This is the last of my 4 part series - We Are All Sales People – like it or not. So learning how to sell is critical for your survival and great for your success.
Pushers Get Rejected - Pullers Make Sales
If you ran into a pusher on the street, you’d run. Yet, when you’re trying to get accepted, I’ll bet you’re the big talker or the pusher. Now we don’t intend to be that way, or we feel this person needs to know. However, anybody only cares about his story. So do you pull-out what he wants to talk about?
I love the way women talk to each other. Actually it drives me crazy. One will whine, cut or tell the other about something and the other multi-tasks i.e. notices everybody that walks by or does 14 other things while on the phone. Then the roles reverse. They get along because each gets to tell their stories. There is never a resolution, but now both feel refreshed.
A couple I met asked me what I do, and I said I develop great sales people. Then they told me about their son who was great getting along with people while doing missionary work (which is selling). “Now he’s in sales and not doing so well. He didn’t want to get into selling. He’s just doing this for a short time until he finds something else.”
Well hello, this is how most sales people got into selling. No one ever studied selling as a profession. They took a selling job because there was nothing else and someone said they could make major money.
Now I wasn’t there, but I’ll bet money, the son got the curse of marketing. The training was a huge download of product information coupled with a big rah rah of why we’re better than the competition. He was given a kick in the rear and a “Go get ‘em tiger. Tell them we’re the best.” Unfortunately, this turned him into a pusher. And just like when you meet the pusher, these prospects run.
So I told the ashamed parents “Tell your son to go back to his missionary tactics and use his getting along with people skills. Get to know the person. Pull issues, concerns, opportunities that are important to this individual. The person will feel refreshed and your son will know how to win-over the prospect. If he leads with, “Let me tell you about my company and what we can do for you”, he’ll fail. When I coach, I record experienced sale people so they can hear for themselves how self focused, customer insensitive they are.
So test yourself. I double dog dare you. Record or write your opening statement to a prospect. I don’t care what phase of the sale or who the person is or what you’re selling. Count the number of times you say, “I” or “we” or anything in the first person. Compare it to the number of times you say “you” or “your” or anything in the second person. Analyze what you said or wrote to get the person to tell about himself professionally as it relate to your business. Compare it to what you’re telling about you, your company or what you can do for him. You’ll see what a pusher you are.