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Zig Ziglar! Secrets of closing the sale! Key Points

Chapter 30: KEY POINTS

Perspective One: In the past, now, and even in the future,

any great salesperson who can achieve peak success

or who can break all sales records has always been a strongly believe in the product

or service you offer.

Because they have put all their faith and enthusiasm in the product,

they are sure that they can convince a lot of people to make a buying decision.

However, even with such enthusiasm,

enthusiasm and strong belief,

they still cannot avoid conservative customers

who do not believe in the product and always say no.

This has a strong influence on the psychology of the seller.

That belief overwhelms him, leading him to assume

that no customer can say no if they understand

and believe what the salesperson says about the product.

According to him, it is not the customer

who is saying no to the product,

they are saying no to the seller himself.

It is this mindset that makes it easy for salespeople to think that they are being rejected.

**********

The second point:

Salespeople need to understand the difference between rejection

and rejection if they want to protect their self-esteem and find motivation to sell.

When a customer says no,

you still have to be nice to them.

Give customers the opportunity to feel the value of doubt

so that they can change their wrong decision.

**********

The third point:

No one is born with the gift of selling,

so know that the winner of every deal is always the one with the best training.

**********

The fourth point:

When you really understand and believe

that the new customer is the one who benefits the most,

you will close the deal with convincing words

and high enthusiasm because you understand that

The sales process, along with honesty,

is something you do for people.

**********

CONNECT THE REASON AND EMOTIONS

Any method of closing a deal rarely applies only one principle or one method.

Remember that when someone raises a rational objection,

solve the problem emotionally, and when he raises an emotional objection,

use reason to solve the problem.

Here is a scenario that illustrates the connection between logic and emotion:

In the past, I was in charge of a sales training class for a bicycle manufacturing company.

One of the main obstacles is the issue of price.

The company’s products cost about $20 more than other similarly quality cars,

but the engineering department assures their cars have the best brakes of all.

Every time a customer complains about the price,

we instruct our salespeople to focus on the brakes,

explaining their effectiveness,

durability and, above all, their reliability.

Even so, customers continue to complain that the price is too high.

In that case, the salesperson should communicate in the following way:

Salesperson:

“How long do you think your child will ride in this car?”

Customer: “I don’t know. A few years, maybe five years or so.”

Salesperson: “Let’s say 5 years.

So if this car costs more than 20 dollars,

that means you only have to spend 4 more dollars a year,

but in return you get the safest brake.”

(We also instruct salespeople to use paper and writing so customers can see the extra $4/year.)

“That’s just over 1 cent a day for you. got the best brake for my son’s car, sir.”

Pause for a moment and then continue:

“If this brake can stop your son from having a reverse car

in front of him even once during those five years,

it is well worth the 20th mark.

That extra dollar, isn’t it, sir?”

This method is extremely effective

because the salesperson completely believes in the truthfulness of what he is talking about.

Indeed, the emotional impact is far greater than having to spend an extra cent a day.

At this point, in the mind of the customer,

his son is always safe because he can always stop the bike in time to avoid danger.

*********

KEYS TO SUCCESS FOR SELLERS

There are eleven keys that open doors

that take you to the world of professional and successful people.

Those keys are related to attitudes, methods and know-how.

In some cases, a salesperson needs to know a combination of all three of these factors,

and it’s rare that all three of them don’t work for your situation.

The first key that we talk about is “Positive Prediction”.

I want to emphasize that your business is never good or bad,

it all depends on your mindset.

You should visualize the deal before meeting and talking with customers.

Regardless of whether customers actively find you or you are the first to find them

In your mind, you have to think you’re going to sell to the customer

before you can actually do it. Those eleven keys are:

1. Positive prediction

2. Assumption

3. Superficial impression

4. Enthusiasm

5. Ask a follow-up question

6. Listen

7. Things that are about to happen

8. Perseverance

9. Encouragement

10. Sincerity

11. Narrative Events

**********

WHAT TO DO WHEN CUSTOMERS SAY “I JUST WATCH IT!”

If you are working in a retail store,

chances are you will meet a customer who walks into the store,

slowly observes the products on display,

and then when you approach him and strike up a conversation, he would say,

“Oh, I just took a look!”.

The question is do you believe he “just watched”?

For many years,

I didn’t believe the client was telling the truth until, in 1973,

my youngest daughter,

Julie, graduated from high school.

Before that, we promised to buy Julie a car for her big day and it was a memorable event.

I’ve never been in the business of selling cars,

but I can describe a client looking for a “potential” car like this:

A father walks with his daughter who just graduated from high school.

He had announced that he would buy her a car

and wanted to show that he was capable of doing it.

From my position, I can tell it was a “super good” customer!

*********

BE A SELLER, DON’T BE CAREFULLY FOR CUSTOMERS

We go to see the car during business hours so I wear a business suit.

My daughter couldn’t even sleep the night before that big event.

This is her first car and she wears the best clothes mine.

I drive a fairly new Oldsmobile 98, so we both look quite luxurious and rich!

When Julie got out of the car, she wasn’t walking

– she was running towards the store.

Sadly, the salesman there greeted us in a gracious manner.

He asks:- What can I do for you?

But we’re in a hurry, so I don’t go around

and get straight to the point. I replied:

– My daughter just graduated from high school

and I want to find a car to give her as a present.

I swear it was then that he looked at us and said:

– Oh, so you can just watch and tell me which one you like! Then he turned away.

I don’t know if he will do this job any more days.

But I know that no matter how long he is in this profession,

he will never meet a more potential customer than me.

Like other customers,

we went to the store that sold my daughter’s first favorite car.

But that young man didn’t pay attention to that opportunity.

The guy at the second store behaved similarly.

The third store is no different.

But by the fourth store, we got lucky.

What does “we got lucky” mean?

Quite simply, my daughter is familiar with that employee,

so our relationship is also better. Of course, we bought a car.

This story helped me understand two things that I couldn’t understand before:

First, I understood why we agreed to buy the car so quickly,

it was because we couldn’t wait any longer.

And the second thing is that when a customer walks in and says,

“We’re just watching,” they are really looking for something!

At this point, the salesperson’s role is to introduce them to the item

they want so that they don’t have to look and search longer.

*********

PLEASE PLACE BOTH SELLER AND BUYER’S POSITION

I want to talk more about empathy and agreement.

Listen to what your customers are saying and what they mean.

Put yourself in the shoes of both the seller and the buyer.

Buyers often want to look closely

and have many different comparisons before making a buying decision and so do you, right?

As a salesperson, the next time someone walks into a store and says he’s “just looking,”

smile instead of being serious.

If the customer seems timid,

smile and take a step back

(you have to act like you don’t mean to push them) and say:

– We are happy to serve you.

Just watch naturally.

[And as if suddenly remembering]

Ah, what if

We don’t have exactly what you want,

I can show you where to buy it.

Is that possible, sir?

If the customer is lively and seems approachable,

you should smile and say:

– It seems that you have found the right person

who can help you find the item you want.

If we don’t have that,

I will recommend you where and who can meet your needs.

Is that possible, sir?

Is that possible, sir?

This is a very important question.

Our natural instinct is to want our needs to be satisfactorily met.

And this question often leads to a yes,

which means you’ve scored your first points in a game designed to win.

It’s two people: you and the customer win.

I repeat again, when customers say “just watch”,

you should smile with them.

*********

STRATEGY “SURE TRADE”

The following story demonstrates the power of positive predictions.

A few years ago, a small printing company on the West Coast (USA)

began a campaign to expand its operations.

Every six months a new salesperson is hired

and fully trained in sales methodology and product knowledge.

After that, he worked with an experienced salesman

who taught him all the skills and methods of selling.

Finally, after an interview with the company’s director

and a few words of encouragement from him,

the new employee was really “full of wings”.

Once, this company interviewed a salesman

who was especially shy and lacked confidence.

In fact, he was so scared that the director realized that

he might have to find a way to help him out a little.

After the usual words of encouragement, he said:

“I’ll tell you the next job.

I’ll take you to the field to see what a potential client is like.

That’s where I usually send young salespeople for a very simple reason

– that customer will buy.

He always buys something.

But, I warn you one thing.

This customer is extremely stingy, stingy, has a nasty temper, and is rude.

You’ll feel like you’re about to be torn to pieces.

But don’t worry,

he won’t do anything to you.

No matter what he says,

I want you to stay firm and say: ‘

Yes sir, I understand,

but I assure you that my bid is very competitive

and you should not miss this opportunity. ‘.

Whatever he says, you stand your ground.

Remember – he’s always placing orders for our new salespeople.”

Our recently inspired hero begins to meet clients,

introducing himself and the company.

After that he couldn’t say anything more,

and the customer didn’t stop talking.

However, because our hero was forewarned,

so he stood there and replied slowly:

“Yes sir, I understand,

but I assure you that my bid is very competitive

and You shouldn’t miss this opportunity.”

They went on like that and after about thirty minutes,

he won some largest contract in the company’s history.

Of course, the young employee was really excited about that order.

He immediately returned to the company, gave the order to the director and said:

“It is as you said!

This customer is indeed stingy, stingy,

has a nasty temper, and is rude,

but I would like to add something about this wonderful guest

[obviously our attitude is affected when the customer buys, right?]

– he’s a real customer! Look, I got the biggest order ever!”.

The manager looked at the order sheet in surprise and said:

– Oh, my son, you met the wrong person!

That old man is the most stingy, mean, rude customer of this company!

For fifteen years now,

everyone in the sales department has been trying to sell him something,

and yet he has never paid a dime!

The question here is:

So where did he sell?

Understand that the salesperson,

in his mind,

believes he will make a sale before he even walks into the street to meet that customer.

That is the form of positive prediction.

He walked out into the street ready to accept a customer’s objection

because he knew he would eventually make a sale.

Suppose that manager says,

“I want you to go see a client, but I also want you to know this.

Fifteen years ago, even the best salesmen couldn’t convince him to buy a dime!”,

what do you think his chances of getting that deal would be?

Certainly very little!

The message of this tactic is that before you talk to a customer,

you have to believe in your mind that you will make a sale.

********

PRACTICE PLAN – PRACTICE – EXERCISE

All the anticipation and preparation you do

before you visit the client will largely determine

what happens after you meet the client.

Mistakes made while communicating with the prospect not only damage the salesman’s revenue and his company,

but they also affect the salesperson’s morale greatly.

If this is repeated often, it will mark the end of the salesman’s career.

So being prepared mentally and physically,

along with regular practice and rehearsals,

will help you stay technically and emotionally ready to sell.

Here’s a simple exercise that won’t take up much of your time.

To do this exercise,

you need to build a sales plan in your mind before going to the customer.

Dr. Maxwell Maltz once said that it’s amazing to discover

that we get better every day through mental practice.

Visualize the deal in detail, answer every question with the best answer,

solve the obstacles in the best way, you will surely win the deal.

You have to have a clear picture of yourself winning the order in your mind before you actually do it.

A professional salesperson always observes, thinks and sells all the time place.

Before any client meeting, he also predicts a successful outcome.

Research by Sales and Marketing Executives International (S.M.E.I.) shows

that the first reason salespeople fail is their self-image may or may not even buy.

As I said before, you should evaluate your customers,

find their weak points and believe that they will definitely buy before you go to them.

********

STRATEGY “NEIMAN – MARCUS”

Many years ago, when my beloved Red Hair

and I were shopping for Christmas,

we came across a beautiful fur coat.

I looked at the shirt and at Redhead.

She also looked at the shirt and then back at me.

Although neither of us said a word,

we both knew that we were looking at her shirt.

We both stopped and looked at the shirt closely.

I examine this place, and she examines that.

I bet most of you, my readers,

probably know what we’re looking at.

My wife immediately grabbed the sleeve and looked at the price tag on it.

I unbuttoned, examined the seam, the fur, and said,

“Honey, this shirt is great!”.

Then she looked at its price and said,

“It’s worth the price!” and she turned to walk away.

But when she turned around,

she ran into one of the sharpest salespeople I’ve ever seen.

She’s petite, cheerful, kind-hearted,

the kind of person you’ll like and trust right away.

She looked at my wife with sparkling eyes and said:

“That’s a very nice shirt, isn’t it, ma’am?” My wife confirms:

– Right!

– Oh, so you just looked at its price.

Let me introduce you more.

Very quickly, she immediately employs the “first impression” tactic

(I’ll cover the Power of Impressions in chapter 31),

she opens her shirt and says:

– Look at this Eliot label.

She does not have to worry about the quality of products

or services provided when using this brand’s products,

especially when it comes to the reputation of our store.

This shirt can be worn for many different occasions

and it will stay beautiful over time.

Then she gently took the shirt off the mannequin and said:

– Now, try it and see if it fits.

(At that time, she really got my wife involved.)

My wife (seemingly reluctant) put on the shirt,

the sales girl continued to ask:

– How do you feel?

– Oh, it’s nice to wear this shirt, but it’s really “for this price it should be!”.

(She’s still thinking about the price tag.)

The saleswoman continued with a very graceful and professional look:

– Oh, then what you should do [she doesn’t have a slip of paper in this case]

is divide that number by ten.

She would wear this shirt for another five or six years

and then she could fix it up into a jacket and keep using it for another four or five years.

You know, that way you have a nice coat

and save a lot of money compared to having to buy a new cloth coat every three years.

This shirt is both good and suits her very well.

She looked at my wife and then back at me.

When she turned to me, she peeked and saw my wife stroking the fur.

Seeing that, she showed a bright smile.

She knew for sure she got the deal.

(Despite her outward protest, my wife’s gestures did not lie

they revealed all her true thoughts.)

The saleswoman turned to my wife and said:

– You’re very lucky.

Many ladies have walked in here and wished they had a shirt like this.

But unfortunately their husbands are not as good as yours,

[I didn’t say a word but I’m sure my gesture “speaks” for me]

they are not willing to buy their wives something as beautiful as this. like this.

That pride made me not want the saleswoman to be disappointed.

As a result, my wife happily left the store with a fur coat in hand.

Although the entire sale took place in less than 5 minutes,

it covered the most important principles of selling.

Firstly, the saleswoman was very responsive and really loved her job.

In just 20 short seconds,

she watched my wife look at the price of the shirt

and I peered at its fur.

Maybe she heard my comment about the shirt, too!

Second, immediately, she pulled

my wife stepped in (she understood that I was already convinced and quickly turned to my wife!).

Third, she knew that my wife really liked the shirt,

but she seemed to find it impractical to buy such an expensive shirt.

Fourth, she broke down the price of the shirt

so that we could see that buying the shirt was really helpful and we could afford it.

She gave a reason to buy (it really helped)

and an excuse to buy (my wife really wanted that shirt)

you can give customers an excuse and a reason to buy and make them feel comfortable buying,

you are sure to win the sale as soon as you ask them to buy.

************

Chapter 31: SELLING IS LIKE FRIENDSHIP

The second key to getting you a deal is the “assumption” key.

I want to put a prelude to this lock that selling is like flirting.

Question for the gentlemen:

– When you were single and flirting with someone (or are currently single),

have you ever asked that girl:

“Honey, can I hold your hand?”,

“Do you allow me?” hug me?”,

“Can I kiss you?

Just once, okay?

Is that all you want, just one kiss?”

If you’ve ever flirted with someone this way, chances are you’re still single!

Follow-up question:

Have you ever kissed a girl?

If you’re a gentleman and you say it with certainty,

you kissed her without her permission.

Here’s a question for the ladies:

– Is it true that the gentleman in the above example kissed without your permission? Right

Incorrect

It is worth noting that in discussions,

when I ask this question,

ladies and gentlemen often answer correctly with a very bright smile.

In fact, in many cases a gentleman may have asked permission to kiss his girlfriend long before he dared to do so.

In such a case, chances are that the ladies won’t be upset either and say,

“Yes, that’s all right!”.

But that’s not very romantic, is it?

To relate this example of flirting with selling a product or providing a service,

I can assure you that when you knock on the door of a certain customer’s office or home,

Surely he won’t open the door for you and excitedly say,

“Thank God you’re here at last!

I’ve been waiting for you guys for a long time!

Please come in!”.

And you can’t make enough money to pay your electricity bill if you just rely on such guests.

********

DURING THE SELLING PROCESS YOU HAVE TO ASSUMPTION AND IMAGINE A LOT

The question is how will the customer say “yes”?

Exactly the same way the girl in the example above agreed.

Have you ever tried to hold a girl’s hand and was flatly rejected by her

but then a few minutes later,

the two of you were walking hand in hand? She’s thinking,

“Looking at his expressions,

maybe I don’t need to make any excuses for allowing me to hold his hand.”

Obviously she didn’t say it but her gestures said it all.

Just by her actions, she was saying:

“Brother Charlie Brown, the night is still long.

Just take it slow… then you just do what you want!”.

In sales, we’ll sell more if we apply what we’ve learned from flirting,

and it’s important to keep in mind that whether it’s flirting or selling,

we all have to assume and imagine a lot. .

When flirting, you assume that when you ask her out,

she will agree.

You assume that if you act great that day,

when you drop her on your doorstep,

you’ll be able to get a kiss goodbye.

However, you certainly don’t bring her home to say,

“Honey, listen to me.

It’s too late.

Should I stop by tomorrow afternoon,

on my way home,

at five-thirty to kiss me goodbye later?”

Definitely not.

The first is because you really “want” to be with your girlfriend

and you’ve spent the whole day with her just hoping to be able to take her home and kiss her goodbye.

Her refusal at that moment will make all your efforts throughout the day futile.

The second reason is that you know that the next day you will have to start over.

In fact, after thinking about it all night,

you probably realize that your motivation isn’t as strong as it was

when you first started because next time your girlfriend will consider this goodbye kiss.

There are many people who have made this mistake in the sales process.

After fully explaining the product,

introducing samples, establishing the value of the product and mentioning the payment method,

if the customer presents an obstacle or an excuse,

the seller will The customer felt confused, took the initiative to withdraw by saying:

“Then I will see you again tomorrow,

next week or next month”.

Dear friends, while flirting as well as selling,

as soon as you approach a customer,

you have to assume that he will be happy to talk to you,

That he has the money and that he will buy from you immediately.

You should envision in advance the scene of the customer signing the order,

the scene of you delivering goods or providing service to your customers.

In every step of the sales process you have to assume and see the end result you want.

***********

WHAT DOES IMAGES AND ASSUMPTIONS?

Perhaps the gentlemen still remember the memories of the first date

or when you were young and single.

You remember very well what you were going to say to her when you tried to ask her out.

No matter how many times you practice that sentence, you can’t say the same thing.

However, you get excited and picture her nodding in agreement after a few minutes of hesitation.

Do you still remember how much you wondered

when choosing clothes for the date, prepared in advance the words to say when picking her up.

A thousand times you have drawn in your mind vividly what she will wear,

how she will greet you when you arrive on that big day.

You feel a gentle squeeze when you hold her hand

and picture her smiling and telling you how happy she is to be with you.

You clearly see you opening the door for her,

the two of you talking happily as you go to the car, and then you open the door for her.

You have planned very carefully where to go and what to do.

You plan, or so to speak,

“visualize in detail” how you would stretch your legs while sitting in the theater

and “naturally” put your arms behind her chair

and end up “accidentally” wrapping your arms around her shoulder.

Then you tap a few times

and you end up leaving your hand there

(what a clever smart guy you are!).

You prepare where to stop for a Coke,

ice cream or pizza after the movie.

You picture yourself driving slowly to her house and since you’ve been so pompous,

polite, and engaging with all your sincerity,

you’ll most likely get a temporary kiss. on that first date.

And so are ladies and gentlemen.

For the guy who makes your heart flutter,

you will cleverly do something to be able to often “accidentally” meet “him” anywhere.

You also prepare well what you will say when he asks you out.

Then you imagine what you will wear, how you will greet him.

You imagine how you should react

when you find out that he “accidentally” has his arm around your shoulders ever since.

You imagine how you will express the ideas

and suggestions through each of your smallest gestures

that you have learned from your mother.

In fact, it is the negotiation process between “he” and “she”,

in which she seems to be a bit more fluent because from a very young age,

she learned to think like the rest of the world with seller and buyer in sales games.

The question is, if you are providing a product, good or service right now,

why don’t you follow the method above?

I understand that the customer will never cooperate with you like your girlfriend

and certainly will not “plan” to support you when talking.

However, I also need to remind you

that if what you provide can solve the customer’s problem
customers or meet a certain need of them,

they, just like a girl, will be interested in “getting acquainted” with your product only.

If you really believe you’re working for the client, not the customer,

and if your sales tactics are as effective and well-prepared as you are when flirting with a girl,

then more and more Many clients will enter your career.

Let’s try to convert the actions that occur during flirting

(between a guy and a girl) into a sales process

(between a salesperson and their customer).

During the sales process, you need to clearly visualize,

memorize and practice over and over again exactly what you are going to say.

You also need to anticipate the customer’s reaction, see them nod,

agree that it is true that they have a problem that needs to be solved

and that your product solves their problem,

then image How eager is the customer’s face when receiving information about the service you introduce to them.

I can guarantee that your business results will definitely improve dramatically.

Whether you’re persuading your girlfriend or client,

you have to assume the end result.

Most marriage proposals don’t go like,

“Will you marry me?”

And most deals don’t end with the question:

“Will you order?” The end result is addressed through more tactful means, such as during courtship,

after the boy has fully introduced himself, he will bring up some thoughts like

“After marriage Once we’re together, we can stay together as long as we want”,

or “Our children will be so pretty”,

or “One of the things I’ll give you when we get married is “”.

List of trees say that is very long but the phrases in it all point towards the same goal.

That is the “assumption” tactic.

BACK to the “Assumption” tactic

In late 1981, some members of the church asked me to teach a class every Sunday called “Audience Class”. That class was held in an auditorium and in between two Sunday sermons. There were a lot of people attending, so it requires teachers to be really dedicated to their work. My mood at that time was very strange, I really believed that I was a true bible preacher.

I express my gratitude to the members of the church

who invited me to preach here but also shared my concerns.

They told me they would talk about it again with my mentor,

Dr. W. A. ​​Criswell. The next day,

I received a letter from Criswell thanking me for accepting the offer and his confidence that the class would end well.

That’s how Criswell used the “Assumption” Tactic,

and in this case it worked so well

because I wasn’t about to reject my mentor’s offer,

I actually did. want to accept.

The point here is to assume that the customer wants to buy your product

because he probably wants to, then assume he will buy it and he probably will.

The “assumption” tactic makes it easier for customers to agree to buy your product.

*********

METHODOLOGY “KREEPY KRAULY”

In the summer of 1983, Tom Brickman, a young salesman,

came knocking on our door to offer a Kreepy Krauly robot.

At that time, I was walking on the sidewalk in front of my house

and I saw Tom standing talking to my wife.

Tom succinctly explains that Kreepy Krauly is a robot with only one moving part and it can help clean swimming pools very effectively.

After chatting for a while,

Tom offered to come and clean our swimming pool at the weekend.

The secret to Tom’s appointment was enthusiasm and sincerity,

combined with some well-timed questions:

(1) Are you interested in a device that can significantly reduce the amount of algae breeding in the swimming pool

and can save up to 50% of the chemicals used to clean the pool?

(2) Do you want to have the cleanest swimming pool in the area

but spend only ten minutes a week cleaning it?

Both questions yielded the expected answers.

Tom brought in a new Kreepy Krauly,

so it was clear that he wanted to sell it to us that day.

His way of presenting his products is sure to excite listeners (“An engineer in South Africa invented this robot,

he was tired of having to regularly clean the swimming tank with equipment that doesn’t work as expected.

This type of robot has only recently been introduced in the Dallas area.”

The word “engineer” guarantees credibility

and the phrase “only introduced in the Dallas area” creates attraction

because of its novelty and makes people feel superior to others,

while the phrase “too tired of having to regularly clean swimming pools

with equipment not working as expected” helps create a sense of agreement.).

I give Tom an A for his initial performance.

Tom took the Kreepy out of the box and introduced it as if it were a human.

He assures us that soon we’ll see Kreepy as the hard-working but quiet member of the family

(a little old-fashioned comparison but Tom’s big smile makes it so effective).

During the same presentation,

Tom cleared all my questions and even gave specific instructions on

how we should operate in order for Kreepy to work properly and efficiently (assuming it always does).

However, it is the way he uses the “Assumption” Tactic that is most remarkable:

– Above all, Mr. Ziglar, our office wants to keep a record of the size and shape of your pool

so that if for any reason Kreepy cannot clean every part of the pool

you should call our service department.

I will now record the exact size and shape of the pool

so that our service department can best serve you

(this is a purely hypothetical way of closing the deal).

He quickly sketched a picture, while drawing he asked me the size of the tank.

After he finished drawing, he asked again if it was correct.

Of course I confirm all is correct. Tom continued:

– Mr. Ziglar, you see, Kreepy has cleaned your swimming pool and it’s still new.

But if you want, I’m ready to bring another brand new one.

Do you want me to do that?

– Well, no need, this baby is fine! (I already bought it.)

– Do you want to pay by check or by credit card?

(Two times in a row Tom used Tactics
“alternative choice”.)

At this point, I want to share with you my own experience of “flirting” with customers.

From the very beginning,

I learned that the girl I’m dating doesn’t kiss me for my sake.

When I noticed they were in a good mood,

I started kissing more girls!

(I never kissed my wife until after we were married.

But of course, she wasn’t my wife before, was she?)

As a salesperson, you need to understand that no one is going to buy from you

because they want to help you get a trip to Hawaii

(of course your mom can help, but you can’t build a career with just one.)

No one will buy because they want to help you get a new car,

or make you the number one seller.

Customers buy your product because of the benefits they will directly receive from owning it.

So, in the customer meeting, you should always assume that right now they will buy from you.

********

STRATEGY “FREE SCENTS

I assume you already know the secret

and I’m afraid to go into the details,

but my own traumatic experiences and observations force me to talk about it.

The external impression is the freshness, purity,

cleanliness smelling from the clothes, the fragrance emanating from you

(you should shower and use deodorant before starting a working day).

Ideally, you should use body deodorants within 23 hours.

(The manufacturing company gives 23 hours to indicate how long the product stays on your body!)

You’ll also need to make sure you don’t have bad breath

(note that many customers don’t) want to come into contact with or talk to people who have this disease).

We can hardly influence a person if we are making that person feel uncomfortable.

You should use mint or mouth freshener every hour to avoid annoying customers.

********

RISKS OF LOST TRADE

In 1969, the company that I represented and worked for as vice president had the opportunity

to work with a company that specializes in providing

and organizing management symposiums.

Basically, everyone thinks that the participants must be executives

or people with a higher salary $100,000 per year.

The conference will include lectures by outstanding individuals,

and they should be structured

so that there is always a considerable amount of time for the directors to discuss,

reflect, and share ideas. his thought.

The salesman who came to see us wore an expensive suit, drove a luxury car,

and even wore a large diamond ring.

He presented very convincingly, fluently and clearly.

But surely he will never get this deal because his body smells really bad.

We couldn’t stand the smell of him,

even for a few minutes in the same room.

The talk ended quickly,

but he missed a deal for a reason that had nothing to do with sales.

I’m not sure we’re all in the same situation,

but what makes us think is that the salesperson won’t get another sales opportunity,

despite his professional knowledge.

His sales skills and methods are very good.

The initial approach is also very convenient.

He knows us well.

He was very professional in the opening,

enthusiastic about the product and did a great job in all related work.

His physical hygiene alone ruined all his sales opportunities.

I have also worked with salespeople

who use too much perfume

or ladies and gentlemen who wear too much makeup.

This is about everyone’s preferences,

and everyone is free to judge those preferences as well. In all such cases,

I believe that salespeople who suffer from bad breath,

body odor or use too much perfume are careless

and not fully aware of what they are doing.

No one can accept any excuse for this.

********

STRATEGY “DEATH RIGHT”

Your physical impression also includes how you dress.

There is no rule or pattern in this regard.

Clothing will vary depending on the time of year,

the location you live in, or the products and services you offer.

First, you should dress appropriately for

where you live and the industry you work in.
As a speaker,

I have always adhered to the view that suits me very well to dress

so that the audience won’t notice what I’m wearing.

If they don’t pay attention to my speech and get absorbed in “the beautiful suit I’m wearing,”

then I’m dressing inappropriately.

Or if the audience thought to themselves,

“I thought he should have dressed better!”

I’m sure I’m not dressed properly, too.

I think I have to dress so that the audience’s attention should be on my face and speech,

not on the clothes I’m wearing.

I think this is a pretty good guide for you guys.

Even though whether you dress too well or too casually,

you will all fail at the presentation. For ladies and gentlemen,

if you dress well, it can make you look very professional.

Sure, you’ll get more attention,

but it won’t help you make more sales or build a career.

Dressing is so important that I have to ask you to do two things.

The first is to consult the valuable advice of experts through books

that you can easily find in any bookstore.

The second thing is to build a relationship with a professional clothing seller in a professional store.

Because the line between good taste and over-the-top dress,

between casual and sloppy, between evocative and flashy clothing is always very thin,

so he/she It will help you stay up to date with changes in fashion and dress more professionally.

A study conducted by Edward Young of Emory University showed that

when salespeople in men’s clothing stores in Montgomery,

Alabama wore suits, the average value of the sales they made were 43% taller

when they wore only a shirt and tie, and 60% higher when they wore a regular shirt.

As the saying goes:

You only have one chance to make a good first impression

and in fact you want to make sure it’s a good one.

We never buy a book just because of its cover,

but if the cover isn’t appealing,

we probably don’t even bother to find out what the book is about.

If the product you are offering is of good quality

and the price is also very reasonable,

you should focus on dressing in a way

that can “make people feel” and not “annoy” people.

Remember that the people you trust

(such as doctors, lawyers, accountants, pastors, bankers, financial advisors, etc.)

are neat and well-dressed people.

And surely you will not feel secure if they dress sloppy and sloppy.

Do you fully value them or their advice?

The bottom line here is this:

If you want your customers to follow your advice (“Buy Your Product”),

you should also dress appropriately for someone who can give advice.

***********

IN SALES, SITTING POSITION IS IMPORTANT

According to sales consultant Donald Moine,

physical impression includes establishing trust by act in accordance with the customer’s personality.

If the customer speaks quickly,

the salesperson will increase the speed of speech a little.

If the customer speaks slightly,

the salesperson’s voice should also be lowered accordingly.

“The voice and personality of the customer speak for themselves,” says Moine.

‘I like you very much. You can be trusted. You can count on me’.”

Visual impression is synonymous with the ability to identify the sales location.

If you sell high-end products, and if possible,

create conditions for your customers to sit.

Psychologically, customers will find it easier to make decisions while sitting than standing.

And when that decision involves a sizable sum of money,

you obviously want everything to work in your favor.

External impression also means that there is a reasonable seating arrangement.

For example, if you (the salesperson) are visiting a couple,

you should sit next to the wife or in front of both of them.

Every time you talk to your husband,

you can either look towards the wife or look at the wife completely.

And if as we think, the husband is the master

like the breadwinner of the whole family – then the wife is like the neck.

And since the neck is the part that can cause the head to rotate in any direction,

make sure she is in a position where she can rotate her “neck” in the right direction.

This choice has another benefit.

By including the wife in your presentation,

you have already laid the groundwork for a great outcome.

In many cases, a salesperson tends to want to talk primarily to people who can give him answers about what he wants.

In general, that person is the most enthusiastic

and will always seem to agree with the salesperson.

The problem with this approach is that many times,

the client has no, or very little, decision-making power.

By involving both of you in the presentation,

you have a better edge in selling, creating more chances for success.

And I repeat, that is the ultimate goal of a deal.

Jealous Hearts

During the presentation,

if you are a man, you should not get too close to the client’s wife.

They can be a jealous person and whether you accidentally

or intentionally touch his/her wife,

he/she may think you are trying to do something more shady than selling.

A jealous husband will doubt your every move whether his wife is 25 years old or 75 years old!

In contrast, female salespeople tend

to use sexual attraction to convince the husband to buy

and then certainly will not be liked by the wives.

In many cases, they can cost you a business for which you can’t figure out why.

Therefore, you should observe and consider your sitting position

as well as how to communicate with customers

where and how to achieve the most favorable.

Remember, whether a team member

or one of the spouses has the authority to direct and make the decisions, in most cases,

all of the others can still dismiss the agreement. that case.

When you have to talk to two or more customers,

you should choose a sitting position

so that you can communicate with both people at the same time.

In cases where you need to present documents related to images or specifications,

you should choose a seat on the same side of the customer.

If you work in a store, one very effective tactic that you should adopt is to leave the seller’s position and move into the customer’s position.

That will help remove “barriers” and establish a trust.

However, you will face many obstacles

if the store is too crowded or your customers are still choosing.

A convenient location for direct sellers is the kitchen area

or next to the dining table.

In general, most people invite partners to sit in the living room,

invite friends and acquaintances into their private study,

and invite family to sit at the kitchen table.

When you introduce products in the kitchen area or at the dining table,

in the subconscious of the customer,

you become a member of the family.

We still trust our families, don’t we?

And we often buy from people we trust, don’t we?

**********

EXTERNAL IMPACTS MUST MAKE CUSTOMERS FEEL COMFORTABLE

Visual impressions also mean that your merchandise must be clean,

well cared for, and organized.

In addition, it means that at the beginning of the conversation (mostly in direct sales)

you have to have a small notebook with the main points of the presentation.

In the case of a real estate presentation,

I recommend bringing the legal paperwork that you must fill out to close the deal.

When you get in the car to take the client to see the property,

give the couple a copy of the contract and say,

“This is the standard form we use all the time.

While we’re driving around to see a few pieces of land,

you can take a look and see if you have anything to ask.”

This way, you will skillfully pass on the contract to the client,

and more importantly,

when receiving the contract,

they will still feel comfortable and not feel pressured.

The customer sees you as someone who is willing to provide all the information he needs to make an informed decision.

Visual impressions also mean that you let the product “sell itself”.

The following story by Janet Corning, taken from Cheer,

a monthly publication of the Larry Fargher Association of Realtors and Realcom,

Santa Clara, California, illustrates this very well:

Best seller not long after that Christmas season,

I ran into a boy engrossed in a remote-controlled spaceship

and a robot pacing the sidewalk in front of a toy store.

There were a lot of people standing around the boy.

His relaxed, amused look made me think that those toys would make my kids happy too.

I asked the boy where he bought the toys.

“In there,” he replied, pointing to the shop behind him.

I walked into the store and asked to buy the toys that the boy was playing in the street.

– Whose son is that boy?

– I asked while the owner packed the things I bought.

She smiles: – You can call that boy my Christmas present.

A few days ago, that boy came into my shop and stood looking at the spaceship for a long time.

I asked the boy, “Do you like it as a Christmas present?”.

“Mom said she didn’t have money for Christmas presents this year.

My father passed away last spring.”

The boy answered and turned to walk away.

At that time, my shop was very difficult to trade,

but it was only a week before Christmas.

I gave him the spaceship,

and he was so happy that he sat down on the sidewalk to put the batteries in the spaceship.

And then the most surprising thing happened.

People stopped to talk to the boy and my store had never had so many customers.

I counted the total number of spaceships I had sold and when he was about to leave,

I called him over and gave him a small sum of money.

I told him to come back here the next day and give him the robot too.

Yesterday, the boy’s commission went up to 12 dollars!

The story above is a great example of the concept of life that I often refer to:

you can have everything in life if you help other people get what they want.

The story also presents shining light on generosity, “walking an extra mile”,

“compassion”, “investing in advertising campaigns”…

I hope I don’t need to remind you that this boy is “a human being” best seller” is

because of the joy and happiness he has with the toys (products)

he is playing with (product introduction).

He believes in his product and even though he knows nothing about the art of selling,

he effectively “sells” because he successfully conveys his feelings to the customer.

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Angel Cherry

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