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Shut Up and Sell! |
by:
Erin Banister |
Predatory salespeople are everywhere ñfrom the department stores to car sales. Time and time again weíve seen these salespeople hunt like hounds trying to get their next sale, the next big commission. ìSell at all costs!î ìDonít let them say no!î
No wonder weíre afraid of selling. We donít want to hunt people down, we donít want to take their money without consent, and we donít want to sell them something they donít
need.
You Donít Have to Do That!
Those salespeople have it all wrong. You donít have to pressure anyone to get a sale. In fact, Iíll go as far as to say that you donít even want those people who succumb easily to sales pressure. You want these people to know what theyíre getting, up front, and have no remorse over the buying process.
The informed consumer is the repeat consumer.
Iíll give you an example: Several years ago, I was in communications with a business person who had some very specific needs. (And very specific questions.) Over the course of several months we communicated via email and telephone several times a week. We werenít even talking about costs ñ we were talking about the schematics of working with a virtual business. ìHow would we do x virtually?î ìCan Y be virtual, or would there have to be some physical correspondence involved?î ìIs Z possible in a virtual situation, and if so, how does it work?î
This gentleman was really doing his homework. And I really didnít mind. We were building a great rapport, he was generating referrals for my business, and he was learning a great deal about the virtual assistance industry. All his questions were valid ñ I had no problem answering a question that would have taken him too much time to find the answer on his own.
After about six months of correspondence, he finally signed a contract with me. We agreed upon a five-year term (almost unheard of within the VA industry), during which time he would continue to generate referrals for my business. Heís still working with me to this day, seven years later.
He was informed and comfortable in his decision ñ and this made all the difference.
So the moral of the story is this ñ shut up, listen, and answer your consumersí questions.
There are only three steps to selling ñ none of which have anything to do with a pushing anyone into buying.
In order to sell, you have to connect!
Primarily, you have to connect with a person - you want to be talking with someone not at them. Build rapport. Ask them about their business, their situation, and listen whole-heartedly. You need to figure out where they are in their situation, and use this Q&A time to help you formulate responses to cater to their needs. Donít forget to take notes!
Now talk a little about their expectations of the relationship. If youíre a coach, for example, ask them how they expect coaching to help them within the next three months. Ask them how they expect the coaching relationship to work. Ask lots of ëwhyí questions ñ theyíll help you more later. (ìWhy do you feel you need a coach?î ìWhy do you want to achieve x?î)
After youíve talked about their expectations, tell them the reality of your business. Tell them specific outcomes you can help them achieve, and present case studies if possible. In all matters, be honest. Donít over-hype anythingÖ be straight and theyíll appreciate you for it.
Now you can persuade
Now is your turn to talk. Talk about their problems. Take their expectations and their situation and tell them their problems in your own words. If you understand their situation, they will be able to tell. Donít fake concern or empathy ñ but do be understanding of their needs. Speak of their problems as if they asked you a ëwhyí question ñ ìYou need x, y, & z because you need a & b to function appropriately for outcome Nî.
Also talk about their outcomes in your own words ìIf I understand, you need x, y, & z; and you want ABC to happen because of it, correct?î The more your relay your competence of their situation, the more comfortable theyíll be with you. Approach this as you would approach an elementary school student with a difficult math question ñ rephrase so you both understand, and make sure you have ALL the elements. Without all the elements, you canít fully understand their needs.
Once youíre comfortable with their needs and desired outcomes, present your solution. DO NOT use a canned ësolution statementí, you truly need to cater all your
responses to their specific needs. Speak of their future, your future, and how they intertwine. You want this to be seen as a group effort ñ not just a one-sided deal. You canít possibly solve all their problems, but you are always on their side. Let them know your vested interest, and theyíll appreciate it.
Letís not close ñ letís agree
Now that youíve talked with them about their needs, how you can help, and any other items that need discussion, you should be ready to come to an agreement. You should both agree by now that their needs and your solution are a good fit. If you donít feel youíre a good fit, move on.
Make them an offer. Tell them how you intend on helping them, how you plan to work together, and how long you plan to work together. DO NOT discuss money until this point. (If the question arises beforehand, donít evade the question, but donít give them a precise estimate. Iíve always used the phrase ìWe need to cover some more information before I can give you a solid quote because pricing is based on individual needsî. Give a ballpark estimate if necessary.) Go over your pricing & procedures, and offer to send them a formal proposal & contract. Youíre done!
As you can see, selling isnít what you think it is. No one wants to talk to a pushy salesperson, and now you have the tools to be an effective salesperson. Just remember to prepare, relax, shut up and sell!
About the author:
Erin Banister, president of TrinityJacobs, helps entrepreneurs lessen their administrative & marketing burden. For more information, visit http://www.TrinityJacobs.com(Sign up for The Next Level and get our FR*EE Special report "10 Ways To Make Your Work Day Easier, Faster, & More Efficient" here http://www.trinityjacobs.com/the-next-level.html)
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