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TheArtOfClosingTheSaleByBrianTracy
1. TheArtOfClosingTheSaleByBrianTracy2. ASUPERSTARSALESPERSON3. SIMPLEBUTPOWERFUL4. THEPSYCHOLOGYOFCLOSING5. HOWTOHANDLEANYOBJECTION6. WINNINGCLOSINGTECHNIQUESI7. PUTOFFPRICEUNTILLATER8. CHOOSEYOURTIMING9. COMPAREAPPLESTOAPPLES10. WINNINGCLOSINGTECHNIQUESII11. FLYINGHIGH12. BEREFERABLE13. DOUBLEYOURPRODUCTIVITY.14. DOUBLEYOURINCOME15. CONCLUSION16. ABOUTTHEAUTHOR
TheArtOfClosingTheSaleByBrianTracy
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BRIAN
TRACY
AuthoroftheSett-SellingTHEPSYCHOLOGYOPSELLING
TheKeytoMakingMoreMoneyFasterintheWorldofProfessionalSelling
TheArtofClosingtheSale
TheKeytoMakingMoreMoneyFasterintheWorldofProfessionalSelling
BrianTracy
III
ThomasNelson
*(•#«17M
Tomyfriendandbusinesspartner,VictorRisling,thebestsalesmanandgreatestcloserI’veeverseen.
©2007byBrianTracy
Allrightsreserved.Noportionofthisbookmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans—electronic,mechanical,photocopy,recording,scanning,orother—exceptforbriefquotationsincriticalreviewsorarticles,withoutthepriorwrittenpermissionofthepublisher.
PublishedinNashville,Tennessee.ThomasNelsonisaregisteredtrademarkofThomasNelson,Inc.
ThomasNelson,Inc.titlesmaybepurchasedinbulkforeducational,business,fund-raising,orsalespromotionaluse.Forinformation,[email protected].
LibraryofCongressCataloging-in-PublicationData
Tracy,Brian.
Theartofclosingthesale:thekeytomakingmoremoneyfasterintheworldofprofessionalselling/BrianTracy,p.cm.
ISBN:978-0-7852-1429-8(hardcover)
ISBN:978-0-7852-8913-5(IE)
1.Selling.I.Title.
HF5438.25.T71172007658.85—dc22
2006034507
PrintedintheUnitedStatesofAmerica0910111213QW987654
CONTENTS
Introduction:BreakingtheSuccessBarrierinSales
1.DevelopingaPowerfulSalesPersonality
2.ThePsychologyofClosing;
3.HowtoHandleAnyObjection
4.WinningClosingTechniques1
5.WinningClosingTechniquesII
6.DoubleYourProductivity.DoubleYourIncome
ConclusionAbouttheAuthor
INTRODUCTION
BREAKINGTHESUCCESS
BARRIERINSALES
WHENIBEGANSELLING,COLD-CALLINGFROMOFFICEtoofficeduringtheday,andfromhousetoapartmentduringtheevening,Iwasterrifiedofclosing.
Everyday,Iwouldsallyforthtosell,unafraidtogetface-to-facewithprospectsandenthusiasticallydelivermysalesinformation.Then,attheend,Iwouldchokeupandaskhesitatingly,“Whatdoyouwanttodonow?’
Invariably,theprospectwouldsay,“Well,leaveitwithmeandletmethinkaboutit.”
Ilearnedlaterthatthewords,“Letmethinkitover”or“Letmethinkaboutit”arepolitecustomer-speakfor“Goodbyeforever;we’llnevermeetagain.”
Iconvincedmyselfthatpeopleallovertownwere“thinkingitover”andthatmyphonewouldsoonfalloffthehookwitheagerbuyers.Butnooneevercalled.
Ifinallyrealizedthatitwasnottheproduct,theprice,themarket,orthecompetitionthatwasholdingmebackfrommakingsales.Itwasme.Morespecifically,itwasmyfearofaskingaclosingquestion.
Oneday,IdecidedthatIhadhadenoughoffrustrationandfailure.Myverynextcall,whentheprospectsaid,“Letmethinkaboutit;whydon’tyoucallmeback,”Isaidsomethingthatchangedmylife.
Ireplied,myheartinmythroat,“I’msorry,Idon’tmakecallbacks.”
“Excuseme,”hesaid,abitsurprised.“Youdon’tmakecallbacks?’
“No,”Isaid.“Youknoweverythingyouneedtoknowtomakeadecisionrightnow.Whydon’tyoujusttakeit?’
now.Whydon’tyoujusttakeit?’
Helookedatme,thendownatmybrochure,andthenlootedupandsaid,“Well,ifyoudon’tmatecallbacks,Imightaswelltakeit.”
Hegotouthischeckbook,signedtheorder,paidme,andthankedmeforcoming.IwaitedoutwiththeorderinamildstateofshockIhadjustexperiencedamajorbreakthrough.
Iwentnextdoor,mademypresentationtothedecision-maker,andusedthesamewordswhenheaskedfortimetothinkitover:“Idon’tmatecallbacks.”
Hesaid,“Allright,thenI’lltakeitnow.”
Aftermythirdsaleinlessthanforty-fiveminutes,comparedwithmynormalrateofthreesalesperweek,Iwaswalkingonair!Withinonemonth,Ihadbrokeneverysalesrecordformycompany,beenpromotedtosalesmanager,andincreasedmyincometwentytimes.Ihadthirty-twosalespeopleunderme,allofwhomItrainedtoaskfortheorderatthefirstmeeting.Businessboomed!
OvertheyearsIhavelearnedthatknowledgeofthekeyclosingskillsisessential
toyourmakingthekindofmoneyyouaretrulycapableof.
Ihavestudied,practiced,andusedcountlesssales-closingtechniques,allincludedinthisbook,andtrainedmorethan1,000,000salespeopletobesalesstars.
Thebiggestsingleobstacletogreatsuccessinsellingisyourabilitytogetaprospecttotakeaction.Thepurposeofthisbookistoshowyouhowtoremovethisobstaclesothatyoucanmateallthesalesandallthemoneyyouwant.
Alltopsalespeoplearegoodatclosing.Theyknowhowtoprospectprofessionally,identifyneeds,buildtrust,answerobjections,andaskfortheorderinseveraldifferentways.Theyunderstandwhyprospectshesitateanddelay,andtheyknowhowtostructuretheirofferingstoovercometheseobstacles.Asaresult,theyjointhetop20percentofsalespeoplewhomateallthemoney.
WhenIstartedoutinselling,Igotnotrainingatall.Iwasgivensomebrochurestoreadandtoldto“gooutandtalktopeople.”Iwasnervousaboutcold-calling
toreadandtoldto“gooutandtalktopeople.”Iwasnervousaboutcold-callingandafraidofrejection,ofwhichIgotalot.Itrudgedfromofficetoofficeandfromdoortodoor,barelymakingenoughtogetby.
TheGreatQuestion
Thenoneday,Ibeganasking,“Whyisitthatsomesalespeoplearemoresuccessfulthanothers?’Thisquestionchangedmylife.
Fromthatdayforward,Iaskedothersalespeopleforadvice,especiallyonhowtoanswerobjectionsandclosesales.IreadeverybookIcouldfindandpracticedthebestanswerstheycontained.Ilistenedtoaudioprogramsoftopsalespeopleexplainingtheirtechniques.Iattendedsalesseminarsandsatupfront.
Mostofall,ItookactiononeverythingIlearned.Ifitsoundedgood,Iwouldgooutimmediatelyandtryitonreal,liveprospects.Idiscoveredlaterthatthisistheonlywaytolearn,whenthereisarealpossibilityofsucceedingorfailing.
Aboveall,Ilearnedhowtoaskfortheorderandtoclosethesale.IpracticedeveryclosingtechniqueIfoundseveraltimeswithhesitantprospects.EventuallyIreachedthepointwhereIwascompletelyunafraidtoasktheprospecttomateabuyingdecision.Thisskillquicklytookmefromragstoriches,fromnewsalespersontothetopofeverysalesorganizationIeverworkedfor.
TheGreatBreakthrough
Ilaterlearnedaremarkablething:ifyouarecompletelyfluentinclosingandabsolutelyconfidentinyourabilitytoaskfortheorderattheendofyoursalespresentation,youwillbemoreaggressiveaboutprospectinginthefirstplace.Youwillhavehigherself-esteemandabetterself-image.Youwillbemoreactiveeachsalesday,andyouwillevenuseyourtimebetter.
Becauseyouknowthatyoucanclosethesale,youwillfeellikeawinnermost
ofthetime.Thisself-confidencewillpositivelyaffectyourprospects,makingthemevenmorelikelytobuyfromyou.Yourwholesalescareerwillmoveontoanupwardspiralofincreasingsuccess.
Thebestnewsisthatallsalesskills,includingclosing,arelearnedandlearnable.Ifyoucandriveacar,youcanlearnhowtoclosethesale.
Thebestnewsisthatallsalesskills,includingclosing,arelearnedandlearnable.Ifyoucandriveacar,youcanlearnhowtoclosethesale.Theonlyreasonthatyoumaybenervousaboutclosingtodayisbecauseyouhavenotyetmasteredtheprocess.Butonceyoulearntoclose,usingthesetime-testedmethods,youcanusethemoverandover.Asyoudo,youwillgetbetterandbetter.
Innotimeatall,youwillbeoneofthemostsuccessfulandhighest-paidpeopleinyourfield,andyourfuturewillbeunlimited.
DEVELOPINGAPOWERFUL
SALESPERSONALITY
Tobewhatweare,andtobecomewhatwearecapableofbecoming,istheonlyrealendoflife.
—RobertLouisStevenson
BECOMINGEXCELLENTINCLOSINGSALESISANINSIDEjob.Itbeginswithinyou.Insales,yourpersonalityismoreimportantthanyourproductknowledge.Itismoreimportantthanyoursalesskills.Itismoreimportantthantheproductorservicethatyouareselling.Infact,yourpersonalitydeterminesfully80percentofyoursalessuccess.
Thisiseasilyprovenbythefactthattherearesalespeoplewhocanstillachievehighsalesvolumesevenwithahighlycompetitive,expensiveproductinadepressedmarket.Atthesametime,therearepeoplewithexclusiveproductsinbuoyantmarketswhoaresellingpoorly.
BecomingMentallyFit
Mentalfitnessisverysimilartophysicalfitnessinseveralways.Physicalfitnessrequiresproperdietandexercise.Mentalfitnessrequiresapropermentaldietandregularpractice.Becomemorementallyfit,andyourhappinessandsalesvolumewillriseaccordingly.
Topsalespeoplehavehighlevelsofself-confidenceandself-esteem.Self-confidenceisthenaturalgrowthoflikingandrespectingyourself.Thebetteryoufeelaboutyourself,themoreconfidenceyouwillhaveinprospecting,presenting,andclosingsales.
Likeandcareaboutyourself,andyouwillgenuinelylikeothersandbemoresuccessfulwiththem.
Withoutself-confidence,itisalmostimpossibletobesuccessfulinselling.Ifyoulackconfidence,youwillcomeupwitheveryexcusetoavoidtalkingtoprospectsortakinganyactionwherethereisapossibilityforfailureorrejection.
Remember,themoreyoulifeyourself,themoreyoulikeothers.Youlifeotherpeople;theywillhaveconfidenceinyou.Themoreconfidencetheyhaveinyou,themorelikelythattheywillbuywhatyouareselling.
Wealwaysfeelbetteracceptingtherecommendationofsomeonewhomwe
feellikesusthansomeonewearenotsureabout.Weprefertobuyfrompeoplewhomwefeelcareaboutus.Likeandcareaboutyourself,andyouwillgenuinelylikeothersandbemoresuccessfulwiththem.
TateChargeofYourLife
SometimesIaskmysalesaudiences,“Howmanypeoplehereareself-employed?’
About10or15percentoftheaudienceraisestheirhands.ThenIaskagain,“Howmanypeoplearereallyself-employed?’
OnebyonetheaudiencerealizeswhatIamgettingat.Oneatatimetheyraisetheirhands.Theysuddenlyrealizethattheyareallself-employed.
Thebiggestmistakeyoucanmateistoeverthinkthatyouworkforanyonebutyourself.Fromthetimeyoutakeyourfirstjobuntilthedayyouretire,youareself-employed.Youarethepresidentofyourownentrepreneurialcorporation,sellingyourservicesintothemarketplaceatthehighestpricepossible.Youhaveonlyoneemployee—yourself.Yourjobistosellthehighestqualityandquantityofyourservicesthroughoutyourworkinglife.
Topsalespeopleaccept100percentresponsibilityforthemselvesandeverything
Topsalespeopleaccept100percentresponsibilityforthemselvesandeverythingtheydo.Theytakefullresponsibilityfortheiractivitiesandfortheirresults.Theyrefusetomateexcusesorblameothers.Theysaynotocriticizingandcomplaining.Topsalespeoplesay,“Ifit’stobe,it’suptome!”
ViewYourselfasSelf-Employed
InastudydoneinNewYorksomeyearsago,researchersfoundthatthetop3percentofpeopleineveryfieldlooteduponthemselvesasself-employed.Theytreatedthecompanyasifitbelongedtothempersonally.Theysawthemselvesasbeinginchargeofeveryaspectoftheirlives.Theytookeverythingthathappenedtotheircompanypersonally,exactlyasiftheyowned100percentofthestock
Thebiggestmistakeyoucanmakeistoeverthinkthatyouworkforanyonebutyourself.Fromthetimeyoutakeyourfirstjobuntilthedayyouretire,youareself-employed.
ThesalesmanagerofaFortune500companyoncetoldmeaninterestingstory.Hesaidthathewaswithhistopsalesman,negotiatingthefinaltermsandconditionsofa$200millioncontractwithamajorclient.Duringabreaktheclientpulledhimasideandasked,referringtothesalesman,“Thatmanownsyourcompany,doesn’the?’
Thesalesmanager,knowingthesalesman,wasabitsurprised.Hesaid,“What
makesyousaythat?’
“Well,”theclientsaid,“inallmymeetingswithhim,heconstantlyreferstothecompanyas‘mycompany’and‘mypeople,’‘mycontract’andsoon.Hesoundslikeheactuallyownsthewholecompany.Isthattrue?’
Myfriend,thesalesmanager,smiledandsaid,“Yes,inawayhedoes.”
YouAretheBoss
Asthepresidentofyourownpersonalservicescorporation,youare100percentinchargeofeverythingthathappenstoyourbusiness.Youareincommandoftraininganddevelopment,andofcontinuallyupgradingyourskills.Youareincontrolofsalesandmarketing,productionandqualitycontrol,andpersonalorganizationandefficiency.Youaretheboss.
Itisabsolutelyamazinghowmanypeopleseethemselvespassivelyratherthanactively.Insteadoftakingchargeoftheirlivesandchangingthingstheydon’tlike,theywaitpassivelyforthecompanytocomealonganddoitforthem.Thegreatmajorityofadultsdonotinvestintheirownpersonalandprofessionaldevelopment.Theydonotread,listentoaudioprograms,orattendcourses.Theyexpectthecompanytodothisforthem,notonlytopayforit,butalsotogivethemthetimeofftoupgradetheirskillssotheycanearnmoremoney.Gofigure.
BeAggressiveAboutLearning
Takeallthetrainingyoucanget.Useeveryjobyouhaveasanopportunitytolearnmoreskillsthatyoucanusefortherestofyourlife.Beaggressiveaboutupgradingyourknowledge.Ifyourcompanyoffersanytrainingopportunities,acceptthemimmediately.Don’tdelay.Everynewskillyoulearnisaninvestmentinyourownfuture.
Everythingyouhaveinyourlifetodayisaresultofyourownchoicesuptonow.Yourcurrentsituationisaresultofbothyouractionsandyourinactionsinthepast.Theamountyouearntodayisduetobothwhatyouhavedoneandwhatyouhavefailedtodo.Sometimesthethingsyoufailtodo,likecompletingyoureducationorimprovingyourskillsonceyoustartwork,haveagreaterimpacton
educationorimprovingyourskillsonceyoustartwork,haveagreaterimpactonyourfuturethanthethingsthatyouactuallydo.
WinnersVersusLosers
Thedifferencebetweenwinnersandlosersinthisareaisquiteclear.Winnersalwaysacceptresponsibilitythemselvesfortheconsequencesoftheiractions.Losersneverdobutinsteadalwayshavesomekindofexplanationforwhytheyaredoingpoorly.
Winnersaresolutionoriented.Theyarealwayslookingforwaystosolvetheproblemsanddealwiththechallengestheyfaceeachday.
Losershaveadiseasecalledexcuse-itis,whichwedefineas“aninflammationoftheexcuse-makinggland.”Itisinvariablyfataltosuccess.Onceapersonisinfectedwithexcuse-itis,insteadofmakingprogress,hematesexcusesforeverydifficultyinhislife.
Winnersaredifferent.Winnersaresolutionoriented.Theyarealwayslookingforwaystosolvetheproblemsanddealwiththechallengestheyfaceeachday.Theycontinuallytrynewthings.Ifonethingdoesn’twork,theytrysomethingelse.Theyneverconsiderthepossibilityoffailure.
BePreparedtoWorkHard
BePreparedtoWorkHard
Amajordifferencebetweensuccessfulsalespeopleandaveragesalespeopleisthatsuccessfulsalespeopleworkmuchharderthandieaverage.InauthorThomasStanley’sresearchforhisbookTheMillionaireNextDoor,85percentoftheself-mademillionairesheinterviewedattributedtheirsuccessto“hard,hardwork”
Overandover,whensuccessfulpeoplearequestioned,inanyareaoflife,theysaythingslike,“Iwasnosmarterthanotherpeople,butIwaswillingtoworkharderthantheywere.”
Averagepeoplewanttoworkhard.Theyintendtoworkhard.Theyareplanningtoworkhard—sometimeinthefuture.Theyevenclaimthattheyworkhardandcomplainabouthowdiligentlytheyworkbuttheydon’treallyworkveryhardatall.
Don’tWasteTime
Theaveragesalespersontodaywastesafull50percentofhisorherworkingtime.Accordingtotheresearch,hecomesinalittlelater,worksalittleslower,andleavesalittleearlier.Hespendsmostofhisworkingtimeinidlechitchatwithcoworters,personalbusiness,readingthepaper,drinkingcoffee,andsurfingtheInternet.
Winnersaredifferent.Theyarrivealittleearlier,workalittleharder,andstayalittlelater.Theyworkthroughtheirlunchhoursandcoffeebreaks.Theyworkintheeveningsandprepareinthemornings.Theymateeveryminutecount.
PaythePriceinAdvance
H.L.Hunt,ownerofmorethantwohundredcompaniesandatonetimethe
richestmanintheworld,wasonceaskedonaradiointerviewforhis“secretofsuccess.”Hereplied,
Ihavestartedandbuilthundredsofcompanies.In50yearsofexperience,Ihavefoundthatthereareonlytwothingsnecessaryforsuccess.
First,decideexactlywhatyouwant.Mostpeopleneverdothis.Second,determinethepricethatyouaregoingtohavetopaytogetwhatyouwant,andthenresolvetopaythatprice.
Topsalespeopleareabsolutelydeterminedtosucceed,andtheyarewillingtopaytheprice,inadvance.
AmbitionandDesire
Ambitionanddesirearethefoundationqualitiesofallgreatachievement.Asitturnsout,topsalespeoplehaveabove-averageambitionanddesiretosell.
Topsalespeoplehaveaburningcommitmentandanintensedesiretobesuccessful.Theywillnotletanythingstopthem.Toputitanotherway,theyare“hungry.”
Averagesalespeoplethinkintermsofmakingjustenoughmoneytopaytheirbills.Theythinkaboutgettingonemoresalesotheycangetthroughonemoremonth.Theydon’tbelieveinputtingintheextraeffortsthatareessentialforgreatsuccess.
MAKETHEEXTRAEFFORT
Sometimeago,alargeinsurancecompanyhadasalescompetitioneachyearinNovember.Everyonewhohitthetarget,whichwasabout35percentabovetheirmonthlyaveragefortheyear,receivedtwoweeks’vacationintheCaribbeanasabonus.
EachNovember,duringthecontestperiod,thesalesforcecamealive.Theyworkeddayandnighttoqualifyforthosetwoweeksinthesun.Salespeoplewhohadaveragesalesthroughouttheyearbecamesuperstarsforthatthirty-dayperiod.
Oneyear,theinsurancecompanywentbackandreviewedthesalesofeachpersonwhoqualifiedeveryNovember.Theymadeastartlingdiscovery:theaveragesalespersonwassellingthreepoliciesaweekduringtheyear.Butinthecontestperiod,theyincreasedtheirsalestoanaverageoffourpoliciesaweek.Bystartingalittleearlierandworkingalittleharder,thosewhoqualifiedfortheCaribbeanvacationweresellingoneextrapolicyduringtheforty-tofifty-hourweek.
Themanagerssatdownwiththeirsalespeopleandpointedoutthatiftheyputinalittleextraeffortthroughouttheyear,theycouldbeinthatprizewinning,high-
incomecategoryallyearlong,insteadofjustonceayear.Theyshowedhowthis
incomecategoryallyearlong,insteadofjustonceayear.Theyshowedhowthiswouldtranslateintoincomeoveraforty-yearcareer.
Ifapersonstartedsellingwhenshewastwenty-fiveandsolduntilshewassixty-five,andiftheaveragesalespersonmadefoursalesperweekratherthanthree,thiswouldtranslateintotenextrayearsofincome.Inotherwords,asalespersoncouldachievethesameamountofincomeinthirtyyearsthatshewouldinfortyyears.Andshewouldhavethemoneytenyearsearlier.
NOAMBITION,NOHOPE
Sometimespeopleapproachmeatmyseminarsandtellmethattheyhavenoambition.Theysaytheyarequitecontentattheirlevelofincome.Theymakeenoughtopaytheirbillsandstayoutofdebt.TheyaskmewhatIcandoforthemiftheylackanall-consumingdesiretoaccomplishmorethantheyarealreadyachieving.
Reluctantly,Itellthemthatthereisreallynohopeforthemiftheyhavenoambition.Iftheydon’thavethedesirethemselvestobemoreanddobetterthantheyaretoday,thereisnothingthatanyoneelsecandoforthem.Itellthem,“Somepeopleareborntobefollowers,andsomepeopleareborntobeleaders,andIhavetoassumethatyouwereborntobeafollower.”Ihavenevermetanyonewhoparticularlylikesthisresponse.Toobad.Ambitionisessentialforgreatsuccess.
DevelopEmpathyandUnderstanding
Topsalespeoplealsohavehighlevelsofempathy,i.e.,theyreallycareabouttheircustomers.Ambition,thedesiretoachieve,combinedwithempathy,thegenuinecaringforthewell-beingofyourcustomers,arethetwinkeystotopsalesperformance.
DanielGoleman,authorofEmotionalIntelligence,saysthatEQoremotionalquotientismoreimportantthanIQ,intelligencequotient,forsuccess.Hedefinesemotionalintelligenceastheabilitytogetalongwellwithalargenumberofotherpeopleandtobesensitivetotheirthoughts,feelings,andmoods.Heconcludesthatempathyisthemostimportantofallqualitiesforbuildingandmaintaininghigh-qualityrelationshipswithotherpeople,bothathomeandatwork
Youhaveempathyforyourcustomerswhenyoumakeeveryeffortto
Youhaveempathyforyourcustomerswhenyoumakeeveryefforttounderstandthem,to“walkamileintheirshoes.”Apersonwithsympathymayfeelsorryforanotherperson,buthelooksathimfromtheoutside.Apersonwithempathymakeseveryefforttogetinsidethemindandheartofthecustomerandtounderstandhissituationandneeds.Thereisanoldsaying,“IfyoucanseeJoeJonesthroughJoeJones’seyes,youcansellJoeJoneswhatJoeJonesbuys.”
THINKLONGTERM
Empathyrequiresthedevelopmentoflong-timeperspective.Averagesalespeoplethinkprimarilyintermsofmakingasalerightnow,withlittleconcernforlong-termrelationshipsorthefuture.Topsalespeople,ontheotherhand,thinkaboutthesecondandthirdsalestothiscustomerwhilestilltalkingtohimaboutthefirstsale.Further,theyimaginesellingtothiscustomertwentyyearsfromnow.Everythingtheydointheirdealingswiththiscustomertodayiswithaviewtothelongterm.Asaresult,theyarefarmoreempatheticintheshorttermthanaveragesalespeople.
Topsalespeoplethinkaboutthesecondandthirdsalestothiscustomerwhilestilltalkingtohimaboutthefirstsale.Further,theyimaginesellingtothiscustomertwentyyearsfromnow.
Poorsalespeoplelookuponeverytransactionasanopportunitytomakeasaleandthengetout.Peak-performancesalespeopledonotthinkintermsofclosing
andthengetout.Peak-performancesalespeopledonotthinkintermsofclosingsalesasmuchastheythinkintermsofopeninglong-termcustomerrelationships.
THEIDEALCOMBINATION
Abalancebetweenambitionandempathyseemstobetheidealcombinationforlong-termsalessuccess.Ifasalespersonistooambitious,hewillnotcarethatmuchforthecustomer,andthecustomerwillsensethis.Ifasalespersonistooempathetic,hewillnotbeassertiveenoughtoaskforthesale.Balanceisessential.
Customerstodayaresmarterthantheyhaveeverbeeninhistory,andtheyaregettingsmartereveryday.Theyarethemostsophisticated,knowledgeable,demanding,andevendisloyalconsumersofalltime.
Today’scustomerhashadsomuchexperiencewithsomanysalespeoplethatshecanseethroughasalespersonlikeseeingthroughplasticwrap.Ifthesalespersonisnotseriouslyconcernedaboutherwell-being,sheperceivesitimmediately.Shedoesn’thavetothinkaboutit.Sheknowsinafewminuteswhetherthesalespersonissellingjustforhimself,orifheisgenuinelyconcernedaboutthecustomer’sinterest.
ASKGOODQUESTIONSANDLISTENCAREFULLY
Theverybestwaytoexpressandpracticeempathywithacustomer,orwithanyoneelse,istoaskquestionsandlistenintentlytotheanswers.Dominatethelistening,ratherthanthetalking.AsStephenCoveysays,“Seekfirsttounderstand,thentobeunderstood.”Themoretimeyouinvestinunderstandingyourcustomer’s
situation,themoreempathyyouwillnaturallyhaveforhimorherandthemoreprobableitisthatyouwillmakethesaleintheend.
KeepOnKeepingOn
Topsalespeoplepossessaboveaveragewillpoweranddeterminationtosucceed.Theyhavetheabilitytokeeponkeepingon,eveninthefaceofdisappointmentsandsetbacks.Theyarewillingtopaythepriceofsuccessinadvance.Theyareeagertoworkhard.Theyarepreparedtogotheextramile.Theyknowthat“thereareneveranytrafficjamsontheextramile.”
Thehighest-paidsalespeoplerealizethateverybitofsuccessthattheyaspiretomustbepaidinfull,inadvance.Thereisnosuchthingassomethingfornothing,nofast,easywaytobesuccessful.Theonlywaytogettothetopisthroughhard,hardwork,sustainedoveralongperiodoftime.
Manysalespeopleareledastraybystoriesofpeoplewhohavegottenintoaparticularfieldormadeaspecificinvestmentandearnedalotofmoneyinashortperiodoftime.Thesecasesareveryrare,andinmostcases,thepeoplewhomadealotofmoneyquicklylostitjustasquickly.Astheysay,“Easycome,easygo.”
Thehighest-paidsalespeoplerealizethateverybitofsuccessthattheyaspiretomustbepaidinfull,inadvance.Thereisnosuchthingassomethingfornothing,nofast,easywaytobesuccessful
TheHighest-IncomeYears
Mostpeoplemaketheirhighestincomesafterthefortiethorforty-fifthyearoftheirlives.Somedoitfaster,butthevastmajorityofindividualsonlydevelop
theirlives.Somedoitfaster,butthevastmajorityofindividualsonlydeveloptheknowledgeandexperiencenecessarytoachievehighearningsabitlaterinlife.Theaverageforty-year-oldintheUnitedStateshasanetworthof$1,010.One-thirdofbabyboomers,whowillberetiringinthenextfewyears,arebroke.Theyhavenothingsavedupatall.Thisisalltoocommon.
Bewillingtopaythepriceintermsofambition,desire,hardwork,anddetermination,extendedoveralongperiodoftime,toachievethesuccessthatyoudesire.Asyoupracticewhatyoulearninthisbool^youwillmoveaheadfasterthanyoueverimaginedpossible.
GetRichSlowlybutSurely
HenryFordoncesaid,“Thetwomostimportantqualitiesforsuccessinbusinessarepatienceandforesight,andthemanwholackspatienceisnotcutoutfor
successincompetitiveenterprise.”Thereisnofast,effortlesswaytomatemoney.Get-rich-quickschemesonlyworkforthepersonsellingthem.Don’twasteaminuteofyourlifetryingtocutcornersorcreatefinancialshortcuts.Chasingthewill-o’-the-wispofthequickbuckisthesurestwaytodestroyyourcharacterandundermineyourcareer.
Theworstthingthatcanhappentoasalespersonistomatealotofmoneyduringaneconomicboom,especiallyatthebeginningofhiscareer.Asaresult,hegetstheideathatmakingmoneyiseasy.Fortherestofhislife,then,hesearchesfor
theideathatmakingmoneyiseasy.Fortherestofhislife,then,hesearchesforthenextopportunitytomateeasymoney.Heseldomsucceeds.Worse,thisearlysuccesscauseshimnevertosettledowntodothehardworkandmatethenecessarysacrificestoachieveenduringsuccess.Soonhestopsbelievinginhimself,andtostopbelievingistofail.
BelieveinYourselfandWhatYouAreSelling
Topsalespeoplehavehighlevelsofbeliefinthemselves.Theyalsobelieveintheircompaniesandtheirproductorservice’svaluetothecustomer.
Thereseemstobeadirectrelationshipbetweenhowmuchyoubelieveinyourproductorserviceandhoweasilyyoucanconvinceacustomertobelieveinit.Yourcustomercanneverbelieveinyourproductanymorethanyoudo.AsWilliamJamesofHarvardsaid,“Beliefcreatestheactualfact.”
Thisiswhyitissoimportantforyoutosellsomethingthatyoubelievein,somethingthatyouconsidergoodforyourcustomertoownoruse.Everyonehasexperiencedhavingtosellsomethingthatheorshedidn’tthinkwasparticularlygood.Ifyouhavethisfeeling,youwillneverbesuccessfulinacompetitivemarket.Ifyoucannotputyourwholeheartintowhatyouareselling,youwillnotsellverymuchofit.
THEFAILUREFORMULA
Salespeopleapproachmecontinually,saying,“Idon’treallylikethisproduct[orthiscompany,orthepeopleIworkwith,orthepeopleIhavetosellto],butIwanttobesuccessfulatsellingit.Whatadvicecanyougiveme?’
Icannothelpthem.Ifyoudon’tloveyourproductandreallybelieveinit,youcannotpossiblybesuccessfulsellingit.Thecompetitionistoogreat.Ifyoudon’trespectyourcompanyandyourboss,andyoudon’tlikeyourcustomers,youdon’tstandachanceagainstasalesprofessionalwhodoes.
Infact,youcannotevenbelukewarmaboutyourproductandbesuccessfulinacompetitivemarket.Youhavetobelievethatyourproductisabsolutelyexcellent.Youalsohavetobelievethatyourcustomercanreallybenefitfromusingit.Ifyoudon’tbelievethesethingsdeepinyourheart,youwillneverconvinceothersthat
theyshouldhaveit.
DoWhatYouLovetoDo
Oneofthesecretsofsuccessinsellingisforyoutodowhatyoulovetodo.Topsalespeoplelovewhattheyareselling.Theybelieveinitpassionately.Theywilldefenditandargueoverit.Theywilltalkaboutitdayandnight.Whentheygotobed,theythinkabouttheirproduct.Whentheywakeupinthemorning,theycanhardlywaittotalktoprospectsaboutit.
“Whenyougetintothisbusiness,youwillmakealiving.Butwhenthebusinessgetsintoyou,youwillmakeagreatlife.”Truerwordswereneverspoken.
Lookatthetopsalespeopleintheverybestcompanies,andyou’llfindthatthesepeoplearefanaticalabouttheirproductsandservices.Thatiswhytheysellsomuch.Oneofmytopsalesmenoncesaid,“Whenyougetintothisbusiness,youwillmatealiving.Butwhenthebusinessgetsintoyou,youwillmateagreatlife.”Truerwordswereneverspoken.
KeepYourWord
Top-sellingsalespeopleareimpeccablyhonestwiththemselvesandwithothers.Thereisnosubstituteforhonestyinselling.EarlNightingaleoncesaid,“Ifhonestydidnotexist,itwouldhavetobeinventedasthesurestwayofgetting
honestydidnotexist,itwouldhavetobeinventedasthesurestwayofgettingrich.”
RalphWaldoEmersonwrote,“Guardyourintegrityasasacredthing.”Youmustbeperfectlyhonestwithyourselfinallthings.Liveintruthwithyourselfandothers.Becompletelytruthfulintermsoftheworkthatyouhavetodotoachievetherewardsthatyouwanttoenjoy.
Theaveragepersonisbuiltlikeahumanliedetector.Becausehehashadsomanyexperienceswithhalf-honestordishonestpeople,thetypicalconsumercanpickupinsincerityorfalsehoodacrossacrowdedroom.Everyonecan.Theworstfoolintheworldistheonewhothinkshecanfoolsomeoneelse.
THECRITICALDIFFERENCE
AnationaltradeorganizationtowhichIbelongcommissionedastudytofindoutwhycustomersboughtfromonepersonorcompanyandnotfromanother,eventhoughtheproductsweresimilar.Afterinvesting$50,000interviewingcustomers,theyarrivedatasimpleconclusion:peopleboughtfromonepersonoveranotherbecausetheytrustedthatpersonmore.Thewordtrustwasdefinedas“feelingthe
salespersonwouldfollowthroughonhiscommitmentsandfulfillhispromises.”
TELLTHETRUTH
TELLTHETRUTH
Itiscrucialthatyouneversayyourproductwilldoanythingthatitwillnotdo.Nevermakefalseclaims.Neverevenexaggerate.Infact,oneofthemosthelpfulthingsyoucandotoestablishyourcredibilityistopointoutwhereyourproductisweakincomparisonwiththatofyourcompetitors.
PutTheseQualitiesTogether
Thetopsalesperson,becausehehasacombinationofallthesequalities,hasanaturalabilitytoturnstrangersintofriendswhereverhegoes.Whenyouarecompletelyhonestwithyourselfandyoupracticethequalityofempathywithothers,youlikeyourselfmore,andyourcustomerswill,inturn,likeandacceptyou.
Thereisa1:1relationshipbetweenbeingandbecominganexcellentpersonandhighlevelsofself-esteem.Theruleisthatyoucanneverlikeorloveanyoneelsemorethanyoulikeyourself.Sodon’texpectanyoneelsetolikeyoumorethanyoulikeyourself.Howyoufeelaboutyourselfisthesinglemostimportantdeterminantofthequalityofallyourrelationships,bothpersonalandbusiness.
ChoosingtheRightProductforYou
Choosingtheproductorservicetosellisverymuchlikedatingorgettingmarried.Therehastobetherightchemistry,oritwon’twork.Ithastobeaproductorservicethatyoulike,enjoy,andfeelisgoodforothers.Itmustbecompatiblewithyourpersonality.
Eachpersonisdifferent.Sometimesanexcellentsalespersonwilldopoorlybecausesheissellingthewrongproductforher.Thisdoesnotmeanthereissomethingwrongwiththeproductorservice.Itsimplymeansthatthesalespersonandtheproductareincompatible.
Choosingtheproductorservicetosellisverymuchlikedatingorgettingmarried.Therehastobetherightchemistry,oritwon’twork.
Therearetwotypesofproducts,tangibleandintangible.Somepeoplearecapableofsellingtangibleproducts,andsomearecapableofsellingintangibleproducts.Ifyoucanselltheone,youprobablycannotselltheother.
ATANGIBLEPRODUCT
Atangibleproductissomethingyoucantouch,taste,feel,hold,demonstrate,andtryout.Examplesincludeacar,aboat,officeequipment,furniture,decorations,computers,watches,ortools.Ifyouarethekindofpersonwholikestangibleproducts,youwillonlybesuccessfulwhenyouaresellingthem.Youcanrelatetothemandenjoythem.Youfeelhappywhenyouaretalkingaboutthem,describingthem,andsellingthemtoothers.Youwillneverbesuccessfulorhappysellinganintangibleproduct.
ANINTANGIBLEPRODUCTORSERVICE
Anintangibleproduct,ontheotherhand,issomethingthatyoucannottouchortaste.Intangibleproductsareusuallyideasofsomekind.Forexample,investmentsareanidea.Insuranceisanidea.Educationandtrainingproductsandservicesareideas.Evenrealestateasaninvestmentisanideabasedonconceptsandnumbersmorethanitisatangibleproduct.
Ifyouarethekindofpersonwholovesideasandconcepts,youwillonlybecontentsellingsomekindofintangibleproduct.
TRUSTYOURINTUITION
Thebestwaytoascertainwhichtypeofsalespersonyouareistoaskyourself,amIinterestedinconcreteproductsandthings,orintheworldofideas?Doyou
amIinterestedinconcreteproductsandthings,orintheworldofideas?Doyouliketoworkwithyourhandsanddealwithproductsthatyoucantouchandfeel?Oryoudolikephilosophy,psychology,andmetaphysics?Ifyouenjoydiscussingpoliticsandreligionoryourinterestsaredrawntoconcepts,youwillbehappiestsellingintangibleservices.Ifyourmajorinterestisinsolidthingslikehouses,cars,clothes,andcomputers,thenyoushouldselltangibles.
Ifyouevergetintoafieldandfeeluncomfortablesellingaparticularproductorservice,thisisanindicationthatyoumaybesellingthewrongproductforyourindividualpersonality.Whenyouaresellingtherightthingforyou,youwillbecomeinvolvedemotionally.Itwillexciteyouandinterestyou.Itwillabsorbyourattention.Youwillliketothinkaboutanddiscussitwithothers.Butifyourheartisnotinwhatyouareselling,youmaybesellingthewrongthingforyou.
THEKEYTOSUCCESS
Tobesuccessfulinselling,youmustactuallyloveyourproductandbeexcitedaboutwhatitcandotoimprovethelifeorworkofyourcustomers.Youwillonlybefruitfulwhenyoubelievethatwhatyouaresellingisagreatproductorservice
incomparisonwitheverythingelsethatisonthemarket.
The“acidtest”ofwhetherornotyouaresellingtherightproductforyouisyour
The“acidtest”ofwhetherornotyouaresellingtherightproductforyouisyourlevelofenthusiasmaboutit.Sinceenthusiasmisanemotionthatcomesfromwithin,itcanonlybetriggeredwhenwhatyouaredoingontheoutsideisinharmonywithwhatyoufeelontheinside.Ifyouarenotenthusiasticaboutwhatyouaredoing,itisobviouslythewrongthingforyou.
AdmireSuccessfulPeople
Perhapsthemostcommonemotionsofpoorperformersareenvyandresentment.Theyarejealousofotherpeople’ssuccess.Theyseekeveryopportunitytocriticizeandcomplainabouthigh-performancepeople,usuallybehindtheirbacks.Fortunately,theirnegativeattitudehasnoeffectonthesehighachievers.Butitdoomstheseunderachieverstopersonalfailurethroughouttheircareers.
Alwaysadmirethetoppeopleinyourfield.Speakpositivelyaboutthem.Lookuptothem,andusethemasyourrolemodels.Trytoemulatethemineverywaypossible.Behappyfortheirsuccess.Keepremindingyourselfthatanythingthattheyhaveaccomplished,youcanaccomplishaswell.Begratefulthattherearepeopleaheadofyouandmakingmoremoneythanyou,becausethisisproofthatyoucanachievethesamegoals.Alwayswantforotherswhatyouwantforyourself.
ProgramYourselfforSuccess
Whenyouadmireandlookuptoothersuccessfulpeople,youprogramyoursubconsciousmindtodoandsayexactlythesamethingsthattheydo.Andwhenyouprogramyoursubconsciousmindforachievement,itwillfindwaystohelpyou.Itwillgiveyouinspirationandenergytomoveyoutowardyourgoals.Itwillattractpeopleandideasintoyourlife.Yoursubconsciousmindwillgiveyouanswerstosolveyourproblems,andstrategiestoachieveyourgoals.Itisthemostpowerfulforceintheworld,andyoucanuseitanywayyouwant.
Yoursubconsciousmind...isthemostpowerfulforceintheworld,andyoucanuseitanywayyouwant.
ConfidentlyExpecttoSucceed
Inmorethanfiftyyearsofmotivationalresearch,psychologistshavefoundthatanattitudeofconfidentexpectationsseemstogohandinhandwithgreatsuccessin
in
everyarea.Ifyouconfidentlyexpecttosucceed,inadvance,youwillbeoptimistic.Thisoptimismhasaneffectoneveryonearoundyou,makingthemrespondmorepositivelytowardyouandyourofferings.
Thelawofexpectationssays,“Whateveryouexpect,withconfidence,becomesyourownself-fulfillingprophecy.”Ifyouexpecttosucceed,youwillsucceed.Ifyouexpecttobepopularwhereveryougo,youwillbepopular.Ifyouexpecttohaveagoodtimeataparty,youwillhaveagoodtime.Yourexpectationswillbecomeyourrealities.
Yourexpectationsexertaninordinateinfluenceonotherpeople.Ifyouconfidentlyexpecttoselltoaprospect,thisexpectationispickedupbythesubconsciousmindoftheprospect.Inaverypositiveway,yourexpectationsenableyoutoinfluencetheprospectintomakingabuyingdecisionthatisgoodforbothofyou.
RESOLVETOEXPECTTHEBEST
Oneofthegreatestobstaclestosellingisnegativeexpectations.Theseoccurwhenthesalesperson,asaresultofattitudeorpreviousexperience,doesnotexpecttobesuccessful.Heunconsciouslymanufacturesthesenegativeexpectationsinadvance,andwhenhegoesintoseetheprospect,hehasalreadyconvincedhimselfthatheiswastinghistime.Theprospectpicksuponthis
convincedhimselfthatheiswastinghistime.Theprospectpicksuponthisfeelingofnegativeexpectationandrespondsnegativelytotheoffering.
Yourexpectations,positiveornegative,arecompletelyunderyourowncontrol.Theycanhelpyouorhurtyou.Andgoodorbad,theyinfluencethebehaviorofthosearoundyou.Besurethatyoumanufactureandmaintainonlypositiveexpectationsineverythingyoudo.
ConfidentlyIgnoreCustomerSkepticism
Virtuallyallcustomersarehesitantaboutbuying.Theyareskeptical.Theyhavebeenburnedmanytimesbysalespeopleinthepast.Asaresult,theygivealotofknee-jerkobjectionsandreasonsfornotbuying.“I’mnotinterested.”“Idon’thavethemoney.”“Businessisslowrightnow.”“Letmethinkitover.”“Ineedtotalktosomeoneelse.”“Leavemesomethingtolookat,”andsoon.Butnoneofthesearerealreasonsfornotbuying.Theyarenormalandautomaticresponsestoanysalesoffering.
However,ifyouconfidentlyexpecttosell,andtakenonoteoftheseobjections,thecustomereventuallybeginstorelaxandcomearound.Manyanuncertainbuyerhasbeencompletelyturnedaroundbythepositiveattitudeandconfidentexpectationsofthesalesperson.
Thesalespersonsimplyignoredtheinitialsalesresistanceandkeptontalking,
askingquestions,andlistening.Eventually,thecustomer’sresistancebrokedown,andhedecidedtobuy.
Whenyouhavebeensoldbyaprofessionalsalesperson,youstaysold.Youactuallyenjoytheexperience.Youdon’texperiencebuyer’sremorse.Youarehappythatyouboughttheproductorservice,andyouareeagertogetitandbeginusingandenjoyingit.Andthemoreconfidentandpositivethesalesperson,themoresatisfiedyouarewiththebuyingexperience.Thisshouldbeyourgoalwitheachofyourcustomersaswell.
ChangeYourThinking,ChangeYourLife
Thelawofcorrespondencesaysthat“yourouterworldisamirrorofyourinnerworld.”Inotherwords,everythingthathappenstoyouontheoutsideisareflectionofwhatisgoingonwithyouontheinside.Ifyouwanttochangeorimproveanypartofyoursalesorpersonallife,youhavetobeginbychangingyourselfontheinside.Everythingwehavebeentalkingaboutsofarhasrevolvedaroundmakingtheseinnerchangesinapositiveandconstructiveway.
FeedYourMindwithMentalProtein
Makethedecisiontodaytoreadinyourfieldforthirtytosixtyminuteseachday.Liteanyprofessional,developyourownlibraryofsalesbooks.Eachmorning,insteadofreadingthenewspaperorwatchingtelevision,investthirtytosixtyminutesreadingsomethingonsalesthatwillhelpyoutoperformbetterduringtheday.
HenryWardBeecheroncesaid,“Thefirsthouristherudderoftheday.”Whatyouputintoyourmindinthefirsthoursetsthetoneofyourmindfortherestoftheday.Ifyoufeedyourmindwithsomethingpositive,educational,andupliftinginthefirsthour,youwillperformbetteralldaylong.Youwillbemorecheerful,relaxed,andself-assured.Youwillalsobemoreresilientandwillbouncebackfasterfromrejectionanddisappointment.
Alltoppeopleariseearlyandgetgoingimmediately.Averagefolksriseatthelastpossibleminute,runaroundincircles,andthendashofffortheofficewithnotimeforthinkingorpreparation.
Getupeverymorningtwohoursbeforeyourfirstappointment.Ifyouhavetobeatworkat8:00AM,getupat6:00,spendanhourreading,andthengetreadyforyourday.Alltoppeopleariseearlyandgetgoingimmediately.Averagefolks
yourday.Alltoppeopleariseearlyandgetgoingimmediately.Averagefolksriseatthelastpossibleminute,runaroundincircles,andthendashofffortheofficewithnotimeforthinkingorpreparation.
BECOMEAWELL-READPROFESSIONAL
Bygettingupinthemorningandreadingahalfhourtoanhourinsales,youwillfindyourselfreadingaboutonesalesbookperweekThiswilltranslateintoaboutfiftybooksperyear.Fiftybooksperyearmultipliedbytenyearswillcometoatotaloffivehundredbooks.Doyouthinkthiswouldhaveanyeffectonyoursalesresultsoryourincome?
Thefactisthatwhenyoudisciplineyourselftoreadthirtytosixtyminuteseachdayinyourfield,youwillsoonbecomeoneofthemostknowledgeable,skilled,andhighest-paidpeopleinsales.Byreadingtheverybestbookswrittenbytopsalespeopleovertheyears,youwilllearnideas,insights,strategies,andtechniquestohelpyoumakemoresalesfasterthanyoucouldeverimagine.
Whichbooksshouldyouread?Don’tworry.Bythelawofattraction,youwillbedrawntoexactlytherightbooksatexactlytherighttimeforyou.Asyoubuildyoursaleslibraryandreadfromiteachmorning,youwillstepontheacceleratorofyourowncareer.Youwillmovefasterandmoreconfidentlytowardsalessuccess.Yourincomewilldoubleandtriplefasterthanyoueverthoughtpossible.
thoughtpossible.
TRIPLEYOURINCOME?
Notlongago,ayoungman,twentyyearsold,cametooneofmypublicsalesseminars.HisnamewasBob.Hehadlong,unkempthair,waspoorlydressed,andhadanegativeattitude.Duringtheseminar,Iexplainedtheimportanceofreadingthirtytosixtyminuteseachmorning.Hesatinthebackallday,takingnotes,andleftattheendofthedaywithoutsayinganythingtome.
Abouttwomonthslater,Igotaphonecallfromhisuncle.ItturnedoutthatBobcamefromabrokenfamily,wasahigh-schooldropout,andhadexperiencedsomeminorproblemswiththelaw.Finally,hisuncleandaunthadtakenhimin.Hewasunemployed,hadnoambition,andsataroundwatchingTVmostoftheday.Ultimately,theunclelaiddownthelawandinsistedthatBobgetajob,anyjob,ratherthancontinuetositaroundthehouse.
ASLOWSTARTINSALES
Reluctantly,Bobwentoutandgotajobinstraight-commissionselling,fromhousetohouseandbusinesstobusiness.Asyoucanimagine,hedidpoorly.Hemadeveryfewsalesandverylittlemoney.Buthehadtokeepthisjobinordertocontinuelivingwithhisuncleandaunt.
Oneday,theunclesawtheadvertisementformyseminarinthepaperandindesperationdecidedtosendhisnephew.Bobdidnotwanttogo.Heonlywentbecausehisunclepaidforit,drovehimtotheseminar,andpickedhimupafterward.
Inthetwomonthsfollowingtheseminar,however,amiraclehadtakenplace.ThefirstthingBobdidwhenhegothomewasbuyabookonselling.Hethenbegangettingupeachmorningandreadingforthirtyminutesbeforehewenttohissalesjob.Withinaweek,hewasreadinganhourperday.Soonhewasgettingupat5:00AMandreadingfortwohoursbeforehewentofftoworkInnotimeatall,hissalestookoff.Thentheyexploded.Hestartedbreakingsalesrecords.Andthemorehesold,themoreconfidentandenthusiastichebecame.
ASUPERSTARSALESPERSONAllbyhimself,hebegantomatechangesinhisphysicalappearance.Hehadhishaircutandgroomedneatly.Heboughtnewclothessohelootedlikeaprofessional.Theothersalespeopleinhiscompanybeganlookinguptohimandaskinghimforadvice.
Sixweeksaftermycourse,theymadehimasalesmanagerandputhiminchargeofasmallterritory.Twomonthsaftermycourse,hewentwithhisuncleandboughthisfirstcar.Hehadtripledandquadrupledhisincomeandcompletelychangedhispersonality.
HisuncletoldmethatBobattributedallofhissuccesstohavingbeenforcedtogotomyseminar.Hesaidthemostimportantthinghelearnedwasthevalueofreadinginsalesforatleastanhoureverymorningbeforestartingout.Ittransformedhislife.
SIMPLEBUTPOWERFULTheaverageadultreadslessthanonebookayear.Manysalespeopledonotreadatallinthefieldofselling.Infact,awhopping90percentofsalesbooksareboughtbycustomerswhoarenotinthesalesprofession.ButwheneverItalkwithtopsalespeopleabouttheimportanceofreading,Iamalwaysamazedtolearnhowmanybookstheyhavereadandarereadingatthepresenttime.Theysoundlikesaleslibraries,rattlingofftitles,authors,andconceptsfromtheirlibrariesofsalesbooks.
Whenyoubegintoreadonebookperweek,fiftybooksayear,youwillseparateyourselfcompletelyfromtheranksofaveragesalespeople.Youwillputyourselfontothefasttrackandbeginmakingmoresalesthanyoueverdreamed.Tryitandproveitforyourself.
Itissaidthat“readingistothemindasexerciseistothebody.”Themoreyouread,thesharperandmorealertyoubecome.Whenyoureadmoreinselling,youlearnmorenewideastosellmoreofyourproductsmoreeffectively.Themoreyouread,thefasteryoumovetothetopofyourfield.
SELECTINGTOPSALESPEOPLE
SELECTINGTOPSALESPEOPLE
Oneofmyclientsisasalesmanagerwiththirty-twosalespeoplesellingproductsinaverycompetitiveindustry.Yetthesalespeopleinhiscompanyearnanaverageofthreetimesasmuchasthoseofhiscompetitorswhosellsimilarproducts.Becauseofthis,everyonewantstoworkforhim.Salespeoplefromothercompaniesarecontinuallyapplyingtohimforsalesjobs.
Hetoldmethathehaddevelopedaverysimplewaytosortoutwinnersfromlosersinselling.Whenhesatdowntointerviewaprospectivesalesperson,hewouldsay,“Thankyouforcomingin.Beforewebegin,letmeaskyouaquestion.Whataresomeofyourfavoritebooksandaudioprogramsonsalesinyourpersonaldevelopmentlibrary?’Thenhewaits.
Iftheprospectivesalespersonhesitatesorsays,“Idon’treallyhaveany,”myfriendstandsup,talesherbythearm,andshowsherthedoor.
Iftheprospectivesalespersoncanquicklygivethenamesofbooksandaudioprogramsthathereadsandlistensto,healmostalwaysgetsthejob.
AVALIDTESTFORPREDICTINGSUCCESS
Whatthismanagerhadlearnedwasthatasalespersonwhowasnotpersonallycommittedtobecomingbetterbyinvestingherownmoneyinbooksandaudioprogramswouldneverbesuccessfulinacompetitivemarket.Itwasawasteoftimetohireandattempttotrainsuchaperson.Hehadlearnedfromexperiencetoonlyhirepeoplewhowerealreadycommittedtotheirownpersonalandprofessionalself-developmentprograms.Thesewerethepeoplewhoverysoonbecamesalessuperstarsandearnedthreetimesasmuchastheircompetitorsinrivalcompanies.
“Ifyouarenotcontinuallylearningandupgradingyourskills,somewhere,someoneelseis,andwhenyoumeetthatperson,youwilllose.”
—ReedBuckley
Itwouldbethesameasanathletewhoisoverweight,unfit,smokes,eatstoomuch,anddoesn’ttraintryingtocompeteinanysport.Nomatterhowniceorsincereapersonheisorhowmuchhedesirestowin,hedoesn’thaveachanceagainstwell-trained,determinedcompetition.
AuthorReedBuckleyoncesaid,“Ifyouarenotcontinuallylearningand
AuthorReedBuckleyoncesaid,“Ifyouarenotcontinuallylearningandupgradingyourskills,somewhere,someoneelseis,andwhenyoumeetthatperson,youwilllose.”
ListentoAudioPrograms
BusinessspeakerNickCarteroncesaid,“Audiolearningisthegreatestbreakthroughineducationsincetheinventionoftheprintingpress.”
WhenIstartedoffinsales,frustratedandunhappy,workinglonghoursandgettingfewresults,someoneintroducedmetoaudiolearning.Itchangedmylife.Evennow,afteralltheseyears,Istillrememberthewonderfulexperienceoflisteningtotopsalespeopleonaudiosharingtheirexperiencesandexplainingtheirmethods.Someofthemarestillwithmetoday.
Youcangettheequivalentofafull-timeuniversityeducationeachyearjustbylisteningtoeducationalaudioprogramsasyoudrivefromplacetoplace.
Backwhenthepersonalcomputerwasnew,therewasthetermGIGO,whichmeans“garbagein,garbageout.”Theseletterscouldalsostandfor“goodin,goodout.”Whenyoucontinuallyfeedyourmindwithaudiolearningasyoutravelfromcalltocall,youprogramyourselfatadeepleveltosayanddowhatthewinnerswoulddoduringasalessituation.
TURNTRAVELINGTIMEINTOLEARNINGTIME
TURNTRAVELINGTIMEINTOLEARNINGTIME
Theaveragesalesprofessionaldrivesabout25,000milesperyear.Thismeansthat,allowingfortraffic,theaveragesalespersonsitsbehindthewheelabout1,000hoursperyear.Thisistheequivalentofsixmonthsofforty-hourweeks,ortwouniversitysemesters.
TheUniversityofCaliforniareleasedastudyrecentlythatshowedthatyoucangettheequivalentofafull-timeuniversityeducationeachyearjustbylisteningtoeducationalaudioprogramsasyoudrivefromplacetoplace.
Fromthisdayforward,turnyourcarintoa“classroomonwheels.”AsZigZiglarsays,“EnrollinAutomobileUniversityandattendfulltimefortherestofyourcareer.”
Byturningyourcarintoa“learningmachine,”youwillbeamazedattheenormousnumberofgreatideasyouwillheareachweek,eachmonth,andeachyear.
CONDENSEDKNOWLEDGE
Agoodaudiolearningprogramcontainsthebestideasoften,twenty,andevenfiftybooks.Tobuyandreadthesebookswouldcostyouhundredsofdollarsandtakehundredsofhours.Instead,youcangetthedistilledessenceofthebestthinkersinyourfieldbysimplylisteningtoaudioprogramsasyoudrivearound.
Notonlythat,youcanstoptheaudioprogramwhenyoucometoaparticularly
goodideaandtakesometimetothinkabouthowyoucoulduseitinyoursalesworkYoucanrepeatanaudioprogramandlistentoitseveraltimes.Bylisteningtosuchprograms,youkeepyourmindawakeandalertthroughoutthesalesday.Likeastarathlete,whenyouarrivetocallonaprospect,youwillbeattentiveandpreparedtoperformatyourbest.
MAKEEVERYMINUTECOUNT
Thegreattragedyisthatmediocresalespeoplewastethispreciouslearningtime.Theydrivearoundlisteningtotheradioortomusicintheircars.Theymissoneofthegreatlearningopportunitiesthatisavailabletoprofessionalsalespeople.
Itissaidthatradiois“chewinggumfortheears.”Forthesalesperson,listeningtotheradioistheequivalentofanathlete’sdietingoncandyandsoftdrinks.Heloseshisfocus.Hegetsdistractedbywhat’sontheair.Insteadofthinkingabouthowtosellmoreeffectively,hismentalpowersareweakened.Heloseshis“edge.”Don’tletthishappentoyou.
DOWHATTHETOPPEOPLEDO
Thehighest-paidsalespeopleIknowlistentoaudioprogramsallthetime.Theircarsaremobile“classrooms.”Theyusuallycarryseveraldifferentaudioprogramsandalternatethembasedonwhattheyfeeltheyneedtolearnthemostatthatmoment.Thebestsalespeopledon’tevenknowiftheirradioswork,becausetheyneverturnthemon.
AREYOUSERIOUS?
Ifapersoninthecompetitivefieldofsalesinsistsonlisteningtotheradioasshe
Ifapersoninthecompetitivefieldofsalesinsistsonlisteningtotheradioasshedrivesaround,itisanindicationthatsheissimplynotseriousabouthersuccess.Ihaveworkedwithcountlesssalesprofessionalswhohavestruggledforyearsatlowlevelsofincome,andthen,astheresultoflisteningtooneaudioprogram(oftenoneofmine),theirincomeshavedoubledandtripled,sometimesinaslittleasthirtydays.
Wouldn’titbeatragedyiftheonlythingholdingyoubackfromearningtwoorthreetimesasmuchasyouareearningtodaywastheinformationcontainedinasingleaudioprogram?
TheMagicQuestions
Therearetwogreatquestionsthatyoucanusetoaccelerateyourgrowthtoward
highincomeinsales.ThesearetwoofthebestquestionsthatIhaveeverlearned.Ihaveusedthemovertheyears,andtheyhavebeenresponsibleformakingorsavingmemanythousandsofdollars.
Thefirstquestiontoaskyourselfaftereachsalescallis,whatdidIdoright?
Thisquestionkeepsyoufocusedonthebestpartsofyourperformance.Evenifthesalescallwasacompletefailure,therewerecertainthingsthatyoudidcorrectly.Itisimportantthatyouidentifythebestpartsofyourperformancesoyoudonotthrowoutthebabywiththebathwater.
youdonotthrowoutthebabywiththebathwater.
Youcouldwritedown:
“Iwasthoroughlyprepared.”
“Iresearchedtheclientinadvance.”
“Iwaspunctualformyappointment.”
“Iwaswelldressedandgroomed.”
“Iaskedquestionsandlistenedcarefullybeforespeaking.”
“Imadeacompletepresentation.”
“Iaskedfortheordertwice,”andsoon.
Byaskingthequestion,whatdidIdoright?youkeepyourselfcontinuallyfocusedonthebestelementsofyoursalesactivities.Byreviewingtheseactivitiesimmediatelyafterasalescall,youprogramthemintoyoursubconsciousandcreateapredispositiontorepeatthesepositivebehaviorsatyournextsalescall.
FOCUSONIMPROVEMENT
Thesecondquestionyoumustaskyourselfis,whatwouldIdodifferently?
Thisquestionforcesyoutothinkaboutthepositivethingsthatyoucoulddotoimproveyourperformanceinasimilarsituation.Evenifthesalescallhasbeencompletelysuccessful,therewerestillthingsthatyoucoulddodifferentlyinthefuturetomakeitevenbetter.
Theadvantageofthesetwoquestionsisthattheanswerstobothofthemarepositive.Forceyourselftoreviewandmentallyrehearsetheverygreatestingredientsofyourperformance.Then,thenexttimeyouareinasimilarsituation,yoursubconsciousmindwillpassthembackuptoyouandmatethemavailabletoyouforthesalescall.
PROGRAMYOURSELFPOSITIVELY
Averagesalespeoplehaveatendencytoaskthewrongquestions.Insteadof
Averagesalespeoplehaveatendencytoaskthewrongquestions.Insteadofaskingthemselves,whatdidIdoright?theyaskthemselves,whatdidIdowrong?Ratherthanfocusingonthebestcomponentsoftheirperformance,theyfocusontheworst.Thissimplyprogramsthemtorepeatthosemistakesatthenextsalescall.“WhatwouldIdodifferently?’issuperiorto“WhatmistakesdidImate?’Dwell
onyourmistakesandshortcomings,andyoucanbecertainyouwillseethemagain.
Successfulpeoplecontinuallyrecalltheirverybestsalescalls.Theyreviewandrehearsethebestthingsthattheysaidanddidwiththecustomer.Asaresult,theycontinuallyprogramhighperformanceintotheirsubconsciousminds.Theythenrepeattheirverybestperformancesoverandoveragaininsubsequentsalescalls.
ThePowerofSuggestion
Thepowerofsuggestionexertsastronginfluenceonyouthroughoutyourday,andthroughoutyourlife.Oneofthekeystosuccessistotakecompletecontrolofthesuggestiveinfluencesthatyouallowtoreachyourconsciousandsubconsciousminds.Youmustmateeveryefforttoensurethatthementalinfluencesaroundyouareaspositiveaspossible,justasyouwouldonlyeatreallyhealthyfoodsifyouwantedtofeelthebestaboutyourselfphysically.
reallyhealthyfoodsifyouwantedtofeelthebestaboutyourselfphysically.
Youarepositivelyornegativelyinfluencedbyeverysight,sound,thought,experience,andpersoninyourworld.Ifyouwatchnegativeorviolenttelevisionprograms,itaffectsyouatanunconsciouslevelandmatesyouamorenegativeperson.Ifyoulistentouselessbabbleontheradio,itclogsupyourmindassludgeclogsupadrainandmatesyoulesseffective.Ifyoureadunconstructivematerialinbooks,magazines,ornewspapers,itfillsyourmindwithmentalgarbagethatcandemotivateyouandmateyoumoreeasilydiscouraged.
GETAROUNDTHERIGHTPEOPLE
Perhapsthemostimportantpartofyoursuggestiveenvironmentisthesetofpeoplewithwhomyouassociatemostofthetime.Dr.DavidMcClellandofHarvard,inhisbookTheAchievingSociety,foundthatanegative“referencegroup”wasenoughinitselftocondemnapersontolifelongfailure.
Yourreferencegroupconsistsofthepeoplearoundyou,thepeoplewithwhomyouassociate,andthepeoplewithwhomyouidentify.Yourmostimportantreferencegroup,informingyourpersonality,isyourfamily.Ifyourparentsweredisapprovingandcritical,thiscanaffectyouallyourlife.Whetheryourbrothersandsisterswerehelpfulorhurtfulcanhaveaneffectonyouformanyyears.Asyougrowup,yourfriendsatschool,yourteachers,teammates,andotherassociatesexertaninordinateinfluenceonyourthinkingandyouremotions.
FLYWITHTHEEAGLES
Asanadult,youmustchooseyourfriendsandassociateswithcare.AsZigZiglarsays,“Youcannotflywiththeeaglesifyoucontinuetoscratchwiththe
turkeys.”Getaroundpositivepeople.Associatewiththosewhoaregoingsomewherewiththeirlives.SocializewithfolkswhoarepositiveandwhohavegoalsforthemselvesandtheirworkOnlyspendtimewithpeoplewhohavevirtuesthatyouadmireandwanttoemulateyourself.
Meanwhile,getawayfromnegativepeople.Avoidthosewhocomplainandcriticizemuchofthetime.Especiallyavoidjoininginwhenpeoplestartcomplainingabouttheirworkoraboutothersuccessfulpeople.Thisisasortof“loserslime”thatgetsalloveryouandcanruinallofyourchancesforsuccess.
KEEPYOUROWNCOMPANY
Remembertheoldsayings“Liteattractslike”and“Birdsofafeatherflocktogether”?Topsalespeopletendtobeloners.Thisdoesnotmeanthattheyare“aloners.”Itsimplymeansthattheyareselectiveaboutthepeoplewithwhomtheyspendtime.Theydonotdrinkcoffeewithwhoeverissittingthereorgooutforlunchwithwhoeverisstandingatthedoor.Instead,theydeliberatelychoosetheircompanions.Theyeitherspendtheirtimebythemselvesorwiththosepeoplewhosecompanyisvaluableandworthwhiletothem.Youmustdothesame.
The100-CallMethod
HereisapowerfulwaytoputalltheseideastoworkItiscalledthe“100-call
HereisapowerfulwaytoputalltheseideastoworkItiscalledthe“100-callmethod.”WheneverIhavestartedanewsalesjob,Ihavemadeitapointtohitthegroundrunning.Isetagoaltomate100face-to-facecallsintheshortestperiodoftimepossible.Fromthatmomenton,Igetupearly,preparethoroughly,andthenworksteadilyalldaylong,oftencold-calling,tocompletemy100-callgoal.
Don’tworryaboutwhetherornotyousellanythingduringthese100calls.Puttheideaofsellingasidefornowandjustconcentrateongettingface-to-facewith100peopleandtellingthemaboutyourproductorservice.Twowonderfulthingswillhappenduringthistime.Firstofall,bydedicatingyourselftoseeing100peopleandlisteningtotheirquestionsandobjections,youwilllearnmoreabouthowtosellyourproductinthatfirst100callsthansomeoneelsemightlearninoneortwoyears.
YOUWILLSTARTTOSELL
Thesecondwonderfulthingthatwillhappenisthat,becauseyouaremakingnoefforttosell,youwillstarttomatesalesalmostwithouteffort.Yourconfidenceandenergywillincreasewitheachcallyoumate.Yourself-esteemwillbeaugmented.Youwillfeelmorecalmandcomfortable.Asaresult,youwilllikeyourcustomers,andtheywilllikeyouandwanttobuyfromyou.Bythetimeyou
havemade100calls,youwillhaveturbochargedyoursalescareerandbeonyourwaytothetop.
HereissomethingelseIhavefound.Forthenexttwoyears,youwillfindyourselfmakingsalestomanyofthoseonwhomyoucalledduringyour100-callwarm-upperiod.Becauseyouwererelaxedandputthemundernopressuretobuy,theyrelaxedaswell,andtheythoughtofyouwhentheydecidedtobuywhatyouwereselling.
BREAKOUTOFASLUMP
Youcanusethis100-callmethodtobreakoutofasalesslump,ortostartoffanewsalesyearorevenanewsalesperiod.Atanytime,youcanturbochargeyourselfbysettingagoaltomake100face-to-facecallsasfastasyoupossiblycanwithoutworryingaboutwhetherornotyoumateasale.Thereissomethingaboutthisstrategythatreleasesyourpotentialandenablesyoutoperformatyourbest.
Whenyoucombinethe100-callmethodwithalloftheotherpsychologicaltechniquesthatwehavetalkedaboutinthisbooksofar,youwillbecomearemarkablesalesperson.Youwillhavevigor,zeal,confidence,andcompetenceatalevelthatyoumayneverhaveexperiencedbefore.Youwillhavetakencompletechargeofyoursalescareerandputyourselfinfieldpositiontoearnmorethanyoueverhave.
ActionExercises:
1.Resolvetodaythatyouaregoingtobecomeoneofthehardest-workingprofessionalsalespeopleinyourindustry;startearlier;workharder;staylater.
2.Mateaplantodaytogooutandcallon100newprospectsasfastasyoucan;mateitagametoseemorepeopleinthenextmonththananyoneelseinyourbusiness.
3.Accept100percentresponsibilityforyourworkandyourlife,andrefusetomateexcusesforanyreason;seeyourselfasthepresidentofyourownpersonalsalescorporation.
4.Startyourownpersonaldevelopmentlibraryofbooksandaudios,anddevoteyourselftolifelonglearning.
5.Matesurethatyouaresellingtherightproductforyou,tangibleorintangible;doesitexciteandmotivateyoutoselliteachday?
6.Thinkandactlongterminyoursaleswork,andinyourlife;imaginethatyouaregoingtobesellingtothesamepeopleforthenexttwentyyears.
7.Developunshakablepersistence;resolveinadvancethatyouwillnevergive
upuntilyouareabigsuccessinyoursalescareer.
Thereisnofailureexceptinnolongertrying.Thereisnodefeatexceptfromwithin,noreallyinsurmountablebarrierexceptforourowninherentweaknessofpurpose.—ElbertHubbard
THEPSYCHOLOGYOFCLOSINGWelearnwisdomfromfailuremuchmorethanfromsuccess.Weoftendiscoverwhatwillwork,byfindingoutwhatwillnotwork;andprobablyhewhonevermadeamistakenevermadeadiscovery.
—SamuelSmiles
CLOSINGISOFTENTHEMOSTPAINFULPARTOFTHEsalespresentation.Itisthepartthatmostsalespeopledislikethemost.Theybecomereluctanttoproceed.Theyfreezeupandlosetheirfeelingofcontroloverthebuyingprocess.
Theprospectalsodislikeshavingtomateabuyingdecision.Asyougetcloserandclosertotheendofthesalespresentation,hebecomesnervousaswell.Yourjobasasalesprofessionalistostructurethepresentationinsuchawaythatyoumovesmoothlythroughthecloseandwrapupthesale.
Closingisverymuchlikeabumpattheendoftheroadofthesalesconversation.Youhaveestablishedrapport,identifiedneeds,presentedyourproduct,andansweredobjections.Nowyouhavetowrapupthetransactionandgettheorder.Asyouapproachthisfinalbump,yourtaskistotaketheprospectpastthispointasquicklyaspossible.
Don’tDrawItOut
Thereisastoryofanoldgentlemanwhocallsuphislong-tunedentistandsays,“Bill,I’vegotthisrottentooth,anditkgottocomeout.Ijustwonderedhowmuchyouchargenowadaystopullatooth?’
Hisdentistfriendreplies,“Well,Jack,itkeightydollarstopullatooth.”
Jacksays,“Wow!That’salotofmoney.Howlongdoesittake?’
“Ittakesaboutoneminute.”
“Eightydollarsforoneminute?’Jackcries.“That’sanawfullotofmoneyforthatsmallamountoftime.”
“Well,Jack,”saysthedentist,“ifitktheamountoftimethatconcernsyou,Icantakeallthetimeyou’dlike.”
MAKEITSMOOTHANDPAINLESS
Youhaveanobligationtoyourcustomerstomovesmoothlythroughthecloseandtoassurethatitisasquickandpainlessaspossible.Tominimizestressforboth
ofyou,youmustmakeitfastandefficient.Thisisakeypartofyourjob.
Thereisalwaysaperiodoftensionattheendofthesalesprocess.Foryouasasalesperson,thecloserepresentstheculminationofallyourefforts.Theideaoflosingthesalecanbeverystressful.Youstarttofeeltense.Yourstomachchurns.Yoursolarplexustightensup.Sometimesyourheartrateincreases,andyourthroatgoesdry.Becauseyouareaskingthecustomertotakeaction,andhemaysayno,thewholeideaofclosingtriggersatremendousfearoffailure.
Youhaveanobligationtoyourcustomerstomovesmoothlythroughthecloseandtoassurethatitisasquickandpainlessaspossible.
Theshortertheclosingprocess,thelessstressyouexperience.Tatetheprospectthroughtheclosepromptly.Fortunately,thisisasellingskillthatyoucanlearnwithinputandpractice.
Onceyouhaveexplainedyourproduct,andtheprospect’sbuyingdesirehasbeenaroused,movebrisklypastthecloseandintowrappingupthedetailsofthepurchase.
REVERSEENGINEERYOURPRESENTATION
Thekeyistoplanyourcloseinadvance.Andinsteadofplanningyoursalespresentationfirstandthenyourclose,planyourcloseandthenyoursalespresentation.Decidehowyouaregoingtoaskfortheorder,andthen“reverseengineer”yoursalespresentation.Startwiththeendinmind.Thengobacktothebeginningandorganizeyoursalespresentationsothatitarriveslogicallyatyourclosingquestion.
Tatethetimetothinkthroughexactlyhowyouaregoingtoaskfortheorderwhenitisclearthattheprospectisfullyinformedandreadytobuy.Planandrehearseyourclosingtechnique(s)sothatyoucandoitinyoursleep.Topsales
rehearseyourclosingtechnique(s)sothatyoucandoitinyoursleep.Topsalesprofessionalshavetheirclosesplannedwordforword,inadvance.Soshouldyou.
Amateursalespeople,thosewhospintheirwheelsinfrustrationyearafteryear,tendtoflybytheseatoftheirpantsineverysalesconversation.Whenitcomestimetoaskfortheorder,theirheartspound,theirforeheadssweat,andtheysaywhatevercomesoutoftheirmouths.Theythencrosstheirfingers,hopingandprayingthattheprospectwillbuy.Professionalsalespeopleproceedthroughthepresentation,andthroughtheclose,inasinglesmooth,well-preparedprocess.
SixMajorRequirementsforClosing
1.Youmustbepositive,enthusiastic,andeagertoclosethesale.Emotionsarecontagious.Whenitisclearthatyouintenselydesiretomatethissale,your
desirewillhaveapositiveeffectonthebehaviorofyourprospect.
2.Theprospect’srequirementsmustbecleartoyou.Asaresultofaskingandlistening,youshouldknowexactlywhatthisprospectwantsandneedsfromyourproduct.
3.Theprospectmustunderstandyourofferandthevalueofyourproductorservicetoher.Shemustbeabsolutelyclearaboutwhatyourproductdoestochangeandimproveherlifeorwork.
changeandimproveherlifeorwork.
4.Theprospectmustbelieveandtrustyou.Theremustbeahighdegreeofrapportandfriendship.Inaddition,theprospectmusthavefaithinyourcompanyandbelievethattheywilldeliveronyourpromises.
5.Theprospectmustdesiretoenjoytheadvantagesandbenefitsofyouroffer.Hemustwantwhatyouareselling.Thereisnopointintryingtocloseasaleiftheprospectisnotintenselyinterestedinbenefitingfromyourproductorservice.
6.Theproductmustbesuitedtothecustomer,idealforherneeds,capacitytopay,andcircumstances.Itmustbecleartotheprospectthatthisproductorserviceistherightchoiceforheratthistime.
Onlywhenyouhavefulfilledthesesixrequirementscanyoumoveconfidentlyintoclosingthesale.Ifanyofthemhasnotbeenachieved,theprospectwillrefusetobuy.
ClosingTooEarly
Thinkofvisitingatypicalusedcarlot.Youstoptolookatacarforjustamoment,andsuddenlyasalespersonemergesandsays,“That’sagoodchoice;whydon’tyoubuyit?’
Afteryouasktheclosingquestion,youmustthenbecompletelyquiet.Don'tsayaword.Allowthesilencetobuildupifnecessary,becausewhoeverspeaksfirst,loses.
Inasituationlikethis,youdon’tknowanythingaboutthecar,andthesalespersondoesn’tknowanythingaboutyou.Heisaskingyoutomateanofferorbuydiecarbeforeyouknowanythingaboutit.Attemptingtoclosebeforeyouarefullyawareofwhatyouarebuyingdoesnotarousebuyingdesire.Quitetheopposite;youfeelinsulted,andyourfirstimpulseistosimplywalkaway.
AvoidHighPressure
Therearefourthingsyoumustbesureofbeforeyouaskaclosingquestion:First,theprospectmustwantit.
Second,theprospectmustneedit.
Third,theprospectmustbeabletoaffordit.
Andfourth,theprospectmustbeabletouseitandgetfullvalueoutofyourproductorservice.
Ifyouaskfortheorderbeforethesefourrequirementshavebeendetermined,youwilloftenkillthesale.
UseSilenceAfteraClosingQuestion
Theonlypressurethatyouareallowedtouseasasalesprofessionalisthepressureofthesilencethattakesplaceaftertheclosingquestion.
Afteryouasktheclosingquestion,youmustthenbecompletelyquiet.Don’tsayaword.Allowthesilencetobuildupifnecessary,becausewhoeverspeaksfirst,loses.
Onceuponatime,thepresidentofafast-growingcompanywasconsideringthepurchaseofa$750,000computersystemtoautomateeveryaspectofhisnationalbusiness.Thecompanythatwasbiddingforthejobhaddoneeverythingexactlyright.Thesalespersonhadestablishedrapport,identifiedthecustomer’sneeds,doneafullanalysis,checkeditoutineverydetail,andpreparedacompleteproposalforthecustomertoconsider.Theyhadarrangedthefinalappointment,andthesalespersonwascomingintoclosethesale.
Thepresidentoftheprospectcompanyhadstartedhiscareerinsaleswhenhewasyounger.Hewascurioustoseehowthiscomputersalesmanwasgoingtoclosea$750,000sale.Inthefinalpresentationanddiscussion,thepresidenthadhiscontrollerandhisaccountantpresenttogooverthefinaldetails.Thesalesmancameinwithhisengineerandcomputerprogrammer.Theysatdownandbegan.
Asthesalesmanwentthroughtheproposal,heexplainedhowitwouldbeinstalled,whatwouldbeinvolved,thewarrantiesandguarantees,thehelpandservicetheywouldprovide,theadditionalconsultingthatwasavailable,andeveryotherdetailofthepurchase.Hegavehimthepriceandexplainedwhatitincluded.Finallyhesaid,“IfyoulikewhatIhaveshownyou,thenifyou’lljustauthorizethiscontract,we’llgetstartedonitrightaway.”
Hethenputatickmarknexttothesignatureline,puthispenonthecontract,andpusheditacrossthedesktothepresident.
THESILENTCLOSE
Thepresidentcouldseeitcoming.Hethoughttohimself,Heisgoingtousethesilentcloseonme.Heknewexactlywhatthesalespersonwasdoing,sohejustlookedathimandsmiled.
Thesalesmanandthepresidentsattheresilently,smilingateachother,forwhatseemedlikeaneternity.Thesilencelastedfifteenminutes.Neitheroneofthem
saidaword.Neitheroftheotherpeoplepresentsaidawordeither.Theyhadallbeenprepared.
Finally,thepresidentsmiled,pickedupthepen,andsignedthecontract.Atthatpoint,theybothlaughed.Sodideveryoneelse.Thetensionwasbroken,andthedealwasdone.
Thepressureofthesilenceaftertheclosingquestionisoftenthemostpowerfulsalestoolyouhaveforconcludingthetransaction.Butyoumustbedisciplined.Onceyouaskaclosingquestion,youmustnot“steponyourlines”byaddinganything.Justwaitquietlyfortheprospecttorespond.
RecognizingBuyingSignals
Thereareseveralcommonbuyingsignalsthattheprospectwillgiveofftoletyouknowthatheisonthevergeofmakingadecision.Relaxandbeawareofthesesignalswhentheycome.Theytellyouthatitistimetoaskaclosingquestion.
RAPIDTALKING
Theprospectwilloftenstarttalkingfaster.Hemaybrightenupandbecomemorepositiveandcheerful.Inhismind,hehasreachedadecision,andtheinner
morepositiveandcheerful.Inhismind,hehasreachedadecision,andtheinnertensionhasbeenbroken.Wheneveracustomershiftsfromthoughtfulorcriticaltopositiveandhappy,youcanspeakupandaskaclosingquestion.
SUDDENFRIENDLINESS
Thecustomerengagesin“suddenfriendliness.”Sheseemstorelax,shiftgears,andmayaskyouapersonalorfriendlyquestion.“Howlonghaveyoubeenintown?’“Doyouhavekidsinschool?’“Wouldyoulikeanothercupofcoffee?’
Wheneveryouexperiencethissuddenfriendliness,youshouldrespondwarmlyandpositively,andthenaskaclosingquestion.“Thankyou.Iwillhaveanothercupofcoffee.Andbytheway,howsoonwouldyouneedthis?’
CHINRUBBING
Chinrubbingisanothersignthatthecustomerisapproachingabuyingdecision.Wheneveraprospectgoesintodeepthought,hishandcomestohischinandhisheadgoesdown.Ifyouaretalkingwithaprospectandhebeginsrubbinghischinandthinking,stoptalkingimmediately.Yourcustomerhasnowgoneinwardandisnolongerlisteningtoyou.Ifyoucontinuetospeak,youwillsoundlikeadroningnoiseintheroom,likeabigbeetryingtogetoutthewindow.Instead,become
perfectlysilent.
Ifyouaretalkingwithaprospectandhebeginsrubbinghischinandthinking,stoptalkingimmediately.Yourcustomerhasnowgoneinwardandisnolongerlisteningtoyou.
Whilethecustomerisrubbinghischin,heisprocessingyouroffer.Heisthinkingthroughhowhecanbuyyourproduct,howhecanpayforit,howhewilluseit,wherehewillputit,andsoon.Whenhishandcomesdownfromhischin,hisheadcomesup,andyoumateeyecontactwithhim,in99percentofcases,thedecisiontobuyhasbeenmade.
Atthispoint,smileandaskaclosingquestion,suchas,“Howsoondoyouneedthis?”Thensitsilentlyuntilyougetconfirmation.
QUESTIONSABOUTPRICE,TERMS,ORDELIVERY
Themostcommonbuyingsignalsarewhentheprospectasksyouaboutprice,terms,ordelivery.
“Howmuchdoesthiscost,exactly?
“WhatsortoftermscanIgetonthispurchase?”
“HowlongdoesittaketogetoneoftheseifIdecidetobuyit?’
Whenevertheprospectasksyouaquestioninvolvingprice,terms,ordelivery,turnitintoaclosingquestionbyaskingaboutoneofthethreesubjectsthattheclientdidnotmention.
Forexample,theprospectasks,“Howmuchdoesthiscost?’
Youreply,“Howsoondoyouneedit?’
Whentheprospectsays,“Bytheendofthemonth,”thesaleismade.
Rememberthatthepersonwhoasksquestionshascontrol.Hereisthekey.Alwaystrytoansweraquestionwithaquestion.Thisenablesyoutogetmoreinformationandoftenclosethesale.Butmostimportantly,itallowsyoutokeepcontrolofthesalesconversation.
Prospect:“HowsooncanIgetthis?’
You:“Howmanydidyouwant?’
Iftheprospectgivesyouaspecificnumber,you’vejustmadeasale.
CHANGEINATTITUDE,POSTURE,ORVOICE
Anynoticeablechangeinattitude,posture,orvoicecanindicatethatabuyingdecisionisnear.Iftheprospectsitsupstraightorbeginscalculatingnumbers,youcantesttobesurethatthisisabuyingsignalbyasking,
“Bytheway,howsoondoyouneedthis?’
“Wouldyouwantustogetstartedonthisrightaway?’
“Howmanyofthesewouldyoulike?’
“Wouldyoupreferthatwedeliverthistoyourofficeortoyourwarehouse?’Wheneveryouseeaprospectchanginghisdemeanororbodylanguageinanyway,movinginhischair,brighteningup,orbecomingfriendly,assumethatthedecisionhasbeenmadeandaskaquestiontoconfirmit.
WhytheCloseIsDifficult
Thereareseveralreasonswhythecloseisthemostdifficultandstressfulpartofthesale.Thefirstoftheseisthesalesperson’snaturalfearofrejection.Weareconditionedfromchildhoodtobehighlysensitivetothewayswearetreatedbyothers,especiallytotheirapprovalordisapproval.
Thisbeginswithourparentsandthentransferstoourbossesandourcustomers.Asadults,atanunconsciouslevel,weareveryconcernedaboutbeinglikedandacceptedbyothers.Thepossibilityofrejectionissomethingthatcausesustremendousstress,andthatwemateeveryefforttoavoid.
REJECTIONISNOTPERSONAL
WhenIwasjuststartingoutinsales,andextremelynervous,anexperiencedsalespersontoldmesomethingthatchangedmycourse.Hesaid,“Remember,nomatterwhataprospectsays,rejectionisnotpersonal."
Wow!Thatwasanimportantpoint.“Rejectionisnotpersonal.”
Aprospectcannotrejectyouasapersonbecausetheprospectdoesnotevenknowwhoyouareorwhatyouareselling.Alltheprospectisdoingisrespondingtoacommercialofferinacompetitivesocietywhereheisoverwhelmedwithpeopletryingtosellhimthings.Whenhesayssomethinglike,“I’mnotinterested,”itdoesn’tmeananything;itisnotareflectiononyourabilityorcharacter.Itisjustanatural,knee-jerkreactiontoanysalesoffering.
Fullyone-thirdofsalespeopledropoutofsellingeachyearbecausetheycannotdealwiththerejectionthatispartandparcelofthebusiness.Topsalespeople,however,continuallyremindthemselvesthatrejectionisnotpersonal,andtheydon’tletitbotherthem.
FAILUREISONLYFEEDBACK
Thesecondreasonclosingishardisbecauseofthefearoffailure,oftryingandnotsucceeding.Itisthefearoflosingyourtime,youreffort,andevenyourmoney,ofmakinganinvestmentofenergyandemotioninaprospectandlosingitcompletelywhentheprospectdecidesnottobuyfromyou.
Thefearoffailure,coupledwiththefearofrejection,istheprimaryreasonpeopleunderachieveorfailinlife.Itisonlywhenyougetoverthesetwofearsthatyoubegintorealizeyourfullpotentialinsales,andineveryotherarea.
thatyoubegintorealizeyourfullpotentialinsales,andineveryotherarea.
Keepremindingyourselfthatthereisnosuchthingasfailure;thereisonlyfeedback.Whenyoutrysomethingthatdoesn’twork,lookintotheexperienceforthevaluablelessonyoucanlearn,andthenletitgo.Saytoyourself,Somewill.Somewon’t.Sowhat?Next!
OvercomeYourFears
RalphWaldoEmersononcewrote,“Dothethingyoufearandthedeathoffeariscertain.”Thisisoneofthemostimportantsuccessprincipleseverdiscovered.Theonlywaythatyoucaneliminateafearthatmightbeholdingyoubackistodothethingthatyoufear.Thedeathoffeariscertain.
Bothcourageandcowardicearehabits.Youcandevelopthehabitofcouragebyconfrontingyourfearsandmovingtowardthemratherthanhidingfromyourfearsandmovingawayfromthem,asmostpeopledo.AsMarkTwainoncesaid,“Courageisnotabsenceoffear;itiscontroloffear,masteryoffear.”
DOTHETHINGYOUFEAR
Makemorecalls,andyouwillexperiencelessfearofmakingcalls.Ifyoukeepmakingcalls,asmanyaspossible,dayafterday,withoutreallycaringwhethertheprospectrespondsinapositiveornegativeway,youeventuallyreachthepointatwhichyouhavenofearatall.Byconfrontingyourfearsoffailureandrejection,youeventuallydevelophabitualcourage.Atthispoint,youwillturnacornerinyourcareer,andyoursaleswillbegintogouprapidly.
Onceyouhavedevelopedcourageasahabit,alongwiththeabilitytofaceyourfearsoffailureandrejection,yourwholelifewillimprove.Youwillfeelterrificaboutyourself.Yourself-esteemandself-confidencewillswell.Andasyouimproveontheinside,yoursalesresultswillimproveontheoutside.
WhyCustomersDon’tBuy
Thefearoffailureisalsoamajorreasonwhypeopledon’tbuy.Theyareafraidofmakingamistake,ofpurchasingthewrongarticle.Theyarefearfulofpayingtoomuchorofbeingcriticizedformakingthewrongchoice.
Everyprospecthasmadebuyingmistakesinthepast.Shehasboughtthingsthatshewishesshehadn’t.Shehasbeenleftinthelurchafterapurchase,unableto
shewishesshehadn’t.Shehasbeenleftinthelurchafterapurchase,unabletogetsupportorservice,andsorrythatsheeverdealtwiththatcompanyinthefirstplace.
YOUMUSTOVERCOMECUSTOMERFEARS
Whenyougotoseeanewprospect,youhavetodealwiththefactthatthisprospecthashadallthesedifficultandchallengingpastsalesexperiences.Youmustnotonlyarousebuyingdesireforyourproduct,butyoumustovercomeallthefearsthisprospecthas,basedonhispreviousexperience,ofmakingamistake.
Howmanytimeshaveyouheardaprospectsay,“IhavetotalkitoverwithsomeoneelsebeforeImakeadecision”?
Husbandswillnotbuyaproductuntiltheyhavetalkedtotheirwives.Wiveswillnotbuyaproductuntiltheyaresuretheirhusbandswillapprove.ManagerswillnotOKapurchaseuntiltheirbosseshaveagreedtoit.Manypeoplecannotmakeabuyingdecisionatalluntiltheyhavegottentheapprovalandassurancefromeveryonearoundthem.Thisishowcustomersdealwiththetwinfearsoffailureandrejection.
CustomersBecomeComfortable
Anothermajorobstacletoclosingishumaninertia.Ifapersoniscomfortable
Anothermajorobstacletoclosingishumaninertia.Ifapersoniscomfortableusingaparticularproductorservice,itismucheasierforhimtocontinuewithwhatheisdoingthantomakeachange.Peoplegetintoacomfortzone.Theybecomeaccustomedtotheircurrentmethods.Youmayhaveacheaperorbetterproduct,buttheadvantagesandbenefitsyouofferareoftennotenoughtogettheprospecttochangehisexistingwayofdoingthings.
Togetaprospecttochangefromoneproductorservicetoanother,fromonewayofdoingthingstoadifferentway,youmustemphasizealltheadditionalbenefitsthathewillenjoy.Theattractivenessofthebenefitsmustbesogreatthattheymotivatetheprospectenoughtodosomethingdifferent.Youmayhavetoreturnseveraltimes,continuallyrepeatingandemphasizingthebenefitsandadvantagesofyouroffertogettheprospecttofinallymakethetransition.
BuyingCanBeStressful
Anothercommonobstacletoclosingisthestressinvolvedinmakingabuyingdecision.Sincethebuyingdecisioninvolvesanirrevocablecommitmentofassets,andlimitsthefreedomandflexibilityoftheprospect,peoplealwaysbecomeabitnervouswhenitcomestomakingthefinaldecision.Whenpeoplefeelthestressofmakinganimportantcommitment,theyoftentenseupandpushitaway,saying,“Leaveitwithme;letmethinkaboutit.”
Becauseofthesepsychologicalobstaclestoclosing,bothonyourpartandonthepartoftheprospect,youmustbepositive,confident,andprofessionalateverystageofthesalesprocess.Youmustespeciallymovequicklythroughtheclosetowrappingupthedetailsratherthanleavingtheclosingdecisionhangingintheair.In
everythingyoudo,mateiteasyforthecustomertosayyes.
TheProspectIsAlwaysRight
Nevertelltheprospectthatheiswrong.Neverarguewithhim.Andneverlookatsellingasacompetitionthatyouneedtowin.Nomatterwhattheprospectsaysaboutyourproductorservice,remainrelaxedandcheerful.Don’ttellhimthathisassessmentofyourproductisincorrect.Insteadsay,“That’saveryvalidconcern,Mr.Prospect.Manyofourcustomershavehadthesameconcern,andhereishowwehavetatencareofit.”
Thereisanoldsaying:“Amanconvincedagainsthiswill,isofthesameopinionstill.”Ifyouargueandoverwhelmthecustomerwithyourbrilliantresponse,theprospectmaynodandagreewithyou,butshewillstillendupnotbuying.
Insteadofdebatingapointwithregardtopriceorqualitywithyourprospect,findawaytoneutralizetheconcern.Answertheobjectiontohersatisfaction.Showherthatsheneednotworryaboutthepartofyourofferingthatsheischallenging.
USETESTIMONIALLETTERS
Perhapsthemostpowerfultoolyoucanusetoovercomeobjectionsandconcernsistestimoniallettersfromsatisfiedclientswhohadthesameconcern
concernsistestimoniallettersfromsatisfiedclientswhohadthesameconcernwhenyoufirstspoketothem.Sometimeswecallthesesweetheartletters.Ifyouhavemadeasaleandyouhaveagoodrelationshipwiththecustomer,gobackandaskhimifhewouldwriteasweetheartletterforyou.Youcanevenoffertowritetheletteryourselfandhavethecustomerputitonhisownletterhead.
Nevertelltheprospectthatheiswrong.Neverarguewithhim.Andneverlookatsellingasacompetitionthatyouneedtowin.
Inthesweetheartletter,youtakeacommonobjectionthatyouget,suchashighprice,andhaveacustomergiveyoualetterthatsayssomethinglikethis:
DearBrian,
WhenIfirstspoketoyouaboutyourproduct,Iwasconcernedaboutyourhighpriceincomparisonwithotherproductsavailableinthemarket.ButIdecidedtogoaheadanyway,andIamcertainlygladIdid.Wehavefoundthatyourhigherpriceismorethanjustifiedbyalltheadditionalfeaturesandbenefitsthatwehaveexperiencedwithyourproductsincewestartedusingit.
Sincerely,AHappyCustomer
Showthistoyourprospectwhenthequestionofhighpricecomesup.Itwill
oftendemolishherconcerns.
oftendemolishherconcerns.
TESTIMONIALSAREPROOF
Asageneralrule,theprospectwilldiscountanythingyousayaboutyourproductorservice.Afterall,youareasalesperson.Youareexpectedtospeakpositivelyaboutwhatyouareselling.
Butifsomeoneelsesayssomethinggoodaboutyourproduct,especiallyinwriting,thatisconsideredtobeavalidstatement.Third-partyproof,intheformoftestimonialletters,isapowerfulwaytoconvincepeopleofthegoodnessandvalueofwhatyouareselling.Thisiswhyitissaidthat“salespeoplewhodon’tusetestimoniallettershaveskinnykids.”
KeepYourOpinionstoYourself
Acommonerrortoavoidisexpressingyouropinionstoaprospectonsubjectsofapersonalnature.Thebasicruleistoavoidthesubjectsofreligion,politics,orsex.Evenifyoufeelstronglyaboutoneoftheseareas,andyourprospectwantstotalkaboutthesubject,mateeveryefforttoremainneutral.Youcannodandagreewiththeprospect’sopinion,butdon’tfeedthefirebyaddingcommentsofyourown.Instead,gentlybringtheconversationbackaroundtoyourproductorservicebyaskingquestionsthatrelatetothisarea.Keepyouropinionstoyourself.
AlwaysBeComplimentary
Neverknockyourcompetition.Infact,youshoulddotheopposite.Ifyourcompetitor’snameisbroughtupintheconversation,andtheprospectasks,“WhatdoyouthinkaboutABCCompany?’alwaysreplypositively.Youcouldsay,“Mr.Prospect,ABCisanexcellentcompany.Theyhavegoodproducts,andtheyhavebeenaroundforalongtime.However,webelievethatourproductissuperiortoABC’sinthreespecificways.Letmeshowthemtoyou.”Youthenconcentrateonsellingthevaluesandbenefitsofyourproductorservice,butwithoutsayinganythingnegativeaboutyourcompetitor’s.Whenyouspeakpositivelyaboutyourcompetitors,customersviewyouinamorepositivewaythansomeonewhocriticizestheircompetitors.
Don’tAssumeAuthority
Thefinalclosingerrortoavoidisassumingauthoritythatyoudon’thave.Itismakingpromisesthatyoucan’tkeep.Itisoversellingyourproduct,sayingthat
makingpromisesthatyoucan’tkeep.Itisoversellingyourproduct,sayingthat
yourproductcandosomethingthatitcannotdo.
Notlongago,anofficeequipmentsaleswomanlosta$10,000salewithmycompanybecauseofoverpromising.Inthecourseofdiscussingthespecificationsfordiemachine,myofficemanageraskedherifitcoulddotwo-sidedcopying.Sheassuredherthatitcould.Butwhenwelootedatthespecificationsmoreclosely,wefoundthatitdefinitelydidnotdodouble-sidedcopying.Thesaleswomanhadnottakenthetimetofullyunderstandwhatshewasselling.Notonlydidshelosethesale,butshelostanenormousamountofcredibility.Don’tletthishappentoyou.
MoreObstaclestoClosing
Anothermajorobstacletoclosingisnegativeexpectations.Theseoccurwhenthesalespersondecidesinadvancethatthisparticularprospectisnotgoingtobuy.Heprejudgestheprospectbasedonhisinitialattitudeorhisphysicalsurroundings.Perhapstheprospectisnotstylishorwell-groomed.Maybetheofficeoritsfurnitureisoldorcluttered.Thesalespersonleapstotheconclusionthatthisisnotagoodprospectandstopsmakinganyrealefforttoconcludethesale.
Rememberthelawofexpectations,whichsays,“Whateveryouexpect,with
Rememberthelawofexpectations,whichsays,“Whateveryouexpect,withconfidence,becomesyourownself-fulfillingprophecy.”
Yourexpectationsexertanundueinfluenceonthepeoplearoundyou.Theexpectationsofotherpeople,especiallypeoplewhomyoulookuptoandrespect,haveanextraordinaryinfluenceonyouaswell.Yourexpectationsdetermineyourattitude,andyourattitudedetermineshowyoutreatotherpeople.
EXPECTTHEBEST
Therulewithregardtoexpectationsistoalwaysexpectthebest\Expectthatpeoplewilllikeyou.Lookforwardtopeoplebeingattractedtoyourproductorservice.Anticipatepeopleaskingyoutoughquestionspriortobuying.Thenexpecttobesuccessfulmoreoftenthannot.Incorporateanattitudeofpositiveexpectancyintoyoursalesactivities,andpeoplewilltreatyoubetter...asyouexpected.You’llalsomatemoresales.
Butwhenyoumatethemistakeofnegativelyprejudgingaprospect,youloseyourenthusiasm.Yourattitudecomesacrossasthatofsomeonewhodoesn’treallybelieveinthesaleortheprospect’sabilitytobuywhatyouareselling.Theprospectpicksupthisattitudefromyouandfulfillsyourprophecy.Hedeclinestobuy.
GreatResultsfromSmallBeginnings
Afriendofminesellspersonnelplacementservices.Hecalledonanindustrialbuildinginawarehouseareaonedayonlytofindthatthewarehousewasfairlyunoccupied.Therewasonlyoneman,seatedbehindadeskinasmallofficeoffthemainentrance.Therewerenootherofficesandnopartitions.Thebuildingwasempty.
Sincemyfriendwasalreadythere,heconfidentlyknockedonthedoorandintroducedhimselftotheonemanwhowasthere.Theybegantalkingabouthisbusiness.Hetoldtheprospectthathewasinthebusinessofpersonnelselection.Theirspecialtywastofindandplacebothtechnicalandnontechnicalpersonnelforindustrialcorporations.Theyhadtheabilitytostaffacompanywithengineers,technicalemployees,anddraftspersons,aswellaswithsecretaries,accountants,andbookkeepers.Theyfocusedonmanufacturingandconstructioncompanies.
DON’TPREJUDGETHEPROSPECT
Theloneprospectsaid,“Well,wehavenothinggoingonrightnow.IhavejustbeensentoutherefromtheEasttoopenthisoffice.Weareworkingonamajorcontract,andwehavehighhopes,butwedon’thaveanythingfirmedupasofyet.
“Ifyouwouldliketocallbackinthenextcoupleofweeks,Iwillbehere.Pleasekeepintouch;wemayhaveneedofyourservicessometimeinthefuture.”
Myfriendapproachedeverythingwithanattitudeofpositiveexpectancy.Hecalledbackeverycoupleofweeks,andwhenhewasinthatarea,hewouldoftendropinandhaveacupofcoffee.Eachtimehe’dgetthesameanswer.Thecompanywasstillwaitingtofinalizeacoupleoflargecontracts.
Nonetheless,healwaystreatedtheprospectwell.Hebroughthiminformationandgavehimpricesonhisservices.Hecalledhimonaregularbasisandkeptintouchwithhimbyphone.
Onedayhewaitedinandtheprospectsaid,“Iamsogladyouarehere!Wejustgota$50millioncontractfordesign,engineering,andconstruction,andwe’regoingtohavetohireseventyworkersoverthenextsixtydays.Canyouhelpus?”
Hewasready.Hemademorethan$200,000incommissionsoverthenextsixtydayshiringandplacingtechnicalstaffforthiscompany.Heearnedmorefrom
dayshiringandplacingtechnicalstaffforthiscompany.HeearnedmorefromthatonecontractthanhewasaccustomedtomakingfortwoyearsofhardworkKeepingapositiveattitudetowardprospectivecustomersisgoodbusiness.
KeepYourChinUp
Lackofenthusiasmisyetanothermajorbarriertoclosing.Nothingwillkillasalefasterthanasalespersonwhodoesn’tseemtocareaboutmakingthesaleinthefirstplace.Oftenthislackofenthusiasmistheresultoffatigue.
Tosucceedinselling,youmusthaveenergy.Youmustreallywanttoclosesales.
Youmustreallycravethebusiness.Youmustfeelstronglythatwhatyouaresellingisreallyadvantageousforyourcustomer.Youmustbekeenandeagerandpossessthekindofemotionalcommitmentthatmatesitcleartotheprospectthatyouwanttodobusinesswithhim.
Neverforget,sellingishardwork.Itisextraordinarilydraining.Severalhoursofinteractingwithcustomerscantireyououtcompletely.Attheendoftheday,youcanbequiteexhausted.
Forthisreason,ifyouaregoingtosellfivedaysaweek,youshouldgotobedearlyfivedaysaweek.Turnoffthetelevision,shutdownthehouse,andgetto
earlyfivedaysaweek.Turnoffthetelevision,shutdownthehouse,andgettobedby10:00PM.Geteightfullhoursofsleeppriortoeverysellingday.Whenyouarefullyrested,youwillhavefarmoreenergythanatanyothertime.Youwillbereadytoperformatyourbest.
TheCustomerComesFirst
Theabilitytocloseasalecanalsobehinderedbyalackofsincerity.Thisoftenoccurswhenthesalespersonbecomesmoreconcernedaboutearningthecommissionthanwithbenefitingthecustomer.Assoonasasalespersonbeginstoseetheprospectasasourceofmoneyratherthanasapersonwhoneedshelpwithaproductorservice,hertoneofvoice,bodylanguage,andattitudechange.Oncethesalespersonstartsthinkingaboutthecommission,theprospectstartsfeelinglikeafishinabowlwithacatlookingon.
Ifyouaregoingtosellfivedaysaweek,youshouldgotobedearlyfivedaysaweek.Turnoffthetelevision,shutdownthehouse,andgettobedby10:00PM.Geteightfullhoursofsleeppriortoeverysellingday.
Prospectsareveryperceptive.Theypickupemotionalvibrationsfromthesalesperson.Prospectsknowwhenyouaretryingtohelpthem,asopposedtotryingtomateasalethatwillhelpyou.Itisessentialthatyoukeepyourmindfocusedonwhatyoucandoforyourcustomer.Thesaleandthecommissionwillfollownaturally.
DifferentWavelengths
Acommonhindrancetoclosingariseswhenyoufindyourselfwithaprospectthatisonadifferentwavelengthfromyou.OneofthemostimportantrulesIeverlearnedinsaleswasthat“manypeopleareprospects,buttheyarenotallyourprospects.”
Sometimesthereispositivechemistrybetweenyouandtheprospect;sometimesthereisnot.Thisdoesnotmeanthatthereisanythingwrongwitheitherofyou.
Thereissimplyamismatchoftemperament.Somehowthetwoofyoudon’tgetalongverywell.Nomatterhowpleasantandpoliteyouare,youfinditimpossibletobuildafriendlyrelationship.
Manypeopleareprospects,buttheyarenotallyourprospects.
Perhapsyouarewelleducated,butyouaretalkingtoanuneducatedprospect.Youmaybeananalyticalpersonwhofindsyourselfspeakingwithapeople-drivenorresults-orientedindividual.Maybeyouarebrisk,butyourprospectislaid-back.Thishappensmoreoftenthannot.
SAVETHEPROSPECTFORYOURCOMPANY
Ifyoufindyourselfonadifferentwavelengthfromyourprospect,don’ttakeitpersonally.Itwillhappenalot.Whenitdoeshappen,ifyoufeelthattheprospectisagoodcandidateforwhatyousell,trytosaveherforyourcompany.
Insteadoftryingtobuildarelationshipwhereitisnotpossible,suggestsomeoneelseinyourcompanywhoisthe“realexpert”inthisarea.Whocouldgetalongbetterwiththisprospect?Introducethemtoeachother.Youwillbeamazedathowmanysalesyoucansavebyhandingoffagoodprospecttosomeoneelsewithwhomshemayhavebetterchemistry.
PracticeTag-TeamSelling
Manycompaniespracticewhatiscalledtag-teamselling.Noprospectisallowedtopermanentlydepartwithouthavingspokentoatleasttwosalespeople.Assoonasasalespersonrealizesthatheisnothittingitoffwithaparticularcustomer,hequicklywithdrawsandsuggeststhatthecustomertalkwithsomeoneelse,whomheintroducesas“someonewhoknowsalotmoreaboutthisproductthanIdo.”
Tag-teamsellingisusedwhenthereseemstobeadifferenceorconflictofpersonalities.Sometimesthecustomerdoesn’tlikethesalesperson,andthesalespersonrecognizesthis.Maybethesalespersondoesn’tlikethecustomer,whichmakesitimpossibletosell.Occasionally,anoldercustomerwillnotlikeayoungersalesperson,orawomanwillprefertobesoldtobyanotherwoman.Bealertandsensitivetothepossibilitythatyouandthecustomerarenotrightforeachother,andtrytosavethesaleforyourcompany.
LIKINGISESSENTIAL
Thereisanimportanttruthinselling:youcanneverselltosomeoneyoudon’t
like.Ifyoudon’tgenuinelylikeandcareabouttheprospectandsincerelywanttohelpthatprospectimprovehisorherlifeorwork,youwillnotbesuccessfulsellingtothatperson.Nomatterhowhardyoutryorhowwarmlyyousmile,somethingaboutyourattitudewillgiveoffnegativevibrationsthattheprospectwillpickup.
willpickup.
Wheneveryoufindthatthereislackofchemistrybetweenyouandaprospect,acceptitasanunavoidablefactoflife.Ifyouareinaretailenvironment,excuseyourselfforamomentandcomebackwithsomeoneelsetheprospectmaylikebetterthanyou.Ifyouarecallingonaprospectandyoufeelalackofrapport,asktheprospectifyoucouldcomebackandbringsomeone“whoknowsmorethanIdo.”
Ineverycase,getyouregooutoftheway.Focusonhelpingthecustomersolvehisproblemorsatisfyhisneedbyfindingtherightpersontoworkwithhim.Thisisthemarkofthetrueprofessional.
Onceyouhavetakenfullcontrolofyourthinkingandresolvedtomakesurethattheprospectisreadytobuy,youcanproceedtothelastbigobstacle,answeringobjections.
ActionExercises:
1.Analyzeyourpreviouscustomers;whatdoyourbestcustomershaveincommon,andhowcouldyouspendmoretimewithmorepeoplelikethem?
2.Identifyyourmajorcompetitorsanddetermineatleastthreeadvantagesthatyourproductshaveovertheirs;maketheseclearwhenyourprospectmentionsoneofthem.
3.Overcomeyourfearofrejectionbyconfrontingthefearoverandoveragain;themoreyoudothis,themoreyourealizethatrejectionisnotpersonal.
4.Eliminateyourfearsoffailurebydevelopingthehabitofdoingwhateveryouareafraidtodo;actasifitwereimpossibletofail,anditshallbe.
5.Expectthebestineverysalessituation;treateveryprospectasifhehastheabilitytobuyamilliondollars’worthofwhatyousell.
6.Askfortestimoniallettersfromyoursatisfiedcustomers;carrythemwithyouandshowthemtoneutralizesalesresistance.
7.Identifythemajorfearsthatyourprospectshavethatholdthembackfrombuying,andthenfindawaytoneutralizethosefears.
Itisbettertoconqueryourselfthantowinathousandbattles.Thenthevictoryis
Itisbettertoconqueryourselfthantowinathousandbattles.Thenthevictoryisyours.Itcannotbetakenfromyou,notbyangelsorbydemons,heavenorhell.—GautamaBuddha
HOWTOHANDLEANYOBJECTIONVictorybecomes,tosomedegree,astateofmind.
Knowourselvessuperiortotheanxieties,troublesandworrieswhichobsessus,wearesuperiortothem.
—BasilKing
THEREARENOSALESWITHOUTOBJECTIONS.OBJECTIONSindicateinterest.Objectionsaresignpoststhatleadyoustep-by-steptowardclosingthesale.Thefactis,iftherearenoobjections,thereisnointerest.Ifthereisnointerest,therewillbenosale.
Inreality,successfulsaleshavetwiceasmanyobjectionsasunsuccessfulsales.Themoreobjectionsyouget,themorelikelyitisthatyouaremovingtowardactuallymakingthesale.
TheLawofSix
ThereisaLawofSixthatappliestoobjections.Thislawsaysthattherearenevermorethansixobjectionstoanyoffering.Theremaybeoneortwo,buttherearenevermorethansix.
Evenifyouhearfiftyoronehundredobjectionsinthecourseofaweekoramonth,alloftheseobjectionscanbeclusteredintoasmallnumberofcategories.
Inworkingwithcompanies,wesometimesengageinasentencecompletionexercise.Weaskthemtocompletethissentence:“Wecouldselltoeveryqualifiedprospectwetalkedtoaslongastheyjustdidn’tsay...”
Makealistofeverysingleobjectionthataqualifiedprospectcouldgiveyoutoavoidmakingabuyingdecision.Writedowneveryquestion,criticism,orcomplaintyouhaveheard.Onceyouhavethislist,organizeitbypriority.Whatarethemostcommonobjections?Whichonesstandmostinthewayofyourmakingasale?
makingasale?
CLUSTERTHEOBJECTIONS
Onceyouhaveprioritizedthem,clustertheobjectionsintocategories.Youmayhavepriceobjections,qualityobjections,competitiveobjections,capabilityobjections,reputationobjections,ornewnessobjections.Determinetheclustersforyourobjectionsandthensortoutyourobjectionsintoeachoftheseclusters.Itwillneverbemorethansixseparateclusters.
Yourjobnowistodevelopabulletproofanswerforeachofyourmajorobjections.Determineexactlywhatyourprospectmustbeconvincedofforthisobjectiontoberemovedasanobstacletoproceedingwiththepurchase.Whateveryouneedtodotoeliminateyourmajorobjections,begindoingitimmediately.
USEATESTIMONIAL
Asyoualreadyknow,oneofthemostpowerfulwaystoeliminateobjectionsistopresenttestimoniallettersfromsatisfiedcustomerswhosharedthatobjectionatonetime.Asweetheartletteransweringacustomer’smajorconcernisapotentwaytodemolishtheobjectionforever.
INTERPRETITASAQUESTION
Asidefromusingtestimonials,anotherwaytodealwithobjectionsisforyoutotaketheobjectionandinterpretitasaquestion.Treatitasarequestformoreinformation.Recognizethatanobjectionisanaturalcustomerresponsetoanyofferingwherethereissomeriskofpurchasing.
Whentheprospectsays,“Itcoststoomuch,”youcanrespondbysaying,“That’sagoodquestion.Whydoesitseemtocostmorethanyouexpectedtopay?’Youthengoontoanswerthequestionthatyouhaveposed.
Iftheprospectsays,“Wecangetitcheaperelsewhere,”yousay,“That’sagoodquestion.Whydoesitappearthatourcompetitorssellasimilarproductforless?’
GIVEAGOODREASON
Anotherwaytodealwithanobjectionistotreatitasifthecustomerisaskingyouforareasontoeliminatetheobjection.Ifthecustomersays,“Ican’tafford
youforareasontoeliminatetheobjection.Ifthecustomersays,“Ican’taffordit,”youcanimaginethatthecustomerisreallysaying,“ShowmehowIcanjustifyspendingthisamountofmoney.”
Whenacustomersays,“Ihavetotalkitoverwithsomeoneelse,”imaginethatwhattheprospectmeansis,“PleasegivemesufficientreasontobuythissothatIdon’thavetocheckandgetsomeoneelse’sopinion.”
MAKEITEASYTOOBJECT
Aboveall,makeiteasytoobject.Mostcustomersdonotwanttogetintoanargumentoradebatewithyouoveryourproductorservice.Theywillbereluctanttoobjectforfearthatyouwillbecomeupsetoradamant.Forthisreasonyoumustmakeiteasyforthecustomertoobjectbyrespondinginacheerful,
friendly,constructivewaywhenhedoes.
Objectionsarenottobefeared.Rather,theyarethestepping-stonesontheroadtosalessuccess,therungsontheladdertohighearnings.Theverybestsalespeoplearethosewhohavelearnedtodealwithobjectionsinthefastestandmosteffectiveway.
COMPLIMENTTHEOBJECTION
COMPLIMENTTHEOBJECTION
Complimenteachobjectionwhenyouhearitforthefirsttime.“That’sagoodpoint;I’mgladyoumentionedthat.”AsAbrahamLincolnsaid,“Everybodylikesacompliment.”Whenyoucomplimentpeopleforbringingupobjectionsorquestionsaboutyourproductorservice,youmakethemfeelbetteraboutthemselves.Asaresult,theyfeelmorecomfortableaskingyouadditionalquestions.Butjustlikeatriallawyer,whoneverasksaquestionhedoesn’talreadyknowtheanswerto,nevergointoasalessituationwithoutknowinghowtoanswerthemainobjectionsyouaregoingtohear.
Whenyoucomplimentpeopleforbringingupobjectionsorquestionsaboutyourproductorservice,youmakethemfeelbetteraboutthemselves.
LISTENCAREFULLY
Whenyougetanobjection,hearitoutcompletely.Don’tassumethatyouknowwhattheprospectisgoingtosay.Oftentheprospectwillbeginwithanobjectionyou’veheardbefore,butthenwilladdherownparticularconcernorproblemattheend.Bepatient.Practiceyourlisteningskills.Pausebeforereplying.Questionforclarification:“Howdoyoumean?’Feeditbackinyourownwordstoprovetotheprospectthatyouwerelisteningandthatyouunderstandherrealconcern.
OBJECTIONVERSUSCONDITION
Determinewhetherthecustomer’sresponseisanobjectionoracondition.Anobjectionissomethingthatyoucananswer.Itisaproblemforwhichthereisasolution.Itisanobstaclethatcanberemovedonthewaytomakingthesale.
Acondition,however,isagenuinereasonfornotgoingahead.Ifacompanyisgoingintobankruptcy,itcannotbuyyourproductorservice.Nomatterhowgooditis,bankruptcycreatesaconditionthatmakesitimpossibletoproceed.Ifapersonhasnomoney,thisisaconditionthatrendersbuyingnotpossible.
Buthere’saninterestingdiscovery:whenaprospectvoicesanobjection,heoftenonlythinksitisagenuinecondition.Hebelievesthatbecauseofthisobstacle,
hecannotbuywhatyouareselling.Thisisseldomtrue.
Forexample,whenaprospectsays,“Ican’taffordit”whatdoesthismean?Doesitmeanthathecan’tafforditatthismoment,orthathecannotaffordthefullpriceinonepayment?Thathecannotaffordittoday,buthecanafforditsometimeinthefuture?Whenapersonsays,“Ican’taffordit,”alwaysrespondwith“Howdoyoumean,exactly?’
MYMILLION-DOLLARPOLICY
Onedayaninsurancesalesmanwasintroducedtomebyamutualfriend.Heaskedmeaseriesofquestionsandthenarrangedafollow-upappointment.Atthissecondmeeting,hepresentedmewithaproposalforonemilliondollarsinlifeinsurance.Ialmostfelloffmychair!
Itoldhim,“Thisisfartoomuch.Ican’taffordit.”
Ignoringmyinitialsalesresistance,heexplainedtomethatIwouldbeunwiseinmyposition,withawifeandtwochildren,tohavelessthanonemilliondollars’worthofinsurance.IfinallyagreedthatIneededthatamount,butIrepeated,“Ican’taffordit.Idon’thavethethreethousanddollars’premiumavailable.Thankyou,butit’snotpossibleatthistime.”
Hesaid,“WhatifwestructureditonamonthlybasisandIcouldgetitforyou
Hesaid,“WhatifwestructureditonamonthlybasisandIcouldgetitforyoufor$250permonth?Wouldthatworkoutallrightforyou?’Quitehonestly,Iwassurprised.AtthattimeIhadonlyheardoflifeinsurancecostsbasedonannualpremiums.IhadnoideathatIcouldpayforitonamonthlybasis.WhatIthoughtwasagenuinecondition,areasonfornotbuying,turnedouttobemerelyanobjectionforwhichtherewasalogicalandworkableanswer.Isignedtheapplicationformandpurchasedtheinsuranceimmediately.
USEYOURCREATIVITY
Hereisthepoint.Becauseyourprospectsarenotawareofallthedifferentwaystheycanacquireandpayforyourproductorservice,theyareoftenconvincedthatthey“can’taffordit.”Itisonlywhenyoushowthemthatthereareoptionsavailablethattheywillturnaroundandbuywhatyouareselling.
Forexample,theprospectsays,“Ican’taffordthemonthlypayments.”Yousay,“Whatifwecouldspreadthepaymentsoverthreeyearsinsteadoftwo,andgetthembelowfivehundreddollarsamonth?Wouldyoubeabletohandlethat?’
Whenyougetanobjection,andyou’vehearditoutcompletely,asktheprospecttoelaborateingreaterdetail.Thisiswhere“Howdoyoumean?’isveryhelpful.Besureyoufullyunderstandthethinkingbehindtheobjectionbeforeyouattempttoanswerit.Ifyouanswertoosoon,youmaybeansweringthewrongconcernandactuallydrivingthesaleaway.
BEPOLITEANDRESPECTFUL
Treateveryobjectionwithkindness,courtesy,andrespect.Below-keyedandsensitive.Evenifyouhaveheardtheobjectionathousandtimes,alwaysrespondasthoughitisavaluableandworthwhilecommentonyouroffering.
Youhaveheardtheoldsaying“Peopledon’tcarehowmuchyouknowuntiltheyknowhowmuchyoucare.”Whenyouhandletheirobjectionswithwarmthandtact,prospectsrealizethatyougenuinelycareabouthowtheyfeel.Asaresult,theywillbegintogenuinelycareaboutyouandtheproductorserviceyourepresent.
THEFEEL,FELT,FOUNDMETHOD
Anexcellentwayofdealingwithobjectionsistousethe“feel,felt,found”method.Thisisaprofessionalwayofacknowledgingtheobjectionasbeingvalid,assuringtheprospectthatsheisnotaloneinherconcern,andthenansweringtheobjectioninasatisfactoryway.
Forexample,theprospectcouldsay,“Itcoststoomuch.”Yourespondbysaying,“Mrs.Prospect,Iunderstandexactlyhowyoufeel.Othersfeltthesamewaywhenwefirstspoketothem.Butthisiswhattheyfound."Thengoontoexplainthatpeoplewiththesameconcerndiscoveredthateventhoughtheypaidalittlemorethantheyhadexpectedto,theywereveryhappywiththeirdecision
alittlemorethantheyhadexpectedto,theywereveryhappywiththeirdecisionbecausetheygotsomuchmoreinvalue.
Prospectsareinordinatelyinfluencedbywhatotherpeoplehavedonewithregardtoyourproductorservice.Whenyouassurethemthatothershavefeltthesameway,goneaheadandpurchasedyourproduct,andwerehappywiththeresults,theyrelaxandbeginbelievingthatthisproductwouldbegoodforthemaswell.
USEITWITHMANYOBJECTIONS
Whatifaprospectsays,“Everybodyoffersgreatservice,butthentheydon’tfollowup;Ihavebeenleftinthelurchtoomanytimes”?
“Mr.Prospect,Iunderstandexactlyhowyoufeel.Othersfeltthesamewayaboutourfollow-upservice.Itisamajorconsiderationinmakingapurchaselikethis.Butwhatourcustomershavefoundisthatweserviceandrepairthisitemwithintwohours,uptothreeo’clockintheafternoonduringanybusinessday.Andifitisafterthree,wewillhavesomeonetherefirstthinginthemorning.”
Wheneverpossible,provideproofforyouranswerintheformofatestimonialletter,apricecomparison,orevenamagazineornewspaperarticleattestingtothequalityofyourproductorservice.
Besuretoask,“Doesthisansweryourquestion?’
NineCommonObjectionsYouMustAnswer:
1.UNSPOKENOBJECTIONS
Thefirsttypeofobjectionyouwillgetisanunspokenobjection.Thecustomerhasconcernswithyourofferingbutdoesn’ttellyouanything.Heorshenodsandlistenstoyou,butyougetnofeedbacktotellyouwhereyouareorhowyouaredoing.
Thesolutiontounspokenobjectionsistolettheprospecttalkmore.Askopen-endedquestions,leanforward,andlistenintentlytotheanswers.Themoreaprospecthasanopportunitytoansweryourquestions,themorelikelyitisthatshewilltellyouexactlywhatmightbeholdingherbackfrombuying.
2.EXCUSES,EXCUSES
Thesecondformofobjectionsisexcuses.Theseareusuallyinstinctivereactionstoanysalesapproach.
“We’rehappywithourexistingsuppliers.”
“Wearereallybusyrightnowanddon’thavetimetothinkaboutit.“
“Wealreadyhaveallweneed.”
“Wealreadyhaveallweneed.”
“Wearereallynotinterestedatthemoment.”
Thesearejustexcuses.Theyarenotreallyserious.Thebestsalespeoplenod,smile,agree,andthenaskaquestiontotakecontroloftheconversation.Theverybestwaytohandleanyinitialsalesresistance,includingexcusesandimpulseresponsesiswiththesewords:“That’sallright.MostpeopleinyoursituationfeltthesamewaywhenIfirstcalledonthem.Butnowtheyhavebecomeourbestcustomers,andtheyrecommendustotheirfriends.”
Thisresponseimmediatelyshiftsthefocusoftheconversationawayfromyourproductandontoothersatisfiedcustomers.Italmostinvariablytriggerstheresponseyouwant:“Ohreally?Whatisit,then?’
3.MALICIOUSOBJECTIONS
Thentherearethemaliciousobjections.Becauseyoucallonmanydifferentpeople,youwilloccasionallycallonindividualswhoareunhappyorangryabouttheircurrentsituations.Sincetheycannotshoutattheirbossesorspouses,theytakeitoutonthefriendlysalesperson.Thesepeopletendtobenegativeintheirdemeanorandbehavior.Theycriticizeyourproductorcompareitunfavorablyto
thoseofyourcompetitors.Theysometimesimplythatyouchargetoomuchor
thoseofyourcompetitors.Theysometimesimplythatyouchargetoomuchorthatyourproductisnotofparticularlygoodquality.
Thewaytodealwithmaliciousobjectionsistorealizethatyouarenotthetarget.Thepersonyouaretalkingtohasproblemsofhisownthathavenothingtodowithyou.Youarejustcaughtintheemotionalcrossfirebetweenhimandotherfactorsinhislife.Yourjob,asaprofessional,istoremaincalm,confident,positive,andpolitethroughout.Veryoftenthisbehavioronyourpartwillsoftenthenegativityoftheprospectandeventuallyencouragehimtoopenuptoyou.
4.REQUESTSFORINFORMATION
Thefourthmostcommonobjectionisarequestforinformation.Thisisthebesttypeofobjectionforyoutohear,becauseyouknowhowtoanswerthisaswellorbetterthananyotherpartofyourpresentation.
Wheneveraprospectasksforinformationabouttheresultsorbenefitsshewillgetfromyourproductorserviceandhowshecangetthem,youaremovingintoexcellentfieldpositiontomakeasale.
Useallyourobjection-handlingskills.Welcometheobjection.Complimentthepersonforaskingthequestion.Thankherforbringingitup.Andthenansweritcompletely,endingwith,“Doesthatansweryourquestion?”
5.SHOW-OFFOBJECTIONS
Anothertypeofobjectionistheshow-offobjection.Sometimesprospectstrytoshowyouhowmuchtheyalreadyknowaboutyourproductorservice.Theymakesophisticatedobservationsoraskyoucomplexquestionsaboutyourproduct,service,orindustry.
Whenthishappens,respondbytakingthelowroad.Showhowimpressedyouarebyhowmuchtheprospectalreadyknows.Dominatethelisteningandlettheprospectdominatethetalking.Beconciliatoryandpolite.Remember,whenyoumakeaprospectfeelimportantbylisteningtohimwithraptattention,heismuchmorelikelytowarmupandbuyfromyou.
6.SUBJECTIVEOBJECTIONS
Thesixthmostcommontypeofobjectionsaresubjectiveorpersonalobjections.Theseobjectionsareaimedatyouasaperson.Prospectssaythingssuchas,“Youlooklifeyouaredoingprettywellinthisbusiness.”Or“Youseemtobe
“Youlooklifeyouaredoingprettywellinthisbusiness.”Or“Youseemtobemakingalotofmoneysellingthisproduct.”
Wheneverapersonbecomescriticalofyou,itcouldbeasignthatyouaretalkingtoomuchaboutyourself.Theprospectisattemptingtobringyoudowna
littlebitbycriticizingyourappearanceorbehavior.
Whenyoufindyourselftalkingtoomuchaboutyourcompany,yourproductorservice,oryourpersonallife,stopandaskaquestion.Starttalkingaboutthecustomerratherthanyourself.Askquestionsaboutwhatthecustomerwantsandneeds.Matethecustomerthecenterofattention,andthesubjectiveobjectionswillstop.
7.OBJECTIVEOBJECTIONS
Youmayalsoheartheobjectiveorfactualobjection.Thesearedirectedatyourproductofferingandtheclaimsthatyoumateintermsofwhatitwilldoforthecustomer.Theprospectmaysay,“Idon’tthinkthatitwilldothejobthatwerequire.”Or“Itlooksgood,butit’snotsatisfactoryforourneeds.”
Ifyoucanansweranobjectiveobjection,youcanoftengetthesale.Theverybestwaytodothisistoprovidetestimonialsandotherproofthatmateitclearthatyourproductwilldowhatyousayitwill.Assuretheprospectthatshewill
thatyourproductwilldowhatyousayitwill.Assuretheprospectthatshewillgetthebenefitsthatyoupromiseandyouhavejustmadeiteasierforhertobuyfromyou.
8.GENERALSALESRESISTANCE
Theeighthmostcommonformofobjectioniswhatwehavecalledgeneralsalesresistance.Thisalwaysoccursatthebeginningofapresentation.Untilyouneutralizethisgeneralsalesresistance,thecustomerwillbelisteningtoyouwithaclosedmind.
Lowerinitialsalesresistancebyusingtheapproachclose.Say,“Mr.Prospect,thankyouverymuchforyourtime.Pleaserelax.I’mnotgoingtotrytosellyouanythingtoday.AllIwanttodoisaskyousomequestionsandseeifthereissomewaythatmycompanycanhelpyouachieveyourgoalsinacost-effectiveway.Wouldthatbeallright?’
Whentheprospectrelaxesandgivesyoupermissiontoaskhimquestions,youimmediatelybeginyourpreselectedopen-endedquestionstoqualifytheprospectandfindoutwhathereallyneedsthatyoucanprovideforhim.
9.LAST-DITCHOBJECTIONS
Thefinalmost-commonobjectioniscalledthelast-ditchobjection.Youhavemadeyourpresentation,andtheprospectclearlyseeshowshewouldbebetteroffwithyourproductorservice.Sheknowsandunderstandswhatyouaresellingandhowmuchyouareasking.Sheisonthevergeofmakingabuyingdecision,butshestillhesitates.
“HowdoIknowI’mgettingmymoney’sworth?’shemightsay.Or“AreyousurethisisthebestdealIcanget?’
Listenwithrespect;thenassuretheprospectthatyoursisanexcellentproductorservice,atagoodprice,andthateveryoneelsewhoisusingittodayisveryhappywiththeirdecision.Youhavethenovercomethelast-ditchobjection.
GoStraighttoaClosingQuestion
Afteryouansweranobjection,youcanoftenmoveimmediatelyintoaclosingquestion:
“Bytheway,whichofthesetwodidyouprefer?’
“Wouldyoupreferthatwesendthebillingtoyourhomeortoyourofficeaddress?’
“Wouldyoulikedeliverythisweek,orwouldnextweekbebetter?’
Whateveranswershegivesyoutooneofthesequestions,thesaleismade.Youthenproceedtocompletingthepaperworkandgettinghersignature.
Sometimesthelast-ditchobjectioniscalledasmoke-screenobjection.Don’toverreact.Anddon’ttakeittooseriously.Smileandsay,“Lotsofpeopleask
overreact.Anddon’ttakeittooseriously.Smileandsay,“Lotsofpeopleaskthatquestionwhentheyarebuyingoneofthese.”
TheRemaining-ObjectionsClose
Theremaining-objectionscloseisquiteeffectiveandeasytouse.Letussaythatyouhavemadeyourpresentation,andtheprospectunderstandsyourofferingandclearlywantstoenjoythebenefitsthatyouhavepresented.Butthenhesays,“Idon’tknowifIshouldgetitnoworifIshouldwaitawhile.”
Toelicittheremainingobjectionsthatareholdinghimbackfrombuying,say,“Mr.Prospect,thereseemstobesomequestioninyourmindthat’scausingyoutohesitateaboutgoingaheadrightnow.DoyoumindifIaskwhatitis—isittheprice?’Runthesetwoquestionstogether,askingtwoquestionswithjustonequestionmark.Theprospectnowhastogiveyouananswerandeithersay,“Yes,it’stheprice,”or“No,it’snotthat.”
Whateverhesays,acknowledgehisconcernandsay,“Well,Mr.Prospect,that’sanimportantconsideration.Andinadditiontothat,isthereanyotherreasonthatmightbecausingyoutohesitateaboutgoingaheadrightnow?’
SEEKOUTTHEREALREASON
Inmanycases,theprospectisgoingtobereluctanttotellyoutherealreasonthatheishesitating.Heknowsthatassoonashegivesittoyouandyouansweritproperly,hewillbeoutofobjectionsandhavenochoicebuttobuywhatyouare
offering.
Forthisreason,aprospectwillholdbackthatremainingobjection.Hewon’twanttotellyouwhatitis.Hewillsometimesgiveyouanunimportantobjection,butitisnottherealreasonthatheishesitating.
Nomatterhowtheprospectanswersthisquestion,youaskagain,“Andinadditiontothat,isthereanyotherreasonthatwouldcauseyoutohesitatefromgoingahead?’Youkeepaskinguntilhesays,“No,that’sthelastreason.”Thelastreasonhegivesyouinanswertothisseriesofquestionsistherealorremainingobjection:“I’mnotsurethatwecanaffordit.”Or“I’mnotsurethatyourproductwillactuallydowhatyousayitwill.”
SATISFYTHEFINALOBJECTION
Youthensay,“Mr.Prospect,thatisanimportantquestion.Ifwecouldanswerthattoyourcompletesatisfaction,wouldyoubepreparedtogoaheadwiththis?’Remainsilentandwaitforhimtoanswer.
Whentheprospectfinallysays,“Yes,ifyoucananswerthatforme,I’mreadytomateabuyingdecision,”followupwiththisquestion:“Whatwouldittaketosatisfyyouonthatpoint?’Andthenagain,waitsilentlyforhimtogiveyouthe“closingcondition.”
“closingcondition.”
Atthisstageofthesale,theprospectwillalmostinvariablysay,“Well,ifyoucouldjustdothisorthat,”or“IfIcouldjusttalktosomeoneelsewhohasbeeninthesamesituation,I’dbereadytogoahead.”Younowhavetheclosingcondition,thekeyobjection,theonefactorthatyoumustconvincehimoftogetthesale.Youthengoaheadandshowhimthatyoucananswerthisobjectiontohiscompletesatisfaction,andaskfortheorder.
PRICEOBJECTIONS
Thousandsofcustomershavebeeninterviewedaftertheyhavepurchasedaproductorservice.Duringthesalesdiscussion,theyaskedalotofquestionsaboutthepriceandterms.Butwhentheywereinterviewedlaterandasked,“Whatwastherealreasonthatyoudecidedtobuythisproduct[orservice]ratherthanthatofacompetitor?’theyseldommentionedpriceatall.
Whatwehavefoundisthatcustomersdonotwantthelowestpriceforaproductorserviceunlessitisidenticaltoanotherproductorservice.Whatcustomerswantisafairprice,agoodprice,thebestprice,areasonableprice,acompetitiveprice,butnotthelowestprice.Whyisthis?
Whatwehavefoundisthatcustomersdonotwantthelowestpriceforaproductorserviceunlessitisidenticaltoanotherproductorservice.Whatcustomerswantisa
fairprice,agoodprice,thebestprice,areasonableprice,acompetitiveprice,butnotthelowestprice.
Thereasonisbecauseeverycustomerhastriedtosavemoneybybuyingalower-priceditembutendedupgettingexactlywhathepaidfor.Theproductorservicewascheap,andthecustomerwasdisappointed.Themerchandisebrokedown,orthebuyercouldn’tgetitserviced.Inretrospect,hewishedhehadfocusedmoreonhigherqualitythanlowerprice.
NOONEWANTSTOOVERPAY
Atthesametime,nocustomerwantstoleaveanymoneyonthetable.Noonewantstofindthatshepaidmorethanwasnecessary,ormorethansomeoneelsewhoboughtthesameproductorservice.Weallwanttogetthebestprice,butweknowthatthelowestpriceoftencomeswithmoreproblemsthanwehadanticipated.
Whenyougetalast-ditchobjectionaboutprice,youshouldlooktheprospectintheeyeandassureherthatsheisgettingagooddeal.“Ms.Prospect,thisisanexcellentprice.Youaregettingaverygooddeal.Whenyouconsidereverythingthatweincludeinthispackage,youaregoingtobeveryhappywiththispurchase.”
TheJust-SupposeClose
Youcanalsousethejust-supposeclose.Theprospectsays,“I’msorry,Ilikewhatyou’veshownme,butwe’veusedupourentirebudget.”
Youanswer,“Ms.Prospect,justsupposethatthatwasnotaproblem.Isthereanyotherreasonthatwouldcauseyoutohesitateaboutgoingaheadrightnow?’Whenyouphraseitthisway,theprospecthastosay,“No,that’stheonlyreason,”or“Well,thereisanotherreason.”
Wheneveryousay,“Well,justsupposethat’snotaproblem;supposewecoulddealwiththattoyourcompletesatisfaction;justsupposewecoulddemonstratethattoyouconclusively,”youcanusuallyuncoverthefinalobjectionortheclosingcondition.
“Justsupposewecouldgetthepricedownbyanother$100.”
“JustsupposeIcouldgetapprovalforthisrequestandgetitoutforyoubyFriday.”
“Justsupposewecoulddeliverthisnextweekandholdoffbillingyouuntilyournextbudgetperiod.Wouldthatworkforyou?’
TheSharp-AngleClose
Youusethesharp-angleclosetoturnanobjectionintoareasonforbuying.Sometimesitiscalledthebeartrapcloseortheporcupineclose.Itisveryeffectivewhenthecustomerhasalmostrunoutofobjectionsorbuyingresistance.Theprospectsays,“Ican’taffordthemonthlypayments.”
Youreply,“Ifwecouldspreadthepaymentsoveranextrayearandgetthemdownbelow$400permonth,wouldyoutakeit?’
Theprospectmightsay,“Yourproductwon’tperformtomyspecifications.”
Yourespond,“Ifwecoulddemonstratetoyouthatitwill,andgiveyouaguaranteeonthat,wouldyoutakeit?’
Inotherwords,useyourabilitytosatisfytheobjectionasareasonforbuying.Youcloseontheobjection.
Youcloseontheobjection.
GETTHECOMMITMENTFIRST
Inexperiencedsalespeopleoftenmakethemistakeofhearingthisfinalobjectionandthenofferingtogobacktothecompanytoseeiftheycansolveit.Theprospectsays,“Ilikewhatyou’veshownme,butIwouldneeditbytheendofnextweek,andyourequiresixweeksfordelivery.”
Insteadofsaying,“Letmegetbacktotheofficeandseeifwecan’tdeliveritfaster,”say,“Ifwecouldgetitforyoubynextweek,wouldyoutakeit?’
Withthesharp-angleclose,theprospecthastoeitheragreetobuyyourproductifyoucananswerhisfinalcondition,orgiveyoutherealreasonwhyheishesitatingaboutgoingahead.
“Itcoststoomuch.”Yousay,“Ifwecangetyouprettymuchthesamethingforless,willyoutakeit?’Theprospecthastosay,“Well,ifIcangetprettymuchthesamethingatalowerprice,I’lltakeit.”
TheInstant-ReverseClose
Youcanusetheinstant-reversecloseinavarietyofsituations.Itisafunclosetouseandveryeffective.Youcanuseitonyourchildrenandwithyourspouse.Youcanuseitonbothclientsandprospects.Afriendofminetoldmethathedoubledhisincomeinlessthanoneyearwhenhestartedusingthiscloseafteroneofmyseminars.
Whentheprospectgivesyouanyobjectionatall,especiallyastandard,well-usedobjection,suchas“Wecan’taffordit,”youanswer,“Mrs.Prospect,that’sexactlywhyyoushouldtakeit.”
Thisalwaysgrabstheprospect’sattentionandforceshertosay,“What?Whatdoyoumean?’
THINKOFAGOODANSWER
Thisgivesyouafewsecondstothinkupalogicalanswertothisquestion.
Theprospectsays,“It’stooexpensive.”
Youreply,“Ms.Prospect,that’sexactlywhyyoushouldtakeit.”
Theprospectsays,“Whatdoyoumean?’
Yousay,“Ms.Prospect,youwanttogetthisforthelowestpossibleprice,don’tyou?’
“OfcourseIdo.”
“Andyouwanttogettheverybestqualityatthesametime,don’tyou?’
“Well,yes,”saystheprospect.
“Andyou’reprobablygoingtobuyoneofthesesomedayanyway,aren’tyou?’“Well,yes,probablysomeday.”
“Ms.Prospect,that’sexactlywhyyoushouldtakeittodayatthisprice,becauseyou’llnevergetabettercombinationofproduct,quality,andpriceasrightnow.Whydon’tyoutakeit?’
Whydon’tyoutakeit?’
USEITEVERYWHERE
OneofmyclientswaswithacableTVcompanythatwassellingPayTVfromdoortodoor.Theteamwentoutandtripledtheirsalesusingthissingleclosingtechnique.Thesalespersonwouldknockonthedoorandask,“AreyouinterestedingettingPayTelevision?’Theprospectwouldimmediatelysay,“Nothanks,Ican’taffordit.”
Thesalespersonwouldsay,“That’sexactlywhyyoushouldtakeit,Mr.Prospect,becauseyoucan’taffordit.”
Thedoor,whichwasbeginningtoclose,wouldopenupagain,andtheprospectwouldsay,“Whatdoyoumean?’
Thereasonhehadn’tpurchasedcableorasatellitedishwasthat,uptonow,hehadbeenconvincedthathecouldn’taffordit.Thesalespersonwouldsay,“Mr.Prospect,mayIaskyouaquestion?AreyouevergoingtohavePayTV,withmovies,sports,theater,arts,children’sprograms,andsoon,inyourhomeforyourfamily?’
Theprospectwouldsay,“Well,yes,somedayIwill.”
“Thenthat’sexactlywhyyoushouldtakeittoday,Mr.Prospect.Becauseofthisspecialpromotion,youcangetitcheapertodaythanatanyothertime.Thereisnohookupfee,andyouwon’thavetostartpayinguntilthefirstofnextmonth.Thefactthatyoudon’tfeelthatyoucanafforditisexactlywhyyoushouldtakeittoday."Homeownerssignedupbythehundreds.
TRYITONTHETELEPHONE
Sometimesyoucanusetheinstant-reverseclosewhilephoneprospecting.First,youcallupandaskaquestionaimedattheresultorbenefitofwhatyouareselling.Oryoucanaskaquestionaboutyourproductorserviceandwhatitcandofortheprospect.Theprospectmechanicallyresponds,“I’mnotinterested.”Youquicklyreplybysaying,“Mrs.Prospect,Ididn’tthinkyou’dbeinterested.That’sexactlywhyI’mcallingyou.”
Theprospectsays,“What?!”
Yousay,“Mrs.Prospect,mostpeopleusingourproductwerenotinterestedwhenwefirstcontactedthem.Theoneswhoweretheleastinterestedturnedouttobethemostsatisfiedwithwhatourproductdoesforthem.Whenyousayyouarenotinterested,itcouldmeanthatthisproductisexactlywhatyouarelookingfor.I’dlifetogettogetherwithyouforabouttenminutestoshowyouwhatwehave,andyoucandecideforyourself.Whenwouldbethebesttimeforyou?’
Alwaysoffergeneraltimeperiodsratherthanspecifictimesforanappointment.“WouldyoubeavailablesometimeTuesdaymorningaroundten,orwouldWednesdayafternoonbebetterforyou?’ItismucheasierforaprospecttoagreetoseeyouonTuesdaymorningorsometimeWednesdayifyouseemopenandflexible.
SEMINARSELLING
Amultimillionairefriendofminewhostartedinsalesbeganconductingfreelecturestointroducepeopletohisthree-day,wealth-creationseminar.Inhistalk,hewouldpointoutthatnooneevergotrichworkingforsomeoneelseandthattherewereseveralroutestowealththatapersoncouldfollowifhelearnedandpracticedthem.
Almostconsistently,someoneintheaudiencewouldstandupandsay,“Well,Iwouldliketoattend,butIcan’taffordit.”
Beforelearningthisinstant-reverseclose,hewouldbestumpedbythisresponse.Butbyusingtheinstant-reverseclose,hewouldsay,“Sir,thatisexactlywhyyoushouldattend.”
Bynow,everyoneintheaudiencewasinterestedtohearwhathewasgoingtosay.
Hewouldthenask,“MayIasl^howlonghaveyoubeenworkingsinceyoulefthighschool?’
Theaudiencememberwouldsay,“Tenyears”or“Twentyyears.”
Thespeakerwouldthensay,“Thisseminarcosts$495fortwodays,anditisunconditionallyguaranteed.You’retellingmethatyouhavebeenoutofschoolandworkingforten[ortwenty]years,andyoustillcan’tafford$495?Thatisexactlywhyyoushouldbeg,borrow,orstealtocometothisseminartolearnhowtoimproveyourfinancialconditionsoyouneverhavetostandupandsaythisina
publicaudienceagain.”
IRRESISTIBLELOGIC
Theanswerwassologicalthatitwasalmostirresistible.Everyoneintheaudiencewhowassittingtherethinkingthattheycouldnotaffordtoattendtheseminarsuddenlyrealizedthattheyhadbeenworkingforyearsandtheywerestillbroke.
Iftheydidn’ttakethisseminar,whichwasguaranteedanyway,theymightstillbebroketenyearsfromnow.Attheendofhislecture,peoplelineduptoenrollinhisseminar.
Remember,inusingtheinstant-reverseclose,youdon’thavetohaveagreatfollow-upanswer.Thewholepurposeofsaying,“That’sexactlywhyyoushouldtakeit”istobreaktheprospect’spreoccupation.Itistogethimtowakeupsuddenlyandpaycloseattentiontoyou.
TheChange-PlacesClose
Anothergreatclosethatyoucanusewhenyouhavenotbeenabletouncoverthekeyobjectioniscalledthechange-placesclose.Itisespeciallyeffectivewhentheprospectwillnotgiveyouastraightanswer.
theprospectwillnotgiveyouastraightanswer.
Thisishowitworks.Youhaveestablishedafriendlyrelationship,givenyourpresentation,andtheprospectstillwon’ttellyouwhatheisthinking.Yousay,“Ms.Prospect,let’schangeplacesforjustaminute.Putyourselfinmysituationandimagineyouwereme.Imaginethatyouaretalkingtosomeonewhomyourespect.You’veshownheranexcellentproduct,andyetshewon’tmateadecisiononewayoranother,andshewon’tgiveyouareasonwhy.Whatwouldyoudoorsayifyouwereinmyshoes?’
Veryoften,theprospectwillidentifywithyouandsay,“Iunderstandwhatyou’resaying.Thisismyrealconcern...”Shewillthendivulgetherealreasonsheishesitatingaboutgoingaheadwithyouroffer.
OFFERAPOSSIBLEOBJECTION
Ifshestillwon’tgiveyoutheanswer,thenyousay,“We’rereallytalkingaboutthemoney,aren’twe?’Andthenwaitsilently.
Theprospectwillhavetothensayeither,“Yes,you’reright,”or“No,it’ssomethingelse.”
Whentheprospectsays,“No,it’snotthemoney,”pauseandthenask,“ThenmayIaskwhatitis?’Again,remainsilent.
Eventuallytheprospectwillsay,“Well,thisismyconcern...”
Youthenrespond,“Ms.Prospect,ifwecouldhandlethisconcerntoyourcompletesatisfaction,wouldyoubepreparedtogoaheadrightnow?”
Iftheprospectagrees,youhavemadethesale.
WelcomeObjections
Objectionsareastandardandpredictablepartofanysalesconversation.We’veallhadpreviousexperienceswithproductsandservicesthatweredisappointing.Wedonotwanttohavethoseexperiencesagain.Yourjobistobepatient,polite,andpositive,askinggoodquestionsandlisteningintentlytotheanswers.Ifyouarecourteousandpersistent,eventuallytheprospectwilltellyouwhyhemightbehesitatingandgiveyouanopportunitytoanswerhisquestionandclosethesale.
ActionExercises:
1.Makealistofeveryobjectionthataqualifiedprospectcouldgiveyoufornotbuywhatyouareselling.
2.Clusteryourobjectionsintocategories,nevermorethansix,andthendevelopapowerful,persuasiveanswertoeachone.
3.Useyourcreativitytofindwaystohelpinterestedprospectsbuyyour
3.Useyourcreativitytofindwaystohelpinterestedprospectsbuyyourproducts,inspiteoftheirconcerns.
4.Determinetheonethingthataprospectmustbeconvincedoftogoaheadandbuyyourproductorservice;concentrateonfindingandprovingthathewillgetthiskeybenefit.
5.Treateveryobjectionasarequestformoreinformation,asaneedforgoodreasonstogoaheadwiththesale.
6.Heartheprospectoutcompletelyeachtimeheobjectsorasksaquestion;practiceallyourlisteningskills.
7.Completethesentence:“IcouldselltoeveryoneIspoketoaslongashedidn’tsay..
Perpetualpushingandassuranceputadifficultyoutofcountenance,andmakeaseemingdifficultygiveway.
—JeremyCollier
WINNINGCLOSINGTECHNIQUESIThegreatestthinginthisworldisnotsomuchwhereweare,butinwhichdirectionwearemoving.
—OliverWendellHolmesJr.
SELLINGISNOTEASY.EVERYDAYYOUMUSTBEUPANDabout,prospecting,identifyingneeds,makingpresentations,overcomingobjections,andclosingthesale.Itishard,hardwork
Themorewaysyouknowtoperformthesefunctions,especiallyclosingthesale,thegreatersuccessyouwillenjoyandthemorequicklyyouwillreachtheincomegoalsyouhavesetforyourself.
PreparingtoAskfortheOrder
Beforeyouaskaclosingquestion,besurethattheprospectisready.Askaquestiontoensurethatthecustomerhasnolingeringqueriesorobjections:“Doesthismakesensetoyou,sofar?’
Iftheprospectsays,“Yes,thismakessense,”youcansay,“Wellthen,howsoondoyouneedit?’
Anotherquestionyoucanaskattheendofyoursalespresentationis,“Mr.Prospect,doyouhaveanyquestionsorconcernsthatIhaven’tcovered?’
Thisiscalledanegativeanswerquestion.Whentheprospectsaysno,hemeansyes.Atthispoint,youcanproceedandaskaclosingquestion.
TheAscendingClose
Oneofthebestclosingtechniquesyoucanlearnistheascendingclose,whichissometimescalledthepart-by-partclose,ortheautomaticclose.Thistechniqueinvolvesaseriesofquestions,eachofwhichleadstothenext,withallquestionsrequiringa“yes”answer.
requiringa“yes”answer.
Formanyyears,beforetheInternetcamealong,theencyclopediasalespresentationwasoneofthemostbrilliantascendingclosesalesmethodseverdesigned.Manypeoplewhostartedtheircareerssellingencyclopediaswentontobuildsuccessfulprofessionsandbusinessesinotherfieldswiththismethodandapproachtoselling.
CAREFULLYCRAFTEDQUESTIONS
Accordingtothelegend,agroupofbehavioralpsychologistssatdownforsixweeksandworkedtogethertodevelopthispresentation,wordforword.Theyinvestedmorethan$250,000onthebackgroundresearchandthelabornecessarytoperfectthisprocess.Theencyclopediapresentationconsistedofforty-twoquestions,eachrequiringa“yes”answer.
Thequestionswouldstartfromthemostgeneraltothemostspecific.Eachquestionwouldmorenarrowlyqualifytheprospectintermsofinterestandabilitytobuy.
Forexample,thesalespersonwouldknockonthedoorofthehome,eithercoldcallingorfollowinguponalead,andthefirstthinghewouldsaywas,“Hello,doyoulivehere?’
Itseemslikeasimplequestion,butithelpedthesalespersonimmediatelydeterminewhetherornotheshouldproceedwiththepresentation.Ifthepersonwhoansweredthedoorwasmerelyavisitor,hewouldaskifhecouldspeaktothepersonwhoactuallylivedintheapartmentorhome.
ASKEASYQUESTIONS
Thesecondquestionwouldbe,“Wearedoingasurveyinthisneighborhoodforanationaleducationalorganization;mayIaskyouacoupleofquestions?’
Almostinvariably,theprospectwouldsayyes.Peoplelovetogivetheiropinions.
Thesalespersonwouldthenask,“Doyoubelieveintheimportanceofeducation?’
Theprospectwouldpredictablyansweryesoncemore.Thesalespersonhasnowaskedthree“yes”questions.“Doyoulivehere?Wouldyouansweracoupleof
askedthree“yes”questions.“Doyoulivehere?Wouldyouansweracoupleofquestionsforoursurvey?Doyoubelieveinthevalueofhighereducation?’
“MayIcomein?’Answer:“Yes.”
“MayIsitdown?’Answer:“Yes.”
“Aspartofourpublicrelationsprogram,wewillbeplacingasetofencyclopediasinafewselectedhomesinthisneighborhoodatnocharge.Wouldthisbeofinteresttoyouandyourfamily?’
Again,theprospectwouldansweryes.Everyonelikestheideaofgettingsomethingfree.
Thesalespersonwouldsay,“Wedon’tselltheseencyclopedias.Whatwedoisplacetheminyourlivingroomsothatwhenyourneighborsvisitandseethemandaskwhereyougotthem,youtellthemthatyougotthemfromusandreferthemtous,sothatwecancomebyandshowthemhowtheycangettheseencyclopediasfortheirhomesaswell.Wouldyoudothat?’Andagain,theanswerisyes.
EACHQUESTIONINORDER
Thisascendingclosepresentationmarchedthroughforty-twoquestions,eachofwhichrequiredayesanswerforthesalespersontoproceed.Ifevertheprospect
whichrequiredayesanswerforthesalespersontoproceed.Ifevertheprospectsaidno,thesalesconversationwouldcometoanend.
Bytheendofthepresentation,whichstartedoffwiththeofferofafreesetofencyclopediasasapublicrelationsgesture,theprospectwouldhavepurchaseda$3,000setofencyclopedias,signedupfortheyearbookfortenyears,andreceivedafreeglobe,bookcase,andsetofsportsandchildren’sencyclopedias.Hewouldhavewrittenacheckfora$500deposit,signedaone-yearpaymentplan,andwouldbelookingforwardtoalltheeducationalbooksthathewouldsoonhaveinhishome.
THEPOWEROFYES
Thereasontheascendingclosepresentationissoeffectiveisthatitisbasedonthesuggestivepowerofaffirmativeanswers.
Whenyouaskaseriesofsixormorequestionstowhichtheprospectsaysyes,theprospectwillthereafternodandagreewithalmostanythingyousay.
Ifyoucanasksix“yes”questionsatthebeginningofyourpresentation,itbecomesveryhardforanormalpersontosaynolateron.
Ifyoucanasksix“yes”questionsatthebeginningofyourpresentation,itbecomesveryhardforanormalpersontosaynolateron.Ifyoucanasksixquestionsthatrequirea“yes”answertothebenefitsthatyourproductorserviceoffers,theprospectwilloftenbecompletelyconvincedofthegoodnessandvalueofyouroffer.
REPHRASETHESAMEQUESTION
Youcanoftenaskthesamequestionwithslightlydifferentwords.Forexample:“Mrs.Prospect,wouldyouliketoincreaseyourprofits?’Answer:“Yes.”
“Areyouinterestedincuttingyourcosts?’Answer:“Yes.”
“Wouldyouliketooperateyourbusinessmoreefficiently?’Answer:“Yes.”“Wouldyouliketogetmoredoneinlesstime?’Answer:“Yes.”
“Wouldyoubeinterestedinacost-effectivemethodthatmorethanpaysforitselfovertime?’Answer:“Yes.”
“Wouldyouliketogetstartedwiththisrightaway?’Answer:“Yes.”
OFFERTHESAMEBENEFIT
Whentheprospectsaysyessixtimesinarow,shewillrespondpositivelytoalmostanythingyousay,evenifthequestionsarethesamebenefit,justphraseddifferently:
“Isoneofyourgoalsfinancialindependence?’
“Wouldyouliketoearnthehighestreturnpossiblewithminimumrisk?’
“Wouldyouliketoearnamuchhigherreturnthanyouwouldgetfromasavingsaccountormoneymarketfund?’
“Wouldyouliketoseeaninvestmentthatisthefavoriteinvestmentvehicleforthousandsofsophisticatedinvestorslikeyourself?’
“Ifyoufoundsomethingthatgaveyouallthesebenefits,wouldyouwanttogetstartedwithitrightaway?’
Everytimeyouaskaquestion,theinterestoftheprospectgoesup.Everyyesincreasesthedesireforwhatyouareselling.Everytimeyouaska“yes”question,youarethrowingfuelonthefireandintensifyingtheemotionoftheprospect.
prospect.
CHOOSEYOURWORDSCAREFULLY
Ontheotherhand,everynodecreasesbuyingdesire.Itislikethrowingwateronthefire.Thisiswhyitisimportantthatyoustructureeachquestionsothattheonlyansweryougetfromaqualifiedprospectisaffirmative.Theymustansweryes.
Properlydesignedandpracticed,theascendingcloseisoneofthemostpowerfulwaysofsellingeverdeveloped.Itisusedsuccessfullytosellinvestments,lifeinsurance,professionalservices,educationalproducts,software,computers,hightechofallkinds,andmanyotherthings.Evenvacuumcleanersandhomerepairsaresoldusingtheascendingclosepresentation.
Whenyouaskenough“yes”questions,startingfromthegeneraltotheparticular,movinglogicallyfromonepointtothenext,theprospect’sbuyingdesiremountsandmounts.Finally,atacertainpoint,hewillburstoutwith,“I’lltakeit.Howmuchisit?HowsooncanIgetit?WheredoIsign?’
BUILDINGBUYINGDESIRE
Eachtimeyoudescribeabenefitinasalespresentation,purchasingdesireincreases.Hereisanexample.Imagineafriendwasdescribinganewrestauranttoyou.
“I’dliketotellyouaboutanewrestaurantIwentto.Firstofall,thefoodisfabulous.Theyhaveagreatwinelist,andthepricesareveryreasonable.Thedecorisbeautiful,withclassicalmusicplayingandapianistinthemaindiningroom.Theserviceisincredible.Themanagerisareallyniceguy,andeveryone,includingthewaiters,treatsyouasifyouownedtherestaurant.Thereislotsoffree
parkingrightnexttotherestaurant,andit’snotevencrowdedyet,becausenottoomanypeopleknowaboutit.”
Asyourfrienddescribesallthedesirablefeaturesoftherestaurant,yourdesiretogothereassoonaspossibleincreasesdramatically.Soonyoucanhardlywaittogettoatelephoneandmateareservation.
DESCRIBETHEBENEFITS
Whenyouaredescribingthebenefitsofyourproductorservicetoyourprospect,andyouarepositiveandanimated,eventuallytheprospectreachesthepointwherehesays,“HowsooncanIgetthis?’
Themorelogicalandpreplannedyourascending-closepresentation,thefasterandeasieryouwillbeabletosell.Ittakesalittleworktodesignandperfectsuchapresentation,butonceyouhaveitperfected,itisalmostirresistible.
TheInvitationalClose
Theinvitationalcloseisoneofthemostinfluentialtechniquesusedinmodernselling.Attheendofyoursalespresentation,yousimplyissueadirectinvitationtobuywhatyouhavejustdescribed.
Initssimplestform,youfirstofallask,“DoyoulikewhatIhaveshownyouso
Initssimplestform,youfirstofallask,“DoyoulikewhatIhaveshownyousofar?’
Whentheprospectsays,“Yes,itlooksprettygood,”youimmediatelygointoaninvitationalcloseandask,“Wellthen,whydon’tyougiveitatry?’
Whenyouencourageapersonto“giveitatry,”itsoundslikeaneasydecisiontomate.Prospectswhoarereluctanttobuytheproductareoftenatleastwillingto“giveitatry.”Yourjobistoissuehimaninvitation.
UNCOVERLINGERINGOBJECTIONS
Occasionally,whenyousay,“Whydon’tyougiveitatry?’theprospectwillthinkofareasonthatmightbecausinghertohesitate.Simplyslowdown,answertheobjectionclearly,andask,“Doesthatansweryourquestion?’Thenproceedtoaskhertobuyoncemore.
Ifyouaresellingservices,ask,“Whydon'tyougiveusatry?”Whenyouusethewordusinthisquestion,itimpliesthatyourentireorganizationwillwrapitsarmsaroundthecustomerandworktoensurethatheorsheissatisfied.
Ifyouaresellingservices,ask,“Whydon’tyougiveusatry?’Whenyouuse
thewordusinthisquestion,itimpliesthatyourentireorganizationwillwrapits
thewordusinthisquestion,itimpliesthatyourentireorganizationwillwrapitsarmsaroundthecustomerandworktoensurethatheorsheissatisfied.
Ifyouaresellingatangibleproduct,lifeacarorarefrigerator,youcanusetheinvitationalclosebysaying,“Whydon’tyoutakeit?’or“Whydon’tyoubuyit?’
JUSTASK
Eveniftheprospectissayingthingslike,“I’mnotsure,maybeIshouldwaituntillater,”or“Idon’tknowifIcanaffordit;letmethinkitover,”youcansay,“Yes,Iknowallthat.Butit’sasuperiorproductatagoodprice.Whydon’tyoujusttakeit?’Andthenremainperfectlysilent.Youwillbeamazedathowmanycustomershaveruncompletelyoutofsalesresistancebythistime.Theyarejustwaitingforyoutoinvitethemtomateabuyingdecision.Whenyoudo,theyarealmostrelieved.Theywilloftensay,“Oh,allright,I’lltakeit.”
SEVERALWAYSTOASK
Someofthestandardinvitationalclosingquestionsare:
“Whenwouldyoulikedelivery?’
“Howsoondoyouneedit?’
“Wouldyouliketohavethissenttoyourhomeoryourofficeaddress?’
“Whichcolorwouldyouprefer?’
“Whichsizedoyouprefer?’
“Whenwouldyouliketogetstarted?’
“Doyouneedthisrightaway?’
Ineverycase,whenyouuseaninvitationalclose,theprospectmusteitheragreeandgoalongwithyouwhileyouwrapupthesaleorgiveyouanobjectionthatyouarepreparedtoanswerwithsomethinglike,“Howdoyoumeanexactly?’
Byusingtheinvitationalclose,youkeepcontrolofthesalesconversation.“Areyouinarush,orwouldTuesdaybeallright?’Iftheprospectsays,“Tuesdaywouldbegood,”youhavemadethesale.
wouldbegood,”youhavemadethesale.
DealingwithPriceResistance
Wetalkedbeforeaboutpriceresistance.Everyonehasproblemswithprice.Thesepriceconcernsoftengobacktoearlychildhood,toalltheemotionalissuessurroundingmoneythatyouhavedealtwithallyourlife.Thegoodnewsisthatpriceisseldomthereasonforbuyingornotbuyingaproductorservice.Priceisimportant,butthereisalmostalwayssomethingelsethatismoreimportant.
POINTSTOREMEMBERABOUTPRICE
1.Noonecanaffordit.Noonecaneveraffordthepricethefirsttimeitcomesup.Nomatterwhattheprice,itusuallycoststoomuch,morethantheprospectexpectedtopay.Moreoftenthannot,thisiseitherbecausetheprospecthadnoideagoinginwhatitwouldcostorhehasnotbudgetedforit.
Notlongago,wewerepromotingatwo-day,weekendseminar.Fromthestage,Isaid,“Thisseminarisonlyfour-ninety-fiveperperson.”Manypeoplewentimmediatelytothebackoftheroomorphoneduslaterandsaidtheywantedtogototheseminarthatwasonly$4.95fortheweekend,allinclusive.Insteadof495dollars,theythoughtthatweweretalkingaboutfourdollarsandninety-fivecents.Andeventhen,theyaskedforadiscount.Theyhadnoideahowmuchit
cents.Andeventhen,theyaskedforadiscount.Theyhadnoideahowmuchitcosttoputonatwo-dayseminarinafirst-classhotelorconventioncenter,andasaresult,theywereshockedwhentheyheardtherealprice.Thisisquitecommon.
Thefactisthattheamountofmoneythatanyonehasislimited.Whenyougiveaprice,thisamountrepresentsalloftheotherthingsthattheprospectcouldbuywiththesameamountofmoney.Thisiscalledtheprincipleoftheexcludedalternative.Everychoiceimpliestheexclusionofsomethingelse.Foreverythingyoubuy,thereissomethingelsethatyoucannotbuy.
Eachpersonvaluesthefreedomofchoiceveryhighly.Whenyoubuysomething,yougiveupacertainamountofchoice.Youlimityouroptionsbecauseyoureducetheamountofmoneythatyouhaveavailable.Thisiswhy,whenpricecomesup,nomatterwhatitis,peopleautomaticallysay,“Ican’taffordit.”
Whenyoufirsttellyourprospectwhattheproductisgoingtocost,hewillbesurprised.Thisiswhyyoumustspendagooddealoftimebuildingthevalueofyourproductorservicebeforeyouevermentionpriceforthefirsttime.
2.Willingnessandabilityaredifferent.Willingnesstopayandabilitytopayaretwodifferentthings.NooneiseverwillingtopayanypricethatyouaskNooneeverwantstopartwithhermoneyandtherebycutoffheroptions.
Butwhetheronecanaffordtopayisatotallydifferentissue.Mostpeoplecanbuyaproductorserviceiftheywantitbadlyenough.Yourgoalistoincreasethewillingnesstopaybybuildingbuyingdesire.Repeatingandemphasizingthebenefitsthatyourprospectwillenjoyfromyourproductorservicewillaccomplishthisgoal.Themoretheprospectwantswhatyouareselling,thelesssensitiveshewillbetotheprice.
Convincetheprospectthatthevalueofyourproductisfargreaterthanthecost.Shemustbefullypersuadedthattheadvantagesshewillreceivearevastlygreaterthanthemoneyyouareasking.
Putoffthediscussionofpricewheneveryoucanpossiblyavoidit.Instead,talkaboutbenefits.Whenyoucometothepricelater,itwillnotseemashigh.
3.PriceoutofplaceMilsthesale.Thatisafundamentalruleinselling.Ifyoubringuptheissueofpricebeforetheprospecthasdecidedthathewantstoownandenjoyyourproductorservice,hewillloseinterest,andtheconversationwill
andenjoyyourproductorservice,hewillloseinterest,andtheconversationwillbe
over.
Oftentheprospectwillaskatthebeginningofasalesconversation,“Howmuchisit?’Atthisstage,hehasnoearthlyideawhatyouareevenselling.Hehasnounderstandingofthefeaturesandbenefitsyouofferorhowmuchbetteroffhewouldbebyowningwhatyousell.Ifyougivethepricebeforetheprospectknowsthesethings,hewillhavenothingtorelateitto.Thepricewillthenbecomethemostimportantissueintheconversation,andhewillpredictablystate,“That’stoomuch;Ican’taffordit.”
LOSINGTHESALE
Whentheprospectsays,“Justtellmetheprice,andIwilltellyouifIaminterested,”heisattemptingtospeeduptheinformationprocessandshortentheconversation.Ifyouanswerthisquestionnow,youwillkillthesale.
Hehasnovaluetocompareyourpriceagainst,nocluewhathegetsforthemoney.Whenyouputthepriceoutinfrontoftheprospect,allalone,beforeyouhavepresentedvaluesorbenefitstooffsetit,theprospecthasnochoicebuttosaythatitcoststoomuch.
SIDESTEPTHEPRICEQUESTION
WhenIwastelephoneprospecting,IfoundthatthereisanexpressionthatiscommontovirtuallyallbuyersinAmerica.Itisthewordshowmuchisit,compressedintoasinglephrase:“Howmuchisit?”
WhenIwasstartingout,Ioftengavethepricejusttogettheprospecttolistentome.ButassureasIdid,Iwouldhear,“I’mnotinterested.”Slam!Andshewouldhanguponme.
IsoonlearnedthatifIgavethepricebeforeIhadachancetogiveapresentation,Iwouldnotevengettofirstbase.Ithereforedevelopedanalternativewayofhandlingthisquestiononthephone.
“Howmuchisit?’saysthepredictableprospect.
“Ms.Prospect,that’sthebestpart!”Iwouldreplycheerily.“Ifitisnotjustrightforyou,there’snocharge.”
“Whatdoyoumean?’(Again,aspredicted.)
Iwouldthensay,“Ms.Prospect,whatI’mcallingyouabout,ifit’snotexactlyrightforyou,youarenotgoingtotakeit,areyou?’
Theprospectwouldsay,“No,I’mnot.”
“Wellthen,Ms.Prospect,ifyoudon’ttakeit,thenthere’snocharge.”
Thiswouldalwaystriggerthewords,“Oh.Wellthen,whatisit?’
“That’swhatI’dliketotalktoyouabout.Ijustneedtenminutesofyourtime;IhavesomethingIhavetoshowyou.”Iwouldthengoontoarrangeaten-minute,
face-to-faceappointmentwiththeprospect.
THECOMMONDENOMINATOR
Thereisareasonthatpeopleaskforthepriceattheverybeginning.Itisbecausemoneyisthecommondenominatorinoursociety.Themonetaryunit,whetheritbethedollar,theeuro,orthefranc,isstandardacrossalltransactions.Werelatetoproductsandservicesbyfindingouthowmuchtheycost.Thecosttellsuswheretheproductorserviceexistsinouruniverse.Weaskthepricesothatwecanfitaparticularproductorserviceintoourworldofexperience.
Whydoyouthinkpeopletalkabouttheweather?Itisbecauseeveryonecanrelatetotheweather.Itisanothercommondenominatorinoursociety.Itaffectseverybodyinthesameway.Askingthepriceofanythingisjustlikecommentingontheweather.Butyoumustavoidthequestionifitarisestooearlyinthesalesconversation.
THEREASONFORPRICERESISTANCE
Priceresistanceishowaprospecttellsyouthatyouhavenotgivenhimenoughevidencethatthebenefitsoutweightheprice.Forthisreason,neverargueaboutprice.Neversaythatyourpriceis“good”or“reasonable”or“fair,”oranythingelse.Whatevertheprospectsaysaboutyourprice,agree.Thengoontosay
else.Whatevertheprospectsaysaboutyourprice,agree.Thengoontosaysomethinglike,“Mr.Prospect,thisproductisdefinitelynotcheap.However,therearegoodreasonsforwhyitcostswhatitdoes.Letmeexplaintoyouwhywechargewhatwedo.”Or“Therearegoodreasonswhythousandsofpeoplelikeyouhaveexaminedthisproductcarefully,compareditwithourcompetitors,anddecidedtopaymoreforit,evenwhentheyknewtheycouldgetsomethingsimilarforless.Wouldyouliketoknowwhattheyare?’
BEPROUDOFYOURPRICES
Ifyouchargeahighprice,beproudofit.Iftheprospectsays,“That’ssureexpensive!”yousay,“Yes,Mr.Prospect.Infact,wearethehighest-pricesupplierofthisproductinthismarket.Andwearesellingmoreofthistodaythaneverbefore.Wouldyouliketoknowwhysomanypeoplearebuyingourproductsandusingourserviceseventhoughwechargemore?’Youwillusuallygetayestothis,andachancetoexplainwhyyourproductorserviceisasgoodasitis.
DIMINISHINGPRICERESISTANCE
Hereisacommonexperience.Awomangoesintoaswankyretailstoreorboutique,looksatadress,andseesthatthepricetagis$800.Shesays,“My,
boutique,looksatadress,andseesthatthepricetagis$800.Shesays,“My,that’salotofmoney.”
Thesalesassociateagreesandsays,“Yes,thisisanexpensivedress.It’saSt.John’sKnit.Thereisagoodreasonwhytheychargesomuchforthis.Firstofall,itismadefromthefinestmaterials,handstitched,withbeautifulbuttons,collars,andlining.Whenyouwearit,youfeelasifyouareoneofthemostexpensivelydressedwomeninAmerica.Itholdsitsvalue.Itistimelessintermsoftailoring.Youcanwearityearafteryear,anditalwayslooksgreat.Thisiswhyitcosts$800.”
Whenapotentialbuyerlearnsallthereasonsthataparticularproductisasexpensiveasitis,herpriceresistancedeclinesasherbuyingdesireincreases.That’swhycountlesshundredsofmillionsofdollarsofhigh-fashionclothesaresoldeveryyear.Itisbecauseofthefocusonvalueratherthanprice.
Ifyouchargeahighprice,beproudofit.
Alwaysjustifythepricewithsoundreasons.Explaincarefullywhyitcostsasmuchasitdoes.Neverdiscusspricewithoutmentioningthevalueandbenefitsofyourofferingatthesametime.
PUTOFFPRICEUNTILLATERLetmereemphasize:donotbringuppriceatthebeginningofyourtalk,underanyconditions.
Whenaprospectsays,“Well,thatlooksveryinteresting;howmuchisit?’youreply,“Goodquestion.CanIcomebacktothatinaminute?’or“Thepriceisthe
best
part.I’mgoingtocometoitinjustaminute,andyou’regoingtobeverypleasedwhenyouhearit.ButbeforeIdo,
mayIaskyouacoupleofquestions?’Thengoontoaskquestionsandtakecontrolofthesalesconversation.
CHOOSEYOURTIMINGInmysalespresentations,IalwayshaveaspecificpointatwhichIexplainpriceforthefirsttime.Bythatpointintheconversation,thecustomerfullyunderstandswhatIamsellingandwhyitisthebestchoiceforhim,rightnow.OnlythendoIsay,“I’llbetyouwouldliketoknowhowmuchthisisgoingtocost.”
Youmustincreaseherbuyingdesirebyemphasizingresultsandbenefits.Youdonotincreasebuyingdesirebyarguingabouttheprice
Butpricedoesnotcomeupuntilthatpoint.Idon’tmentionituntilIdecidethatitisappropriatetobringitup.Ifthepricequestioncomesupearlier,Iputitoff.
Toreducepricesensitivity,continuallyfocusyourpresentationonthevaluereceivedratherthanonthemoneycharged.Talkaboutwhattheproductdoesforthecustomerinsteadofitscost.
TheSandwichClose
Whenthetimehasfinallycometoaddressthequestionofprice,don’tsimplytellaprospectacertainnumberofdollars.Insteadyouusewhatiscalledasandwichclose.
Withthisclose,yousandwichthepricebetweentwodescriptionsofthevalueandbenefitsthecustomerwillenjoywiththisproduct.Forexample,“Thismachine,includingthesebenefitsandfeatures,plustheseattachments,asupplyofbasicmaterialsandfuel,andaninety-daywarranty,willcostyouXnumberofdollarspermonthonceitisinoperation.Notonlythat,weprovidecompletetrainingandcustomersupportforyouuntilwearesurethatyouaregettingmaximumvaluefromthisproduct.”
Inthiscase,youaresandwichingthepriceinbetweentwodescriptionsofcustomerbenefits.Thisdescriptionsofbenefitskeepsthecustomerfocusedonthevalueshereceivesratherthanitscost.
Hereisanimportantruleinselling:increasedbuyingdesirereducespricesensitivity.Themoretheprospectwantswhatyouareselling,thelessconcernedshewillbeabouttheprice.Youmustincreaseherbuyingdesirebyemphasizingresultsandbenefits.Youdonotincreasebuyingdesirebyarguingabouttheprice.
CompareYourPriceswithThoseofYourCompetitors
Youcanminimizepriceresistancebycomparingthepricewithmoreexpensivearticles.Whenaprospectsays,“Itcoststoomuch,”youcananswerwith,“Comparedwithwhat,Mr.Prospect?’Oftenhehasnoideawhatheistalkingabout.Heknowsnothingofyourproduct,orofproductssimilartoyours.Hemayhaveneverboughtoneofyourproducts,orhasnotboughtoneforseveralyears.Hedoesn’trealizethatpricesmayhavegoneupsubstantiallysincehislastpurchase.
Whenyouask,“Comparedwithwhat?’theprospectcouldsay,“Well,comparedwithABC’sproduct,yoursseemsexpensive.”
Youreply,“Asithappens,ABC’sproduct,whichissimilartooursbutlackingcertainfeaturesandbenefits,costs$275morethanoursdoes.Asamatteroffact,here’stheirrecentpricesheet.”Showtheprospectwrittenpricecomparisons.Logicdoesmakesales.Givetheprospecttheevidencethatheneedstofeelconfidentin
proceedingwithyouroffer.
COMPAREAPPLESTOAPPLESItkessentialthatyoufindoutwhatprospectsarecomparingyouwith.Forinstance,ifyousay,“ThisMercedescosts$105,000,”andtheysay,“Wow!That’salot,”youthenasl^“Comparedwithwhat?’IftheyarecomparingyourMercedestoaHonda,yes,yourMercedescostsalotmore.ButthereareverydistinctreasonsaMercedesismoreexpensivethanaHonda.“Wouldyouliketoknowwhattheyare?’
Alwayscompareapplestoapplesandorangestooranges.Findoutwhatyourcompetitorsarechargingforwhatyousell,andthereasonsforanypricedifferential.
Whenaprospectsays,“Thatseemsawfullyexpensive,”youcansay,“Mr.Prospect,hereareourmajorcompetitors.Thesearetheproductstheyoffer,andthisiswhattheyareaskingforthem.Youcanseethat,incomparisonwiththeseothersuppliers,ourproductsareveryfairlypriced.”
StretchItovertheLifeoftheProduct
Youcanreducepriceresistancebystretchingthepriceoverthelifeoftheproduct.Iftheprospectfeelsthatyourpricetagistoohigh,youcanpointoutthatitcosts$300morethanthecompetitiveoffering,butyourmachinehasafive-yearlife.
“Eventhoughyoupay$300more,”youcanreason,“itworksouttoabout$60peryear,whichisabout$2amonthmoreforalloftheadditionalquality,features,benefits,andaccessoriesthatarebuiltintoourproduct.Isitworth$2more,orsixcentsaday,foryoutohavethebestproductofitskindonthemarket?’
BusinessIsBad
Sometimespeoplesay,“Businessisbad.”Eveninboomtimes,folkscomplainthatbusinessisnotasgoodastheyexpectedandthattheydon’thaveenoughcash.Thereasonforthisisthatduringtheslowtimesinbusiness,peoplebecomeaccustomedtocomplainingabouthowbadbusinessis.Whenbusinessisbooming,theyretainthehabitandcontinuetocomplain,eventhoughtheir
booming,theyretainthehabitandcontinuetocomplain,eventhoughtheircomplaintsarenolongervalid.
Whenaprospectsaysthatshecannotbuyatthistimebecausebusinessisbad,itsimplymeansthatyouhaven’tgivenherenoughreasonstobuy.Youhavenotarousedenoughbuyingdesire.Keepfocusingontheresultsandbenefitsofyourproduct,ofwhatitdoesforyourprospect,andhowitimprovesherlifeandwork.
Intensifiedbuyingdesirereducespricesensitivity.
OfferAlternatives
Sometimesprospectswillsaytheyare“shortofcash.”Inresponseyoucanask,“Whatifwecouldofferyouterms,andyoucouldpayifoffoveranextendedperiodoftime?’Ortrythese:
“Whatifwecouldtakeyourexistingproductasatradesothatyouneednocashtobeginusingournewproduct?’
“Whatifwecoulddelaypaymentsuntilyournextbudgetperiod?’
“Whatifwecouldextendpaymentsoverafive-yearperiodratherthanathree-yearperiod,therebyloweringthemonthlypayments?’
Whentheprospectbrightensupandbecomesinterestedinyourcounteroffers,itmeansthatheiscapableofbuying;heisjustlookingforawaytomakeitworkThisiswhereyouuseyourcreativityatitshighestlevel.
BuyingaMercedes
Someyearsago,IsawasuccessfulbusinessmanmyagedrivingasilvergreyMercedesBenz450SELfour-doorsedan,withblueleatherupholstery.Fromthatmomenton,allIcouldthinkaboutwasowningsuchabeautifulcar.
OnedayIwascallingonacardealership.Inthemiddleoftheconversation,thegeneralmanagersaidtome,“Ihavetheperfectcarforyou.Comeoverhereandlookoutthewindow.”Justbelowthesecond-storywindowwasasilvergreyMercedes450SELsedan.Itwasmydreamcarineveryrespect.Butmyfirstreactionwastypicalofmostbuyers.“Sorry,I’mnotinthemarket.Ican’taffordit.Itcoststoomuch.Itlooksgreat,butit’snotforme.”
FINDAWAYTOMAKEITWORK
Butthegeneralmanagerhadcuthisteethincarsales.Hewasaconsummateprofessional.Hesaid,“Youmayberight.Itmaybethewrongcarforyouatthistime.Butwhatifwecouldtakeyourexistingcarasatrade-insothattherewouldbenocashoutofyourpocketatalltodriveawayinthatcar?’
Myheartleapedinmythroat.“Well,”Isaid,“Icouldn’taffordit.”
Hethensaid,“Brian,whatifwecouldfinancethewholepurchaseforyou?’
Whenhecalculatedthemonthlypayments,Ireplied,“Ican’taffordthatmucheachmonth.”
Hereplied,“BecausethisisaMercedes,wecanstretchthemonthlypaymentsoverfiveyearsratherthanthree.Couldyouaffordthat?’
Ineverhadachance.Theytookmycarintradeforthefulldownpayment.
Theyfinancedthebalanceofthecostthroughoneoftheirownbanksandspreadthepaymentsoverfiveyears.BecauseIboughtitthroughmycompany,Iwasabletowriteofftheinterestanddepreciation.MycostoutofpocketfortheMercedescameouttoonly$125permonth.ItwasoneofthemostbeautifulcarsIeverowned.
Mypointisthatthereisalwaysawaytomakeadealworkiftheprospectwantstheproductbadlyenough.Youhavetobecreative.Onceyourprospecthasexpressedanintenseinteresttoownandenjoywhatyouareselling,findwaystomakeitworkforhim.
DealingwithBudgetLimitations
Prospectsoftenresistbuyingbecauseof“budgetlimitations.”Theprospectsays,“Wedon’thaveitinthebudget.Ourbudgetisallusedup.”
Youcancounterwith,“Hereisasolution.Wewillsellyoutheproductnow,butwewon’tsendyouthebilluntilyournextbudgetperiod.Howdoesthatsound?’
Ifthecustomerreallywantsit,she’llalmostwithoutfailagree.Asanalternative,youcantakesomethingelseintrade,oraminimaldownpayment,orofferacheaperproductthatdoesthesamething,oreventrytogetthecustomer’sbudgetexpandedtoincludeyourproductatthistime.Findaway.
YouGetWhatYouPayFor
Fromtimetotime,whenthepriceisabovethecustomer’sexpectations,hewillsay,“That’smorethanweexpectedtopay.Can’tIgetitforless?’
Hereishowyourespond.First,youasl^“Mr.Prospect,didyouevergetsomethingfornothing?’
Hewilladmitthatheneverreallygotsomethingfornothing.
Youthenask,“Mr.Prospect,didyouevergetanythingcheapthatturnedouttobeanygood?’
Again,afterafewseconds,hewillconcedethathenevergotanythingcheapthatturnedouttobeofanyvalue.
Finally,youasl^“Mr.Prospect,isn’tittruethatyoualwaysgetprettymuchwhatyoupayfor?’
Neverforgetthat,intheeyesofacustomer,salespersons’assertionsarenotproofJustbecauseyousaysomethingistruedoesnotmeanthatitistrueinthemindoftheprospect.
Whenheagreesthatthisistrue,youcanthensay,“Mr.Prospect,thisisagreatprice,andthisisaverycompetitivemarket.Wearesellingthisproductforthe
lowestpossiblepricewecanandstillstayinbusiness.Ifyouwantagreat-qualityproductthatisgoingtolastalongtimeanddothejobforyou,sometimesyouhavetoflexyourbudgetsomewhereelsetogetthemoneyyouneed.Isn’tthattrue?’
Salespersons’AssertionsAreNotProof
Neverforgetthat,intheeyesofacustomer,salespersons’assertionsarenotproof.Justbecauseyousaysomethingistruedoesnotmeanthatitistrueinthemindoftheprospect.Youknowthatyouwouldneverlie,butnobodyelseknowsthat.Customersareaccustomedtobelievingthatyouwillputtheverybestlightonyourproductandthatyouwillevenexaggeratethebenefitsofyourproductifthat’swhatittakestogetthesale.
Whenyousaytoacustomer,“Thisisverycompetitivelypriced,”itdoesn’tmeanathing.Butwhenyoupresentapricecomparisonfromarecentnewspaperormagazineorapricelistfromyourmajorcompetitor,thisisacceptedasvalidevidence.
Whenyousay,“You’llbeveryhappywiththisproduct,”theprospectmaysay,“Yes,I’msureIwould.”Butshewillbeskeptical.However,ifyoucanbackupyourstatementwithatestimonialletterfromoneofyourhappycustomers,thatletterisconsideredconclusiveproof.
LowestCommonDenominator
Youcanreducepriceresistancebybreakingthepricedowntoitslowestcommondenominator.ComparethepriceofyourproductwithaCoca-Colaorcupofcoffee.SomepeoplecomparetheirproductstoabottleofwineoracaseofbeerperweekSomecompareitwithadinneroutonenightpermonth.Compareyourpricetosomethingthatyourprospectconsumesonaregularbasis.
TheUltimatumClose
Asourceofgreatfrustrationinsellingiswhenprospectsprocrastinateonthebuyingdecision.Youwillcontinuallydealwithcustomerswhodragtheirfeet.Theywon’tsayyes,andtheywon’tsayno.Theyare“thinkingaboutit.”They
Theywon’tsayyes,andtheywon’tsayno.Theyare“thinkingaboutit.”Theyaretalkingitoverwithsomeone.Theyarereviewingitwiththeiraccountant,andsoon.
Thiscanbecomearealproblem.Youhavenowinvestedmanyhoursincallingonthisprospect,andcallingbackYoudon’twanttoloseyourentireinvestment,butyouarenotmakingthesaleandyouarenotearninganycommissions.Whatdoyoudo?
Inthiscase,youcanusetheultimatumclose.Sometimesitiscalledtheendoj
thetrailcloseorthesuddendeathclose.Itenablesyoutotakecontroloftheprocessandresolvethesale,onewayortheother.
FISHORCUTBAIT
Here’showitworks.First,filloutthesalescontract,exactlythewayyouhavediscusseditinthepast.Thencalltheprospectandtellhimthatyouneedtoseehimaboutsomethingthathascomeup.Youhavebeentheresomanytimesthathewillalmostwithoutadoubtagreetoseeyou.
Whenyousitdownwiththeprospect,lookhimintheeyeandsaythesewords:“Mr.Prospect,Ihavegiventhisalotofthought,andeitherthisisagoodideaforyou,orit’snot.Butonewayoranother,let’smakeadecisionrightnow.Whatdoyousay?
doyousay?
“I’vefilledoutthiscontractexactlythewaywe’vediscussedit,andifyou’lljustauthorizeit,wecangetstartedonitrightaway.”
Youtakethecompletedsalescontract,putatickmarkbythesignatureline,putyourpenontopofthecontract,andpushitovertotheprospect.Thenremainperfectlysilentandwait.
Accordingtostudiesontheuseofthisclosingtechnique,59percentofprospectswilllookatyourcontract,lookbackatyou,lookbackatthecontract,andeventuallysignit.Thesalewillbemade.Theother41percentofprospectswillgothroughthesameprocessandthenpushitawayanddecidenottobuy.Butineithercase,youwillnowbefreetogetonwiththerestofyoursalescareer.
BridgetheGap
Sometimesthebestanswerwhenaprospectsays,“ThatismorethanIexpectedtopay,”is,“Mr.Prospect,howfarapartarewe?”
Oryoucanask,“Mr.Prospect,whatdowehavetodotomakeadealtoday?Youtellmetheverymostyoucanaffordtopay,andIwilltellyou,onewayoranother,whetherornotwecanmatethiswork.”
Inmanycases,youarenotfarapart.Thesalecouldbejustwithinyourreach.Butyoumustknowthenumberthatisgoingaroundinthecustomer’smind.Often,customerscannotemotionallypayanymorethanthenumberthattheyhavesettledon.Youmustfindoutwhatitis.
ASMALLDIFFERENCE
Oneofmystudentswasalandscapearchitect.Hewasinvitedtosubmitaproposaltoahomebuildertodothelandscapingforanewhome.Thecontractortoldhimthathewantedtheverylowestpricepossible.Thelandscapearchitect
reallywantedthework,sohesatdownandputtogetheraverytightproposal.Hecompliedwithallthespecificationsofthecontractorandputinhisbidfor$7,025.
Thecontractorbecameveryemotional.Heblewupandsaid,“Absolutelynot!It’stoomuch.It’sfarbeyondwhatIexpectedtopay.”Herejectedtheproposalandslammeddownthephone.
Mystudentaskedformyadvice.Itoldhimtogotothephone,callthecontractor,andask,“Howfarapartarewe?’
Atthebreakintheseminar,hewentanddidthis.Hecamebackwithabigsmileonhisface.Thecontractorhadbudgetedexactly$7,000forthisjob.Mystudentwasonly$25outoftheballparkHequicklyadjustedthesizeofacoupleoftheplantsinhisproposal,rewrotethebid,andgotthecontractthenextday.
HowImportantIsPrice?
We’vealreadymentionedthecustomer’sattempttoshortenthesalesconversation.Hesays,“Justtellmehowmuchitcosts,andI’lltellyouifI’minterested.”
Here’sagoodresponse:“Mr.Prospect,ispriceyouronlyconcern?Areyougoingtomakeabuyingdecisiononsomethingasimportantasthissolelyonthe
goingtomakeabuyingdecisiononsomethingasimportantasthissolelyonthebasisofthecheapestprice?’
Whenyouputitlikethis,almostallprospectswillanswerno.
Youcontinuewith,“Iknowpriceisimportanttoyou,butsoarequality,guarantees,warranties,delivery,andfollow-upservice.Wemaynotbeabletogiveyouthelowestprice,butwecangiveyoutheverybestdealonthemarkettoday,ofwhichpriceisonlyapart.Howdoesthatsoundtoyou?’
Yourwillingnessandabilitytoaskforthereasonsbehindcustomerhesitationwillopeneverydoorforyou.Yourreadinesstoaskforthesalewheneveryouseeanopportunitywillmoveyouintothetop10percentinyourfield.Theartsofansweringobjectionsandclosingsalesareessentialsellingskillsthatyoucanlearnandperfectwithtimeandpractice.
ActionExercises:
1.Matealistofallthevariationsyougetonpriceobjections;designananswerforeachonesothatyouarereadywhenitcomesup.
2.Stretchthepriceofwhatyouselloverthelifeoftheproductorservice;whatdoesitcostperday,andwhatelsecoststhesameamount?
3.Selectaprospectyouhaveseenseveraltimeswhowillnotgiveyouayesornoanswer;gobacktohimorherandtryouttheultimatumclose.
4.Determinethekeybenefitsthatyourcustomergetswhenhebuysyourproduct,andthenthinkofwaystoemphasizethemwheneverprice
resistanceoccurs.
5.Designanascendingclosepresentationforwhatyousell;writeoutaseriesof“yes”questionsthatyoucanask,movingfromthegeneraltotheparticular.
6.Bepreparedtobackupeverythingyousaytoarousedesireandanswerobjections;refusetorelyonpositiveassertionsthattheprospectmaydiscount.
7.Useyourcreativitytofindwaysaroundobjectionsthatblockthesale;thereisalmostalwaysasolution.
Patienceandperseverancehaveamagicaleffectbeforewhichdifficultiesdisappearandobstaclesvanish.
—JohnQuincyAdams
WINNINGCLOSINGTECHNIQUESIITheoperativeassumptionisthatsomeone,somewhere,hasabetteridea;andtheoperativecompulsionistofindoutwhohasthatbetteridea,learnit,andputitintoactionfast.
—JackWelch
INGOLFTHEREISASAYING:“YOUDRIVEFORSHOW,BUTyouputtfordough.”
Inselling,youmustprospect,identifyneeds,presentsolutions,andanswerobjections.Thisisthe“drive”partofselling.Butitisonlywhenyoucanstepuptotheplate,askfortheorder,andclosethesalethatyouactuallymakethe“dough.”
Throughoutsaleshistory,merchantshaveusedavarietyofwaystohelpacustomermakeabuyingdecision.Theclosingtechniquesthatwehavediscusseduptonow,andthosetocome,aresomeofthesimplest,mostpopular,andmostpowerfulclosingtechniqueseverdeveloped.Itisuptoyoutothinkthemthroughanddeterminehowyoucanuseeachonetosellmoreofyourproductsorservices.
Justasagreatcookhasmasteredalargevarietyofrecipesfordifferentdishes,itisessentialthatyoumasteravarietyofclosingtechniques.Youshouldbeabletoaskfortheorderatleasttendifferentways,dependinguponthetypeofpersonyouaresellingtoandthekindofobjectionsyoureceive.
TheSecondaryClose
Thesecondaryclose,whichisbotheasytouseandwe11-liked,involvesyourclosingonaminorpointinthesalespresentation.Iftheprospectagreestotheminorpoint,hehas,byextension,decidedtobuytheentireoffer.
Forexample,ifapersonisconsideringbuyingacar,arefrigerator,astove,orsomeotherconsumerdurable,useasecondaryclosebyasking,“Wouldyou
someotherconsumerdurable,useasecondaryclosebyasking,“Wouldyoupreferthisinblueorgreen?’
Thecolorisasecondaryissue.Thepurchaseisthemajorissue.Iftheprospectsaysthathewouldpreferitinblue,hehasdecidedtobuytheentireproduct.
ASKABOUTDELIVERY
Anotherwaytousethesecondarycloseistoasl^“Wouldyoulikethisdelivered,orwouldyourathertakeitwithyoutoday?’
Howtheprospecttalesdeliveryisthesecondaryissue.Butbysayingthathewantstotakeitwithhimtoday,hehasmadethedecisiontobuy.
Thesecondarycloseisnotaformofmanipulation.Professionalsalespeopledonotusetricks,games,ormanipulationinthesalesprocess.Thesecondaryclosemerelyhelpsthecustomerthroughthemomentofindecisionandstressthatalwaysaccompaniesabuyingdecision.Bygettingtheprospectfocusedonasecondaryissue,youmakeiteasierfortheprospecttomakeabuyingdecision.Thisisbeneficialtobothofyou.
OFFERACHOICE
Iftheprospectisthinkingofbuyingacarandcannotmateuphismind,youcouldask,“Bytheway,wouldyouwantthiswiththefactorytires,orwouldyoupreferMichelinradials?’
Iftheprospectsays,“Iwouldwanttheradialtires,”shehascometoadecision.
Youthensay,“Wellthen,let’sgetthiswrittenupandgetthetiresinstalledsothatyoucandriveitaway.”
Oncethepressureofthebuyingdecisionhaspassed,whichisachievedbyfocusingtheprospectonthesecondaryissue,yousimplygoontowriteupthedetails.
TheAlternativeClose
Thealternativecloseisalsohelpfulinovercomingthestressofmakingabuyingdecision.Youcanuseitinavarietyofways.Itinvolvesgivingacustomerachoicebetweensomethingandsomethingelse,ratherthanachoicebetweensomethingandnothing.
somethingandnothing.
Customerstodayarehighlyindividualistic.Theyprefertohavechoicesratherthanultimatums.Insteadofofferingoneproductandasking,“Wouldyouliketobuythis?’offeranalternativewayofbuyingthesameproduct.
“Wouldyouprefertheredoneortheblueone?’
“Wouldyourathertakethelargeorthemediumsize?’
“Wouldyoulikethedeluxeortheregular?’
Whichevertheprospectchooses,hehasmadeabuyingdecision.
OFFERPAYMENTORDELIVERYCHOICES
Ifyourproductonlyoffersasinglechoice,presentanalternativemethodof
paymentordelivery.Ifyouaresellingarefrigerator,andtherefrigeratoronlycomesinwhite,say,“Doyouneedthisdeliveredthisweek,orcouldwedeliverittoyounextweek?”Thatwaythecustomerisstillbeingofferedachoice.
Ifyouaresellinganintangible,suchasalifeinsurancepolicy,youcouldask,“Wouldyouwantthiscorrespondencesenttoyourhomeaddressortoyouroffice?’
office?’
Whicheverthecustomerchooses,thesaleisclosed.
TheAssumptionClose
Theassumptioncloseisapowerfulwaytomaintaincontrolofthesalesprocess.Beginbyaskingaconfirmingquestion,suchas,“Doesthismatesensetoyousofar?’
Iftheprospectsays,“Yes,thatsoundsprettygood,”youthenassumethattheprospecthassaidyestothesale.Thisisveryimportant.Youmustactasifhehasjustsaid,“I’lltakeit.Whatisthenextstep?’
“Wellthen,thenextstepisthis...”Goontodescribetheplanofaction,whathappensnow.Tateoutyourpurchaseorder,contract,oragreement,andbeginfillingitout.“IwillneedyourOKonthisform.Wewillneedacheckfor$1,250,andwewillhavethisouttoyoubynextWednesday.Howdoesthatsound?’TheprospectwillalmostalwaysagreewithyouasyouwriteupthepaperworkWrapupthetransactionquickly.
KEEPCONTROLOFTHESALE
Thepoweroftheassumptioncloseisthatitenablesyoutokeepcontrolofthetransaction.Onceyou’vesaid,“Thenthenextstepisthis,”andhavedescribedtheplanofaction,theprospecthastoeithergoalongwithyouorgiveyouanotherobjection,whichyouarequitepreparedtoanswer.
Thisisoftencalledsellingpastthesale.Insteadofdiscussingthepurchaseanyfurther,youbegintalkingaboutownershipandenjoyment.Youdirecttheprospect’sattentiontowardtakingpossessionoftheproductandwhatwillhappenatthattime.Theprospect’sfocusistakenawayfromsayingyesornoandisfocusedonpaymentanddelivery.
SELLPASTTHESALE
Onewaytosellpastthesaleisbyasking,“Wouldyoulikethisgiftwrapped?’Orask,“Wouldyouliketopayforthiswithcashoracreditcard?’Eitherquestiongivestheprospectachancetosayyestooneofyourproposedchoicesandallowsyoutoclosethesalesmoothly.
ASKFORTHEDATEORADDRESS
Asimplewaytousetheassumptioncloseattheendofapresentationisbypullingoutyourpen,glancingbrieflyattheprospect,andasking,“Whatisyourcorrectmailingaddress?”Thenposeoverthesalescontract,preparedtowriteitdown.
Youwillnoticeinamovieorastageplaythattheconclusionisverycarefullyplanned.Itisnotlefttochance.Itdoesnotsimply“happen”towardtheendoftheshow.Itisdeliberatelydesignedformaximumimpactatexactlytherightmoment.
Bythesametoken,youmustplanyourmethodofclosingthesameway.Whenyoucometotheclose,youmustknowexactlywhatyouaregoingtodoandthenjustswitchintothecloseexactlyasyouwouldshiftgearsinyourcarasyoudrovedownthestreet.
TheTake-AwayClose
Thetake-awaycloseisapowerfulwayofgettingthevacillatingprospecttomakeadecision.Itisavariationofthe“sellingpastthesaleclose,”orthe“assumptionclose.”
Whentheprospecthasheardyourpresentationandobviouslylikesyouroffer,
Whentheprospecthasheardyourpresentationandobviouslylikesyouroffer,butcannotseemtomakeadecision,youpreemptivelyhaltthepresentationandsay,“Oh,justaminute.Beforewegoanyfurther,letmecheckandmakesurethatwestillhavethisproductavailableinourwarehouse.”
Inretailsettings,theclerkwilloftensay,“Letmecheckandmatesurethatwehavethisinyoursize[orinthatcolor].”
Whenyoucometotheclose,youmustknowexactlywhatyouaregoingtodoandthenjustswitchintothecloseexactlyasyouwouldshiftgearsinyourcarasyoudrovedownthestreet.
Iftheprospectallowsyoutophonethewarehouseorgobackintothestockroomtoseeiftheitemisstillinstockoriftheyhavetherightsizeorcolor,shehasunconsciouslydecidedtobuy.Onceyouconfirmthattheitemisavailable,immediatelyassumethesaleandbeginfillingouttheorderform.
GOANDCHECKWITHANOTHERPERSON
Avariationofthetake-awaycloseiswhenyoustopattheendofthepresentationandsay,“Letmecheckwithmymanagerandseeifwecanarrangeimmediatedelivery.Canyouwaithereforasecond?’
Iftheprospectsays,“Sure,goahead,”thedecisionisalreadymade.
Youcanmakethisevenmoreimpactfulbysaying,“Whydon’tyoucomewithmetoseemymanager,andlet’sseeifwecan’t...”Iftheprospectgetsupandfollowsyou,heplanstobuy.
SHOPPINGFORCLOTHES
Thetake-awaycloseisusedonpeopleallthetime,especiallywhentheyareshoppingforclothes.Thepersonislookingatanarticleofclothing,butcan’tseemtomakeuphisorhermindonewayortheother.Thesalespersonthensays,“Justaminute.Beforewegoanyfurther,letmecheckandmatesurewehaveitinyoursize.”
Insellinghardgoods,especiallycars,thesalespersonwilloftensay,“Wearealmostsoldoutofthismodel;itissopopular.Letmecheckandmatesurewecangetthismodelinthecoloryouwant.Canyouwaithereforasecond?”
Iftheprospectsays,“Yes,byallmeans,”shehasmadeuphermindtobuythecarifyouhaveitorcangetit.
THETAKE-AWAYTRIGGERSACTION
Sometimeago,Iwassellingmyhouse.Theeconomywassoft,andthenumberofbuyersabletopurchaseahouseinthatpricerangewaslimited.Iwasasking$275,000.
Igotanofferfor$240,000.Theprospectivepurchaserthoughthecouldgetmyhouseatalowerpricebecauseofthesoftnessofthemarket.
JustbeforeIhadtomateadecisiononwhetherornottoaccepthisprice,anotherprospectivebuyerappeared.Beforehehadevenseenmyhouse,thenewclientsaidthatifhelikedit,hewouldmateanofferimmediately.
Wewentbacktothefirstpurchaserandmadeacounterofferof$255,000.Wetoldhimthatwehadasecondbuyercomingtoseethehouse,andifthisfirstbuyerdidnotagreetothecounteroffer,wewouldsellitimmediatelytotheotherbuyeratthehigherofferthatweexpectedtoget.
Thenightbeforethesecondbuyersawthehouse,thefirstprospectivebuyerphonedupandclosedthedealat$255,000.Itturnedoutlaterthatthesecond
phonedupandclosedthedealat$255,000.Itturnedoutlaterthatthesecondbuyerwasn’twillingtopaythatmuch,butthethoughtoflosingthesale,havingittakenaway,triggeredthefirstbuyerintoraisinghisofferandclosingthedeal.Thissortofsaletakesplaceallthetime.
Sometimespeopledonotknowhowmuchtheywantaproductorserviceuntilyousuggestthattheymaynotbeabletogetit.Attimes,itisonlywhenyouthreatentotakeitawaythattheystepupandmakeabuyingdecision.
Sometimespeopledonotknowhowmuchtheywantaproductorserviceuntilyousuggestthattheymaynotbeabletogetit.Attimes,itisonlywhenyouthreatentotakeitawaythattheystepupandmakeabuyingdecision.
TheSummaryClose
Whenthereareseveralfeaturesandbenefitsincludedinyouroffering,youcantrythesummaryclose.Here’show.Whenyougettotheendofyoursalespresentation,say,“Well,we’vecoveredalotofinformation.Letmejustsummarizesomeofthesethingsforyou,andthenyoucanmakeadecisiononewayortheother.OK?’
Remember,featuresarouseinterest,butbenefitsarousebuyingdesire.Eachtimeyourepeatabenefitthatismeaningfultotheprospect,hisbuyingdesireheightens.Ifyoudescribeenoughbenefits,allinarow,theindividual’sbuyingdesireshootsup,oftentothepointwherehewillspontaneouslysay,“I’lltaleit.HowsooncanIgetit?’
Tousethesummaryclose,gothrougheachfeatureandbenefit,oneatatime,andrepeatwhatthecustomergetswitheachone.Eachtimeyouitemizeafeatureandpointoutthebenefitthatthecustomerwillenjoy,hisdesiretoownyourproductorservicegrows.
Ifyouareplanningtousethesummaryclose,makeupalist,inadvance,ofthemostattractivefeaturesofyourproduct,andranktheminorderofimportance.Planyourpresentationtointroducetheminorder.Watchtheprospectfortheoneortwobenefitsthatseemtobeofgreatestinteresttohim,andthenemphasizethemrepeatedlythroughoutthepresentation.
Attheendofthesummaryclose,theprospect’sbuyingdesirewillbeatitspeak.Youthenask,“HaveIcoveredeverything?’
Iftheprospectsaysyes,simplyassumethesalebyasking,“Howsoonwouldyouneedthis?’
ThePuppy-DogClose
Thisisoneofthemostpopularofallclosingtechniques.Itisusedtosellbillionsofdollars’worthofproductseachyear.Itisbasedonlettingtheprospecttouch,taste,feel,hold,ortryouttheproductorservice.
Thenamepuppy-dogclosecomesfromthestrategydevelopedbypetshopownerstosellpuppiestothechildrenofreluctantparents.Foravarietyofreasons,especiallypreviousexperiencewithdogownership,manyparentsdonotwanttogettheirchildadog.Theyareafraidthatthedogwillpoop,pee,shed,gnaw,bark,whine,andavarietyofotherthings.Butparentslovetheirchildren.
Atacertainpoint,thechildoftenbecomesfixatedontheideaofgettingadog.
Theyoungsterthenasksaboutgettingapuppy,overandover,untiltheparentsfinallyagreetogowiththechildtoapetstore,justto“takealook”
Thepetshopownerisawareofthisdynamic.Heshowsavarietyofpuppiestothechild.Whenthechildfallsinlovewithaparticularpuppy,andtheparentsarestillhesitant,thepetshopownersays,“Whydon’tyoutakethepuppyhomefortheweekend?Ifyoudon’tlikethepuppy,youcanbringhimbackonMondayforafullrefund.”
Theparents,secretlyhopingthatthechildwillloseinterestinthepuppybytheendoftheweekend,agreetotakethepuppyhome.Inmanycases,theyturnouttoberight.Thechildlosesinterestinthepuppy—buttheparentsfallinlovewithit.BySundaynight,theywantthepuppymorethanthechilddoes.Thesaleismade.
LETTHEMTRYITOUT
Inthesameway,manysuccessfulcompaniesencouragetheprospecttotaketheproductandtryitoutbeforemakingadecision.Somecompaniestodayareofferingathirtydaytrialownershipforanewcar.Theypromisethatifthebuyerdoesnotlikethecarattheendofthirtydays,hecanbringitbackforafullrefund.
WhenCanonphotocopiersinvadedtheU.S.market,aftertheexclusiveXerox
WhenCanonphotocopiersinvadedtheU.S.market,aftertheexclusiveXeroxpatentshadexpired,Canonhadasimplemarketingstrategy.Theirsalespeoplewouldvisitbusinessesandoffertoinstalloneoftheircopiersforaone-monthfreetrial.Attheendofthemonth,ifthebusinessownerwasnothappywiththecopier,shecouldsimplycallthemandhaveitremoved.Ontheotherhand,ifshelikedthecopier,theywouldsetheruponalong-termlease,withgreatprices,atremendousservicecontract,andallkindsoffeaturesandbenefitsthatshewasnotcurrentlyreceivingfromtherivalcopier.
OnecompanyIworkedwithhadliterallyhundredsofcopiersout“onloan.”Innotimeatall,theydominatedthecopierbusinessinthecity.Theircopiersweresoenjoyabletousethat,oncepeoplehadtriedthemforamonth,thestaffwouldbefightingtokeepthemandtogetridofwhateverelsetheyhadbeenusing.
LOWERTHEIRNATURALRESISTANCE
Prospectsareskepticalaboutanynewproductorservice.Butatthesametime,theyarecreaturesofhabit.Iftheytrysomethingandtheylikeit,theyquicklybecomecomfortablewithit.Oncetheyhavebecomecomfortablewithit,itiseasierforthemmentallytocontinueusingitthanitisforthemtodiscontinueit.
Whenyouareofferinganexcellentproductorservice,onethatbringsabouthighlevelsofcustomersatisfaction,letthemtryitout.Whenyouallowprospectstosampleitforanyperiodoftime,youcanoftenmakethesaleeasierthanyoumighthavethought.
OFFERAFREETRIAL
Wehaveaself-storagebusinesswithseveralhundredunitsforrent.Manypeoplehavecrowdedclosetsandclutteredgarages,buttheyhaveneverthoughtofputtingtheirexcessfurnitureandpossessionsintoaself-storageunit.Tocounterthis,weofferthemonefreemonth.Theycanmovealltheirexcesspossessionsoutoftheirhomeandintotheirownprivateself-storageunitafewblocksawayforthirtydays.Afterthat,iftheyarenotsatisfied,theycancameandgetalloftheirpossessionsandmovethembackhome.Whatdoyouthinkhappens?
Whenyouareofferinganexcellentproductorservice,onethatbringsabouthighlevelsofcustomersatisfaction,letthemtryitout.
Theanswerisobvious.Oncepeopleexperiencetheconvenienceofcleaningouttheirclosets,clearingouttheirgarages,andmovingalltheirseldom-usedmaterialstoaself-storage,theyveryseldomwanttogothroughthetimeandtroubleofmovingallthosethingsbackhomeagain.Theyquicklybegintoseetheself-storageunitasanextensionoftheirownhomesorapartments.Itbecomeslikeanadditionalroomintheirhomeswheretheycanstorethingsthattheyhardlyeveruse.Thisistheprimaryreasonwhytheself-storagebusinessisboomingeverywhere.Itisaperfectexampleofthepuppy-dogclose.
TheBenFranklinClose
TheBenFranklinClose
Thisisoneoftheoldestclosingtechniquesofall.ItwasfirstdevelopedbytheAmericanstatesman,inventor,anddiplomatBenFranklininPhiladelphiain1765.Thereasonitispopularisbecauseitisaclosethatexactlycorrespondswiththewayyourmindmakesamajordecisionofanykind.
Unlessyouareactingemotionallyandimpulsively,beforeyoumakeaseriousdecision,youthinkitthroughpointbypoint.Youconsidertheprosandconsofthedecision,thepositivesandnegatives.Youanalyzethereasonsforbuyingandcomparethemagainstthereasonsfornotbuying.Attheendofyouranalysis,youweighandbalancetheevidenceandmakeyourdecision,yesorno.
TheBenFranklinclosedoesexactlythis.Attheendofthesalesconversation,youcansaysomethinglike,“Mr.Prospect,youwanttomaketheverybestdecisionwithregardtothisproduct,don’tyou?’
“Yes,ofcourseIdo.”
USEASHEETOFPAPER
Yousay,“Well,let’susethemethodthatBenFranklinusedtousewhenhehadto
makeanimportantdecision.Asyouknow,hewasoneofthebestdecision
makeanimportantdecision.Asyouknow,hewasoneofthebestdecisionmatersofhistime,thefirstself-mademillionaireinAmerica,andoneofthemostfamousinventors,politicians,andscholarsoftheAmericanRevolution.
“WhatBenFranklinwoulddotomateadecisionishewouldtakeapieceofpaper[youdothisasyouaretalking]andhewoulddrawalinedownthecenter.Ononeside,hewouldwriteallthereasonsinfavorofthedecision,andontheotherside,hewouldwriteallthereasonsopposedtothedecision.”
Youthentakethepieceofpaperandwrite“ReasonsFor”atthetopofonecolumnand“ReasonsAgainst”atthetopoftheothercolumn.
Nowsay,“Let’slookatsomeofthereasonsthisproductmightbeagoodchoiceforyou.”Thenyouwritedownthemostattractivefeatureofyourproductorserviceandremindtheprospectofthebenefitthathewouldenjoyfromthatfeature.“Doyouagree?’
Youthenwritethenumber2,thesecondfeature,andagainremindtheprospectofthebenefitthatthisfeatureprovides.Onceyougethisacknowledgment,goontothethirdfeatureandbenefit,andsoon,untilyouhavewrittendownasmanyastendifferentreasonswhytheprospectshouldbuythisproductorservice.
“Havewecoveredeverything?’yousay.
Whentheprospectanswers,“Yes,itlookslikeyou’vecoveredeverything,”youthengivethepageovertohimandsay,“Now,youwritedownanyreasonsthatmightargueagainstyourgoingaheadwiththisidea.”
Theprospectmaysay,“Well,letmethinkThereistheprice.”Hewillthenwritedowntheprice.Meanwhile,youwaitpatiently,sayingnothing.Lettheprospectfigureoutallthereasonsagainsttheofferingbyhimself.
Mostprospectscanonlythinkoftwoorthreereasonsnottobuyaproduct.Youthencomparethesereasonswiththetenreasonsyouhavegivenforgoingaheadimmediately.Whentheprospectcannolongerthinkofanymorereasonsopposedtothedecision,youcansay,“Well,itlookslikeyou’vemadeyourdecision.”
Theprospectwilloftenlookatthetwolistsandsay,“Yes,IguessIhave.”
Finishwith,“Whydon’twegetstartedonthisrightaway?’
Finishwith,“Whydon’twegetstartedonthisrightaway?’
SIMPLEBUTPOWERFUL
Notlongago,Iranintooneofmygraduatesonanairplane.Heisaverysuccessful,high-earningcommercialrealestateagent.Hetoldmethathehadbeenworkingforsixmonthsonacomplexdealinvolvingatradeforcash,land,andcommercialbuildingswithalargefinancialinstitutionandarealestateconglomerate.Hehadbeengoingbackandforthonthistransactionwiththevicepresidentforseveralweeks,butwasunabletogethimtocometoaconclusion.
Finally,hegotbacktogetherwithhisclientandsaid,“Whydon’tweusetheBenFranklindecision-makingmethodonthis?’
Hesaidhewassurprisedthatthevicepresidentagreedimmediately.Hepulled
outasheetofpaper,drewthelinedownthecenter,andthenwentthroughthefeaturesandbenefitsinfavorofthisoffering,onebyone,forabouthalfanhour.Hethenaskedthevicepresident,thedecisionmater,towritedownhisopposingreasons.Asexpected,thevicepresidentcouldonlythinkoftwoorthreereasonswhytheyshouldn’tgoaheadwiththetransaction.Attheendofthisprocess,thevicepresidentcomparedthetwolists,lootedbackupattherealestateagent,andsaid,“Let’sdoit!”Andthedealwassealed.
said,“Let’sdoit!”Andthedealwassealed.
Theagenttoldme,“Brian,IhadheardaboutthatBenFranklincloseforyears,butIthoughtitwasabitcorny,soInevertriedit.ButwhenIuseditthefirsttime,mycommissionsonthatsaleweremorethanIhadearnedintheentirepreviousyear.Itwasquiteamazing.”
TheOrder-SheetClose
Thisisafastandeffectivewaytocloseanytransactionwhereanordersheetisinvolved.Therearedifferentvariationsofthisclosethatyoushouldmemorize,especiallyifitisrelevanttotheproductorserviceyousell.
Thefirstvariationoccurswhenyouhavespokentotheprospect,presentedyourproduct,andhefullyunderstandswhathegetsandwhyitisofvaluetohim.Youthentakeoutanordersheetorsalescontractandstartfillingitin,withoutaskingtheprospectwhetherornothewantstobuy.“Bytheway,whatistoday’sdate?”youmightaskasyouglanceatthebuyer,or“Whatisyourcorrectmailingaddress?’
Iftheprospectgivesyoutoday’sdateorhismailingaddress,thesaleisinthebag.
YOURPOORMEMORY
Butsometimestheprospectwillstopyoubysaying,“Waitaminute;Ihaven’tdecidedtobuythisyet.”
Yourespond,“Oh,don’tworry.Ijusthaveaterriblememoryfordetails,andIliketowriteeverythingdownaswegoalong.Ifyoudecidenottogoaheadtoday,itwillbeallright.I’lljustthrowtheorderformaway.OK?’Youthencontinuewriting.
Eachtimetheprospectgivesyouanotherdetail,writeitontheordersheet,justasifyouaretryingtokeeptrackofthesalesconversation.Theprospectwillsoonbecomeaccustomedtoseeingyouwritedownthedetails.Everyadditionaldetailwrittenmatestheordersheetmorepersonalizedforthatcustomer.Eventually,hestartstoidentifywiththeordersheet,seeingitasanexpressionofhistastesandpreferences.
Thepoweroftheorder-sheetcloseissimple.Themoreinformationtheprospect
givesyouandallowsyoutoputinwriting,themorecommittedhebecomestobuyingtheproductorservice.
Oncetheordersheetiscomplete,lookupattheprospectandsay,“Now,whatisthecorrectspellingofyourlastname?’
Iftheprospectgivesyoutheexactspellingofhislastname,“J-O-N-E-S,”hisdecisiontobuyiscertain.Youcanthenaskforhisfirstnameandmiddleinitial,hiscorrectmailingaddress,hiszipcode,andhistelephonenumber.Thesaleismade.
Thepoweroftheorder-sheetcloseissimple.Themoreinformationtheprospectgivesyouandallowsyoutoputinwriting,themorecommittedhebecomestobuyingtheproductorserviceattheendoftheconversation.
Topsalespeopleusethisclosingtechniquetosellhundredsofthousandsofdollarsworthoftheirproductseveryyear.Personally,I’vealwaysbeenastonishedathoweasyitistouse.Tryitforyourselfandsee.Youwillbeasamazedaswell.
TheNegative-AnswerClose
Anothervariationoftheorder-sheetcloseisthenegative-answerclose.First,youaskallofthepertinentquestionssothatyoufullyunderstandwhatthe
youaskallofthepertinentquestionssothatyoufullyunderstandwhatthecustomerwantsorneeds.Thenyoupresentyourproductorserviceastheperfectsolution.Finally,youaskyourconfirmingquestion:“DoyouhaveanyotherquestionsorconcernsthatIhaven’tcovered?’
Whentheprospectsays,“No,youseemtohavecoveredeverything,”taleoutyourordersheet,writetoday’sdateonthetop,andbeginfillingoutthedetails,withoutreferringtothecustomeroraskingforpermission.Actexactlyasifthenotoyourconfirmingquestionisayestoyouroffering.
TheRelevant-StoryClose
NobelPrize-winningresearchhasbeendoneintothesubjectof“dual-brainlaterality.”Thisisanacademicwayofsayingthathumanbeingshavebothaleftandaright“brain,”eachhavingcompletelydifferentfunctions.Theleftbrain,forexample,isusedtoprocessdetailsinalinearfashion,oneaftertheother.
Therightbrain,ontheotherhand,integratesinformationandisactivatedbypictures,music,andstories.Allbuyingdecisionsaremadebytherightbrain,sothisiswhatyoumustappealto.
Withtherelevant-storyclose,youactivatethedecision-makingsideofthecustomer’sbrainbytellingastoryofacustomerwhoboughtyourproductorserviceandwashappywiththepurchase.Wheneveraprospecthearsastoryaboutahappycustomer,sheismotivatedtowanttobeinthesamesituationasthathappycustomer,usingyourproductandgettingsimilarresults.Andthisisexactly
whatyouhadinmind.
Allbuyingdecisionsaremadebytherightbrain,sothisiswhatyoumustappealto.
Prospectswillforgetallthedata,features,andfinepointsofyourproductorservicewithintwenty-fourhours,buttheywillrememberthestoriesyoutellabouthappycustomersforweeks,months,andevenyears.Tellasmanyofthemaspossible.
TELLAHAPPYSTORY
OneofthebesttechniquesthatIhavefoundiswhatIcalla“bytheway”story.“Bytheway,”yousay,“thisremindsmeofSusanSmith,oneofourcustomersfromXYZCompany.Justlastweek,shetoldmethatshehadbeenconcernedaboutourhighpricebeforesheboughtthisitem,butafterward,shefoundthattheadditionalbenefitsshegotfromaslightlyhigherpriceweregreatlyinexcessofthedifferenceincost.”
Wheneveryouusearelevant-storyclose,talkabouthowsatisfiedpeoplearenowthattheyareusingwhatyouareselling.Sincethedeepesthumanmotivationisthedesiretobehappy,whenyoutellaboutotherhappycustomers,youtriggeranunconsciousdesireonthepartofyourprospecttobecomeahappycustomeraswell.
TELLASADSTORY
TELLASADSTORY
Afriendofmine,oneofthetopinsuranceagentsinthecountry,usesthisrelevant-storycloseveryeffectively.Whentheprospectseemstoberesistanttopurchasinglifeinsurance,hetalesoutthecopyofadocumentdescribingwhathappenedtoasuccessfulbusinessmanwhodiedwithanetworthof$1.5million.
Unfortunately,thisbusinessmanwasunderinsured.Bythetimetaxeswerepaidonhisestateandalldebtsweresettled,hiscompanyhadtobesoldatabargain-basementprice.Withintwoyears,thesmallamountofmoneyleftoverwasgone,andhiswidowwasdestitute.Shewasforcedtomoveinwithhergrownchildrenasapermanenthouseguest.Shedidn’tevenhavesocialsecurity.
Onceaprospecthadheardthatstory,hebecameveryinterestedinfindingoutwhathecoulddotomakesurethesamethingdidnothappentohimandhiswife.Fromthenon,thesalewaseasy.
HEROESANDVILLAINS
Thereisoneotherkindofrelevantstorythatyoucanuse.Thisisthestoryofsomeonewhodecidednottobuyyourproduct,orevenworse,boughtasimilarproductfromacompetitoratalowerprice.Youtellwhathappenedtothatbuyerandhowunhappyhewaswiththeresultsofhispurchase.Makesuretoaddthatthiscustomer,whomyouspoketojustrecently,reallyregretsnotbuyingfromyou.Thiskindofanegativestorycanoftentriggerapositivebuyingdecision.
you.Thiskindofanegativestorycanoftentriggerapositivebuyingdecision.
HAVESEVERALSTORIES
Relevantstoriesshouldbepartofyoursalesrepertoire.Justasacomedianmemorizesaseriesofhumorousstoriesandanecdotes,youasaprofessionalsalespersonshouldmemorizeaseriesofrelevantstoriesthatyoucandropintoyoursalesconversationandusetocounterobjectionsandsalesresistanceattheendofyourpresentation.Onerelevantstorycanturnaneutralorindifferentprospectintoanenthusiasticbuyerofyourproductorservice.
TheWalk-AwayClose
Oneofthemostcommonresponsesyouwillhearinsellinganythingis,“Letmethinkaboutit”oranyvariationthereof.
Youcanoftensavethesalebyusingawalk-awayclose.Litethis:
Let’ssaytheprospectsays,“Well,I’dliketoshoparoundandseewhatelseisavailablebeforeImateadecision.”Yourespondbysaying,“Mr.Prospect,that’sagoodidea.Buthere’sthefact:Wehavebeendoingbusinesshereformanyyears.Mostofourcustomersarerepeatcustomerswhocomefromreferralsfromotherrepeatcustomers.Everyoneofthemhasshoppedallovertownbeforetheyfinallycamebackhereandboughtfromus.Youcangooutandcheckotherprices,butwhyputyourselfthroughallthattrouble?You’reprobablygoingtoendupbackhereanyway.Whydon’tyoumatethedecisionrightnow?Wecanwrapitupforyouandloaditinyourcar,orwecanhaveitouttoyoutomorrowmorning.”
OFFERTORELIEVETHESTRESS
Whatwehavefoundisthatabuyingdecisionunmaderemainsaproblemunsolvedinacustomer’smind.Itisasourceoftension,andoftendistraction.Whenyouhelpacustomermateabuyingdecisionnow,yousolvehisproblem,relievehistension,andfreehimtogetonwithotherthings.
Infollow-upinterviewswithcustomers,researchershavefoundthatoncetheydecidetobuysomething,itdropsofftheirmentalradarscreensandtheybeginthinkingaboutotherpartsoftheirlifeandwork.Thedecisionlosesitsimportanceassoonasitismade.
Whenyouusethiswalk-awayclose,byencouragingthemtomakethebuyingdecisionnowratherthanwalkingaway,youareofferingtosavetheprospectallthetimeandenergythathewouldhavetoexpendtotalkwithothersuppliersandgetadditionalprices.
Remember,logicdoesmakesales.Ifyougivehimalogicalreasonforbuyingfromyouimmediately,youcanoftenstophimfromwalkingaway.
THETODAY-ONLYCLOSE
Iftheprospectinsistsandsays,“Well,IstillreallythinkIshouldgoandcheck,becauseIwanttobesurethatI’mgettingthebestdeal,”youcanuseavariationofthewalk-awayclosecalledthetoday-onlyclose.
Yousay,“Mrs.Prospect,I’lltellyouwhat.Thisistheendofourfiscalperiod,andifyouwilljusttakeittoday,Iwillbeabletogiveyouaspecial,extradiscountonthisitem.”
Thereisaruleinselling:nourgency,nosale.
Togettheprospecttobuyimmediately,youoftenhavetogiveherareason,anincentive,forgoingaheadnow.Youcansaythatthisisyourlastitemorthatyouaregoingtohaveapriceincreasestartingtomorrow,orthatthisisthelast
youaregoingtohaveapriceincreasestartingtomorrow,orthatthisisthelastdayofasalescontest,andifshebuysittoday,youwillgetaspecialbonus.Thisiswhyyoucangiveheranadditionalincentiveforbuyingnow.
Thistypeofclosecarriesonecaveat:anaddedincentive,ora“kicker,”isonlyaninducementtobuyifyoupresentitattheveryendofthesalesconversation.Ifyouofferaspecialbonusofanykindbeforethat,itwillhavelittleornoimpactontheprospect’sbuyingdecision.Hewillincludeyourincentiveaspartoftheoffering,andyouwillhavetoofferevenmoretogetthesale.Saveituntilthelastmoment.
EXTRACTAPROMISE
Thethirdvariationofthewalk-awaycloseiswhatyouusewhentheprospectisabsolutelydeterminedtogoandcheckotherproductsandpricesbeforehemakesadecision.Inthiscaseyouverygraciouslyconcede,andinsteadofarguing,youactuallyencouragehimtogo.
“Mr.Prospect,Iunderstandexactlyhowyoufeel.It’sagoodideathatyougoandcheckpricesatotherplaces.ButIwantyoutopromisemeonething.Beforeyoumakeafinaldecision,comebackandtalktome,andI’llgiveyouthebestdealintown.”
Bysayingthis,youareplantingaseedofdoubtintheprospect’smind.Bypromisingtogivehimthebestdealintown,attheendofhisshoppingtrip,youarealmostforcinghimtocomebackandseeyoubeforehematesanabsolute
decision.
REFUSETOSHOWYOURCARDS
Sometimeshewillsay,“Well,whatistheverybestdealthatyoucangiveme?’
Youanswer,“Mr.Prospect,Iknowthatyouaregoingtogoandlookaround.Byallmeans,pleasedoso.Butwhenyouhavecheckedoutourcompetitors,andonlythen,comebacktome.I’llgiveyouthebestdealintown.”
Theprospectmustnowgoandtrudgefromplacetoplace,demandingtoknowtheverybestpricethathecangetfromeachseller,andfinally,bringthemallbacktoyoutofindoutthe“bestdealintown.”
TWOWAYSTOCLOSETHESALE
Whentheprospectfinallycomesbackandshowsyouthebestdealsthathecangetanywhereelse,thisishowyouclosethesale.First,ifyoucanbeattheothersonprice,thensimplyofferapricethatisafewdollarslessthanthebestpricehehasbeenabletofind.Onceyouhavegivenit,takeoutyourordersheet,askforthecorrectspellingofhislastname,andbeginfillingitout.Ifithappensthatyoucannotbeatacompetitoronthebasisofprice,deflectthecustomer’sattentionawayfrompriceandontothequality,service,delivery,warranties,andfollow-upsupportthatyourcompanycanoffer.Say,“Mr.Prospect,thebestdeal
follow-upsupportthatyourcompanycanoffer.Say,“Mr.Prospect,thebestdealforyouisnotsimplythelowestprice.Itisacombinationofseveralfactors.Hereiswhatweincludeinourprice,which,allthingsconsidered,makesthisabetterdealforyouthananyoneelsecangiveyou.”
ASKFORTHESALE
YouthenuseasummarycloseoraBenFranklinclosetorepeatthebenefitsthattheprospectgetsandwhythesearemoreimportanttohimthansimplyalowerprice.Youpointout,“Thispricemightbealittlehigherthanoneofourcompetitors’,butitisamuchbetterdealforyou,allthingsconsidered.”
Bythistime,theprospectistiredofgoingaroundandlookingforthebestprice.Hehasaproblemunsolved,andyouareofferingasolution.Ifyougivehimalogicalreasonforbuyingnow,hewillmorethanlikelygoahead.Allthatisrequiredfromyouisaclosingquestion:“Whydon’tyoutakeit?’
TheLost-SaleClose
Everynowandthen,whenaprospectasksyoutoleaveyoursalesmaterialwith
himsohecanthinkaboutit,thereisnothingyoucandotogethimtobudge.Hehasahiddenobjection,andhewon’ttellyouwhatitis.Inthiscase,insteadofarguingorinsisting,yougracefullyconcedeandpreparetoleave.Say,“Mr.Prospect,thankyouverymuchforyourtime.Iknowhowbusyyouare.I’llget
Prospect,thankyouverymuchforyourtime.Iknowhowbusyyouare.I’llgetbacktoyoualittlebitlater,andperhapswecantalkaboutthissomemore.”
GETHIMTORELAX
Whenyousaythis,theprospectwillalwaysagree.Thepressureisoff.Heishappythatthesalesdiscussionisoverandthatyouareleaving.Heisalreadybeginningtothinkaboutwhatheisgoingtodowhenyouareoutofsight.
Ashecontemplatesyourdepartureandhisgettingbacktowork,hissalesresistancedrops,andherelaxes.Liteaboxerwhenthebellringsattheendoftheround,hedropshishandsandhisguard.
Closeyourbriefcase,standup,shakehandswiththeprospect,thankhimagainforhistime,andturntogo.Butasyoureachthedoorandputyourhandontheknob,turnaroundandsaythesewords:“Mr.Prospect,justbeforeIgo,mayIaskyouonequestion?’
Whenheagrees,say,”Mr.Prospect,I’vetriedtopresentmyproductinformationtheverybestwayIknowhow,andIfeellikeI’vesomehowdonesomethingwrong.I’dreallyappreciateitifyou’djusttellmethis:Whatwastherealreasonyoudidn’tbuytoday?’
Theprospect,whoisnowrelaxedandhappy,contemplatingwhathewilldowhenyouleave,maythensay,“Well,nowthatyouask,therealreasonIdidn’tbuywasthis...”
NOWYOUKNOW
Whateverreasonhegivesyou,thisisthefinalobjection,orkeyreason,thatisholdinghimbackfrombuying.Onceyouknowit,youhaveanopportunitytoanswerthatobjectiontohissatisfactionandmatethesale.
Yousay,“Mr.Prospect,thankyou.That’smyfault.Iobviouslydidn’texplainthattoyouproperly.Letmeshowyouwhatwecandotohandlethatforyou.”
Youtakeyourhandoffthedoorknob,walkrightback,sitdown,andsay,“Thiswilltakejustonemoresecond,”andyoustartclosingonthatfinalobjection.
Forexample,ifhesays,“Well,thereasonIdidn’tbuytodaywasbecauseI’mnotreallyconvincedthatyourmachinewillproducethenumberofcopiesI
notreallyconvincedthatyourmachinewillproducethenumberofcopiesIrequire,”yousay,“Mr.Prospect,youmeanIdidn’texplainthatproperly?Well,wehaveawarrantythatcoversexactlythatissue.Ifwecouldgiveyouawrittenguaranteeofsatisfaction,wouldyoubepreparedtogoaheadrightnow?’
Onceyouhavethefinalobjection,answeritandaskfortheorderoncemore.
Onlynow,thereisnomoresalesresistance.Thecustomeriscompletelyrelaxedandwilloftenbuyifyougivehimonemorereason.
FLYINGHIGHAtmysalesseminarinCharlotterecently,ayoungmancameuptomeandsaid,“Mr.Tracy,Ijustclosedthebiggestsaleofmycareer.Imadea$2,000commissionfromasalethatIknewIhadlostbeforeIusedyourlost-saleclose.”
Hewentontotellme,“Ihadmademypresentation,andtheprospectwouldnotgivemeananswer.AsIgotuptogoandIputmyhandonthedoorknob,Irememberedthewordsfromyourprogram.Iturnedtohimandaskedhim,‘Mr.Prospect,pleasehelpmeout.Whatwastherealreasonyoudecidednottobuytoday?’Andhetoldme!Iturnedaround,satbackdown,openedmybriefcase,andansweredhislastobjection.Andhedecidedtobuy.IearnedtwograndfromasalethatIhadlostjusttwominutesbeforebyusingthatclosingtechnique.”
ClosingonReferrals
Oneofthefastestwaystoincreaseyourincome,withlesstimeandeffort,istodevelopaseriesofwaystogetreferralsfrombothprospectsandsatisfiedcustomers.Areferralisworthtentofifteentimesacoldcall.Thismeansthatittakesone-tenthtoone-fifteenththetimeandenergytocloseasalewithareferralthanittalestostartcold-callingandfindingbrand-newprospects.
Areferralisworthtentofifteentimesacoldcall.
Theleyissueinsellingiscredibility.Whenyougetareferral,youpiggybackonthecredibilityofthepersonreferringyou.Insteadofhavingtobuildyourcredibilityfromthegroundup,youwalkinwiththecredibilityofthepersonwhorecommendedyou.
BEREFERABLEThekeytogettingreferralsisbeingreferable.Themajorobjectiontogivingreferralsisthatthecustomerisnotconvincedthatyouwilltakegoodcareofhisfriendorcolleague.Whenyoutreatyourcustomerswellandgivethemexcellentqualityandservice,theywillfeelmorecomfortablerecommendingyoutootherpeoplethattheyknow.Whenyouarepolite,punctual,professional,andpreparedeverytime,peoplewillwanttoshareyouwithothers.
ASKEVERYONE
Getreferralsbyaskingforthemoneveryoccasion,aftereverysalescallandaftereverysale.
Youcanevenaskforreferralsinadvanceofselling.Youcansay,“Ms.Prospect,IamgoingtoshowyousomethingthatIthinkyouwillreallylike.Butwhetherornotthisistherightthingforyouatthistime,ifyoulikewhatIshowyou,wouldyougivemethenamesoftwoorthreeotherpeoplewhomaylikeitaswell?’
Whenyouaskforreferralsinthisway,inadvanceofselling,yousetthestage.Ifyourproductorserviceisattractiveandwellpresented,theprospectwillfeel
yourproductorserviceisattractiveandwellpresented,theprospectwillfeelobligatedtogiveyouthenamesoftwoorthreeotherpeopleattheendofyourpresentation,whethershebuysornot.Thekeyisforyoutoask
MOVEFASTONREFERRALS
Whenyougetareferral,followuponitimmediately.Afteryouhavespokentothereferral,reportbacktothesourceofthereferral.Callthepersonwhogaveyouthenameandtellherwhathappened.Alwaysspeakinacomplimentarywayaboutthereferral,whethersheboughtornot.
Whenyoureportbacktothesourceofareferral,alwayswrapupyourconversationbysaying,“Bytheway,wouldyouhappentoknowtwoorthreeothernicepeoplelikethispersonIcouldalsotalkto?”
SENDAGIFT
Ifthereferralturnsintoasale,thinkaboutsendingagifttothesourceofthereferral.Ifyouearnasubstantialcommissiononareferralsale,sendahigh-qualityfruitbasketwithapersonalnotethankingherforthatreferral.
Callbackacoupleofdayslatertoensurethatthebasketwasdelivered.Thepersonyoucallwillalwaysbedelightedathavingreceivedthefruitbasket.Shewillthankyouprofusely.Tatethisopportunitytoaskifsheknowsanyother“nicepeople”onwhomyoucouldcall.
SENDTHANK-YOUNOTES
Finally,sendthank-younotestoeachpersonwhogivesyouareferral.Thensendthank-younotestothepeopletowhomtheyreferyou.Sendthank-yousoneveryoccasion,andalwaysincludeyourbusinesscard.Themorethank-younotesyousendout,thebetterthereputationyoubuildinthemarketandthemorereferableyoubecome.
ManysalesprofessionalsIknowfindthatwithinafewmonthsofimplementing
areferralstrategy,theynolongerhavetimetoprospect.Theyhavesomanyreferralstocallonthattheyarebusyalldaylongfollowinguponthem.
Whenyoubegintakingthesereferral-buildingsteps,youwillfindyourselfdevelopingasteadystreamofreferralsfromalldirections.
DEVELOPYOUROWNSTRATEGIES
Agoodfriendofmine,oneofthehighest-paidpeopleinhisindustry,hasaninterestingstrategyforgettingreferrals.InDecemberofeachyear,hephonesandthenvisitsallhisclientsfromthepastyear,andoftenfromyearsbefore.Hemakesitclearthatthepurposeofhiscallistobesurethattheyareperfectlyhappywiththeserviceshiscompanyhasprovidedtothem.
Hemeetswithcustomers,asksalotofquestions,talesnotes,andpromisestofollowuponanydifficultiesthattheyarehaving.Hethenasksthemforreferralsforthemonthsahead.Withthisstrategy,hestartseveryyearwithmorethanonehundredprospectstocallon.
ASKTHERIGHTQUESTIONS
Usetherightwordswhenyouaskforfeedback.Ifyouaskacustomer,“Howiseverythinggoing?’hewillalwayssay,“Fine.”Buthere’stherule:ifacustomerisnotcomplaining,itusuallymeansthatheisnothappyforsomereason.The
isnotcomplaining,itusuallymeansthatheisnothappyforsomereason.Thereasonhesays,“Fine,”isbecausehedoesn’twanttogetintoanargumentwithyou.
Ifacustomerisnotcomplaining,itusuallymeansthatheisnothappyforsomereason.Thereasonhesays,"Fine,”isbecausehedoesn’twanttogetintoanargumentwithyou.
Whenyoumakeaservicecallonacustomer,insteadofasking,“How’sitgoing?’youask,“Isthereanythingthatwecandotoimproveourservicestoyouinthefuture?’Wheneveryoureferacustomertothefuture,toanidealfuturestate,hewillalmostinvariablytellyouthespecificthingsyoucandotomakehisexperiencewithyouandhiscompanyevenbetternexttime.Thisiswhatyouwanttohear,morethananythingelse.Then,whenyougettheseideas,promisetofollowuponthemrightaway.
“OTHERNICEPEOPLELIKEYOU”
Thelastthingyoudo,afteranycustomerservicevisit,istoaskthe“othernicepeoplelifeyou”questionthatwe’vealreadycovered:“Bytheway,Ireallylike
workingwithpeoplelikeyou.WouldyouhappentoknowanyothernicepeoplelikeyouthatIcouldtalktoaboutmyservices?’Afteryouhaveaskedforhisinputandpromisedtotakecareofhisproblems,hewillbeopentogivingyouthenamesofotherpeopleheknowswhomaybeinterestedinwhatyouhaveto
thenamesofotherpeopleheknowswhomaybeinterestedinwhatyouhavetooffer.Writedownthenamesandphonenumbers.Askhimifhewouldhelpyououtbygivingthesepeopleacallandtellingthemthatyouwillbecontactingthem.Byandlarge,yourcustomerswillbepleasedtohelp.
THEALTERNATIVECLOSEONREFERRALS
Hereisasimpleprocessyoucanusetoimplementtheserecommendations.Asktheprospect,“Bill,wouldyouhappentoknowthenamesoftwoorthreeothernicepeoplelikeyourselfthatIcouldspeakto?’(thealternativeclose).
Theprospectwillalmostinvariablychoosetworatherthanthree.Tateoutyourpenandpoiseitoveryourpad,readytowrite(thesuggestiveclose).HewillshufflethroughhisRolodex,PalmPilot,orBlackBerryandgiveyoutwonamesandphonenumbers.Onceyouhaverecordedtheseonyourpad,youthenask,“Bill,whichofthesetwoshouldIphonefirst?’Billwilltellyouwhichone.
Nowsay,“Bill,youknowthispersonbetterthanIdo.WouldyoucallhimupandtellhimthatIwillbecallingforanappointment,say,nextThursdayafternoon?’
PEOPLEWILLHELPYOUIFYOUASK
Billknowsexactlywhatyouareaskingandwillusuallyhelpyouout.Hewillcallthepersonandprobablygetstraightthrough.Hewillthentellthatpersonthatheisspeakingtoyouandthatyouwillbecallinghim.Whileheisonthephone,takethisopportunitytomouthasuggestiontohim:“Threeo’clocknextThursday?’andBillwillalmostalwaysaskthepersononthephoneifthattimewillworkforhimorher.
BythetimeBillgetsoffthephone,hewillhavesetupanappointmentforyouwithaqualifiedreferral.
NowthatBillhascalledoneperson,callingonemorepersonisnoproblemforhim.Askhimto,andhewillcallthesecondpersonandsetupthatappointmentforyouaswell.Youwilloftenleavehisofficewithtwolocked-inreferrals,builtonthecredibilityofthepersonyoujustspoketo.
RESOLVETOSELL“BYREFERRALONLY”
Thehighest-paidsalespeopleworkonthebasisofreferralsonly.Theymateitaregularpartoftheirsalesworktoaskforreferralsfromeveryone,everywhere
regularpartoftheirsalesworktoaskforreferralsfromeveryone,everywheretheygo.Theyhavedevelopedsomanydifferentcontactsandsourcesofreferralsthattheynolongerhavetimetoprospectfornewbusiness.
Whenyouvisitareferralfromahappycustomer,thesaleis90percentmadebeforeyouevenopenyourmouth.Thisisthefastestandmostpredictablewayforyoutomoveintothetopranisofthehighestmoneyearnersinyourfield.Andthekey?Justask.
ActionExercises:
1.Selectoneclosingtechniqueeachweekandreaditoverandoveruntilyoumemorizethewords;practiceitaloudrepeatedly.
2.Identifythemostcommonpriceobjectionsyouhearanddevelopwaystoovercomethem.
3.Makeadecisiontodaytoworkbyreferralonly;askeachcustomerandnoncustomerforthenamesofprospectsyoucantalkto.
4.Planandrehearseseveraldifferentwaystoclosethesaleinthecourseofyourpresentation;themoreyouaskfortheorder,thelikelieryouwillgetit.
5.Developandrehearseaseriesofgladaswellassadstoriesthatyoucanusein
5.Developandrehearseaseriesofgladaswellassadstoriesthatyoucanuseinyoursalesconversationtoreduceresistanceandclosethesale;storiesarepowerful.
6.Bereferable;doeverythingyoucantobesuchaprofessionalsalespersonthateveryoneyoutalktowillwanttorecommendyoutotheirfriendsandcolleagues.
7.Askfortheorder;assoonasyouanswertheremainingobjection,taketheinitiativeandimmediatelymoveintoclosingthesale;thisiswhereyou“puttfordough.”
Workjoyfullyandpeacefully,knowingthattherightthoughtsandtherighteffortswillinevitablybringaboutrightresults.
—JamesAllen
DOUBLEYOURPRODUCTIVITY.
DOUBLEYOURINCOMEHewhoeverymorningplansthetransactionsofthedayandfollowsoutthatplan,carriesathreadthatwillguidehimthroughthelabyrinthofthemostbusylife.
—VictorHugo
YOURABILITYTOMANAGEYOURTIMECANBETHECRITI-calfactorinyoursuccessasasalesprofessional.Thequalityofyourtimemanagementoftendeterminesthequalityofyourlife.
WhenIfirstbeganselling,IsawtimemanagementasoneofmanysubjectsthatIconsideredinthecourseofmysalescareer.Isawitasaplanetthatorbitedaroundthesunofmylife.ItwasonlywhenIrealizedthattimemanagementisthesunofmylife,andthateverythingelsegoingonismerelyplanetsthatorbitit,thatIbegantodoubleandtriplemyefficiency.Youcandothesame.
HowYouThinkAboutTime
Howyouthinkaboutyourincomelargelydeterminestheamountofmoneyyouearnandhowmuchyouaccomplish.Averagesalespeoplethinkabouttheirincomeintermsofhowmuchtheymakeeachmonthandeachyear.Buttopsalespeoplethinkabouttheirincomeintermsoftheirhourlyrate,andtheyaredeterminedtomakeeveryhourpayforitself.
Topsalespeoplethinkabouttheirincomeintermsoftheirhourlyrate,andtheyaredeterminedtomakeeveryhourpayforitself.
Whenyouthinkofyourincomeintermsofamonthorayear,itisveryeasyforyoutowastetimedaybyday.AccordingtoastudyatColumbiaUniversity,theaveragesalespersononlyworksninetyminutesperday.Hisfirstsalescallisnotmadeuntilabout11:00AM,andhislastsalescallismadeatabout3:00intheafternoon.Inbetween,heiswarmingup,hangingoutatthevendingmachines,chattingidly,orengaginginothertime-wastingactivities.
DetermineYourHourlyRate
Topsalespeople,however,thinkintermsofhowmuchtheywanttoearnbydividingtheirannualincomegoalby2,000,thenumberofhoursinasalesyear,andthencommittingthemselvestoearningthatamounteachhour.
Forexample,ifyouwanttoearn$50,000ayear,dividedby2,000,yourincomegoalis$25perhour.Ifyouwanttodoubleyourincometo$100,000peryear,youmustearn$50perhour,everysinglehour.Youcannotreachyourdesiredincomegoalifyoudonotdothethingsthatpayyouthatkindofincome.
Salespeopleonlygetpaidforresults.Astheysayinhunting,“Youcanonlyeatwhatyoukill.”
Whenyouworkforafixedsalary,yougetpaidthesameamountaslongasyoushowupatyourplaceofworkButsalespeoplearedifferent.Salespeopleonlygetpaidforresults.Astheysayinhunting,“Youcanonlyeatwhatyoukill.”
TheLawofThree
InourAdvancedCoachingProgramsforsuccessfulentrepreneursandsalesprofessionals,weteachthelawofthree.Thislawsaysthat,nomatterhowmanythingsyoudoinaweekoramonth,thereareonlythreeactivitiesthatpayyouyourdesiredhourlyrate.Thesethreeactivitiesaccountformorethan90percentofyourincome.Thesecrettosalessuccess,orsuccessinanyfield,isthis:domoreandmoreoffewerthings,butmoreimportantthings,andgetbetterandbetterateachofthem.
Inselling,nomatterwhattheproduct,theonlythreeactivitiesthatwillpayyourdesiredhourlyrateareprospecting,presenting,andclosing.Onlywhenyouareengagedinthesethreecoreactivitiesareyouactuallyworking.
YouWakeUpUnemployed
Salespeoplewakeupunemployedeachmorningandremainunemployeduntiltheygetface-to-facewithsomeonewhocanandwillbuywithinareasonableperiodoftime.Onlythendoestheworkdaybegin.
Whenwesaythattheaveragesalespersonworksninetyminutesperday,thisisbecausetheaveragesalespersononlyspendsninetyminuteseachdayprospecting,presenting,andclosing.
INCREASEYOURFACETIME
INCREASEYOURFACETIME
Anotherwaythatyoucandetermineifyouareworkingornotisbymeasuring
theamountof“facetime”youspendwithqualifiedprospectseachday.Yourjobistogetface-to-facewithpeoplewhocanbuy,andthentosellyourproductsorservicestothem.Drivingtoaprospect’shomeorplaceofbusiness,rearrangingyoursalesmaterials,writingupyoursalesreports,andlisteningtomusicinyourcarmaytakeplaceduringthesalesday,butthesearenotcoreactivities.Theypaynothing.
Oneofthesimplestwaysforyoutodoubleyourincomeistodoubletheamountoftimeyouspendprospecting,presenting,andclosing,i.e.,doublethenumberofminutesyouspendface-to-facewithqualifiedprospects.Everyhourofeverydayyoushouldbeaskingyourself,wouldIpaysomeoneelse$25or$50perhourtodowhatIamdoing,rightnow?
Ifyouwouldnotpaysomeoneelseyourdesiredhourlyratetodowhatyouaredoingatanygiventime,stopdoingitimmediatelyandstartprospecting,presenting,andclosing.AsZigZiglarsays,“Ifyouwillbehardonyourself,lifewillbeeasyonyou.Butifyouinsistonbeingeasyonyourself,lifeisgoingtobeveryhardonyou.”
TheKeystoTimeManagement
Sincetheyareonlyworkingwhentheyareface-to-facewithareal,liveprospectorcustomer,topsalespeopledotheirpreparationandorganizationworkonnonsellingtime.Theyplantheirweekseachweekend.Theyplaneachdaythenightbefore.Theyplanandorganizetheirsalesworkbeforethesellingdayandintheevenings.Butduringthetimesthatcustomersareavailable,theyconcentratesinglemindedlyonspendingmoretimeface-to-facewiththosecustomers.Thisiswheretherubbermeetstheroad.
EliminatetheTimeWastersinSelling
TIMEWASTER#1:PROCRASTINATIONANDDELAY
Thefirstmajortimewasterinsellingisprocrastinationanddelay.Thisoccurswhenyoufindeveryconceivablereasontoputoffgettingouttherewithpeoplewhocanandwillbuyfromyou.
Everyoneprocrastinates.Thereisalwaystoomuchtodoandtoolittletime.Thedifferencebetweensuccessesandfailuresisdeterminedbytheirchoicesaboutwhattheyputoff.Losersputofftheimportantthingsthatcouldmakeasignificantdifferenceintheirlives.Winnersputofflow-valuetasksandactivities,thosethingsthatmakeverylittledifferencewhethertheyaredoneornot.
Stopwastingtime.AccordingtoRobertHalfInternational,halfofallworking
time,inallfields,iswasted.Mostofthiswastedtimeistakenupwithcoffeebreaks,phonecalls,personalbusiness,shopping,orotheruselessactivitiesthatmakenocontributiontoyourwork.Whenpeopledowork,theaveragepersonworksaboutthirty-twohoursperweekOfthis,sixteenhoursarewastedandonlysixteenhoursarespentdoingthejob.Ofthesesixteenworkinghours,manyofthemarespentonthingsthatarefunandeasy,ratherthanhardandnecessary.
Resolvetoovercomeprocrastination.Thebestwaytoovercomeprocrastinationistoplaneachdayinadvance,setprioritiesonyouractivities,andthenmateyourfirstsalescallasearlyasyoupossiblycan.Getupandgetgoing.Whenyoulaunchquicklyintoaworkday,doingsomethingimportantasearlyaspossible,youwillworkatahigherlevelofeffectivenessalldaylong.
Whenyoufindyourselfprocrastinating,saytoyourself,doitnow!Doitnow!Doitnow!Thesewordsmotivateyoutogetstarted.Whenyourepeatthemoftenenough,youdrivethismessagedeepintoyoursubconsciousmind,whereitservesasatriggertogetyougoingandkeepyoumovingthroughouttheday.
Peoplearemajortimewasters.Toeliminatedelays,playyourowngame.Workyourownschedule.Don’tassociatewithpeoplewhohavetimetoassociatewithyou.PeopleareamongthebiggesttimewastersintheworldofworkStayawayfromotherfolkswhoprocrastinate.Theywillonlydragyoudown.
Inselling,nomatterwhattheproduct,theonlythreeactivitiesthatwillpayyour
Inselling,nomatterwhattheproduct,theonlythreeactivitiesthatwillpayyourdesiredhourlyrateareprospecting,presenting,andclosing.Onlywhenyouareengagedinthesethreecoreactivitiesareyouactuallyworking.
Thereisnothingwrongwithdrinkingcoffee,butdoitonthego,orwithyourprospectsandcustomers.Thereisnothingwrongwithstoppingforlunch,buteatitquickly.Don’tmateanafternoonritualoutoflunch.Wheneverpossible,havelunchonthewaytoseecustomersorhaveitwithcustomersandprospects.Forgetlunchingwithcoworkers.Thisisawasteoftimeandkeepsyouawayfromyourprimarysalesactivities.
TIMEWASTER#2:THEINCOMPLETESALESCALL
Anothermajortimewasteristheincompletesalescall,requiringacallback.Thisoccurswhenyouhavenotthoroughlypreparedyourpresentationortakenallthematerialsyouneedforyoursalescall.Whenyouarewiththecustomer,youfindthatyouaremissingthecorrectorderforms,prices,ormaterialsthatyouneedtoclosethesale.Youthenhavetomatearrangementstogobackandseetheprospectasecondtime,somethingthatoftendoesnothappen.
PoorsalessHlls.Incompletionofthesalescallcanoftenbecausedbypoorsalesskills.Youdonotknowhowtoanswerobjectionsortoclosethesale.Whenyou
arriveatthatpointinthesalespresentation,youdon’tknowwhattosayorhowtodealwithit.Youinadvertentlyactivatetheprospect’sresponse:“Letmethink
todealwithit.Youinadvertentlyactivatetheprospect’sresponse:“Letmethinkitover.”
AsIwroteaboutintheintroduction,whenIstartedoffsellinginmyearlytwenties,theonlyjobIcouldgetwasstraight-commissionselling,cold-callingfromofficetooffice,selling$20membershipsinarestaurantclub.Withthediscountcard,thecustomercouldget10to20percentdiscountsinaboutonehundreddifferentrestaurantsaroundthecity.Itwouldpayforitselfwithoneusage.Itshouldhavebeenaneasysell.Butitwasn’t.
Forgetlunchingwithcoworkers.Thisisawasteoftimeandkeepsyouawayfromyourprimarysalesactivities.
BecauseIdidn’tknowhowtosell,Iwouldcoldcall,matemypresentation,andattheendofthesale,Iwouldn’tknowwhattosay.Theprospectwouldsay,“Well,leaveitwithme,andletmethinkitover.”
Iwouldthankherverymuch,mateanotetocallbackonherinacoupleofdays,andgoonwithmyworkInvariably,whenIcalledback,theprospectwasnotin,wasinameeting,wasnotavailable,wasnotinterested,orhadforgottenwhatIhadspokentoheraboutinthefirstplace.Itwasveryfrustrating.
CHANGEYOURAPPROACH
OnedayIhadarevelation:thereasonIwasonlymakingtwoorthreesalesaweekwasbecauseIwascontinuallyofferingtocallbackaftertheprospecthadhadachancetothinkaboutit.Idecided,fromthatmomenton,thatIwouldnotcallbackanymore.Iwouldaskfortheorder,yesorno,aftereverypresentation.
Forme,thistookalotofcourage.TheverynextpersonIcalledon,attheendofmypresentation,said,“Well,itlooksprettygood;letmethinkaboutit.Callmebacknextweek”
Itookadeepbreathandreplied,“I’msorry,butIdon’tmatecallbacks.”
Theprospectlootedstraightatmeandsaid,“Whatdidyousay?’
Ireplied,“I’msorry,Idon’tmatecallbacks.Mr.Prospect,thisisnotabigdecision.Itisanexcellentproduct.Itpaysforitselfinoneusage.Everythingyouneedtoknowtomateabuyingdecision,youalreadyknow.Whydon’tyoujusttakeit?’
justtakeit?’
Andtheprospectreplied,“Allright,I’lltakeit.”
AMAJORTURNINGPOINT
WhenIwaitedoutofthatmeeting,Iwasanewsalesman.FromthenonIdidn’t
makecallbacks.Mywholesaleslifechanged.Iwalledintothenextoffice,gotthesameresponse(“Letmethinkitover”),andgavethesamereply(“Idon’tmakecallbacks”).ThesecondpersonIspoketoboughtaswellThenthethird,andthefourth,andthefifth.Inthatoneday,IsoldmorethanIwasaccustomedtosellinginanentireweek
Thefactisthatpeopledonotthinkitover.Instead,theywillforgetyoueverlivedbythetimeyougetoutofthebuilding.
Thefactisthatpeopledonotthinkitover.Instead,theywillforgetyoueverlivedbythetimeyougetoutofthebuilding.Whenyoucallback,theywillhavenoideawhatyouaretalkingaboutorwhytheymighthavebeeninterestedinthefirstplace.
SHARPENYOURSKILLS
OvertheyearsIhavelearnedthataprimaryreasonfortimewastageinsellingisthatsalespeoplesimplydonotknowhowtosell.Theydonotidentifyneeds
thatsalespeoplesimplydonotknowhowtosell.Theydonotidentifyneedsclearly.Theydonotpresentproperly.Theydonotknowhowtoanswerobjectionsintelligently.Andtheydon’tknowhowtocloseprofessionally.Asaresult,theygofromcustomertocustomerbutmakefewsales.Allthiscanbeovercomebyimprovingyoursalesskillsandincreasingyourlevelofdetermination.
TIMEWASTER#3:INACCURACIESANDDEFICIENCIES
Youwastealotoftimeinsellingwhenyoufindyourselfwithaprospect,butwithoutalltheinformationneededtomakeanintelligentpresentation.Youmayhavethewrongfacts,thewrongfigures,orthewrongspecifications.Youmaypresentthewrongpriceforthewrongorderforthewrongmaterials.Youmayhavemisunderstoodwhattheprospectsaidshewantedandmadeaproposalthatdoesnotsolvetheprospect’sproblemorsatisfyherneed.
SMALLMISTAKESCAUSEBIGPROBLEMS
Someyearsago,inpresentingabuildingforsaletoacommercialpurchaser,Iputtogetheraproposalonthebuildingwithabreakdownofrevenues,expenses,andexpectedratesofreturn.Ihadittypedbymyassistant,butIdidnottalethetimetoreviewitcarefully.Asaresult,Iwasoffbyonedecimalpoint.Insteadofa15percentnetcashflowoninvestment,theproposalshowedabuildingthatyielded1.5percent,onlyone-tenthofthepotential.
Theprospectwasverysharp.Hequicklyreviewedtheproposal,checkedthenumbers,andthenchuckedtheproposalbackatmeacrossthedesk“Whyareyouwastingmytimewithsomethinglikethis?’
Thenumberswerewrong,anditcostmethedeal.Mycredibilitywasshot.Theprospectwouldnotmeetwithmeagain.Fromthatdayforward,Ihavecheckedeverynumberineveryproposalbeforeitwentout.
Youshouldalsobesurethatallofyourpaperworkisdonecorrectly,andcheckitinadvancebeforeyougotoseetheprospect.Neverassumethateverythingwillbeallright.AstimemanagementexpertAlexMcKenziesaid,“Errantassumptionslieattherootofeveryfailure.”
TIMEWASTER#4:LACKOFPRODUCTKNOWLEDGE
ThisweaknesscancostyouhoursofhardworkItboilsdowntoignoranceoftheproductorserviceyouareselling.Thisisinvariablycausedbylazinessonthepartofthesalesperson.Fortunately,itcanbeveryeasilyovercomewithtimeandstudy.
Youshouldbeintimatelyfamiliarwitheverythingthatyourproductorservicecando.Knowwhatyourcompetitorsofferthatisdifferentfromyourproductorservice.Beclearwhyandhowyourproductorserviceissuperiortoanythingelseonthemarket.
BEABLETOANSWERANYQUESTION
Whentheprospectasks,“IfIhavethisproblemorneed,willyourproductor
Whentheprospectasks,“IfIhavethisproblemorneed,willyourproductorservicedothisorthatforme?’youshouldbeabletoanswerclearlyandcorrectly.
Ifyouaren’tsureoftheanswerandyoustarttomumbleandstumble,youlookfoolish.Theprospectinstantlysensesthatyoudonotknowwhatyouaretalkingabout.Yourcredibilitygoesdownthedrain.Theprospect’sinterestindealingwithyouvanishes.Youaresoonbackoutonthestreet,wonderingwhathappened.
Goodproductknowledgeisthefoundationofallsalessuccess.TheverybestsalespeopleIhavemethavememorizedtheirproduct’sspecifications.Iftheylostalltheirbrochuresandsalesinformation,theycouldstillgiveacompellingsalespresentationwithjusttheinformationstoredintheirownheads.Itshouldbethesamewithyou.
TIMEWASTER#5:POORPREPARATION
Thoroughpreparationseparatesthesheepfromthegoatsamongprofessionalsalespeople.Thetopsalespersontakesthetimetodiligentlystudyeverydetailofherproductorservice.Shereviewsandthenreviewsagain.Shetakesnotes.She
decidesinadvancethatnoonewilleveraskheraquestionthatshecannotanswerintelligentlyandcompletely.
Theverybestsalespeoplememorizetheirproduct’sspecifications.Iftheylostalltheirbrochuresandsalesinformation,theycouldstillgiveacompellingsalespresentationwithjusttheinformationstoredintheirownheads.
Oneofthegreatbenefitsofthoroughpreparationistheconfidencethatitgivesyou.Whenyouarethoroughlyprepared,youarecalmer,morerelaxed,andmorepositive.Youfeelgoodaboutyourself.Youhaveapositivementalattitude.Asaresult,youmakeapositiveimpressionontheprospectandcausehimorhertorelaxaswell.Theentiresalesprocessissmootherandeasier.Preparationreallypaysoff.
TIMEWASTER#6:UNCONFIRMEDAPPOINTMENTS
Here’sacommonscenario.Asalespersonsetsoffacrosstowntoseeaprospectforanappointment.Itwasarrangedinadvance,soeverythingshouldgoasplanned,right?Butwhenthesalespersonarrives,theprospecthasbeencalledoutoftown,isinameeting,orcannotseehimforsomereason.Asaresult,hehaswastedtheentiretrip,includingthetimeitnowtakeshimtogetbacktohisoffice.Sometimesasalespersoncanlosehalfadaybecausehedidnotreconfirmanappointment.
Whydon’tsalespeoplebothertoreconfirmappointments?Easy.Theyareafraidthatiftheycalltoreconfirm,theprospectwillcanceltheappointment.Theyarewillingtotaleachanceratherthantorisktherejectionthattheymightexperience.
TWOWAYSTORECONFIRMAPPOINTMENTS
Therearetwowaysthatyoucanreconfirmanappointmentwithouttheriskofhavingitcanceled.First,calltheprospectdirectlyandask(eventhoughyoualreadyknow),“Excuseme,Mr.Prospect,isourmeetingtomorrowafternoonat2:00or2:30?’
Whentheprospectsays,“Oh,we’rescheduledtomeetat2:00PM,”yousay,“That’sexactlywhatIthought;I’llbethereat2:00PMsharp.I’mlookingforwardtoseeingyou.”
Anotherwaytoreconfirmanappointmentwithoutlosingitistocallthereceptionistandask“IsMr.Brownavailable?Whenthereceptionistconfirmsthatheisintheofficeandavailable,youthensay,“PleasetellhimthatthisisJohnJonescalling,andthatIwillbethereformyappointmentwithhimat10:00
JohnJonescalling,andthatIwillbethereformyappointmentwithhimat10:00AMsharp.Thankyouverymuch.”
Theadvantageofcallingupandconfirmingisthatitmakesyoulookandsoundmoreprofessional.Itremindstheprospectofyourvisitandarousesacertainamountofcuriosityandanticipation.Itremindstheprospecttoclearhiscalendarandmaketimeforyou.
RESCHEDULEIMMEDIATELY
Sometimeswhenyoucalltoreconfirmanappointment,theprospect’sassistantwillsay,“I’mgladyoucalled.Mrs.Prospecthashadanemergencyandwon’tbeabletomeetwithyoutoday.”
Youimmediatelyrespondbysaying,“I’msorrytohearthat,butthankyouforlettingmeknow.Perhapswecouldsetupanewtimethatwouldbemoreconvenient.Doyouhavehercalendarhandy?”
USEE-MAILTORECONFIRM
Withe-mail,youhaveawonderfulwaytoreconfirmappointmentswithoutanydangerofthembeingcanceled,atleastnotimmediately.Whenyoufirstsettheappointment,gettheperson’se-mailaddress.Then,theeveningbeforetheappointment,sendhimane-mailconfirmingthatyouwillbethereatthetimeagreedupon.Sincethefirstthingpeopledointhemorningischecktheire-mail,
agreedupon.Sincethefirstthingpeopledointhemorningischecktheire-mail,youwillhaveremindedhimoftheappointment,andhewillbeexpectingyourvisit.
Manysalespeoplealsocallafterhoursandleaveavoicemailremindingtheprospectoftheappointment.Thisisanothersafeandeffectivewaytoconfirm.
TIMEWASTER#7:POORGEOGRAPHICALPLANNINGOFCALLS
Thisisamajortimewaster,oftencausedbythetendencyofsalespeopletounconsciouslyavoidthepotentialrejectionthatgoeswithsellingbyspreadingtheircallswidelyoverageographicarea.Theywillmakeonecallinthefarnorthofthecityandthensettheirnextcallinthefarsouthofthecity,spendinganhourorsotravelinginbetween.Astheydrivealonglisteningtotheradio,theyconvincethemselvesthatbecausetheyareinmotion,theyaresomehowatwork
Youcansometimesstreamlineyoursalesbusinessandincreaseyourincomeimmediatelybyclusteringyourcallsgeographically.Reducetheamountoftravelingtimebetweencustomersandyouautomaticallyincreasetheamountoffacetimethatyouspendwithpeoplewhocanbuy.
Divideyoursalesterritoryintoquadrants.Resolvetoworkinonequadranteachdayorhalfday.Clusterallyourcallsinthatquadrantforthattimeperiod.Ifsomeoneinthesouthwestwantstoseeyouwhenyouarecommittedtoworkingin
thenortheastpartofthecity,movehimtothedaythatyouwillbeinhisarea.
AGREATSUCCESSSTORY
AfterIhadtaughtthissimpleprocessatasalesseminar,averysuccessfulsaleswomancameuptomeandtoldmeaninterestingstory.Acoupleofyearsearlier,shehaddecidedtogetintosalesasalastresort.Shehadnosalesexperience,butsheneededtosupportherself.Shetriedforsixmonthstogetasalesjobwithanationalcompany,withoutsuccess.Finallyoneoftheirsalespeoplequit,sotheydecidedtogiveherachance.Withinsixmonths,shewasthetopsaleswomaninthecountryforthem.Theywereamazed.
Shesaidthathersecretwassimple.Shedividedherterritoryintofourpartsandthendisciplinedherselftoworkintenselyinoneofthosefourpartseachday,fourdaysperweekShedisciplinedherselfnottotravelbetweengeographicareas.Asaresult,shespentmoretimewithprospects,andgotbetterandbetteratselling.Thebettershebecame,themoresalesshemadeandthemorereferralsshegotintheareaswhereshewasconcentrating.Sheeventuallybecameoneofthehighest-paidprofessionalsinherfieldinthenation.
TIMEWASTER#8:NEEDLESSPERFECTIONISM
Thereisanoldproverbthatsays,“Theperfectistheenemyofthegood.”Salespeoplewhoarenervousaboutcallingonnewpeopleoftentimesinsistupon
Salespeoplewhoarenervousaboutcallingonnewpeopleoftentimesinsistuponhavingeverythingperfectlyinorderbeforetheymatethefirstcall.Theyusetheneedformorepreparationasanexcusetoavoidselling.Theysaytheymustmemorizeeverysingledetail.Theyfeelcompelledtocheckandlearneverylineoneveryform.Theystudytheirsalesmaterialsexhaustively.
Thebasicruleisforyoutogetit80percentrightandthenlaunch.Becomegoodenoughandknowledgeableenoughonyourproducttostart,andthengetoutinfrontofpeople.
Thisisoftencalledneedlessperfectionism.Thebasicruleinthisareaisforyoutogetit80percentrightandthenlaunch.Becomegoodenoughandknowledgeableenoughonyourproducttostart,andthengetoutinfrontofpeople.AsBenjaminTregoeoncesaid,“Theveryworstuseoftimeistodoverywellwhatneednotbedoneatall.”
Youwillfindthatthemoretimeyouspendinfrontofcustomers,themoreyouwilllearnaboutyourproductandhowtosellit.Thereisnothingthatreplacesface-to-facecontactanddirectquestion-and-answersessionswithprospects.
GETUPANDGETGOING
Theinsistenceupongettingeverythingperfectbeforeyoumakecallscanbefataltoyoursuccess.Learnwhatyouneedtolearn;getthebasicsdownpat.Butthengetupandgetouttherewithpeoplewhocanbuy.Everythingelsewilltakecare
getupandgetouttherewithpeoplewhocanbuy.Everythingelsewilltakecareofitself.
Thefearofrejectionislikeagoblinthatlurksdeepinyoursubconsciousmind.Whenyouhavethisfear,aseveryonedoestosomeextent,itmanifestsitselfinyourcreatingeveryconceivableexcusetoavoidcallingonnewprospects,reconfirmingappointments,andmeetingthosepeopleinperson.Remember,overcomefearbydoingthethingyoufear.Youeliminatethefearofrejectionbysimplyfacingrejectionsomanytimesthatfearisnotafactorforyou.
TIMEWASTER#9:DISTRACTIONANDMINDWANDERING
Manysaleshavebeenlostbecausethesalespersondidnotpayattentiontowhattheprospectwassaying.Perhapsthesalespersonwasthinkingofproblemsathomeorhisplansfortheweekend.Perhapshewasponderinghisfinancialsituationorhisrelationshipwithhisgirlfriend.
Inanycase,whenyoudon’tlistenattentivelytotheprospect,youmissthenuancesofwhattheprospectsays,thosesubtlethingsthatheistryingtogetacross.Youfailtonoticethelooksthattheprospectgivesyouatcertainpartsofyourpresentationthatwouldtellyouwhatinterestshimthemostaboutyourproduct.
DISCIPLINESARELEARNABLE
Yourabilitytofocusandconcentratekeenlyontheprospectandwhatheissayingisadiscipline,andalldisciplinescanbelearned.Concentrationisnoteasyatthebeginning,butitbecomeseasierandeasierovertime.(Everythingishardbeforeitiseasy.)
Sometimesyoucanincreaseyourfocusandyourlevelofattentionbytakingcarefulnoteswhiletheprospectisspeaking.Whenyoupracticelisteningtechniquesthatincludeleaningforward,pausing,andquestioningforclarification,thiskeepsyoumorealerttowhattheprospectissayingand,moreimportant,towhathemeansbywhatheissaying.
TIMEWASTER#10:OVERWORKEDANDOVERTIRED
Fatigueisamajortimewaster.Butsellingishardwork.Ittiresyouout.Itdrainsyourenergy.Itburnsupallyourreserves.Theharderyouworkandthemoreintenselyyouinteractwithpeople,themorefatiguedyouwillbeattheendof
intenselyyouinteractwithpeople,themorefatiguedyouwillbeattheendofthe
day.
Whenyoucomerightdowntoit,theenergyandsparkleofyourpersonalityisthemostimportantfactorthatyoubringtothesalesprocess.Peopledonotbuyproducts;theybuypeople.Peopledon’tbuywhatyousell,theybuyyou—andthentheybuywhatyousell.Whenyouarefullofvitalityandenthusiasm,youmakeapositiveimpactonthepersonyouaretalkingto.Whenyouareatyourverybest,youmatethemostsales.Whenyou’renot,youdon’t.
GETLOTSOFSLEEP
Mostadultssufferfrommildformsofsleepdeprivation.Theyarenotgettingenoughsleepeachweeknighttoperformattheirbestduringtheweekdays.Don’tletthishappentoyou.Gettobedbeforetenatleastfivenightsperweek.
Manyofmystudentshavetakenthisadvicetoheart.Theyhaveincreasedtheirsleepfromsixorsevenhourstoeighthourspernight,andtheyareabsolutelyamazedatthedifference.Theyfeelasiftheyhaveawakenedfromadruggedsleep.Theydidnotrealizethattheyweregoingthrougheachdayinafog,notassharpandontheballastheycouldbe.
TAKECAREOFYOURHEALTH
TAKECAREOFYOURHEALTH
Thechancesofyourmakingasaleareeversoenhancedifyouarebrightandenergeticinasalesconversation.Thehighest-performingsalespeopleIknowarefastidiousabouttheirhealthandenergy.Theyeattherightfoods,getlotsofrest,andexercisevigorously.Manyofthetop-paidsalespeopleinAmericaaremarathonandeventriathlonrunners.
Getagoodbookondietandfollowitclosely.Eatmorefruitsandvegetables.Choosehigh-proteinbreakfasts,avoidingtoast,bacon,sausage,andotherheavy,fattyfoods.Haveasaladwithfishorchickenforlunch.Drinkplentyofwaterthroughouttheday.Keepyourselfperformingathighlevelsbyfeedingyourselfwellsothatyoufeelhealthyandheartythroughouttheday.
Imaginethatyouhavebecomeverywealthyinsales.Youhavefulfilledyourlifelongdream.Youboughtanexpensiveracehorse,onethatcost$500,000.Ifyouownedanexpensiveracehorse,whatkindoffoodswouldyoufeedit?Ifyouhadinvestedallthatmoneyinahorse,wouldyoufeeditjunkfood,potatochips,soda,donuts,bagels,candybars,andjugsofcoffee?Ofcoursenot!
Howmuchmorevaluableareyouthanaracehorse?Justasyouwouldfeedanexpensiveracehorsewiththemostnutritiousfoodsyoucouldpossiblyfind,youmustfeedyourselfwiththeverybestfoodsaswell.
Howmuchmorevaluableareyouthanaracehorse?Justasyouwouldfeedanexpensiveracehorsewiththemostnutritiousfoodsyoucouldpossiblyfind,you
expensiveracehorsewiththemostnutritiousfoodsyoucouldpossiblyfind,youmustfeedyourselfwiththeverybestfoodsaswell.Treatyourselflikethemostexpensiveandmostimportantpersoninthewholeworld,becauseyouare.
BECOMEAHIGH-ENERGYPROFESSIONAL
Here’sanotheroldadage:“It’snotthesizeofthedoginthefight;it’sthesizeofthefightinthedog.”Itisnotenoughtojustbephysicallypresentwithaprospect.Whatwillhavethegreatestimpactonthesaleistheamountofpassionandvitalityyouexhibitwhenyouareface-to-facewiththatperson.
Resolvetodaytotakewonderfulcareofyourphysicalhealth.Themoreenergyyouhave,thefasteryouwillbouncebackfromrejectionandfailure.Yourlevelsofself-confidenceandself-esteemwillbeastronomical.Youwillmateapositiveimpressiononeveryoneyoumeet.
Whenyouaretired,it’smuchharderforyoutoabsorbtherejectionanddisappointmentofdailylife.Theydepressyouandtireyououtevenmore.Butwhenyouarefreshandwellrested,youspringbackfromeverydifficulty,andyouselllikeasteamenginealldaylong.
TIMEWASTER#11:LACKOFAMBITION
Perhapsthemostimportantsinglequalitythatleadstohighperformanceandsalessuccessisambition.Tobeambitious,youmustbehungry.Youmusthaveanintense,burningdesireforsalessuccessandthemoneythatgoeswithit.Youmustgetupeachmorningthinking,Icanhardlywaittogetoutthere!
Salessuccesscomesfrombeingeagertocallonnewprospects.Whenyouseethatbysucceedinginsalesyoucanachieveallyourothergoals,foryourselfandyourfamily,yourlevelofambitionwillincreasetothepointwhereyouwillbecomeabsolutelyunstoppable.Ambitionisawonderfulthing.
NOAMBITION,NOFUTURE
Ontheotherhand,therearepeoplewhoarenotparticularlyambitious.Perhapssellingisnottherightfieldforthem.Inmanycasestheyhaveachievedacertainlevel,andtheyarecomplacent.Theyhaveadjustedtheirlifestylestotheircurrentincomesandhavenorealdesiretoimprovetheminanyway.
Evenifyouofferthemprizesandincentives,theyarenotmotivatedenoughtoworkanyharderthantheyalreadyare.Thesepeoplemaybesteady,average
workanyharderthantheyalreadyare.Thesepeoplemaybesteady,averageproducers,buttheyhavenorealfutureintheworldofcompetitiveselling.
THECONDITIONSOFMEDIOCRITY
Notlongago,Iwascalledintoworkwithalargenationalcompany.Theywantedmetomotivateandstimulatetheirsalespeoplewithideasonhowtosetgoals,workmoreefficiently,andgetmoredone.
Throughoutthemorning,Igaveahigh-energypresentation,sharingwiththemsomeofthebestideasIhadlearnedwiththousandsofsalespeopleindifferentfields.Butitwasaho-humaudience.Mostofthepeoplesatleaningbackintheirchairs,seldomtakingnotes,occasionallyreadingthenewspaperorconversingwiththeirfriends.Ihadneverseenanythinglikeit.
Finally,Iaskedoneoftheseniorsalespeopleatthebreakhowthingsweregoing.Whathetoldmereallyopenedmyeyes.Hesaidthatthismaterialwasoflittleinteresttohim,ortoanyoftheothers.Allthesesalespeoplewereunionizedandreceivedafixedhourlyrate.Theaveragepersonhadbeenwiththecompanyfortwentyyears.Nothingtheydidordidn’tdowouldincreaseordecreasetheirincomewhatsoever.Mostofthemwere“lifers.”Theirplanwastostaywiththecompanyforlife,andthenretireonapension.
IMPOSSIBLETOMOTIVATE
Hesaid,“Ican’trelatetoanythingyouaresaying.Ihavenoambition.Idon’tcareifIdomoreorifIdoless.Itdoesn’tchangemyincomeormyposition.Itdoesn’tchangemyresponsibilitieseither.WhyshouldIworkanyharderthanIamalready?IliketojustworkmyeighthoursandthengohomeandwatchTV.”
Thissalesmanwasaboutfortyyearsold.Ithoughttomyself,whatatragedy.Hewillprobablylivetoabouteighty,buthisfirehasalreadygoneoutatforty.Hehasnoambitionordesireforanythingexceptaneasyjobandnight-timetelevision.Lackofambitionisarealwasteroftimeandtalent.
JointheTop20Percent
Oneofthemostpowerfulofalltimemanagementprinciplesisforyoutogetbetteratthemostimportantthingsyoudo.Youknowthat20percentofthesalespeopleearn80percentofthemoney.Invariably,thetop20percenthavetakenthetimeandmadetheinvestmenttobecomeverygoodatthekeythingstheydo.Thebetteryougetatwhatyoudo,themoremoneyyouwillmakeandthesooneryouwillmateit.
Remember,nooneissmarterthanyou,andnooneisbetterthanyou.Everyonestartsatthebottom.Everybodywhoisdoingwelltodaywasoncedoingfeebly.Andanythingthatanyoneelsehaslearned,youcanlearnaswell.Ifsomeoneisdoingbetterthanyou,itisonlybecausetheyhavelearnedthekeyskillsbeforeyouhave.Andtheproofthatyoucanlearnthoseskillsisthattheyhavelearnedthose
skills,startingfromnothingandnotknowingtheminthefirstplace.
StartEarly,StayLater
Scheduleyourfirstappointmentearly.Often,thepeoplewhoarethehardesttogettoaretheoneswhocanseeyouatsevenorseventhirtyinthemorning.Sometimestheycomeinevenearlier.
Ihavefoundovertheyearsthatthebesttimetoseekeydecisionmakersisbeforeandafternormalworkinghours.Thisisespeciallytruewithsuccessfulentrepreneursandcompanyowners.Thereasontheyareatthetopisbecausetheystartearlierandworklater.Ifyoustretchyoursellingdayandarrangetoseethemattimesthatareconvenientforthem,youcanoftenmakethebestsalesofyourcareer.
Thepeoplewhoarethehardesttogettoseeusuallyturnouttobethemostvaluablecustomers.Theoneswhohaveallthetimeintheworldseldombuyanything.
Applythe80/20RuletoEverything
Practicethe80/20ruleineverythingyoudo.Spend80percentofyourtimeprospectinguntilyouhavesomuchbusinessthatyoudon’thavetimetoseeanyoneelse.Thenspend80percentofyourtimeonthe20percentofprospects
anyoneelse.Thenspend80percentofyourtimeonthe20percentofprospectsthatcanaccountfor80percentofyourbusiness,thosecustomerswhobuythemostfromyou.
MakeaGameofSeeingPeople
Litearunneratthemark,whenthestartinggungoesoffateighto’clockonMondaymorning,yougetgoingashardandasfastasyoucan.Allday,everysalesday,mateitagametogetinfrontofasmanypeopleasyoupossiblycan.
YoumightevenplaythisgameincompetitionwithoneofyourfriendsatworkEachofyousetagoaltocallon100prospectsasquicklyaspossible.SeemysectiononthelOOCallMethodinchapter1.
Here’swhatwillhappen.Bythetimeyoufinishcallingon100prospects,youwillbepositive,optimistic,enthusiastic,andmorethananythingelse,extremelyknowledgeableaboutyourproductorservice.Youwillhavenofearsofrejectionorfailureleftatall.Youwillhaveheardeverysinglepossiblecommentandquestionthatyouwillevergetfromacustomer.Youwillknowhowtosellatahigherlevelthaneverbefore.
MakeEveryMinuteCount
Thinkintermsofminutesratherthanhours.Mateeveryminutecount.Movefasterineverythingyoudo.Pickupthepace.Developasenseofurgencyanda
fasterineverythingyoudo.Pickupthepace.Developasenseofurgencyandabiasforaction.Movequickly.
Whenyougetintotheoffice,don’twaituntilthecoffeeisready.GettoworkAndwhenyoustartwork,workallthetimeyouworkDon’tdropoffyourdrycleaning,pickupyourlaundry,orgoshopping.Workeveryminuteandeveryhour.
Thebesttimetoseekeydecisionmakersisbeforeandafternormalworkinghours.Thisisespeciallytruewithsuccessfulentrepreneursandcompanyowners.Thereasontheyareatthetopisbecausetheystartearlierandworklater.
Mateadecisiontoearnthereputationasthehardest-workingpersoninyourcompany.Don’ttellanyoneaboutyourdecision.Justmatesurethat,whenanyonelooksatyou,youareworkingfullblast.Youdon’ttakebreaksorwastetime.Asfarasyou’reconcerned,thisisnotplaytime.Itisworktime.
Ifsomeonesays,“Haveyougotaminutetotalk?”say,“Sure,butnotrightnow.RightnowIhavetogetbacktowork!”
COFFEEBREAKSCANMAKEYOURICH
Don’twastecoffeebreaks.Whenpeoplegotocollegeorstarttheirfirstjobs,muchoftheirdayisbuiltaroundcoffeebreaksandlunch.Whentheyarriveinthemorning,theystartthinkingaboutwhentheyaregoingtotaketheircoffeebreakandbeginorganizingthepeoplewithwhomtheywilltakethatbreakButthisisnotforyou.
Sinceyouonlygetpaidforresults,don’tdoanythingthatdoesn’tpay.Instead,savethetimethataveragepeopletakeincoffeebreaksanduseittoincreaseyoursales.Thiscanhavearemarkableeffectonyourincome,andfarfasterthanyourealize.
ANIMMEDIATEPAYINCREASE
Theaveragepersontakestwocoffeebreaksperdayatabout20minuteseach,andsometimeslonger,ifnooneiswatching.Thatis40minutesperday.These40minutes,timesfivedaysperweek,equal200minutesperweek;200minutesperweektimes50weeksperyearis10,000minutes.Thatistheequivalentof166hoursofworkingtime,ormorethanonefullmonthofadditionalpaythat
166hoursofworkingtime,ormorethanonefullmonthofadditionalpaythatyougiveupbytakingcoffeebreaks.
Whenyouresolvetospendeverycoffeebreakdoingsomethingproductive,youveryquicklyaddonemonthssalarytoyourincome.
Whenyouresolvetospendeverycoffeebreakdoingsomethingproductive,youveryquicklyaddonemonth’ssalarytoyourincome.Thatone-monthdifferenceinpaycanbeequaltobuyingyourselfanewhome,anewcar,avacation,orevenretiringfiveyearsearlierthantheaverageperson.
BOOSTYOURINCOME
Makeyourlunchtimecount.Theaverageperson,goingbacktocollegeandhisfirstjob,talesanhourforluncheachday.OnehouradayequalsfivehoursperweekWhenyoumultiplyfivehourstimes50workingweeksayear,itcomesoutto250hours.That’sequaltomorethansixweeksofworkingtime,wastedinanactivitythatcontributesnothingtoyourlife.
Bycombiningcoffeebreaksandlunches,andusingthattimetomakemoresales,youcanquicklyaddtwoandahalfmonthstoyourworkingyear,oranincomeincreaseofalmost25percent,fromthefirstday.Sinceeverythingyoudorepeatedlybecomesahabit,effectivenesswillalsosoonbeahabit.Youwillhabituallyuseyourtimewell.Youwilldevelopthehabitofearningmorethananyoneelsearoundyou.Theseareexcellenthabitsforyoutohave.
LearnAllYouCan
LearnAllYouCan
Attendsalesseminarsregularly.Beforeasalesseminarbecomespubliclyavailable,ithasbeentestedandprovenwithhundredsandeventhousandsofprofessionalsinthatfield.Thepersonpresentingtheseminarhasofteninvestedhundredsofhoursinresearchandthousandsofhoursofexperiencetobringthisseminartogether.
Whenyouattendaseminar,youwilllearnsomeoftheverybestideaseverdiscoveredinthatfield.Attendingseminarscansaveyouweeks,months,andevenyearsofhardworkIhavemetsalesprofessionalswhohavedoubledandtripledtheirincomesinaslittleasthirtydaysfromoneideathattheygotatoneseminar.
PuttheOddsinYourFavor
Thelawofprobabilitieslargelyexplainssuccessandfailure.Successfulpeopledomorethingsthatarelikelytoleadthemtosuccess.Unsuccessfulpeopledofewerthings.Bythelawofprobabilities,successfulpeoplearemuchmorelikelytodotherightthingattherighttimeintherightwaythanunsuccessfulpeople.
Whenyouattendsalesseminarsonaregularbasis,youdramaticallyincrease
theprobabilitythatyouwilllearnwhatyouneedtolearntoachievethegoals
theprobabilitythatyouwilllearnwhatyouneedtolearntoachievethegoalsyouhavesetforyourself.Thisdoesn’tmeanthateveryideawillberelevanttoyouatthemoment.Butifyougetenoughdifferentideas,bythelawofprobabilities,youwillalmostinevitablygettheoneortwoideasthatcanchangeyourcareerforthebetter.
Thisiswhythetop10percentofprofessionalsineveryfieldattendsalesseminars.IgiveseminarsallovertheUnitedStatesandCanada,andintwenty-threeothercountries.Withoutexception,thehighest-paid,mostsuccessfulsalesprofessionalsintheindustryareatthoseseminars.Thelow-incomeearnersaresittingbackattheofficeworryingaboutmoneyandcomplainingabouthowtoughbusinessis.Butthetoppeopleareaggressivelylearningeverythingtheypossiblycantoincreasetheirsalesandtheirincomes.
We’vealreadydiscussedthemeritsofreadinginyourfieldandtakingadvantageofthecondensedknowledgetobediscoveredonaudioprograms.Nowimaginethatyoureadonehourperday,attendsalesseminarsregularly,andlistentoaudioprogramsinyourcar.Suddenlyyoucanmateoneadditionalsaleperday!Onceyouhavedevelopedthehabitofmakingoneadditionalsaleperday,youwillautomaticallymoveuptotwoadditionalsalesperday,andsoon.
Whatkindofanimpactwouldthathaveonyourresultsandyourincome?Thinkaboutit!Youcanbecomeoneofthemostcompetentandwell-paidprofessionalsinyourindustrybycontinuingtoupgradeyourskillsasapartofyourdailylife.
ManageYourTimeWell
PeterDruckeroncewrote,“Actionwithoutthinkingisthecauseofeveryfailure.”Oneofthemostpowerfulwaysforyoutoincreaseyoursalesandyourincomeistoengageinadvanceplanning.
Themoretimeyoutaketothinkthroughandplanyoursalesactivities,themoreeffectiveyouwillbeandthemoresalesyouwillmate.
Useatimemanagementsystem.Anytimemanagementsystemwillhelpyouaslongasyouuseitasanaturalextensionofyourbusinessactivities.Youcanuseapapertimeplanner,aPalmPilot,aBlackBerry,oranythingelse.
Italwaystakesalittletimetolearnhowtoincorporateanewtimemanagementsystemintoyourlife.Butthisinvestmentintimewillpayoff.Ataminimum,youwilladdtwohoursofproductivetimetoyourdayjustbyusingatimeplannertoorganizeyourday.Asyoubecomemorefluentwithatimeplanner
plannertoorganizeyourday.Asyoubecomemorefluentwithatimeplannerandwithtimemanagement,youwilldoubleyourproductivity,yourperformance,andyourincome.
IncreaseYourEarningAbility
Youareyourmostimportantasset,yourmostpreciousresource.Yourtimeistheonlythingthatyouhavetosell.Andyourhourlyrateisthekeymeasureofhowwellyouareusingyourself.Itisthebestmeasureofhoweffectivelyyouareapplyingyourtalentsandskillstoyourlifeandtoyourworld.
Yourearningabilityisyourmostvaluablefinancialasset.Everythingyoudotoincreaseyourearningabilityenhancesthequalityofyourlife.
ReturnonEnergy
WhenIconductstrategicplanningsessionsforcorporations,weconcentrateonimprovingthemeasureofreturnonequity.Thisisthereturntotheownersofthecompanyontheactualamountofmoneyinvestedinthebusiness.Itisthechiefmeasureforstrategicplanningandbusinesseffectiveness.
Inyourlife,however,yourprimaryequityismental,emotional,andphysical.Inyourpersonalstrategicplanning,youconcentrateonincreasingyourreturnonenergy.Concentrateonincreasingyourhourlyrateandontheresultsthatyou
energy.Concentrateonincreasingyourhourlyrateandontheresultsthatyougetoutofeveryminuteofeveryday.
Self-MadeMillionaires
IntheirbookTheMillionaireNextDoor,ThomasStanleyandWilliamDank)foundthat79percentofself-mademillionairesinAmericawereentrepreneursandsalespeople.Itturnedoutthatthemostimportantskillforsuccessinentrepreneurshipwastheabilitytosellaproductorservice.Salesskillsopenedalmosteverydoor.
Bythelawofprobabilities,yourabilitytosellwellmovesyoutothefrontofthelineintermsoffinancialpotential.Theprobabilityofyourachievingfinancialindependence,andevenbecomingamillionaire,ishigherastheresultofbeingbetterinsalesthaninanyotherfield.Andtherearenolimitstowhatyoucanaccomplishexcepttheonesinyourownmind.
ActionExercises:
1.Resolvetodaytodoublebothyourproductivityandyourincome;calculateyourcurrenthourlyrateandmultiplyitbytwo.
2.Planeverydayinadvance;matealistofeverythingyouhavetodo,andthensetprioritiesonyourlist;alwaysstartwithyournumberonetask
3.Starteachdaybyaskingyourself,whatcanI,andonlyI,dothat,ifdonewell,willmakethegreatestdifferenceinmywork?
4.Upgradeyourskillscontinually;alwaysaskyourself,whatoneskill,ifIdevelopedanddiditinanexcellentmanner,wouldhelpmethemostto
doublemyincome?Whateveryouranswer,workonthatskilleveryday.
5.Developasenseofurgency,abiasforaction;getupandgetgoingearly.Workallthetimeyouwork
6.Readsixtyminuteseachmorning,attendsalesseminarsfourtimesperyear,andlistentoaudiolearningprogramsinyourcar;neverstopgettingbetter.
7.Analyzeyoursalesactivitiesdaily;determineexactlyhowmanyprospectsyouwillhavetoseetomakeacertainnumberofsalesandearnacertainlevelofincome;thenraisethebaronyourself.Bethebest!
Anythingthatiswastedeffortrepresentswastedtime.Thebestmanagementofourtimethusbecomesinseparablylinkedwiththebestutilizationofourefforts.
—AlecMacKenzie
CONCLUSIONTHISISTHEBESTTIMEINHISTORYTOBEALIVE.MOREwealthisbeingcreatedinmoreways,allovertheworld,thaneverbefore.
Millionsofnewbusinessesarestartedeachyear,allofthemdependentforsuccessonthesalespeoplewhoselltheirproductsandservices.Almostallthewealthbeingcreatedtodaystartswithsomeonesellingsomethingtosomeoneelse.Youare,therefore,atthefrontofthelineforhigherincomeandfinancialindependence.
Perhapsthemostimportantsinglesuccessprincipleeverdiscoveredislearnfromtheexperts.Youwillneverlivelongenoughtofigureitalloutforyourselfbylivingtrialanderror.Thegoodnewsisthatalltheanswershavealreadybeenfound.Whateveryouwanttoaccomplish,especiallyinselling,hasalreadybeenachievedthousands,ifnotmillions,oftimes.Andwhatothershavedone,youcandoaswell.
Perhapsthemostoutwardlyidentifiablequalityofsuccessfulsalespeopleisaction-orientation.Theylearnaboutanewmethodortechniqueandtheytryitoutimmediately.Whenyoutryanewwayormakingorclosingasale,onlytwothingscanhappen:successorfailure.Ifyousucceed,youkeepondoingit,gettingbetterandbetterintheprocess.
Ifyoufail,ifthenewtechniquedoesn’twork,youcantryitagain,learnfromit,andbecomesmarterandmorecompetent.Butyoucan’tlose!
WhenIbeganselling,Imadeadecisionthatchangedmylife.IresolvedthatIwouldtryanewmethodortechniquefiveortentunesbeforeIgaveuponit.Ilaterlearnedthatnothingworksthefirsttime.Thedevelopmentofkeyskillstakeslotsofpractice.Litelearningtorideabicycle,youfalldownafewtimesbeforeyoumastertheskill.Butafterlearning,youcandoiteasilyandnaturallyfortherestofyourlife.
Inthesameway,allsalesskillsarelearnable.Youcanlearnanysalesskill,includingclosingskills,thatyouneedtoachieveanysalesgoalyoucansetforyourself.Therearenolimits.
Yourjobnowistotakethosepractical,provenmethods,techniques,andstrategiesandapplythemoverandover—untilyoubecomeoneofthegreatestsalesprofessionalsofyourgeneration.
Goforit!
BrianTracy
ABOUTTHEAUTHORBRIANTRACYISONEOFAMERICA’SLEADINGAUTHORItiesonthedevelopmentofhumanpotentialandpersonaleffectiveness.Hekadynamicandentertainingspeakerwithawonderfulabilitytoinformandinspireaudiencestowardpeakperformanceandhighlevelsofachievement.
Headdressesmorethan250,000menandwomeneachyearonthesubjectsofpersonalandprofessionaldevelopment,includingtheexecutivesandstaffofIBM,PepsiCo,Ford,FederalExpress,NorthwesternMutual,andTheMillionDollarRoundTable.Hisexcitingtalksandseminarsonleadership,sales,management,andpersonalsuccessbringaboutimmediatechangesandlong-termresults.
BrianhasaB.Comm,andanMBA,andisthechairmanofBrianTracyInternational,ahumanresourcecompanybasedinSanDiego,California,withaffiliatesthroughoutAmericaandin31othercountriesworldwide.
PriortofoundingBrianTracyInternational,BrianwastheChiefOperatingOfficerofadevelopmentcompanywith$265millioninassets.Hehashadsuccessfulcareersinsalesandmarketing,investments,realestatedevelopmentandsyndication,importation,distribution,andmanagementconsulting.Hehasconductedhigh-levelconsultingassignmentswithseveralbillion-dollar-pluscorporationsinstrategicplanningandorganizationaldevelopment.
Brianhastraveledandworkedinover90countriesonsixcontinents,andhespeaksfourlanguages.Heisanavidreaderinmanagement,psychology,economics,metaphysics,andhistory,andhebringsauniqueperspectiveandstyletohistalks.Hehastheremarkableabilitytocaptureandholdaudienceattentionwithafast-movingcombinationofstories,examples,humor,andconcrete,practicalideasthatgetresults—fast.
Brianistheauthorofmorethan40books,includingThePsychologyofSelling,BeaSalesSuperstar,MaximumAchievement,AdvancedSellingStrategies,The100AbsolutelyUnbreakableLawsofBusinessSuccess,andGettingRichYourOwnWay.Heistheauthor/narratorofmorethan300audioandvideotrainingprograms,includingThePsychologyofAchievement,BreakingtheSuccessBarrier,ThePsychologyofSelling,PeakPerformanceWoman,MillionDollar
Barrier,ThePsychologyofSelling,PeakPerformanceWoman,MillionDollarHabits,TheScienceofSelf-Confidence,ThinkingBig,andHowtoMasterYourTime.
BrianismarriedwithfourchildrenandlivesinSolanaBeach,California.Heisactiveincommunityaffairsandworkscloselywithnonprofitorganizationsnationwide.
BRIANTRACY’SFOCALPOINTADVANCEDCOACHINGANDMENTORINGPROGRAM
THISINTENSIVEONE-YEARPROGRAMISIDEALFORAMBItious,successfulentrepreneursandsalesprofessionalswhowanttoachievebetterresultsandgreaterbalanceintheirlives.
Ifyouarealreadyearningmorethan$100,000peryearandyouhavealargedegreeofcontroloveryourtime,infourfulldayswithBrianTracyinSanDiego,onedayeverythreemonths,youwilllearnhowtodoubleyourproductivityandincome,anddoubleyourtimeoffwithyourfamilyatthesametime.
Every90days,youwillworkwithBrianTracyandwithanelitegroupofsuccessfulentrepreneurs,self-employedprofessionals,andtopsalespeopleforanentireday.Duringthistimetogether,youwillforma“mastermindalliance”fromwhichyougainideasandinsightsthatyoucanapplyimmediatelytoyourworkandpersonallife.
TheFocalPointprocessisbasedonfourareasofeffectiveness:Clarification,Simplification,Maximization,andMultiplication.Youwilllearnaseriesofmethodsandstrategiestoincorporatetheseprinciplesintoeverythingyoudo.
CLARIFICATION
Youwilllearnhowtodevelopabsoluteclarityaboutwhoyoureallyareandwhatyoureallywantineachofsevenkeyareasoflife.Youwilldetermineyourvalues,vision,mission,purpose,andgoalsforyourself,yourfamily,andyourwork
SIMPLIFICATION
Youwilllearnhowtodramaticallysimplifyyourlife,gettingridofallthelittletasksandactivitiesthatcontributelittletotheachievementofyourrealgoalsofhighincome,excellentfamilyrelationships,superbhealthandfitness,andfinancialindependence.Youwillalsolearnhowtostreamline,delegate,outsource,minimize,andeliminateallthosepursuitsthatareoflittlevalue.
MAXIMIZATION
Youwilllearnhowtogettheverymostoutofyourselfbyimplementingthebesttimeandpersonalmanagementtoolsandtechniqueseverdiscovered.Youwillbetaughthowtogetmoredoneinlesstime,increaseyourincomerapidly,andhaveevenmoretimeforyourpersonallife.
MULTIPLICATION
Youwilllearnhowtoleverageyourspecialstrengthstoaccomplishvastlymorethanyoucouldbyrelyingonyourowneffortsandresources.You’lllearnhowtouseotherpeople’smoney,otherpeopledefforts,otherpeople’sideas,andotherpeople’scustomersandcontactstoincreaseyourpersonalproductivityandearnmoremoney.
BRIANTRACYGIVESTHISPROGRAMPERSONALLYFOURtimeseachyearinSanDiego.Eachsessionincludescompleteprew.ork,detailedexercises,
yearinSanDiego.Eachsessionincludescompleteprew.ork,detailedexercises,andinstruction,plusmealsandrefreshmentsduringtheday,andallmaterials.Attheendofeachsession,youwillemergewithacompleteblueprintforthenext90days.
Ifyouareinterestedinattendingthisprogram,visitourWebsiteatbriantracy.com,orphoneourvicepresident,GaryKewish,at1-800-542-4252,ext.18,torequestmoreinformationoranapplication.Welookforwardtohearingfromyou.