What's Another Word for Selling?
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by John Boe, Sales Trainer & Keynote Speaker - John Boe International
Why is it that one insurance agent earns six-figures a year, while another agent in the same office struggles each month to make ends meet? How can it be that two sales reps, both
selling the same policies, both getting the same training, both putting in long hours and both working for the same manager can experience such totally different results? I think the answer might surprise you.
After interviewing over 200 non-buyers, I believe that I've found the missing ingredient in the formula. Based on my firsthand research, I'm absolutely convinced that the reason why some salespeople succeed while others, just down the hall, fail has a lot to do with how they define the word "selling."
If your income is based on commission sales and you view the selling process as simply uncovering needs and finding solutions, you're never going to reach your full earning potential.
The top producers I've talked to tend to place great emphasis on building long-lasting relationships with their clients. They understand the power of rapport and know that they must first build trust before they talk about issues of product or price.
When I was a sales manager working in the financial services industry, I would frequently assist my agents by offering to call their non-buyers for feedback. The way I figured it, I had nothing to lose and everything to gain by being proactive and following up on these so-called "lost" sales.
To help me prepare for each "why not" call, I would first talk to my sales rep to get his or her input. After making hundreds of these "why not" calls over the years, I'm convinced that more sales are lost due to a lack of trust and rapport than for all of the other reasons combined.
Before you can attempt to sell your product or service, you must first sell yourself.
The evidence clearly shows that approximately 20 percent of the non-buyers that I interviewed failed to buy because they honestly didn't have the money and hadn't been financially qualified by the salesperson.
Another 10 percent of the non-buyers were just shopping for the lowest price. But surprisingly, seven out of ten non-buyers told me, in so many words, that they liked our company and would have bought our products, but they just didn't feel comfortable with their sales rep.
When questioned, some confided to me that they felt their sales rep was too aggressive or sarcastic. Some felt controlled and pressured during their appointment. Some complained their agent was a poor listener and talked too much.
This tells me that approximately 70 percent of these lost sales could very well have been turned around if the salesperson understood how to communicate effectively with his or her prospect.
Today we have access to revolutionary tools such as the Internet, cell phones and fax machines, all to support us in communicating and connecting more effectively. I find it ironic that, even with all of these high-tech communication tools at our disposal, the alarming number of lost sales, disgruntled employees and dissatisfied clients clearly indicate that none of us are as effective at communicating as we would like to believe.
People want to do business with salespeople who they feel are similar to them. The only way you can truly sell yourself is to recognize your prospect's preferred "buying style" and adjust your presentation style accordingly.
For, you see, it really doesn't matter how knowledgeable you are about your product line or how many closing techniques you've mastered; unless you've earned your prospect's trust and confidence, you're simply not going to make the sale, period.
Psychologists tell us that we are born into one of four primary temperament styles or buying styles -- aggressive, expressive, passive or analytical.
Hippocrates, the father of medicine, is credited with originating the basic theory of four primary temperament styles 2,400 years ago. Hippocrates concluded that we are born into our temperament style. He observed that these temperament styles have a direct influence on our physical features, character traits and outlook on life.
People who lack an understanding of temperament styles typically use astrology, birth order, gender, race or other such factors to explain human behavior. In my opinion, this shortsighted view tends to promote superstition, fosters stereotyping and can even lead to racial or gender-based profiling.
According to Hippocrates, the aggressive style was decisive and ill-natured, but had a dynamic desire for action. The expressive style was emotional and optimistic, but not very serious or organized. The passive style was slow and amiable, but could stay calm under pressure. The analytical style was thoughtful and serious, but also sensitive and organized.
Each of these four buying styles requires a different marketing approach and presentation strategy. For example, if you're selling to the aggressive buying style, they prefer a short warm up and expect a quick, bottom-line presentation. At the other extreme, the cautious and analytical buying style is slow to warm up and craves every detail.
By identifying which of the four temperament styles a person has, you'll know with a high degree of accuracy how he or she is likely to manage time, react to stress and act in social situations.
It will tell you what they fear, what motivates them and what areas of business communications are their greatest challenges.
Once you're able to quickly and accurately recognize each of the four buying styles and adapt your presentation accordingly, you'll be able to close more sales in less time.
© John Boe International All rights reserved.
John Boe |
John Boe presents a variety of training and motivational programs for meetings and conventions. With a black belt in body language and a PhD in people skills, John brings over
twenty years of experience as an award winning sales trainer to the platform. John's programs are unique, consistently well received and get results!
To have John speak at your next event, visit www.johnboe.com or call 831 375-3668. - Meet John Boe - Seminars & Keynotes P.O. Box 3286 Monterey, CA 93942-3286 Office: 831-375-3668 |
