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SALES TRAINING AND COACHING FOR PEOPLE WHO DON'T LIKE SELLING What is the ideal sales presentation? For me, it's one where I don't have to do any selling. Instead, I'd rather have my prospects sell themselves on my product or service. I want my clients to like me so much, they give me all of their repeat business...plus refer all of their family and friends to me too. I want to be the "family sales representative" just like their family doctor or attorney. Don't you? Learning to sell like this is not only possible, but it's easier to learn and far more effective than the old traditional ways of selling. For example, how many times has someone told you that to be good at selling, you need to sell features and benefits and build the value of what you're selling? Selling features and benefits is old technology. A sales presentation needs to sound just as natural as a conversation you'd have at a cocktail party or a church social. It needs to be a two way conversation with your prospect doing most of the talking--not by you running your mouth about how great your product or service is. In fact, selling like that comes across as high pressure. Although giving a conversational presentation is incredibly effective, learning how to do it takes a little time and effort. Here's the first major step: Convert all of the features and benefits of what you sell into questions, and then shut up and allow your prospects to sell themselves. Examples: Instead of saying that your Woogers will save them valuable time...ask them if saving time is important to them. (When they say yes, they are selling and closing themselves.) Instead of saying that your Wooger Program will help them to stay focused...ask then if they see the value of staying focused. Instead of "selling" your guarantee...ask them if they see the benefit of owning Woogers that come with a guarantee. (By the way, if you don't know what a Wooger is, that makes two of us.) When they say yes to these questions, ask them why that is so important to them. Then remain quiet and listen to what they have to say. They will now do your job and sell themselves on whatever it is you market. Here are two rules about selling this way: Rule 1: Get your prospects to talk 80% of the time you're with them, and you talk 20% of the time. And the 20% of the time you're talking, ask them questions...so they'll talk 80% of the time. Rule 2: The last thing out of your mouth should always be a question. When prospects ask you questions, answer the questions completely, but then tag on a simple question of your own to keep the prospect feeding you information. Remember this always: Selling is asking questions and solving problems. By listening very carefully to your prospects, they will reveal how to sell them and will begin to trust you; and without trust, you can forget about everything else. Think of yourself as a trusted adviser, counselor or close friend and "interview" them in such a way that you can advise them with integrity on how your product or service may help solve some of their problems. They will love you for it and reward you by giving you their business, referrals, endorsements and their friendship. It's the easiest selling you will ever do because you won't be selling at all. You'll allow them to do that. In the next issues, we'll discuss many other ways you can get your prospects to share their concerns, frustrations and reveal their "hot buttons." But for now remember this: Solving prospects' problems with your product or service is the beginning of lifetime relationships and consequently, lifetime streams of income for you. Your Sales Coach, Hilton Johnson Free "Sales Coach" Newsletter Hilton Johnson The Sales Coach, Founder of Sales University, http://www.salesuniversity.com "Sales Coaching For People Who Don't Like Selling"
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