A recent Gallup survey on honesty and ethics in business ranked auto and insurance salespeople at the bottom of the list. And the statistics firm Bill Brooks estimates that more than 851 percent of customers have a negative view of all salespeople. But it’s not that bad: you can prove most people wrong. In fact, selling is a “super” skill that’s not easy to master. And you’ll need these “super” rules to make selling one of the easiest and most successful tasks you can do:
Rule 1: Keep your mouth closed while your ears are wide open.
This is crucial in the first few minutes of any sales transaction. Remember:
- Don't talk about yourself.
- Don't talk about your products/services.
- And above all, don't over-sell!
Obviously, you want to introduce yourself. You want to tell the prospect your name and the purpose of the sales call (in person or over the phone), but that’s irrelevant. After all, what can you talk about with the prospect at this point? Listen to them first, listen to their needs and wants. Then, on that basis, start the conversation in a way that best suits those needs.
Rule 2: Sell with questions, not answers.
Remember this: “No one cares how great you are, until you show them how great they are.”
Forget about “selling” your product/service and instead focus on understanding why your customers want to buy. To do this, you need to really engage with your customers, you need to ask questions (lots and lots), but there should be no hidden agenda or motive.
Imagine you rent a CD booth at your local annual music festival. It won’t take you long to realize that your job isn’t to sell CDs, it’s to put headphones on anyone who comes into your store so they can listen to music for free! You’ll also quickly find that whenever people realize you’re trying to “sell” CDs, they’ll react and do everything they can to avoid your store.
So, turn your sales job into introducing music to anyone who wants it. Once they hear it, they may or may not like it. But you will definitely make more money than the other CD stores at the fair.
In sales, one thing you should know about human nature is “sales resistance”. That means the act of selling always creates some resistance! And this leads us to the next rule.
Rule 3: Be curious and inquisitive about potential customers.
Ask them what products/services they are using. Is what they are using too expensive, or not reliable enough? Your job is to find out what your customers really want. Ask questions that will give you a lot of information about your customers’ needs and wants.
Once you know your customers' needs, don't try to convince them to buy, they will trust you and see you as a valuable consultant and want to do more business with you in the future.
Rule 4: Talk to your customers as you would talk to your family or friends.
In your interactions with customers, you should not speak in a “salesy” tone. This is a cliché and slogan. A formal pronunciation, exaggerated tone and formulaic introductions are not acceptable in today’s professional sales environment. Instead, speak normally as if you were surrounded by friends and family.
Rule 5: Pay attention to your customer's mood.
Is the prospect upset? Is he or she emotional or confused? If so, ask, “Maybe we should meet another time?” Most salespeople are so focused on what they’re going to say that they forget that the person they’re talking to is a human being with his or her own thoughts and feelings.
Rule 6: If a customer asks a question, answer briefly and then continue where you left off.
Remember: those questions aren't about you, they're about them determining if you're the right person for them.
Rule 7: Only after you have accurately identified your customers' needs should you begin to talk about what you offer.
Know the person you are talking to first, then figure out what to say to them.
Rule 8: Don't turn your conversation into a product/service seminar.
Don’t ramble on about things your customers aren’t talking about or don’t want to hear. Instead, say what you think will be helpful to them in their specific situation. And if possible, present the benefits in their own words, not yours.
Rule 9: Be the bridge between your customers and your products/services.
After implementing all 8 rules above, you have known the needs and demands of customers for your type of product/service. In addition to building a relationship of trust and mutual support, you have successfully bridged the gap between customers' needs and the products/services you provide.
Rule 10: You are not a salesperson.
Don’t end with a typical sales pitch to avoid reminding your prospects that they are dealing with a “salesperson.” You are not a salesperson, you are a friend offering and recommending a specific product/service. And if you make your prospects feel this way, you are a great salesperson.
Whether you are a business owner or a salesperson, you certainly want your company's sales to make leaps and bounds, but to do this requires you to have the skills to build goodwill as well as master the art of selling. Find out the shortcomings in your sales activities from the 10 "super" rules above to correct them, and over time, you will certainly become a super salesperson.
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