ANATOMY OF A SALE
--Ron Miller
This article is the distillation of indispensable components
that must occur before a sale is made. (Of course, sometimes one, or maybe two of
these occur non-verbally and unrecognized,
they are present in any successful sale, nonetheless.)
The salesperson, when only on email, has to adapt and
interpolate, using his or her own immediate native creativity, which may sound
difficult, but which in reality will be obvious to the alert sales rep. Clarification comes further on.
FIRST
Before proceeding, remember that a sales interview should
never cause the sales person "the dreads." In the words of Harold Card, "HAVE
FUN, BE ENTHUSIASTIC!" Lighten up!
So what if you get told no? Even
A.W.A.I. says you will NEVER RUN OUT OF PROSPECTS TO APPROACH. No big deal.
2
Asking for an appointment at an odd time 1) is a sure way to
have fun, Oh yes! Be sure to ask the owner (or decision-maker
you are calling if he or she has a moment to speak on the phone. THEN ask for the odd-time appointment. (If it is NOT a good time to talk, and you
keep talking, you may never know how much animosity you may be buying for
yourself.)
AN ODD TIME,
such as 9:17 a.m. or 2:37m p.m. will almost always be remembered by the
prospective buyer. But CAUTION: if you , the very one who asks for the
odd time forgets the time and stands the prospect up...(don't go there!)
SECOND
FIND OUT WHAT THE PROSPECT WANTS
In the sales
interview the rep can relax! He or she
does not have to recite some miserably long speech. He or she lets the client (or prospect) do
the talking! The rep's job is 1) to ask
questions, 2) take lots of notes, and 3)
ask FOLLOW UP questions. It is
complimentary to the prospect to be consulted about his or her likes,
dislikes, plans, children, hobbies,
etc., etc. Card: "If you ask enough questions, the
prospect will tell you what you have to do for him (or her) to buy." The same
3
idea from the old Dallas instructor: "If you're going to sell, ASK, don't
tell!"
VERY IMPORTANT:
Although the prospects may believe that he wants a new automobile, the
latest five-blade throw-away razor, or a
new suit of clothes, IN REALITY
HE WANTS NONE OF THOSE THINGS... HE OR SHE ONLY WANTS WHAT HE PRODUCT
WILL DO FOR HIM or HER. In the case of
the auto, it would be luxury, economy, social prestige, safety, etc.; as for the razor the razor, the refreshed
feeling, better appearance, etc.; and similarly
with the new clothes.
THIRD
SHOW HIM OR
HER HOW YOUR PRODUCT OR SERVICE WILL HELP GET IT FOR HIM OR HER. After finding out by way of asking a myriad
of questions the intangibles that the prospect wants, one can easily recommend
a version of what the prospect sincerely thinks he or she wants, and then shows
the prospect how it "fills the
bill," so to speak.
4
Important:
Ask the prospect through the presentation
if you are making sense. (It is insulting to ask, 'Do you
understand?') Based on the answers that the prospect gives, the rep can
re-commend whatever product or version of a product available.
FOURTH
When the sales representative senses that the product
recommended is the one that fulfills the particular list of in- tangibles given
during the fact-finding interview, the close easily begins thus: 1) an alternate
choice regarding something minor (e.g., "Mrs. Prospect, do you like the
two-tone maroon and white, or the light green?"). 2) Now the rep breaks eye contact and BEGINS AN
ACTION WHICH THE PROSPECT WILL HAVE TO STOP HIM OR HER FROM DOING TO KEEP FROM
BUYING: Looking down at the paperwork,
he begins to ask proper spelling of the
buyer's name, address, email, phone number, etc. Every question the prospect answers puts
another padlock on the sale, so to speak.
The close is a natural, expected step, not to be feared at
all.
5
Lastly, a signature is needed. Just say something such as, "Fine, Mr.
Prospect, there are three copies of the, paperwork, so if you would put your
name there, please. (Avoid like poison
words such as "sign" or "dotted
line." They are full of
negative connotations.)
Time now to
shake hands and hand him or her the keys.
