BY Jack Warkenthien
Are great salesmen and saleswomen born or made?
Though I’ve worked with hundreds of sales professionals blessed with impressive intuitive skills, I firmly believe that selling is both an art form and a science. There are lessons you can learn–when applied properly–that can dramatically improve your entire sales experience.
From more than 30 years of experience, I’ve distilled the selling process down to its essence, identifying your lucky 7 techniques that will produce sales earlier and more often.
- Research the candidates’ business before saying a word. Go on-line. This is why God invented the internet (sorry Al Gore). If it’s a public company, there will be a host of links and directories to review. Read articles that have been written in newspapers and trade journals. The Web puts vast resources a few clicks away.
Before you knock on the door or pick up the phone, make sure you know about their position in the market, most pervasive competitors, and especially their wants/needs/roles/goals.
- Speak to decision-makers. There are usually three types of people you encounter when making sales calls: (a) Decision-makers. They’re the ones who have the authority to say “Yes” and sign the order. (b) Influencers. They are important because they’re often asked to support your recommendation or proposal. But you never want to present just to an influencer if you can help it. Why? Influencers can only say “No” by themselves. You really want the decision-maker in the meeting. (c) Then there are Foxes, who are tougher to recognize. They may answer the phone, or greet you, as you enter. Don’t jump to conclusions. (S)he may be the spouse of the decision-maker.
There’s no substitute for doing your homework. Know who you’re talking to before you begin. While you’re at it, familiarize yourself with the “decision process” as well.
- Approach candidates with confidence. At least 80% of the time, the person that you meet, will already visualize themselves as one of your customers. They want to buy, so don’t spend your time talking them out of it. Here are the three words you must commit to memory: ASSUME THE SALE. After all, this isn’t your hobby! By visualizing the candidate as already being your customer, a sale WILL be made—they’ll sell you on “No” or you’ll sell them on “Yes”. You will exude confidence and they will be more likely to buy your product or service, at the conclusion of your meeting.
- Discover your candidate’s true needs and wants. The only way you can apply your Unique Value Proposition (U.V.P.) to their Dominant Buying Motive (D.B.M.) is if you understand their needs and wants. Here’s the proper sequence for structuring your call: question first, listen second, talk third. Here’s where you give a little T.L.C. (Test/Listen/Continue). Act like a good doctor and don’t prescribe until you diagnose. There’s a word for that in medicine: malpractice. Don’t do it in your sales “profession” either.
- Make me feel important (MMFI)! Imagine every one you meet with those initials stamped on their foreheads. Deliver sincere compliments, ask for opinions, and remind them how important they are. You are constantly building and nurturing the relationship. When I first came to Houston, I hosted a daily morning business talk show, “Where Wall Street Meets Main Street”. It was a very good show, in my humble opinion. However, everyone you meet will have their own two favorites—an FM station—WII/FM (“What’s In It For Me?”), and an AM station—MMFG/AM (“Make Me Feel Good About Myself”). Now that you know, help them tune in, every chance you get.
- Communicate compelling messages. There are two—and only two—reasons people buy anything: PAIN or GAIN. Of the two, pain is, by far, the most compelling reason. You win if you can remove or prevent pain, from occurring in your candidate. On the gain side, you show how you can provide gain now, or promise it, in the near future. Anticipate the customer’s central concern(s), and gear your message towards it. What benefits can they expect to receive? How do you deliver those benefits and how will you achieve results? Your ability to communicate effectively on such points, is as important as your ability to “open” the relationship.
- Do yourself a F.A.B.R.E.–make powerful statements that instill confidence. Most “ordinary” Sales professionals can be accused of feature flashing—and there’s always enough evidence to convict them! That’s when they “show up and throw up” everything they know about their product and/or service. There’s a far better way to sell: F.A.B.R.E. stands for Feature/Advantage/Benefit/Response/Evidence. For every feature you volunteer (“our patented formula…”), share an advantage (“why us v. the competition”). Then, remind them of a benefit (“it makes you money….saves you money…..removes your pain…..etc”). Next, elicit a response (“does that make sense to you….do you see how that applies?”). Finally, deliver evidence, that your solution works (testimony, scientific data, white paper, etc). You’ll not only do yourself a favor, but you’ll do one for your future customer as well!
If you weren’t born with that valuable Sales gene, take heart. You CAN learn the skills necessary to be highly effective and successful in the oldest and most noble profession–Sales. There are no magic pills that will guarantee results. It takes planning, preparation and practice. As we enter our Summer Season of Selling, try rolling the dice on these 7 steps, and take the risk out of wasting your (sales) time. I’m confident they’ll help you make more sales, more money and derive more enjoyment from the sales game.
Jack Warkenthien, CEO, NextStep Solutions. Email him at [email protected] or call him at 832-344-6998
