Just Sell Me!
Lately it seems like the most common approach I have been seeing and hearing about comes in some form of the soft-sell. Why is that? Well, I think it’s because everyone is worried about being that pushy sales person who turns people off the minute they start talking. You know that person… the one who sees you as a number rather than a "human being."
I think it’s the same reason people use other job titles, like account executive and account manager, rather than putting the word SALES PROFESSIONAL in big bold letters on their business card. It’s all about relationships, and selling takes time… right?
Well, "yes"… and "not necessarily." Sometimes you just have to go for it! It’s about using good judgment and good taste… and knowing where the line is… to ensure you don’t cross it.
If you are charismatic, highly-skilled, and have the ability to read people, you can be a "hard-core" sales person who is all about the numbers, AND at the same time, cares about people AND cares about matching a high quality solution to the client’s needs.
I was talking to a buddy of mine today, and we got to laughing when I told him, "You know what? When I’m the consumer, I don’t think the soft-sell works on me. I want the sales person to get straight to the point and just sell me!" If I like the opportunity, I’ll ask questions and look for the sales person to provide me with their expertise and recommendations. The more excited they get me about buying… the more I like the sales rep… the more I want to buy from them!
So here’s my point. People who are teaching us to ONLY take the soft-sell approach are basing their advice on their own personal preference. This is what they like… it’s comfortable for them… and guess what… that’s OK… when they are the buyer… not the seller! Our greatest success will come with the ability to be flexible, and approach each client the way they like to be sold. There are those who like the soft approach, those who want you to get straight to the point, and those who fall somewhere in the middle.
What are some of the techniques you use to size up your prospects within the first 2-3 minutes of conversation? How can you tell when you are using the right approach versus needing to back up and readjust?
I think it’s the same reason people use other job titles, like account executive and account manager, rather than putting the word SALES PROFESSIONAL in big bold letters on their business card. It’s all about relationships, and selling takes time… right?
Well, "yes"… and "not necessarily." Sometimes you just have to go for it! It’s about using good judgment and good taste… and knowing where the line is… to ensure you don’t cross it.
If you are charismatic, highly-skilled, and have the ability to read people, you can be a "hard-core" sales person who is all about the numbers, AND at the same time, cares about people AND cares about matching a high quality solution to the client’s needs.
I was talking to a buddy of mine today, and we got to laughing when I told him, "You know what? When I’m the consumer, I don’t think the soft-sell works on me. I want the sales person to get straight to the point and just sell me!" If I like the opportunity, I’ll ask questions and look for the sales person to provide me with their expertise and recommendations. The more excited they get me about buying… the more I like the sales rep… the more I want to buy from them!
So here’s my point. People who are teaching us to ONLY take the soft-sell approach are basing their advice on their own personal preference. This is what they like… it’s comfortable for them… and guess what… that’s OK… when they are the buyer… not the seller! Our greatest success will come with the ability to be flexible, and approach each client the way they like to be sold. There are those who like the soft approach, those who want you to get straight to the point, and those who fall somewhere in the middle.
What are some of the techniques you use to size up your prospects within the first 2-3 minutes of conversation? How can you tell when you are using the right approach versus needing to back up and readjust?
I agree! Years ago when I was training sales people I used to tell them they were obligated to show people how they could buy. Othewise they were wasting the prospect's time.
Now, I sell my own consulting services. I can't imagine talking to my prospects about their business issues and not telling them how I can help them achieve their objectives as well as what they need to do to take advantage of my services!
Reply to this
I like the idea of showing people how they can buy! It reminds me of a concept I recognized a few years ago when I heard people ask, "How may I help you?" ...based on your comment... once you uncover the customer's needs, the sales phrase would be more like, "Here's how I can help you!"
Reply to this
I had a friend who was very attractive, and could always get to see the top guy. She figured out real fast that she could afford to give them 5 minutes and if they didn't buy, she wouldn't waste her time. We all have to sell ourselves and what we can do for the customer.
Reply to this
This post is right on. The best way to build a relationship with a business prospect is to make them a customer. Sellers always have the right to call a customer and it is through frequent opportunities to talk and meet that a trusting relationship will form. For more on this topic, see this post that I wrote for Sales and Marketing Loudmouth:
http://salesandmarketingloudmouth.com/2008/05/21/building-relationships.aspx
Reply to this
Once they are qualified to buy a solution to their problem, and you are qualified to offer said price-appropriate solution, why hold back? Sometimes the qualification goes really fast, and you're at 3d base looking home within a couple minutes. Time to steal home.
Reply to this
"Time to steal home!" That might be the line of the day. It takes great speed, efficiency, and talent to accomplish that feat… Great analogy John!
Reply to this
I stole it from Dave Kurlan, I think I just got here before he did...
Reply to this
Sizing up in 2-3 minutes for me is all about finding out more about them than they learn about me. To make that happen I use some variation on:
Before I talk about what I do, what is your day filled with so I can target my "spiel" to areas I may be able to help.
If they aren't willing to begin there, my experience has taught me that they probably aren't listening anyway.
Reply to this
Hi,
I completely agree with the premise that we in sales deal with all sorts of personalities, from those who want "bullet points" to those who want the whole nine yards and who need that warm, touchy, feely experience.
At the end of the day, 99% of our prospects are not stupid. They know that, no matter what your business card says, you are a sales person. The only thing I have had a problem with is the use of the word "account". I personally don't like to be thought of as an account, but rather as a client or customer.
My two cents.
Reply to this
George... it's funny you bring up the bullet point thing... a couple of years ago somebody told me that I was a bullet point thinker. "How can you tell?" I asked. They smiled and replied... you talk in bullet points. As I thought about it... I said... you're right I do think and talk in bullets!
Reply to this
Doyle,
Some very good points. I am in the middle as a sales rep. I know just from talking to someone in the first few minutes, if they just want me to sell them, or others that you need to chat with, get to know them. They take more time.
The way I know they are interested are if they are asking questions. If they are not, you are using the wrong approach, and have to switch to soft sell or hard sell.
Mark Secko
Mantralogix
msecko@mantralogix.com
www.mantralogix.com
Reply to this
I agree soft selling kills the buyers time but Pushing the product to the buyer with sales pitch will also be too offensive. At the end of the day, it is the Sales guy's experience which can take him through by changing his approach.There can be no fixed norms.Each Human is different and hence you have to modify your approach to meet the individuals need. Do not end up in selling a product which you think a client will not find it useful at all. This professional ethics has to be followed at all times.
Reply to this
I couldn't disagree more and I write this stuff.
The standard issue Glazer-Kennedy long-form sales approach (Who else Wants to Make a Million $$$ Before Dinner?) is in abomination. So is most site text.
It insults the intelligence of the reader (it insults the intelligence of a chimp), it's not as easy to read (a content accessibility issue) and that hard sell gibberish makes any site look as tacky as a carnival midway.
All sales copy must be tailored to the ideal buyer. I don't think a Wall Street suit making six-figures is going to fall for the "Lose Weight or Die" approach to sales.
Hyper-activity doesn't sell product - benefits sell products. How does this make my life better, more productive, healthier, more rewarding,blah, blah, blah?
Sorry, Doyle. I think you've got it totally backwards.
editor@webwordslinger.com
Reply to this