Every time you sit through a sales kick-off
or a sales presentation there comes a time when you have made up your mind and wished the person holding the pointer and presentation controller just shuts up.
Pondering through the various stages of a selling I wanted to mention the bit where you close the deal. Be that in the comforts of an air conditioned room somewhere in the upcoming new markets of China or besides the warm of a fire place in Alaska sipping your whisky and wine or even on the streets of pondy-bazaar hawkers in Chennai. Ideas from Christine Comaford on selling were interesting.
She talks about the concept of “quota busting” that prevents you from pushing customers to making a decision. If they buy it or not this method should be beneficial for both you and your customer. The transactional costs involved in you making the pitch can be valued as knowledge gained, if the customer choose not to buy. There will be long term gains to be made from the same customer depending on how good you r sales pitch was. If they choose to buy then the value gained needs no explanation.
Christine explains 3 main reasons for someone to buy :
- Save money
- Make money
- Reduce pain and frustrations.
Every product probably does all this but when selling it to your customer always talk about why the customer want to buy. Present products or services in such a way that it explains what the customer wants, and avoids speaking about everything your product does; it will not interest the customer.
This probably is no new mantra in the world of selling but her concept of “shutting up” at the right time was interesting. The bit where you tell you customer what they want to know and then you shut up, it might take 5 minutes or 30 minutes of annoying and intolerable silence but that is customer time and you should not make a noise. Personally I like to think when I am making decision and that stands true for anybody else.
I tried this on my wife last week when I wanted to buy the new xBox Kinetic, and unlike the last few pitches with my toughest customer, this one went well with no broken glasses.
I don’t get to do any formal sales pitches at work but I am going to use this in most of my selling from now on.