Sales Note

I realize that for many sales people, the end of the quarter is looming. So as you work to finalize various deals, here are some statistics that you should remember.

* 20% of people will always buy the cheapest price no matter what.
* 3-5% will invariably buy the most expensive
* 75% of people like you and me will occasionally buy on price if we have no other reason to base our purchase decision on.

The messages is this - give your prospect a reason to buy "you" and the not the price of your product.

Sales Training for Clowns!

Jenna Bradley sells Imaging Equipment for a company that is made up here (just like she is). As a matter of fact, all the characters are fictional to provide you some daily entertainment, but hopefully the message this blog provides isn't lost. Enjoy!

Today's the day! Today's the day I get to sit through 8 hours of Sales Training. I can hardly wait. No really, I can hardly wait. I could use some Sales Training this week. So far this month my only "yes" turned into 6 "No's" from Banks who seem better equipped and more willing to torture people than interragators from the Abu Ghraib prison.

When they introduce the Sales Trainer all I can see are his shoes. Wow, he certainly has walked a lot in those shoes. I'm pretty sure they used to be brown, unless he thinks mustard is really a color for mens shoes. Maybe I'm too judgemental.

He begins, "The quickest way to yes in this economy is to listen, really listen to your customer. If you can emphasize with them, they will become your best friend." Oh good, I think. I could use a best friend, maybe two. And then I can ask my new BFF if they can make my mortgage payment. Why, why, why am I so cynical?

He continues, "I'm going to show you today how learning to ask questions and listening to the answsers will make you a Sales Superstar." He asks, "Why don't we ask close ended questions?" I'm not sure he is looking for audience participation but John Wayne from Atlanta jumps to his feet. (Yes, that's really his name!)John Wayne yells, "because Close ended questions are Closed." Oh, and I had so hoped he would win the toaster.

The speaker then spends the rest of the day going through the differences of open and close ended questions, how to set up open ended questions and then... role playing. Personally, I would rather cut off my left leg than to role play. Ever! And no matter what any of us did - according to this Sales Training guy, we just couldn't get it right. My boss, Shrek, likes to pipe up from time to time and offer his valuable insight to the group, as if a promotion hangs in his future. I notice though that he doesn't look so much like Shrek anymore. I think he ACTUALLY did get his stomach stapled. (Which could be why he never calls anymore.) Now he looks just like Yoda from Star Wars. It's funny how losing weight can make you look shorter but your ears bigger. Fat or skinny, the dude is still Green.

When it's over we meet in small groups and discuss the day. The Philadelphia rep Jeff Morgan is in my group and is the first one to speak. "Here's the thing about closed and opened ended questions," he begins. "Closed ended questions actually aren't bad if they are used for important questions where you need to know a specific answer or if you are trying to establish credibility with your prospect. For instance, I may need to specifically know when someone's lease is up on equipment they already own. I have to ask a close ended question to get that answer. And when you think of open ended questions, you can't just walk into a meeting and begin asking a bunch of open ended questions. You haven't established any credibility. I use what I call credibility questions to actually establish my credibility, and these are generally more close ended, and then I move to open ended questions"

Yoda looks confused and actually so do I. But Yoda says he agrees with Jeff's assessment and so I look at Yoda and ask, "Can you give me some examples of what you mean?" Yoda looks like he wants to cut me off at the knees, as if for a moment we all might get to see as a group how his reputation as Ted Bundy actually unfolds. "No," he says, "This is Jeff's moment, lets let him tell us." Pity, I think.

Jeff begins, "Let's say you don't know the prospect and you want to establish credibility. Credibility as an expert in your field. You could ask questions like - How many pieces of Imaging Equipment have you purchased or used in the past? Were they 2D, 3D, 4D or Hologram? Were they Open or Closed? Were you able to adjust the resolution using Coral or GreenSave software? Could you magnify them using standard magnification mirrors or did you have to send them to Johnson Company for perfect magnification? So in less than a minute, I have just told the prospect that I know something about my field and probably more than he or she does. And I have done this by asking a series of close ended questions." He continues, "Often times I will ask a question someone can't answer. I have to be careful then not to appear arrogant and I might slightly downplay the answer if it appears they seem uncomfortable with their lack of knowledge."

"And because my close ended questions have provided me a lot of information, when I begin my presentation I feel like I have some pretty valuable stuff to work with," Jeff says.

"Then, I tailor what I'm going to present. I structure the open ended questions I'm going to ask, around their previous responses and reactions. And, in asking some of those closed end, credibility questions, I usually uncover several, specific reasons why they are looking at buying a new piece of equipment. But no matter what, it's only after I have established credibility can I begin to ask broader, open ended questions. Like, what are the challenges they are currently facing, what is their vision specifically with this new equipment, how do they see this new equipment helping them with their vision, etc....And, if I don't understand or I'm not certain they are exactly sure what they are saying, I will ask them to explain what they mean. I am not afraid to ask someone to restate if I am not certain. Sometimes I may ask someone to repeat something, several different ways. Then I have clarified it in my mind and it's now clear in their mind. You might be surprised to find that getting someone to yes simply means having them say back their reasons for purchasing on several occasions and at the close reminding them exactly what they said."

Wow, I think. This is the guy who should have taught the class.

Selling is not simply a job, it's a skill that's continually built upon over time. We are dedicated to helping you navigate and grow during good times and bad. Sales-Negotiation-Training.net

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