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You Sell Everyday
By Andy Bacon
You sell everyday. This statement irks the purists who think Sales is akin to a pact with the devil, but everyone can learn techniques from good salespeople to improve their lives. You may not like it, buy you are in sales. One of the tenets of sales is "Don't Close Too Fast." The closing is when you actually ask the customer to buy whatever you have for sale. A car salesperson does not say "buy this car," as soon as the prospective buyer walks onto the lot. If he or she did the customer would turn around and walk off. A good car salesperson spends a little time making small talk with customer first. Why? Because it starts a connection with the buyer and we only buy from people we are connected with. We want to have some level of trust before plunking down money. A Great car salesperson spends time actually getting to know the customer. Where are they from, what is their family like, what do they do for fun? The salesperson can then use this information to connect with the customer. The sales presentation can be modified to address areas the customer feels an affinity for. The salesperson is connecting the experiences of the buyer with the benefits of the car and thus helping the customer to feel an emotional attachment to the car. For example, let's say I have a customer who likes to camp out and is looking for a car. I would show him or her cars with four-wheel drive because they may be caught in the snow or mud. I would also talk about how much room is in the car for storing tents, cook stoves, etc. I would ask what other items they take camping and point out where those particular items would fit in the car. I would use language that helped the buyer to see themselves using the car to do the enjoyable activity. It is all about connection. The salesperson connects with buyer on a personal level by talking about areas the buyer is interested in. The buyer is connected to the car by tying the car to the customer's enjoyable activities and his or her possessions. A great salesperson creates strong emotional links with buyer to both the car and the seller. How does this help you? Take a page out of the sales play book and create links with the people you deal with. Don't get caught up in the idea of selling an item. Ultimately, the sale is just getting a desired action on the part of the buyer. The action is the purchase and it is helped along by the connections. If you want a desired action from someone concentrate on connections first. The best way to start a connection with a stranger is to smile. A smile shows we have an affinity for the other person and it starts a connection. If you have a problem with your plane ticket don't go to the ticket desk yelling and angry. It turns the agent off and they have no reason to go out of their way to help you. Instead, start with a smile then a bit of small talk. If the agent is really busy say something like "it's a real mad house around here." The agent feels a connection because you understand his or her situation. Only after this little bit of interaction do you explain your problem and ask for help. The agent will actually want to do extra for you because of the connection. We want to be connected with others but in our fast paced society it is hard to do. Connecting with others is not manipulation. Connecting is what we are programmed for. The ticket agent will not feel manipulated by your smile. Instead, he or she will feel better because of the connection. Someone threw them a small lifeline in the sea of non-connected people. The next time you have a problem to solve put on your sales hat and build some connections first. |
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This intel was contributed by abacon1
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May, 2012
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