By Elinor Stutz
Going against all sales training tradition, experience shows you should not sell to get the sale. The secret sales strategy for success is human kindness. By being your authentic self, and leveraging kindness through several components, not only do you eliminate what was perceived to be competition, but you enjoy a highly rewarding experience on many levels.
Cold Calls Returned
Most people have a terrible time trying to get someone to pick up for a phone call let alone return a call or email. The act of kindness works extraordinarily well here. In your next message, and according to budget, ask what type of coffee they enjoy most. Then add you would like to bring them a cup, along with a delicacy, while the two of you have an introductory conversation. Almost guaranteed that call will be returned!
Should you have a special budget or expense account, offer to take the person out to lunch providing a choice of dates and times for their convenience. Creativity wins points, too. If you really want your prospect to see a demo, set up a picnic lunch in the office, minus the ants, of course.
Saving time and money is everything for making a sale. Explain you understand they must be unusually busy. Compassion is an element of human kindness. By bringing food to them or taking them out, they will enjoy a nice time, free of charge, and you will have freed up their time for an insightful conversation.
Last Quarter Is Holiday Time
A teensy 5-cent candy bar will open more doors than you can believe. Hand them out to guards, receptionists, people you meet with, and everyone else you encounter. Wish them a happy holiday and then ask, “I was wondering if you could help me?” Your gesture will almost always be favorably returned, by providing you with the appropriate decision maker contact information; even in the case, when it is not supposed to be provided. The key here is to genuinely come across as being soft-spoken and kind.
Relationship Building During Meetings
Before you get into the heart of the matter as to why you are there, get to know the other party a bit on a personal level. Look for signs of hobbies, awards, or diplomas on the wall, and ask a question that will promote conversation. If you see pictures of family ask the age(s) of their children and their interests.
Next, ask how long the person has been on the job. If a short time period, ask what they did prior. Otherwise, ask what their career goals are, as the answer will give you better insight as to how you might best assist them. Then ask for their business goals. This leads to the heart of the matter of why you are there.
“The heart of the matter” is what the sale is all about.
You showed a warm heart by your generosity and interest in the person. All of the above leads to the next heart of the matter, and in the most direct path possible. There is no turning back, and most likely, the truth will be told.
When the truth is revealed on the part of the prospective client, you have the best possibility for outlining how you may serve them best, and truly find where their interests reside versus being told, “just curious.” You eliminate most of the negativity of sales when you strive to hit “the heart of the matter.”
Getting the conversation started on this level relaxes all parties, once again differentiates you from everyone else thus building your personal brand, and encourages a truthful dialogue when the business portion of the meeting begins.
Assuming the Sale Video
Securing the Sale
There should be no “close.” Instead, open the door by asking, “When would you like to begin?” Sit tight until the question is answered and mini-questions or objections are presented and answered. Provide the timeline for all related pieces of the solution to be implemented.
Customer Support
Model same human kindness after the sale as you did before the sale. This again differentiates you from others in your field. Going the extra mile for clients opens unlimited doors which includes repeat business, referrals and testimonials. Imagine favorable testimonials going viral – this is indeed the definition of the Smooth Sale!
Elinor Stutz, CEO of Smooth Sale, delivers inspirational keynotes at conferences and authored two books: The International Best-Selling book, “Nice Girls DO Get the Sale: Relationship Building That Gets Results,” and community service led to the writing of her second best-selling book, “HIRED! How to Use Sales Techniques to Sell Yourself On Interviews.”
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