuasive, but they’ll hate you for it and definitely will not mention you to their friends. If it’s the case of dislike or hate, you can actually use this to your advantage and do a repair action (sort of a public relation job to change their views).
Selling to any these types is not rocket science, but you do need to know how to do it—use the intuitive Sales Formula, the step-by-step sales process that you can download here.<< click
I took a limo from my hotel to Dallas airport this week. It wasn’t because I have a lot of cash to waste on a limo when a taxi could do.
Rather, I was informed that over 7,000 Mary Kay reps are in town and have used up all available taxis. I guess they left their pink Cadillacs at home.
So limo it is.
I was picked up right on time by the limo service owner himself and we started chatting on our way to the airport.
I loved talking to taxi (and limo) drivers because they seem to always know the best place to eat and the best place to go. They have their ears and pulse on the city—wherever I go.
The driver, named Abdullah, asked me what I do for a living and I said, “I am a sales trainer. I train sales people how to sell without being pushy.”
“Perfect! You should teach car salespeople how to sell!” he exclaimed.
Then he proceeded to tell me how a pushy salesman lost a big sale. His story went something like this: He went into a GM dealership with the intention of buying six luxury SUVs for his business. He knew what he wanted. He spent months researching and needed to see the cars and test them. But as soon as he walked in the dealership, the salesman was onto him. He was “breathing on my neck,” he said, “telling me all kinds of specs I didn’t care about.” So Mr. Abdullah left the shop in a hurry.
“He treated me like a moron—someone who knew nothing about cars. I am a businessman who researches what I need before I go shopping. All I wanted him to do was help me—not sell to me,” he said.
So he went to another dealership. He told me how he purchased his six Lincoln Navigators from this one dealership.
“I walked in and the salesman came to greet me. He said, ‘All our best cars are here in our show room. Take time to check them out, get to know them, and if you need to take one of them for a spin, I am right here to hand you the key.’ That’s it, and I was left alone. After that, I told him what I want, and the price I wanted to pay. He helped me get what I wanted. I left the shop a very happy man.”
The moral of the story? First assess, then ask questions, and always listen. The sales pitch comes later in the sales process—much later—and not before.
Stop wasting prospects! Learn the sales process, which you can download here. <<
It’s not a secret that we are naturally drawn to people who are confident; we gravitate towards them for inexplicable reasons. Perhaps because we see in them what we want to be. This plays into one of the biggest factors in sales and marketing: perception. Our decision to buy is based on what we see and how it makes us feel. For that reason…
Confident people are noticeable—they stand out.
“How much?” I asked.
“Twelve euros,” she responded.
I turned the hat over, inspecting it; trying to decide if I want to spend that much on a cotton hat (I already have half a dozen hats sitting prettily at home).
Then she reminded me of my desire—to not burn my face: “It’s very hot today, and your gorgeous face will thank you for covering it.”
She didn’t try to justify the price. She was confident that I would not go away without a hat on my head in the middle of a hot day. I was 90% sold, but I was still hesitant. I was hoping I’d find a hat that was made in Europe instead of China. She picked up on my hesitation. “What’s holding you back?”
“I was hoping for something made from here” I said.
She turned around, grabbed a bright red hat from the rack and handed it to me. “Thirty euros.” read more…
We are human, and while we have all been told to “not judge the book by its cover”, we can’t help it but judge others by how they make us feel.
It comes naturally without us giving much thought.
And while we judge others, we are also being judged by those we meet—online and offline. So you and I need to make a memorable first impression.
You never get a second chance to make a good impression.
How does it relate to sales? read more…
Do you feel at times like you’re stuck in mud or molasses?
Unmoving—in life or business?
There is one simple trick to get yourself moving forward in the right direction.
In the late 80s, one of the most gruelling jobs I’ve ever held was a position as Hotel Front Desk/Receptionist at a Ramada Inn. It involved greeting and registering arriving guests, as well as answering incoming calls—sometimes all at once. The job demanded multi-tasking skills and the ability to refrain from yelling obscenities when under pressure. read more…
I have had a long-standing relationship with sales that, no matter what I do, somehow manages take on jobs that relate to sales… in some aspect.
Sometimes, it’s all love (when the buyer believe I descended from heaven and granted her wish).
Other times, it’s full of uncertainty.
It all started when my mother dragged me by the ears (maybe I am exaggerating a little) during one of her sales escapades. I use the term escapade because she loved doing it. But the truth was, that’s how we fed ourselves—selling stuff—so it was also a life and death matter for us. Unless you hustle, you starved. That was the norm. But she was so passionate about it, I never saw her struggle with it. She thrived on it, like a car needing gas to keep running. read more…
…and What You Can Do About It
One of the worst things that I’ve seen people do is to try to sell to everyone with a human head.
You see it often.
You are at an event and, just to be polite, you make small talk by asking people what they do for a living (by the way, this is sooo inauthentic)—then you regret that you’ve asked!
You regret asking because the person takes this as an “interest” cue and goes right into offence mode and begin to bombard you with a lonngggggg sales pitch that you start to feel like running away.
So you retreat (and curse yourself) for asking the question.
This is one of the primary reasons networking events stress people out; it’s the uncertainty of what to do.
The Best Approach
The more I am using hashtags in my social updates, the more I see the incredible power this tool has. It allows people who are mutually interested in a topic through a keyword, to gather, albeit online, and have conversations.
For small business owners, the hashtags (#) represents an important social media strategy.
Hashtags famously started on Twitter, but now it is used on a variety of social networks, especially on Instagram.
Hashtag: What is it and what can it do for your business?
In social media, a hashtag is a word or phrase proceeded by the hash (#) or pound sign. read more…
I know… I know! That’s what we’ve learned in sales school: to “sell the benefits, NOT the features”.
“Sell the benefits” is a phrase that’s been drilled into my brain ever since I’ve started in sales.
And it makes sense, right?
So what am I talking about?
Hear me out…
Years ago, I was pitching my website development service to a spa owner when I realized that the prospect didn’t know what she needed.
She didn’t know what a “fresh and easy-to-manage website” can do for her business. Selling her a “maintenance free” website was useless since she didn’t even have a website and thus really didn’t care about maintaining something she didn’t have. Telling her all the benefits of having a website was not REAL to her.
But easy-to-maintain websites was the key benefit of working with me. It was how I differentiated myself from other website designers.
Then I remembered this quote:
“Sell them what they want, not what they need.”