“Oh…I am not selling!'”
That was the reply I received from a speaker when she was diving into her sales pitch in her talk. Moments prior I had blurted out, ‘There you go! Awesome!’ Everyone in the room laughed because they knew I am known for my ability to sell from the platform and I was overcome with pride when I saw her delivering an effective close. As a matter of fact, I was so overwhelmed with pride I audibly congratulated her in a room full of people in the middle of her close.
Yet, her reply disappointed me and most likely the audience. It disappointed me because she is one of the many who view selling as a second class occupation and didn’t want to admit that selling is what she was doing. It disappointed the audience I am sure because it was a lie.
At this same event, I had been asked to speak on selling and I developed The Ten Commandments of Selling for this talk.
1. Sell with Pride and Enthusiasm
It will be obvious if you embrace and enjoy selling. If you do, your sales will sky rocket. Yet, if you view selling as a second class profession, do not be surprised when your checks reflect that you are the employ of a second class profession.
2. Show Them How to Purchase
As a speaker, I will hold up an enrollment form in front of the group and walk them through the enrollment process. You must get to a point where you walk them through the purchasing process and explicitly show the prospect where to sign and take the next step.
Hold your product as if you are holding a new born baby. If selling a home, open the door with care and if you see dust on the counter wipe it off gently as if to say, ‘This home is valuable and I want to take care of it even though it isn’t mine.’ I will peel the shrink wrap off the CD album as I am talking to the group and hold it to my chest. If I don’t value the product in front of the group What are the odds they will value it enough to invest in it?
4. Don’t Close & Assume
The assumptive close is perhaps the most powerful closing technique because you are implying that your product is so good no one could pass it up. If you must seek permission to be comfortable yourself with the assumptive close, say something like, ‘Why don’t you give it a try?’ or ‘Just sign right here and we will get you going.’
The salesperson who is a master closer will be so because they have mastered the art of asking questions. Have a piece of paper handy and ask questions of your prospect. Make sure the questions are intelligent, cause them to visualize themselves owning the product and promote a positive response or emotion. Make sure that the prospect is intelligently engaged in the sales process and your closing ratio will sky rocket!
6. Tell a Story
If possible about your product of someone who used it and had tremendous results. Make sure the story is one hundred percent true and a testimonial letter from a satisfied customer would even be better.
You will need to supply your prospect with logical reasons to purchase, so when they leave they do not have buyers remorse. With that said, the actual purchasing process is an emotional one. Words that inspire emotion are ones that have the prospect seeing themselves utilizing the product and enjoying it. You might say, ‘Imagine the peace of mind that you are going to have when you have this insurance policy.’ This statement is one that requires the prospect to visualize themselves in the future benefiting and enjoying the product. This will stimulate their emotions and dramatically improve your chances of closing the sale. It is important to understand that you are not manipulating when you do this. Instead, if your product is good you are enabling them to see how good it is and how good it will make them feel. If they purchase and your product does indeed do this, you have not manipulated you have inspired happiness in their life.
8. NEVER Wing It
There is no glory in winging it. I know some salesmen who believe that if they can walk into a sales presentation and wing it, it proves that they are great sales professionals. No it doesn’t. It proves that they failed to do their research and are ineffective time managers. The glory is in understanding the sales process and nailing it every time to catapult your success and bank account.
Raise your hand right now if you are a procrastinator? If your hand isn’t up right now, I am guessing it is because you are going to raise it later right? When your prospect walks away from you the odds of you closing the sale have just dramatically decreased. If you have done your research and homework then you have prepared an offer that they can not afford to walk away from. While your profit margin may be lower per unit, you will without a doubt sell more units and the final profit should be your focus.
10. Ask for Referrals
After you have closed the sale, this person is your best source of new business. If you have sold them professionally and provided them with a great deal simply say, ‘You have made a great decision. You are going to love this product. Do you know anyone who might benefit from it as well?’ At this point give them ideas Ask questions that inspire the kind of answers that you want. You have to plant the ideas in their head.
My field of speaking is filled with men and women who view it as below their dignity to sell. They feel the role of a speaker to be a professor and to sink to the level of salesman is a second class position. Perhaps the reason I wholeheartedly disagree with this is that I don’t believe there is such thing as a second class position. I believe The Queen of England is of no higher class of a person than my father who is a police officer or my mother who cleaned houses for a living for most of her adult life. I fail to see one human with a brain, spinal cord and heart of higher class than someone with the same equipment. Sales is not a second class profession. There is no such thing. So sell with pride and enthusiasm!
Ron White has spent over a decade training business professionals and students how to improve their memory, grades and income. He has appeared on FOX television, broken a Guinness Record by memorizing a 28-digit number in 75 seconds, been a guest on over 35 radio programs in the United States and Canada, and his articles have appeared in print across the country.