Wednesday, November 11, 2015
I know you all have been in sales for different variations of time, but I did want to put in my two cents if I may here. Sometimes it seems we get so focused on the number of sales we are “supposed to make” that we forget what gets us there. Too many times we focus on the numbers rather than the actions. To make clear the point I’m trying to make I’ll say it this way, the product doesn’t make the sale, the price doesn’t make the sale, the appointment with the customer makes the sale, if you can't get the appointment nothing else matters!
The more (QUALITY) appointments you make the more sales you make and it’s that simple.
I still live by the same three rules each and every day that brought me loads of success:
1. Break sales down by the numbers
2. Give the customer a reason to buy
3. Be persistent
I’ll break these down even further.
One: Sales need to be broken down by numbers, and I don’t mean the bottom line.
Example: One sale is made for every 3 appointments. 3 appointments are made for every 6 decision makers you talk to. 6 decision makers are found for every 25 businesses you call on (walk in or telephone).
With this in mind if you want one sale a day, you need to visit 25 businesses a day to try to talk to the decision makers and complete 3 appointments. Sounds like a lot, but keep in mind you are talking to 25 businesses for no more than about 5 minutes just to make the 3 appointments, so really your day wouldn’t be overwhelming. Anyway, the numbers may not be exact, but from what I’ve seen and experienced one sale per 3 appointments is very doable with our products and services.
The reason I’m pointing this out to you is that sometimes we get so focused on the sale that we forget what gets us there. If you do this, the sales will naturally follow.
Two: Give the customer a reason to buy. Simply put this means, you may be able to think of a hundred reasons why the product is a great product, but if none of those reasons are important to the customer, they don’t matter. Selling is taking control, teaching, and tailoring the message (Become a Challenger), finding out what the customer needs figuring out the problems they face and offering a solution that fixes those problems. When you find that one thing the customer needs, you’ll make the sale.
Three: Be persistent. This means, when they say maybe later don’t say ok, and then call them back a week later. Challenge their decision making on the spot! Remember a “NO in sales simply means you haven’t given me enough information to make me say yes. So just because they say “not now” don’t give up, keep challenging them with new ideas until you find the one that makes the sale. (Personally I wouldn’t go so far as to have them need to get a restraining order, but you get the point)
Lastly...ask for "referrals". I can't think of a more powerful selling tool.
Customer referrals = customer retention