PUT THAT COFFEE DOWN –
Iconic words from Alec Baldwin in “Glengarry Glen Ross” which is one of almost every sales guys favorite movies. It idolizes sales as being on the hunt, taking any leads and converting them into sales. Many of the points driven home in that scene are used as common practice throughout training manuals everywhere, but lets take a moment talk about what actually works and why you are having trouble getting that sale you so desperately want/need.
Rule #1: ABC, Always Be Closing
This one seems simple, but if your goal is to generate a sale then every activity should be working towards that goal. Now, do not get this confused with going for a hard sell or constantly pitching somebody because that turns off 99% of even the warmest leads. However, make sure that you are in control of the conversations direction in a way that will ultimately lead to the discussion of “why wouldn’t you buy?”.
Rule #2: Create rapport
People buy from people they feel they can relate to. Do both you and your prospect have kids? Then the conversation can easily lead to a “parents like us..” type of discussion that makes them feel like you genuinely understand their situation, and that you can more reasonably understand their complex problem within the 15 minutes you have been talking with them. You obviously need to know a lot about what you are selling, but consumers these days are skeptical – and rightly so. Give them a reason to trust you.
Rule #3: Give the sales context
Customers come to you for one reason, and one reason alone. They have a problem or point of friction that they think your product or service will solve for them. Build context around what that pain point is for them and how it can be alleviated with your offering, and that is not always sitting directly on the surface. For instance, if you are offering a Kia, you are selling a mode of transportation. However, if you are selling a Ferrari you are selling a lifstyle, class and luxury. THAT is the “pain point” for the customer, therefore that is what you should build the conversation around.
Closing the sale
Once you understand the process of “why” and “how” you think can make a move for the kill and ask for the sale. Be prepared for them to say no, practice your rebuttals for reasons why people would suddenly no longer be interested because there are a million reasons that we try to talk ourselves out of things. Once they sign on the line that is dotted, make sure to brew yourself a fresh pot of coffee 😉
WARNING: If you are at work, there is some swearing in this video. Complete classic though, so bookmark this post.