Here is my number one rule of selling: Make it easy for me to make my money yours. I don’t want to have to jump through hoops to fork over my cash. Lead me and the sale is yours.
When my wife Shelly and I went shopping for a flat screen TV, washer, dryer, and refrigerator at Best Buy, we had a sales professional who wasn’t afraid to lead. I loved every minute of the experience.
First, we couldn’t decide between two refrigerators. We liked one with French doors and large drawers, but it was a little small on the inside. The other was larger inside but lacked the kind of drawers we liked.
Mike, our sales professional, asked a few questions about our kitchen and entertaining habits. He uncovered that Shelly uses large platters that wouldn’t fit well in the first option, so we decided on the second.
X-Factor Sales Professional Example 1: He asked the right questions and we decided that the large inside space was preferable for our needs.
I then mentioned that we were interested in flat screen TVs and he said, “Okay, I’ll meet you in the TV section after I write this up. When do you want the refrigerator delivered?”
X-Factor Sales Professional Example 2: He assumed the sale.
I had seen one TV advertised that I liked and Mike said, “That’s a good one, but Samsung makes a higher end one that I want to show you.”
He used a mock-up fireplace to show which TVs would look best in our space and we got it down to two options. The Samsung was more expensive but also had many features. The other was less expensive, but you had to add on the features (like 3D glasses and internet).
So he told us to go sit on the comfy leather chairs while he tallied up the differences. “That way, you can compare apples to apples,” he said.
He showed us that the Samsung was only $30 more but it came with internet, which the other didn’t offer. That was that–the Samsung will soon be over our fireplace.
X-Factor Sales Professional Example 3: He provided information that shrunk the perceived price gap.
When we were leaving, Shelly laughed and said, “I can’t believe we just spent that much money in 45 minutes.”
X Factor Sales Professional Example 4: They made it easy for us to hand our money over.
And we left happy.
JASON FORREST (named one of 2012’s Top Young Trainers for Training magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform companies into sales organizations. A sales professional at heart, Forrest is the author of two previous books. Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.
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Forrest Performance Group specializes in culture change and creating urgency within sales teams and management. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales coach training offerings all aimed at dramatically improving sales force success.