When it comes to closing sales we often bloviate way too much in our effort to help homeowners and commercial buyers make informed decisions. Well I hate to break the news to you, but that additional yammering doesn’t really work, so today let’s focus on selling more by talking less.
Now stay tuned in as I share some really wacky sounding comments in the next two paragraphs that originate from Charlie Greer, a fellow sales coach. He presents a different perspective than you’ve probably considered before.
With all due respect the vast majority of the folks you are selling to are not PHD’s or Mensa Society members. They are just regular folks, probably near the median intelligence level. Besides that, many of the people that you are calling on, are part of that huge group of U.S. citizens who take more prescription drugs than the rest of the world combined. Sadly a high percentage of those drugs are antidepressants.
These prescription bottles have stickers on them that say, “May cause dizziness or drowsiness,” and many of them are prescribed to people with ADD or ADHD.
So you’re probably wondering why this sounds like a pharmaceutical lecture, but when you’re selling to the public you’ve got to realize who your prospects really are and adapt your approach to them.
That’s why simple is better when communicating while selling, or selling more by talking less. Everybody has heard the acronym K.I.S.S., which of course means “Keep It Simple Smiley.” Why provide such detailed explanations on everything you’re recommending, and then wonder why most folks can’t seem to make a decision. Ever known anybody who has taken a course on decision-making? Of course not, so why not give this a try:
—Keep it short, as most people don’t have the time or attention span for long explanations.
—Keep it simple, since a confused mind always says, “No.”
—Don’t take bunny trails, stay on message, keeping the conversation business-related.
—Since folks taking medication probably won’t get the punch line and may even get offended, don’t try to act cool and use a lot of humor.
—Cover the basics, give them a price, and then ask them to buy.
—If they don’t buy, drop back and tell them a little more, and then try again for a decision.
Before you speak, ask yourself these four questions:
Who really cares? If the answer was no one but you, don’t say it.
Can I sell without saying it? You can always say more, but you can’t un-ring a bell, so weigh your words.
Will this cause them to like and trust me more? Your job is to persuade folks to feel good about buying from you, so if your words won’t accomplish that, swallow them instead. Always consider what you would want to hear if your roles were reversed.
Is what you’re saying something a person trying to spend the least amount can relate to? Your objective is to show the homeowner or buyer how to spend the least amount of money over the life of the product or system. Everybody wants a bargain, so create that feeling in every feature you discuss and stress the long-term savings.
You can’t hold people hostage long enough to educate them to the point that they know everything necessary to make a knowledgeable decision. They won’t devote that amount of time to you. What they will do is buy with their heart (emotion) and not their head (logic). THE FACTS DON’T COUNT…basically. They are unlikely to remember the details of what you said, but there’s a good chance they will remember how you made them feel.
The old maxim holds true, “They don’t care how much you know, until they know how much you care.” Often, what’s left unsaid, says it all! Just make sure they feel that you’re looking out for their best interest. When that occurs people will want to be your customers.
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