My experience in sales and marketing tells me that 25% of the general population cannot be sold anything. If it's not their idea, it's not a good idea. This group buys things, but they are not sold things. Conversely, 20% of the people will buy most anything that makes sense, especially if it's "discounted." if they can afford it, they just cannot say "no." It's the big part of the bell curve, that great "middle group",that represents the real challenge. This is where marketing and salesmanship determine the level of success. It takes both... Marketing includes salesmanship. Marketing can deliver believable, irresistible opportunities, but, if it isn't wrapped around an attitude that cries, "Open to me, I'm trustworthy," then the best marketing has limitations. I sold my first marketing manuals in Massachusetts in the early Eighties. I would call on business people in person and pitch them on my guaranteed services. One out of three bought a manual. But then I began bringing my 3-year-old son with me. My sales doubled overnight! While describing this phenomenon to a wise friend, he told me that the prospective customers opened their hearts because of this child. It was not only true then, it's a sound principle. People do business with people whom they want to do business with. Part of eliciting "open spirits" comes from "communion" with clients. Here are five additional ways to "commune" and trade 1. Listen - Studies show that failing to listen is the top cause of most rejection (my wife concurs). Take time out of your agenda to pause, breathe, observe and hear what is being said to you. They will tell you valuable things by their expressions, words, inflections and body language. You cannot listen while you are talking (or thinking). Listening demonstrates sensitivity and gives them the sense that their attitudes (and personage) have significance. We all want to feel significant, we all want to feel like we matter. 2. Ask what you can do for them. The question shows dedication to doing whatever it takes to serve the interests of the customer. You do not want to ask what else you might sell them, but how you might help them. You may find yourself satisfying a request in a manner that is not immediately profitable for you, but it will be in the long run. They will refer you to others, and keep coming back themselves. 3. Ask permission to recommend. If you fail to do this, your recommendations might meet suspicious reactions. However, you will never get resistance once that permission is granted. Seeking permission demonstrates sensitivity to the person's position. It has the opposite effect of being "pushy." 4. Voluntarily reduce the cost. I don't mean for you to discount a product or service, but there are other ways to accomplish the same effect. For example, you might volunteer, "Instead of buying the "X"-priced widget, here is a 80% priced widget that does more than twice the job." That is doing something that's in their best interest. Don't confuse this with "bait & switch" tactics. This is up-front differentiating between price and value. 5. Do more than is expected. Do more, but do it at the same price. Look for every opportunity to include the extra value, and be sure to tell them about it. Point out these extras as merely high regard for the customer, not a great characteristic of yours. For example, a friend in the heating/cooling business would put moth balls around every compressor that he serviced. This would prevent fire ants from eating through the wires, which causes expensive service calls. This cost him directly in reduced service calls, but it was done in the interest of the customer. "Service" is placing the moth balls, "marketing" is telling the customer about the significance of placing the moth balls. Explaining 'why" also builds trust in your professional judgment and integrity. |
