Today, the sales ABCs are not what you think they are!
There was a time if you asked me to recite the sales ABCs for selling success I would proudly trumpet Always Be Closing.
That was then.
Today is a new day. Actually, it has been a new day for a while. Some salespeople just haven’t clued in.
New Day Better Mouse Trap
Ralph Waldo Emerson is believed to have said, “If you build a better mousetrap, the world will beat a path to your door.”
The irony is that sometimes better is not better at all. It is just different. In the end, whether you use the new better shinny object or stay with the dull used one, there is little difference.
Not so in the realm of the belly-to-belly sales arena. The sales ABCs, as was hammered into me and many like me, are not just dull by catatonic.
The days of trial close, trial close, trail close are over.
Yes, trial close once to get a bearing of where you are in the sales process. That’s tactful.
Reality is buyers would be a little concerned if you did not ask for the business.
Regardless of your moniker, sales consultant, sales associate, partner, you are still a salesman. And the person across from you knows it. They expect you to ask for their business. Tactfully. And once.
Get Out of Your Way
Pogo, in Walt Kelly’s 1960’s comic strip, quips “We have met the enemy and he is us.“
What genius. Today that ought to be stenciled on the palms of every salesperson.
Salespeople deceive themselves in focusing on value. You know, when value outweighs price the prospect will buy.
We have met the enemy and it is value.
Fixating on value is the Vaseline causing sales to slip through your fingers.
The New Sales ABCs of Selling
Like the Swiss watch, the sales ABC’s have morphed out of necessity to meet the demand of a new buyer ethic.
The buyer code today is ‘Thou shalt not be stumped by the salesperson‘.
The buyer formula is:
- research the product,
- narrow it down to the model,
- identify up to three Dealerships, and
- go get it.
Hence, when you meet this buyer, the new sales ABC’s are Always Build Connections.
It is no longer about value.
It is about building a connection with the buyer as you present what he came to buy.
For the buyer, the focus is on the buying experience.
The new ABC’s of selling are “Always Build Connections“.
3 B’s to Achieve Over-the-Top Buyer Experience
To provide an over-the-top buyer experience, adhere to these three guidelines:
- Be Attentive. The buyer will tell you what she wants, the features, the color, the extras.
- Beware. The buyer likely knows more about the product than you do. And, if the buyer does happen to call a gizmo a widget, gently correct her. The error might simply have been a test to see if you are the type of person she wants to deal with.
- Be Courteous. Yes, give the buyer the respect she deserves and she, in turn, will reward you with a commission.
Make A Friend Make A Sale Is Old School
By-the-way, if you have ever been told make a friend and you’ll make a sale, please deposit that in the same bin as always be closing.
Buyers don’t want a friend. They want someone who knows about the product and is prepared to get them what they want.
They want a sales experience – no strings attached. Friends come with baggage.
Summary Sales ABCs
I opened with the sales ABCs of selling. Now I’ll close by sharing my DEF summary.
My DEF summary is simply this Don’t Ever Forget.
Don’t ever forget the wisdom of Zig Ziglar.
“You can get everything in life you want if you will just help enough other people get what they want.”
The number of buyers going to the car store, furniture store, appliance center, jewelry store, or any store to learn about a product is dwindling.
When a prospect walks into your showroom, she is there to buy. The research is done. The decision has been made. It is no longer if it is when and from whom.
Focus on building a professional connection along with a great sales experience. Then and only then, as they say, the commission voucher is on its way.
Remember: Nothing happens until someone sells something.
Sales Champions – people like you – Make It Happen!