The Selling Newsletter April 2009

So the next time you hear a customer say, “I don’t have a budget” or “We can’t afford it” you will recognize what it really means. As Weiss points out, your selling includes showing a customer why your products and services are worth paying for. When they’re not worth it, from the customer’s perspective, you will hear, “We don’t have any money.”  What they really mean is that what you are selling just isn’t a priority for them.  Your job is to make sure that what you sell is a priority for prospects. How do you do that? You show them that there are consequences of doing nothing. Your prospect thinks he can’t afford a training program? Ask the question, “How many of your salespeople are on track to make their sales goals this year?  When the prospect says, “Only 3 out of 10” you can reply, “Is that acceptable to you?” Follow with, “How will that impact your bonus?” When you get your customers to understand that there are consequences of doing nothing (not buying) then the next step is to show them that you’re the best solution for their problem.  That’s when they’ll suddenly be able to come up with the money to buy from you.  At that point, it will be clear to both of you that money was just a priority issue, not a resource issue.

::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
THE BLOG S AND OTHER COLUMNS

I’m now writing The Real Deal, a column on women in business for Allbusiness.com
Here’s a recent column:

Are you scared? 

Do you read the newspaper or are you scared to read about more layoffs? Today’s economy is causing a lot of people a lot of anxiety. If you do have a job, you may be distracted by the gloomy talk that’s so common now about the economy.  It may be hard for you to focus on your work. You can survive this mess and preserve your sanity.

If you want to read more 

I’m also writing a sales blog for Salesmecca.com.

I’m now a guest columnist for the Dallas Business Journal. My column is called “Customer Connections.”  I’ll be answering readers’ questions about selling. Do you have any selling questions? Send them to info@bestatselling.com
What’s sales tip has helped you be even more successful in sales?
Send your helpful tip to tip@bestatselling.com
::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
The Selling Ideas for this Month 

  Spilling the Beans

Great salespeople are found in a lot of unlikely places.  One of my customers told me that the best salesperson he ever met was a retired policeman.  The cop was a master at getting criminals to confess because of his skillful questioning.  If you’re having difficulties getting some of your prospects to talk, here are a few pointers from a professional whose business it is to get people to talk.

 Why should they talk? Dale Williams, a private investigator and retired U.S. Deputy Marshall, has considerable experience getting people to talk.  He’s worked on cases where he needed to track down some dangerous suspects.  He’s had to enlist the help of people who had little desire to talk with him.  How did he get them to talk and in some cases disclose information they didn’t want to?  First, Williams says, “I try to show a genuine concern to help and find the motivation for them to talk.  I have to show them it’s in their best interest to speak with me and answer my questions.  If I’m interviewing a mother whose son is a fugitive with a drug problem, I’ll explain that as long as he’s on the streets he will continue to have the drug problem.  He won’t get help for the drugs until he’s caught. It can only get worse, maybe lead to armed robbery. If he goes to jail, he’ll be alive and safe. She knows I’m right.  Then she’ll answer my questions.”

When you speak with prospects, are you clear about what would motivate them to talk?  Is reducing downtime their concern or is it increasing profits?  If you know what’s in their best interest, you can communicate this to them and they’ll want to answer your questions.  Once prospects understand that you can help them achieve what they want, their resistance to speaking with you will decrease.

Keep them talking.   Williams has had to get confessions from some criminals who have committed some very serious crimes.  When criminals felt that someone was judging them they stopped talking.   Williams’s strategy was to find a way to relate without condemning them.  He would say to someone accused of armed robbery, “I can see how tough it is when the rent is due and you can’t pay your bills.  That can drive a person to do something they normally wouldn’t do.”  He never judged someone if he wanted to get the criminal to confess.  Prospects may say things that you disagree with.  Avoid judging them as that will make prospects less likely to continue talking.

Williams found that being genuine and honest with criminals kept them talking.  He says, “If they catch you lying—it’s over.”  He would never promise to get criminals off if they gave him some piece of information. Only a judge can do that.   How many salespeople make promises they can’t keep?  It’s only a matter of time before the prospect finds out that the salesperson can’t keep his promise.  That’s when the business relationship is jeopardized and the sales process could end.

Williams also let criminals talk even when he knew they weren’t telling the truth. He knew when they couldn’t look him in the eye that they were lying.  Williams says, “Even with the lies, I can glean some truth.  When criminals ramble, the more they talk the more they can hang themselves.  When you pay attention you’ll hear the contradictions.”  When talking with prospects, you may think their rambling is wasting your time.  You may find that the rambling leads to a tangent that you can use.  Williams advises that you have to be prepared to listen.  Before each interview, Dale studied jail records so he knew as many facts as possible.  Being prepared helped him spot the lies.  It also gave him a tactical advantage to get the criminals talking.  He would ask a question and the criminal assumed Williams knew more than he did and would answer with the facts that Williams needed.  Too many time salespeople will tell a prospect what he thinks instead of getting the prospect’s opinion.  Remember, it’s more important for your prospects to do the talking.  Let them fill in what you don’t know.

Your prospects are probably easier to work with than hardened criminals.  When you apply the skills of a detective as you sell, you should be able to get them to confess “I’ll buy!”

::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
Action Items

1.  Are you able to empathize with your prospects and see things from their point of view? If you do, they will be more likely to talk with you.  Listen for their concerns.

2.  Next sales call, when a prospect or customer tells you something positive or negative about his business, make an appropriate response to acknowledge the situation and feelings involved. Notice if your prospects are more engaged in conversation with you.
::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::

What:  Power Persuasion: Unleash Your Influence Skills
When:    May 15
8.30 AM- 11:30 AM
Where:  TEXO-The Construction Association
11111 Stemmons Freeway, Dallas
For More Information:  $249 non TEXO members
972-647-0697
::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
What:    Master Selling Series
When:    June 5, 12, 19, 26
11.30 AM- 1:30 PM
Where:   Small Business Development Center
4800 West Park Blvd.
Plano, TX

For more information: 972-985-3749 or
972-985-3758

:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::

Sales Quotes: A book that has quick ideas for you to be more successful in sales.
Real-World Selling: A book with selling skills and strategies that work in the real world of sales.
Secrets of Persuasion: Audio CD for the clues to use to speed-read people and close more business.