Reposted from Ausbf.

 

For the last 13 years I have worked, mostly directly, in sales. The concept of selling is much maligned amongst those who don't earn their supper from it and for good reason. I want to go on something of a tangent today and talk about sales, but particularly my personal philosophies on the matter.

 

Many companies and products have caused a lot of harm to people throughout the years. My favourite story is that of the Timeshare riverboats in 1980's Queensland. Yourself and your partner would be ambling along a riverbank and a very enthusiastic and pleasant young man would come up to you to tell you of his riverboat cruise. The wonderful thing was that the cruise and the meal was free! All he asked of you was to listen to a small presentation they had about how you, as a couple, could come back to Queensland each year in comfort. Intrigued, you both hopped on the boat. Drinks and a meal were served as the boat left its mooring. Shortly after the presentation would start and at that time you sensed something was wrong. Why was the guy presenting this telling me about this timeshare thing that costs thousands of dollars and acting as though I'd already bought it? After a long hard sell a salesperson would sit with each couple and then apply further pressure with questions about financial standings and a lot of emotional bargaining. When the boat finally hit the pier all the salespeople would stand in rows at the exit with each one of them shaking your hand and making one last pitch.

 

Writing that makes me break out in a cold sweat. Marry it up with the thousands of telemarketing calls made each night into the privacy of people's homes and it's no wonder sales has a bad name. This is the name I have to fight against. My customers have a lack of trust in any product offered that wasn't asked for, and some of my staff have an equally tough time in presenting products that the client wasn't expressly interested in. Hopefully, if you can make it through the rest of this column, you'll have a better understanding of how sales is the purest form of service and, especially for those in a sales line of business, how you can go home every night feeling good about what you do.

 

Here's the first of my philosophies. Your customers always want to say no. Various reasons can be appended to it; need to speak to my partner, need to see it in writing, haven't got time and so on. Some of these are true, but whether they know it or not, for the most part your customers say no because they don't like change... and saying yes means you have to make an effort. Your job as a salesperson is to make it easy for people to say yes when you offer a product that will make their life better. Think of the people that hand out catalogues in the mall. The person who stands there and asks people to take their catalogues will not succeed. The winner in that situation is the one who thrusts it in peoples hands. Now, cataloguing is an ugly game and I only use it here as an analogy. If you don't place something into someone's hands they're very unlikely to take it of their own volition. Interestingly, Cobra, Australia's largest direct sales company, teaches their staff some psychological tricks to help them sell products. Whatever you're selling they say to push it towards the client, in the case of women towards their breasts and towards the genitals of male customers. This provokes a defensive reaction and they take the product... having the product in their hands can lead to a sense of ownership (says Cobra) meaning a higher chance of making a sale. Ugly, isn't it? Your job, as an enlightened and evolved salesperson is to make it very easy for customers to get what they need. Make the decisions for them and place the objects in their hands because the average human won't make a value judgement on the product, instead they'll focus on whatever it is they came for.

 

My second philosophy will mean a juggling of perspective for some. Read closely... if the product you are offering to the client is in their best interests in that it will make them money, save them money, make their life easier or any other positive benefit, don't let that customer go without taking it. Most customers will just say no (because saying yes means change) so they will talk themselves out of products (and a lot of them because they don't trust the intent of the seller, thanks very much timeshare). Thing is though, that person has a family member or friend who cares very much about them. That friend or family member would want for them very much to have that product as it will be better for them. My Nan is the rockingest most awesome lady in the world (next to my rocking mum), Nan spends her time on the internet where she uncovers family trees then uploads entire timelines onto websites. She's funny, uncannily intelligent and just awesome to have around. But Nan will say no to you if you try and sell her something... but I don't want you to stop. Tell my Nan why it's good for her and make her understand that you really do care and want to help her. Too many salespeople will stop at the first objection... but if the product is right and you stop then you're saying you have no belief in the product. Many is the customer I've told that I won't sleep tonight if they don't take it because I know it's right for them. I give them my name and my direct contact number and I stand proudly behind what I sell. As I used to say to my telemarketers when I was with Optus, if you don't make the client take that package which we've just proven saves them $x per year, you have their address, head over to their house and kick their dog because that's how little you care for them.

 

Now, you can't fake this level of care. You either sell things because you genuinely care or you sell them to hit target. I believe that targets are bull****. If you are really assessing the needs of the people you speak to and you are genuinely committed to making their life better you will blow away every target set before you. I was legend in my time at Optus as my division would smash targets day in and day out because each person felt they were doing something good. And I tell you this, if you can take an average telemarketer who cops abuse all day and help them go home feeling they've contributed something special, you're on the right track.

 

Righty-ho, now let's look at some of the basic psychology of selling and in particular how you can turn these cold and cynical pitches into something warm and fulfilling. A lot of sales people have the right intent but lack the linguistic finesse. By utilising the below tools you can start to develop a framework with which to demonstrate your concern and your good faith. I personally will do and use whatever it takes (except intrusive measures that involve your groin) to sell a client a product that, based on my investigation and what they've said, is good for them.

 

 

Social Proof -if other people like it, it must be a good thing

 

We are a social animal. People are very rarely interested in trying out something radically new as there is too much danger.. what if it doesn't work as they say it will? Instead, we look to others so that if everyone else is doing it, why aren't I? This commonly takes the form of "I've had many customers take this product/offer up and it's something our business is very proud of".

 

Liking - you and I are similar, therefore I will like what you like

 

A customer walks in the door of your shop and says 'f**kEN G'DAY, HOWZIT GARN?'. How should you respond? Most business still have a stuffed-shirt when it comes to relating to their clients. They set standards for all interactions from your words to how you say them to how you stand when you deliver it. I say to hell with that, start treating customers like people. My response that that guy would be 'good thanks mate, howzit goin' with you?' I'm not going to deliver it in a vulgar fashion, I'll do it politely as I am at work, but at least I'm showing a human side. Customers will buy from people they are similar to as they feel more comfortable dealing on that level. And how do you demonstrate a similarity if you're a young person and you're speaking with an elderly lady? Well, you have a Nan don't you? And she has a grandchild?

 

For call centre workers the easiest thing here is to match tones. Whatever level the customers comes in at, you response just a fraction of a note higher and just a fraction faster. Always come in on the up side of the clients tone. A really tough game here is to slowly build pace and pitch so that by the end of the call you've actually lifted the clients mood. Try it, it's really tough because if you go too high too fast they bottom out, but when you get it right you can make a person's day.

 

Reciprocity - I did something for you, now let me do something else for you

 

If you are dealing with your customers as though they are a real person and have built a genuine rapport, it's time to introduce reciprocity. This is the least adaptable of all the principles as it requires you to do something nice for the client that benefits you however costs them nothing. In my gig it's about amending customer's accounts to reduce fees or liabilities. Once this is done you have demonstrated that you care primarily about their wellbeing, it's like proving you're well-intentioned. When that's happened you can then say something like 'now that I've done that for you, I'm hoping you'll let me do something else', which is where you provide further value in a product or service that meets your client's need. The customer is not always right and you are not a simpering fool unable to deal with a person on the same level. If you've done a good deed, let it be known then use it to give the client something of high value that they might refuse otherwise.

 

Scarcity - get it while it's hot, get it while it's buttered

 

I never used to like this one. This is the one where some punk rings you and tells you about a special offer that's only available for tonight only. Of course, it's a permanent item and always available, he just wants a sale. Some items are scarce, special offers and sales for instance. But the item that is most scarce is you, the salesperson. If you're demonstrating real care, if you're asking the right questions and using the above tools then it's okay to use it to help the customer. This sounds like "I've really enjoyed talking to you today, look, the next time you visit/call you probably won't get me so can we take a few minutes now to make sure that everything's going alright for you? Great, so let me ask you...."

 

Authority - I know what I'm talking about

 

This only works if you know what you're talking about. If you are confident in your decision making or advice, if you are confident that your product matches your client then say so. Let them know your experience and use it to add strength to the pitch. Most importantly at this point, you need to back it up by making yourself accountable. Give them your name and a number to contact you on. This shows you aren't the kind of guy that talks **** to sell a product only to f**k off into the woodwork when the client comes back to complain.

 

 

 

Essentially the column is this... selling is caring. I've never sold a product that I've regretted afterwards. Everything I've ever sold (and the sales made by people I manage) is in the best interests of the customer. I feel good about selling, I feel invigorated when my people receive compliments back. I truly believe in taking my products and putting them directly into the hands of customers who will benefit from them. You should concentrate on this and make the sale effortless, do everything you can to make it easy for your customers to get what they need.

 

Thank you to the two or three people that made it all the way through!

I made it!

 

Personally I think being a sales person depends on your character. I did IT consultancy sales for 3.5 years - I earnt good money from it but I found it really unnatural. I did gain immensely from the experience, all of which I use in my current role where I am a consultant primarily and sales experience helps me be a better consultant - but I don't think I'd ever go back into it.

Edited July 15, 200816 yr by TikkakoskiKP

I sell every day and love it

 

Essentially the column is this... selling is caring. I've never sold a product that I've regretted afterwards. Everything I've ever sold (and the sales made by people I manage) is in the best interests of the customer. I feel good about selling, I feel invigorated when my people receive compliments back. I truly believe in taking my products and putting them directly into the hands of customers who will benefit from them. You should concentrate on this and make the sale effortless, do everything you can to make it easy for your customers to get what they need.

 

 

Mate that is what it is all about. You hit the nail on the head

I'm interested in the groin selling. Where can we get together so you can hand things to my groin?

 

 

Thanks for that, I quite enjoyed it. Personally, I hate sales, hate advertising with an absolute passion, hate sneaky/viral marketing with even more passion, just pretty much hate everybody which is why I am not in Sales.

 

I'd buy something off you if given the opportunity but, I do all my research before I buy a product, then I approach the salesperson and ask/demand what I want. I prefer the impersonal way of internet shopping, no bull**** just prices/specs right there in front of me. Could be swayed though.

 

I do agree with a lot of things you said and I can see how it works for you. Thanks for the cross-post. Personal reasons for not logging into AusBF.

Good article. I'm not a big fan of selling but I get a real rush from helping people out.

 

I mentioned this in the other thread but do you mind if I send this to some of the guys from work. We get alot of these articles like yours from the guy who does the column in Retail Magazine - I forget his name - but a reminder wouldn't hurt them.

You would have to buy the distribution rights from him. He would feel good about selling it to you though.

Good read, some very good advice in there too.

 

I did notice a few things in there that I managed to do today without actually realising that is what I had done.

 

I agree with the caring part, not too many people care about what they are selling or who they are selling it to. I am guilty of this quite a bit, in too much of a rush sometimes for my own good.

 

Also the caring thing is very relevant if you work with the same customer base day in day out over multiple product lines, if you can be their mate they will talk to you. Once you get them talking you wont have to ask questions and they will divulge all the info you need to sell them your warez

But !

 

:hi:

I really don't like sales people in general, im sure there are good ones i just don't

get to meet them...i only seem to deal with the idiots.

 

U sound like a good salesperson roger.

 

Perhaps i do met good salespeople but don't remember them because they

didn't annoy me or frustrate me like a bad salesperson.

 

I don't have the right personality to sell stuff.

Edited July 15, 200816 yr by AsamaTatsu

He would feel good about selling it to you though.

LOL

 

Feel free to use my column. I've got another coming up about people management which will also hopefully be of assistance to some people.

 

But !

 

:hi:

LOLx2

 

Remember that time when you worked for me, but we couldn't take each other seriously and turned our 15 minute coaching sessions into really deep 45 minute conversations? Can I call you at lunchtimes, I don't have anyone else around who satisfies my needs in that way.

Just pick up your phone. If you hear the heavy breathing in the background its me. Im listening !

You do know when no one was watching I sometimes enjoyed helping people.

 

:sweat:

how do i counter all this?

gees i get telemarketers all the bloody time about timeshare and what not.

i had this one guy tonight that rang about some great deal at a hotel. And you know how when you first pick up they start there pitch instantly and go on and on not letting you say for like a few minutes. well this guy went ape **** after i told him i want interested in what he selling and went on about how i wasted his time and what not.

well if he would of let me say something before hand he could saved some bloody time.

Well Piro I generally just let them do their first 2 minute spiel, and if they don't get the message, I let them know that I'm only 17 but my dad can talk to them, place the phone down and go back to whatever I was doing .

 

I've only had to do it once though, every one of the other telemarketers has been very polite and understood right off the bat that I'm not interested... Especially Telstra/Optus salespeople who try to sell me their plans [lol].

meh, know youre all selling yourselfs , which is basically prostitution .

I made it!

 

Personally I think being a sales person depends on your character. I did IT consultancy sales for 3.5 years - I earnt good money from it but I found it really unnatural. I did gain immensely from the experience, all of which I use in my current role where I am a consultant primarily and sales experience helps me be a better consultant - but I don't think I'd ever go back into it.

 

you and i are eerily alike.. ye gads.

 

 

i could sell if i wanted too.. and had absolutly no problems ripping off customers that were bad people. (sold a $700 pc solution for almost $3000 to a guy that ripped off his employees and talked down to them)

 

it helps me see thru peoples quotes on big it solutions, and the sellers business's hate me for it.

 

I dislike most sales people, i am one of those customers that knows exactly what questions he wants to ask, and only wants an answer for them. I got no time for small talk, and a good salesman to me is someone that knows their product and can be put on the spot about it. Some of my questions are geared towards seeing how well the salesperson knows the product before i ask my real questions.

Edited July 15, 200816 yr by M49NUM

Okay, 8/10 times those telemarketers are not sales people.

 

They are some dude in a call center in india reading off a script.

 

Ask them a question about something completely unrelated and you'll be met with a wall of silence as it's not within their script. If they do happen to answer it they probably do know a little about what is going on.

i dont entertain telemarketers.. i screen all my calls.

As soon as I hear the pause where they don't answer for a few seconds and all of a sudden some super fast speaking indian starts talking I hang up.

So how many of you sales people still have your soul?

The only way to become a sales person is to sell your soul first!

Smoov did you even read my column before you posted that?

 

I conduct myself ethically and with great concern for the welfare of my clients... I've always acted in this way regardless of the company I work for (which is why I quit door to door at the age of 17 after 2 hours because I realised I couldn't believe in what I was selling).

 

Don't be so narrow-minded.

Amen. I recommend getting to know your product inside-out. People will always come up with an important question on it, and you need to be able to answer them without ever bullshi**ing.

So how many of you sales people still have your soul?

The only way to become a sales person is to sell your soul first!

 

I have never sold my soul only the product I have to sell everyone sells if you work in a restaurant you sell the menu if you work as labor you have to sell your skill if you work in service you have to sell your service.

Smoov did you even read my column before you posted that?

 

I conduct myself ethically and with great concern for the welfare of my clients... I've always acted in this way regardless of the company I work for (which is why I quit door to door at the age of 17 after 2 hours because I realised I couldn't believe in what I was selling).

 

Don't be so narrow-minded.

 

Seriously guys its only a bit of tongue and cheek, its a saying we have here at work, as I work in advertising and media as a graphic designer and none of the sales people take offence just a bit of fun.

 

A lot of people on these forums are too serious and take every little comment out of context or over the top. I dont think all people have personal vendettas against others especially on this forum. A little smile or laugh doesnt hurt or go a long way.

how do i counter all this?

gees i get telemarketers all the bloody time about timeshare and what not.

i had this one guy tonight that rang about some great deal at a hotel. And you know how when you first pick up they start there pitch instantly and go on and on not letting you say for like a few minutes. well this guy went ape **** after i told him i want interested in what he selling and went on about how i wasted his time and what not.

well if he would of let me say something before hand he could saved some bloody time.

 

Piro, if you don't want these calls, you have to hang up as soon as you've worked out it's a telemarketer, don't even let them finish their pitch. My understanding is that the telemarketing companies "give up" on a number after a while if they've had no success.

 

Roger, i'd be interested to know if the above is in fact the case, can you confirm?

 

All I know is that I have always hung up on telemarketers in the past, and I haven't got a call from them in years now. Also, it seems that the people who are too polite to say "No thanks" and hang up are constantly getting these calls.

They'll never give up. It used to be a thing called OzonDisc and we'd rape the numbers until we got a result.