One of the most important lessons I’ve learned in my selling career is the ability to see things from someone elses point of view. If you can see things through your customer’s eyes, you’ll instantly build rapport and start developing a relationship.
Work backwards. See in your mind where you want the prospect to be. Then envision where they are right now (ask questions to clarify this point of view) and lead them cognitively through the sale.
Opening communication with a stranger can be a daunting prospect for the fresh salesperson. “Breaking the ice” was one term used to describe the process of “first contact.” And it’s good analogy.
Customers have developed a certain amount of healthy skepticism toward sales people and its quite justified. There are a lot of hacks out there that’ll rip you off without a conscience given the chance. So realise this is how the prospect sees you. It’s a valuable insight to begin with.
So how do you overcome this barrier?
Most people will suggest that the first step is to show people that you have something in common with them. Demonstrate that you’re just like them. A simple hello is often enough for a consumer to get directly into the sales process. Others might suggest it’s better to a comment about sports, their kids, something other than what you’re obviously there for. This “breaks the ice” so to speak and loosens the tension.
Not bad ideas, but you didn’t buy this manual to read about something you probably already knew. Here’s something you’ve never heard before. Here’s something extra to make this tip 100 percent profitable.
When you can make someone laugh, all the barriers come down. Laughter is the key to opening communication.
One of the keys to effective selling is to “get it.” In other words, you have to actually get out there and practice so you get a “feel” for how it works. Do this every day at every chance you get. Say hello to strangers, crack jokes in an elevator. Whatever! Just one step at a time and you’ll learn how to read people and situations more clearly and be able to handle yourself with confidence.
Do something unexpected.
(In a retail/shopfront environment)
Me: (very serious) Hi, How’s it going?
Prospect: I’m just looking thanks. (Crosses arms)
Me: (Very big smile!)… Wow! … I don’t need all the details buddy… just a friendly hello will do. (Cheeky grin)
Prospect: (laughing) Oh, ha-ha, ok… Hi
Me: Hi, I’m Chris… (Shake hands if appropriate) Now, what really brought you here today? Just knocked off work? On your lunch break? Looking for enlightenment? Trouble at home? (Grin)
Prospect: (smiling back and shaking head) Um… Well I’m actually just shopping for one of these.
Me: Oh good, (wipe imaginary sweat off brow) I know nothing about enlightenment! Take a seat.
You’ve got to entertain these guys! Now, this is a little over the top so obviously pick your audience, as you certainly don’t want to offend anyone. But if you add the cheeky grin, you’re sure to crack a smile on their faces.
Use body language… If the customer looks like a bit of a hard working outside type, lean on something like you’re at the pub talking to one of your mates you’ve known for ages.
Then bridge the gap. Often your customer will start talking about what they value without any questioning from you anyway. If not, then use what you have in common to ask some questions about what they think about your field or industry. Keep it light, and listen for any ways you can provide a solution to any problems they may have.
One of the secrets to creating laughter is to create tension, then release it. Practice it, and get the feel for what works for you and what doesn’t. We’re all different, but if you get the essence of laughter, you’ll find your selling will improve dramatically.
Tip: Read some books on comedy and watch some stand up acts.
Some people need a more business like approach. Always select your audience. A great line I use when talking to business professionals after a quick greeting is:
Prospect: “I’m just looking”
Me: “Oh good… do you mind if I ask you a few quick questions to see if it’s a good idea we do business today?” — Lead into a qualification
It’s a great time saver for them and you. It cuts through the crap… they’re obviously there to look in order to consider their options before buying. It also presents your intention. You’re there to do business. It’s a great opener because it sets the foundation for the discovery process. It allows your prospect the chance to make a small commitment in exchange for the chance to find a win-win situation. Most importantly, you’re respecting the client by asking them permission to ask them for information, yet you remain in control.
Generally, Aussies, such as myself, are some of the most relaxed people you’ll ever meet in your sales career. But don’t let this fool you into thinking that they are any easier to sell to. Aussies tend to have a fairly set standard of deciding who’s going to be one of their mates and who’s not. Earn respect right off the bat and you’ll fit right in. Many people are known for their ability to work hard when they need to, and relax when they’re not working. So respect the fact that even if they’re dressed in jeans and a t-shirt right now, they may be an accountant, lawyer or high profile business owner.
“Many individuals have, like uncut diamonds, shining qualities beneath a rough exterior.” Juvenal
