How to Sell….lots and Lots

 

 

 

 

One of the most satisfying yet frustrating jobs is selling.

I have spent a long life selling and training salespersons so I thought it might be helpful to you people if I shared some of the helpful hints that have come to me over that time. I hope so.

I will start with the basics that apply to all sections of the craft and a craft it is.

First is appearance. This is most important. You must be aware that, the first and most important thing you are selling is yourself. If people take dislike to, or mistrust you, you will find it difficult to sell to them.

So be neat and tidy. There is an old saying that nobody notices if a salesperson’s fingernails are clean, everybody notices if they are dirty.

In countries such as Australia it is not always necessary to be wearing a suit. It is acceptable, I believe, in any country to dress casually but neat casual. This can depend on the policies adopted by your company.

Little or no body piercing. In this day and age a man with a small stud earring would not be a problem but keep it small. Women, of course are expected to have pierced ears but, once again, don’t go over board. Lots of face piercing will be a problem. The many surveys with which I have been associated show that people instinctively distrust someone whose appearance is, what they consider to be, outlandish. Ask them and they will say that it is not a problem to them because they usually don’t wish to offend but in most cases it will be a problem.

The same applies to jewellery. Lots of large chunky jewellery is a turn off. Wear jewellery but keep it to a minimum.

There are many types of sales positions but all are just a bit easier if the sales person is neatly and cleanly presented. What is considered neat and tidy can differ with the sexes, for instance, salesmen wearing outlandish Hawaiian shirts. People see you as untrustworthy and pushy. They will avoid you if possible. On the other hand a woman could get away with wearing the same shirt, as she will be seen as bright and bubbly so she would be seen as a desirable person with whom to do business.

First Rule: Be neat and clean.

The second most important attitude across all sales positions is so obvious that it shouldn’t need to be mentioned but, based on my experience and looking around various shops, it must.

SMILE.

People love to be smiled at they will instinctively smile back. Try it sometime, smile at strangers in the street and see how many smile back.

Unfortunately it seems to be a forgotten fact in modern sales training. Sales people rarely smile.

This does not mean that you have an insincere smile plastered over your face all the time you are with the customer. That makes it hard to talk properly. It is also a fact that people are turned off by people who smile all the time. It makes them suspect that you are insincere. My dad used to say, “Never trust anyone who smiles all the time.”

Greet them with a smile. Smile when they make a joke.

Second rule: Smile appropriately.

The third, and equally important rule is being honest. A lot of sales people are afraid of the three little words, “I don’t know.”

No matter how well you know your product the time will come when a customer will ask you something to which you do not know the answer and you will lose the sale if the customer believes now that they are trying to cover up the fact that you do not know the answer.

Salespeople will not admit that they don’t know because they feel that the lose control of the situation. Not true.  Firstly, the potential customer will appreciate your honesty, you take control of the situation by adding, “But I will find out for you. I will call you back with the answer.” Or, “If you don’t mind waiting for a short time I will go and ask.”

It is vitally important that you get the answer to them as soon as possible, even if it means that you recall them in a minute or so.

What have you done here? You have impressed the customer with you honesty. By keeping your word and ringing them back or returning with the answer you have established a trust. The customer will be more comfortable with dealing with you. Unless there is something radically wrong with the product, you will get a sale. The customer sees you as being honest and helpful.

This attitude is particularly important because the greatest situation for a sales person is repeat sales. The next time you recommend a product to this customer they will seriously consider it and probably buy. It is also useful in promoting add-on sales.

Be yourself. This is the person that people want to meet.

Rule 3. Be honest.

Finally how do I deal with objections? Don’t you just love objections? “My friend bought one of those and she was unhappy with it.” “I have heard a lot of bad things about that product.” To name a few.

Most salespeople answer this by saying something like, “Really sir/madam, then maybe you should consider this other ….” Too late, you have lost them.

Ask yourself this question. If they have heard so many bad things about the product, why are they still standing there asking you about it?  The problem of objections is your mindset.

Here is the truth. Objections are pleas. They are really saying, “Convince me. I am concerned about the things that I have heard about this product, but I am willing to be convinced.”

Whatever you do, do not answer this by rubbishing the other firm’s product. Concentrate on the positives of the product that you are selling. Speak it up, they are waiting to have their fears allayed.  Do not suggest that their friends are incorrect.  Acknowledge that their friends have a problem, which could probably be solved by taking it back to the supplier. Every product will have a dud sometime. As a last resort you could remind them of you organizations refund policy. Most times you will not need to do that as, if you debunk their doubts, they will buy. You have the advantage if knowing, because of their objections, that they already want to buy the product to which they are objecting.

These are the basics for all selling situations. Now let us look at specifics for your particular situation.

Call Centres Inbound and Outbound.

You call centre people can immediately forget all I said about appearance.. You can have studs, rings and dangly bits hanging from all over your face if you wish. You can dress or not dress, as you like. The customer is never going to see you so they cannot look at you and trust you because you are neat and tidy and clean.

But, and this is where it becomes more difficult for you, you must draw a picture of you in their mind. How many of you have been talking to someone that you don’t know on the phone and had a mental picture of how that person looks? We all do it don’t we?

You must draw a picture of as trustworthy person with your voice alone.

It is important that you realize that you are, in most instances, the first contact the potential customer has with the company. First impressions last. If the customer is unhappy with you they will tell their friends not to have anything to do with your company not you. They will tell about the rotten treatment you gave them but it will reflect on the company. C.E.O.s will not be happy.

In my opinion, the greatest deterrent to call center sales is a script.  Most centres insist that you stick strictly to it as they have paid someone a lot of money to write a method that sells. The idea behind a written script is dynamics. Immediately catch the proposed client’s attention, their interest. In my experience, most fail to deliver this reaction.

As soon as you deliver the opening phrases the person knows that you are a telemarketer or sales person and are on guard. They are pretty determined to reject you before you finish your opening address. It is hard to understand but people know when you are reading from a script. They have every intention of getting you off the phone as soon as possible.

Use the script only as a reference. It will have all the points that you need to impart to the customer and that is fine but it is how you deliver the information that matters.

Remember to put a smile in your voice. How do you do that? BY SMILING. Once again it is a strange but people know, even on the phone, if you are smiling. Be bright and bubbly without being over the top. Be concerned about them. Be helpful. If the opportunity presents itself, make a joke if they are laughing with you they are relaxed.

A most important point. To be a top salesperson you must ask for the sale. But, you must ask without asking directly. Do not say, “Well, do you want it?” Invariable the answer will be, “No.”

I realize that this is obvious but there are a lot of people out there you do not ask for the sale.

I was working in Real Estate. One day a couple who I had seen with another agent, came to me and said, “Can you please sign us up for the **** house. I have been trying to get **** to sign us up but he just keeps showing us other places?”

The bigger the product the harder it is for people to decide. You must remember that this decision could affect them for many years to come in relation to repayments.

So, how do I ask without asking? When you are sure that they are happy with the merchandise, Ask them to make a smaller decision. “Will you be paying cash? Or do you want us to arrange credit?” “When will it be convenient for us to deliver?” “Will you need our people to install it when I deliver?”

Find a smaller decision in relation to what you are selling.

AND don’t forget to thank them for their time, even if you don’t get the sale.

What do you do if the customer rings in and is abusive?

First thing to do is, let them go. Let them get it out of their system. Just make comforting noises. “I see.” “Oh dear.” Whatever.  You will get the blame for whatever the problem is.

I was working for a Government agency collecting outstanding fines. I rang a lady and asked her how I could help her expiated a fine that had been incurred 12 years ago. I was told that I was the cause of their business failing, her husbands heart attack and several other things that had happened to them.. She carried on for 20 minutes. I just let her go. I was fortunate because, when she had run out of steam, I said to her, “You’re upset aren’t you?” Fortunately she laughed and I was able to tell her that the purpose of my call was to tell her that the fine had been waived.

When the have had their say, try to lighten the situation. Be sympathetic, and helpful. I believe that you can defuse the situation by asking, with humour if possible, why they are abusing you as it was not your fault that problem occurred. Maybe you could say something like, “Well, although it is not my fault that you have this problem, I am going to solve it for you if possible. Please explain what the problem is.” This achieves two things. They are, usually, contrite because they have abused you, they know, of course that the problem is not your fault. Also you have demonstrated a sympathetic attitude and a willingness to be helpful. Be helpful. Just don’t forget to follow through and be as helpful as possible. You will not receive a tip but it is nice when the boss comes and tells you that they have had a letter praising your efforts.

In Store Sellers.

You need to pay particular attention to what was said about appearance. You only have a short time to impress the customer with your honesty and sincerity. George Burns, arguably the best comedian ever, once said, “The most important part of any acting role is sincerity, if you can fake that you will go a long way.” I am not suggesting that you need to fake sincerity. If you are dedicated to your job, sincerity will be automatic. You will genuinely want to sell that person the item that is most suited to their needs and budget.

So, the first rule for you: Don’t leave them standing around like a pimple on a gatepost. Don’t leave them until you finish the conversation that you are having on the phone or with someone, or the task you may be doing.  Break off the conversation and approach them. Your friends will realize that you are working and that you can talk to them a little later. The comfort of the customer must be you primary concern. If you leave them the perception is that you don’t care and don’t really want to serve them. If this should happen approach them with an apology for making them wait, even if it is only the time it takes you to finalize the conversation or task that you may be performing. The task will still be there when the customer has left.

My wife was working with me and we were selling blinds. She was asked to set up outside a department store, which was selling Venetian type blinds for $14.00. Her objective was to sell people $300.00 worth of blinds. She was very successful. She achieved this by setting up a table and chairs with tea and coffee.

Most of the customers were grateful for a place to sit for a while and to be given a free drink created a friendly atmosphere. My wife was a very good salesperson. The supermarket eventually asked her to go away.

If you are dealing with another customer, acknowledge the waiting customer. Say something like, “I’ll be with you as soon as possible.” Once the have been acknowledged they are happy to wait.

What if the customer you are dealing with is being particularly difficult? Give them a decision to make and excuse yourself and deal with the waiting customer. Or say something like, “I’ll leave you to make up your mind without the pressure of me standing over you. I’ll just help this person and then return.”

Remember what I said about smiling appropriately.

Another important strategy is “The force of ownership.” Syndrome. As soon as possible get the item in which the customer is interested, into their hands. Once they have it in their hands, they feel that they own it, they are reluctant to put it down in case you take it way. Let them play with it for a while.

Don’t prejudge your customer. A raggedy looking man walked into an electrical shop and displayed an interest in home entertainment systems. He asked about the top of the range system but the salesperson steered him to the cheaper models.

Every time the customer asked about a high priced item the salesperson directed him to the cheaper models. The customer finally got fed up and went across the road and purchased a million dollars worth of equipment.

In your eyes every person is a millionaire there to spend a lot of money.

Next you must realize that you are not there to simply sell the customer what they ask for, and this is why it is so important to establish an attitude of trust. You are primarily there to make add on sales.

A story of store selling. A general Manger of a chain of large stores was visiting a local branch with the store manager. They watched a salesman selling a customer a fishing line.

When he had bought the line the salesman said, “Of course it is simpler to use if you have a reel.” Sold him a reel. Then sold him a rod, a creel, tackle and a tackle box.

Then he said, “You know, fishing from the shore is O.K but the really big fish are out to sea.”

 Sold him a boat, a boat trailer then convinced him that he would need a larger car with which to pull it. The customer left very happy.

The General Manager went to the salesman and said, “That is the greatest selling job I have ever seen. That customer came in for a fishing line and you sold him all that, that is wonderful, wonderful.”

The salesman answered, “He didn’t come in to buy a fishing line. He asked for a packet of sanitary napkins so I said to him,  ‘looks like a dull weekend, why don’t you go fishing?’”

Never forget the add-ons.

If you have established the correct atmosphere, when you make a suggestion, “You have made a clever selection there” Always praise their choice. What you say here is determined by your reading of the customer. For example instead of ‘clever’, you could say ‘intelligent’  With that you might be interested in seeing what a lot of people are using with it…….

Never mention that a lot of people are buying the add-on because you are not trying to sell it to them, you only thought that it might interest them.

Is this deception? Depends. Is it as good as you say? Does it really enhance the product that they have purchased? Yes? Then you are not being deceptive you are using a strategy that will improve their purchase with out scaring them away. Doing it this way the decision to buy the add-on will be entirely that of the customer. You are only showing them a way that they can improve on what they have already bought.

If you approach the add-on sale by declaring things like, “You must have this.” “It is imperative that you have this as well.” You are making the decision for them and they will regret it when they leave. They will feel pushed and forced it buying the object and will find things to complain about with it ruining your chances to achieve the other main goal of the responsible salesperson, Return sales. You want that customer to come back to your shop the next time they have a purchase to make and you want them to seek you out and get you to make the sale.

I was training salespeople in the Venetian blind industry. We sold blinds, flyscreen, patio covers and the like. I asked this person to demonstrate how he would turn a blind sale into a flyscreen sale.

 He said, “I see by the fly spots on your ceiling that you need fly screens.”

What has he done?

Created resentment. He has told the woman that is a lousy housekeeper. He has implied that her house is dirty.

Should he have mentioned the fly spots?

No? But they were an indication of the problem that she had. If he felt that it should be mentioned, maybe he could have said. “You must spend hours trying to clean off those fly spots.” It was a legitimate point but wrongly put. By using the latter he is suggesting that she is a good housekeeper but that a lot of her cleaning time was spent cleaning fly spots. It shows admiration and sympathy without rubbishing her housekeeping efforts. It also makes it more appropriate to suggest a solution. Fly screens. They will solve the problem freeing her do have more time for other things.

So, for instance, if a customer asks about an iron, it would probably not be productive to say, “I can see by the condition of your clothing that you need one.”

Door to door.

This is probably one of the worst and most unrewarding of sales positions. Days are long, legs are tired and feet are hurting. It is hard work made harder by the lack of response from the householder.

How can we improve this situation? Get more sales always helps. Typically you will knock on the door. She will answer it and see you standing there with your goods/bag, whatever in your hands.

She is immediately on the defensive. She is thinking, “How can I get rid of this person without being too rude?” She may want what you are selling but she resents the fact that you have intruded on her day. You have, in her opinion, forced your way into her home. this is not a good environment in which to make a sale.

Lets improve your chances.

First, do not be standing looking like a lost waif. Have your bag/gear beside you and be admiring the garden or something else prominent when the householder answers the door. “I was just admiring your garden.”  Praise her about the garden. Doesn’t matter if you know nothing about gardening, say so and ask questions.

This relaxes her and makes you more acceptable especially as you are praising her or her husband’s efforts in the garden.

After a short time apologize and get on with your presentation. You will find yourself talking to a more receptive audience. If you are invited in you will not be regarded as an intruder, you will, in most cases, offered a cup of tea. Easy selling. Read and apply the bit on ““The force of ownership.” Syndrome in the store selling section. Don’t demonstrate; let the customer use the item. You can explain the workings if they get into trouble.

Another point for door-to-door people. It can be depressing when you are knocked back time after time. After a time of this you become more negative and it will show in your presentation.

Try looking at your situation in a different manner.

The average of knocks to sales is 8 to 1. So, on average, you will get 1 sale for every 8 doors upon which you knock. I should hope the reader would realize that you cannot simply go to every 9th home and get a sale.

 Let us assume that you receive $80.00 commission for each sale. When you receive a knock back do not look on it as a lost sale, tell yourself that you have earned $10.00 which, of course, you have.

A different perspective means different results.

Real Estate selling

One of the most difficult selling areas. You are asking people to make probably the biggest decision that they will have to make in their lives. We spoke earlier about assisting people to make the big decision. But getting them to the position where they can make that decision.

Find a really daggy property in the area where you have the place for sale, Ensure that the price on it is around the same as the price of the house that you are selling. If you can list it yourself you can ensure that this is so. Show the client this place first. Tell them the price then show them the property that you are offering. The contrast will usually do the job.

This can backfire but still be in your favour. I knew of one agent who sold 3 of the daggy properties while trying to sell a particular home. You never know what will appear attractive to people.

Closing questions in real estate can be, “Do you want us to arrange credit?”

If they have their own credit arrangement, offer to help the provider. Contact them and offer to take the manager or person responsible to inspect the property. If they accept, and they usually will, it gives you the chance to sell them as well. 

You may need to help the prospect see the property in a different light. I was selling a property with a damn right smack in the middle.

I painted a picture of their summer night sitting in the veranda watching the sunset over the damn whilst drinking a bottle of beer or two. Eventually sold it to a lady with a horse.

I must admit that I cringe a little inside when I see a real estate sign with a big “Sold” sticker across it. This is a bad mistake. By doing that you are closing an access to unlimited sales.

In my part of the world it takes about 6 weeks for a sale to settle. Another 1 to 2 weeks before the new owner moves in. That is 8 weeks of potential sales. Then leave the sign until the owner rings and asks you to remove it, possibly another 2 weeks or more and 1 to 2 weeks for forget time. This is the time between when the owner rings and you say that you will remove it and when he rings back because you forgot. All together about twelve weeks for the sign to be displayed. Just ensure that you collect the sign after the second call. The customer will believe that you are a bit of a scatter-brain, but you are O.K.

Maybe nothing will eventuate from it but, if you get a call about that site, you know that you have a prospect who is genuinely interested in buying.

“Sorry sir but that house was sold just recently but I do have a couple more pretty much like that I would be happy to show you.”

What if you sold 1 for every week the sign was displayed?

Company Representative.

The actual selling here is not too much of a problem. You are expected, they are ready to buy and you are ready to sell. What could go wrong?

A clash of personalities perhaps.

Story: a new company rep was being prepared for his territory. He was told about most of his contacts within the company who were all reasonable, “Except for Hardnose Ryan.” “Hardnose” was an ex rep and liked to make the job as hard as he could for reps.

The new bloke walked into Hardnose’s office and accepted an invitation to sit.

He said, “ Good morning Mr Ryan I am sorry to take up your time. I know that I could never interest you in any specials of which I have some beauties. No, you are, I am told, an independent man.”

The conversation progressed for some time with the new rep continually refusing to try to interest Mr Ryan in anything. He just kept saying that one such as he could never sell to someone as experienced as Mr Ryan.

Finally Mr Ryan said, “Look, just give me your order book.”

He took the book and wrote a substantial order. Turning to the new rep he said,
”Look son, you are a complete dill. If you are going to have any success in this field you need a system. “

The new rep replied, “Oh I do sir. This is my system for selling to difficult buyers. Thank you for your order.”

To be successful in the rep arena you need an excellent memory. Or, you could establish a card file with all your clients there. After you have spoken to them go straight to your car and write down everything of interest that you spoke about. For instance he might mention that his wife is sick. Write it down. Next time you call on him read you card before going in. In this case you could them say, “You mentioned the last time I was here that your wife was a bit crook. Is she better?”

You will gain the reputation of a thoughtful caring person.

One last thing, before you leave the premises, go and thank the receptionist. Even if you are let out through a back entrance, walk around to the front and thank the receptionist. Do this and you will always receive exceptional treatment. Receptionists are a neglected group of people and appreciate anyone who shows them a little curtesy.

Used car sales.

I have no personal experience in this facet of sales however, as a result of a survey conducted in this country some time ago, they were voted as the only section of the community that were less trusted than politicians. They have a bad reputation and must

have difficulty living it down.

Personally I believe that it is a case of the worst getting the most publicity. I believe that the majority of used car salespeople are just like the rest of us. Trying their best to do their best.

As for how, I would suggest that you follow all the tips that have been given and use the ones that suit what you are doing.

In most countries there are laws governing the dos and don’ts of selling. Ensure that you are conversant with these before starting the job. You must decide how you will handle the position. What do you do for instance, if as boss instructs you to do something illegal? Are you morally opposed to telling lies?

A person was applying for a position within a large company. While he was having his interview the ‘phone rang.

The manager said to him,. “Answer that and tell them I am not here.”

The applicant answered the ‘phone and said, “Yes he is here but is unable to come to the ‘phone at the moment, Give me your contact details and he will get back to you.”

The manger was livid. ”I told you to tell them that I wasn’t here. Cannot you obey a simple order?”

The applicant replied, “Sir, if I can lie for you, I can lie to you.”

He got the job and ended up running the place. 

That’s about all at this point. Happy selling.