Nobody notices a good toupee. Only a bad one.
The same goes for salespeople. Bad salespeople are easy to spot.
You know when you’re at a networking event and everyone is asked to give their 30-second introduction?
And you know those people who get all windy and drone on for what feels like forever?
|My friend Carrie Greene, founder of Carrie Thru, wrote this great article that she said I could share with you.
Carrie helps entrepreneurs create the systems and structures you need to help you stop spinning, get focused, make decisions, set your priorities and most importantly carry through so that you can get your message to the world and have a successful and profitable business.
Learning about sales at the farmers’ market
Here in NJ mid-August is prime time for farmers’ market. Everything is at its peak. We have a weekly farmers’ market in my town, but it’s pretty small. My husband and I decided to try a new one that was bigger and nicer, even though it was considerably further away.
I had a strategy in mind…take a quick look at all the stalls to check out what was available and then spread our purchases out when we went back to buy what we needed.
My intention was to get tomatoes, nectarines, melon, green beans, zucchini, summer squash and maybe one or two other things if they caught my eye.
After a quick run through we stopped at one stand and even though everything looked fabulous, decided to just get string beans and a melon. We’d buy the rest elsewhere.
I went to pay and met Rich. He was very friendly and casually said, “Did you see the basil? It’s absolutely perfect.” I said, give me two bunches; I can always freeze the extra.
He started packing up our purchases and mentioned that the peaches were at their peak, so if I like peaches to be sure and get them this week or next. I added peaches to our purchase.
Someone else asked him about tomatoes. I added tomatoes to the order and watched as Rich personally selected the best ones for us. He then said “As you get to know me you’ll see that I make sure you get the best of the season. Wait until you see my apples in a few weeks.”
I realized that there was no need to spread our purchases out…Rich had us and we were happy to be had. I added zucchini and yellow squash, blueberries and fresh mozzarella and paid for everything. As I was about to leave he said, “Don’t buy eggs at the supermarket this week. Our eggs are right off the farm. They have beautiful bright yellow yolks, are much better for you and taste better than what you buy.” Next thing I knew I was picking them up.
We thanked him and left with overflowing bags. We looked around at the other stalls, picked up one or two more things and left.
As we headed home my husband and I discussed how despite our strategy, we ended up doing all of our shopping with Rich and that we got a lot more than we expected to. We wanted everything and were confident that we’d use it, but it wasn’t our original plan.
So what happened? Considering that each stand had the goods we wanted; everything was beautifully presented and available for purchase, why did we do all of our shopping with Rich and why did we get more than we expected to?
It’s really simple. Rich had the opportunity to interact with us and did. Yes, some of it was luck, we happened to go there first, but when we went to other stands afterwards they never interacted with us other than saying “Anything else?” and telling us the cost.
Rich took the time to get to know us. He introduced himself to us. He never assumed that what I picked up was all that I wanted. He spent time with us and didn’t just ring up our purchase. He found out about our three teenagers who LOVE fruit. He knows that they will eat a large watermelon in a day and that Eric alone will finish off a dozen eggs in less than a week.
He shared information about his other products. Let me be really clear about this… there was never any pressure to buy. In fact, what I perceived was his desire to share with me and add value to my day (and plate!). I truly wanted everything we got and am confident that it will all be eaten and enjoyed.
We left Rich after happily paying him and were excited about what we had bought.
OK…so how can you apply this to your business?
1. You have to help people buy from you. Displaying your goods and services is not enough. Yes, it is important to have a place to show your products off, but a beautiful website and top rankings on Google will not bring you sales.
2. Speak with your prospects. Get to know them and let them get to know you. Help them make their own decisions about whether or not the goods you have to offer are the goods they want to buy. Spend time with them even if you have other things to do.
3. Interact with your current customers. Just because someone decides to buy your product does not mean that this is all they want or need. After you say “Thank You!” take the time to see what else your customer may need and how you might be able to help them. One more thing here…make sure your clients know about what’s coming next so that they come back (I can’t wait for the apples).
4. Don’t keep your products or services a secret. Even though everything was displayed, Rich did not assume that I looked at all of it. I never would have bought as much from Rich if he hadn’t specifically mentioned them to me.
5. Remember…Buying can be a pleasure for your client. I don’t regret a single purchase, if anything I wish I had gotten more. I was not bullied into buying anything. Rich just shared what he had with me. I can’t wait to see Rich next weekend so that he can share more of his bounty with me and I will happily pay him for it.
One of my mentors says, “Sales isn’t something you do to someone, it’s something you do for someone.” Thank you, Rich, for helping me internalize this message. Yes, Rich sold me products. He offered them to me, charged me for them and I paid him. He closed a sale and even up-sold me but did it for me — not to me — and we both left the exchange smiling.
Here’s what you can expect from me … more opportunities to speak with me so that I can get to know you better. I promise you two things: 1) I will never strong arm you into buying anything you don’t want AND 2) If I have goods or services that will help you I will tell you about them and if they are right for you, I will help you buy them.
What steps can you take so you can be more like Rich?
Feel free to comment on Carrie’s blog here.
You make your recommendation to your prospect and give him your price.
There’s a moment of silence a then a BIG GULP!
The question is… which one of you is doing the gulping?
Tags: carolyn herfurth, closing a sale, entrepreneur, overcoming objections, sales coaching, sales expert, sales tips, sales training, sell event, small business, startup, the biztruth, the sell event
Sometimes, despite your best efforts, a prospect will tell you no. Maybe their reasons are legitimate… or maybe they’re not.
So after you’ve done your best to turn their answer around, you exit respectfully and gracefully.
Until I moved to New York, it had been a good five years since I’d bought a jar of peanut butter.
But when I got here, I was too busy to shop and too busy to cook so I picked up a jar of peanut butter and the next think you know, I’m packing on the pounds!
The same thing can happen in your business. It happens to me all the time…
Is it possible that our prospects are like teenagers?
If I tell my 16-year old nephew not to drink and drive, will he really understand why not? Maybe… but will he “buy” it? Probably not.
The same goes with our prospects. If we spend our time telling them why they need to do something and go on to tell them why we’re the right resource, there’s no engagement… so it’s less effective.
I was talking about sidewalk traffic with a native New Yorker the other day…because it can be a little crazy at times. People weave all over the sidewalk and it sometimes seems as if there’s absolutely no order AT ALL! What’s up with walking on the right and passing on the left?
Some people are looking at the sights, trying to navigate their way around or just searching out a place to eat….
Others are texting or talking and in their own little world.
What fascinated me is that my friend admitted he didn’t know, until he was 44 years old, that in most US cities people walk on the right side of the sidewalk. So in his case, he didn’t even know the “rules” for pedestrians.
So it makes me think of us, as entrepreneurs. Some of us have our heads down, focused on on thing and totally missing out on what’s going on around us.
Others have our antennaes up… on the lookout for the new opportunities.
And others… who just don’t know “the rules”… but have made it this far… maybe inconveniencing others along the way at times… but not intending to do harm.
I’m not suggesting any one of those is good or bad… I just think they’re phases we cycle through at various stages of our business.
- Keep your head down too long and you miss opportunities.
- Keep looking at the tall buildings and miss what’s going on right in front of your face.
- Break the rules and shake things up whether you’re aware of it or not.
I know that I always have a little of the “don’t know the rules” thing going on… which is good. That’s how ‘treps blaze new trails for others.
I just got through the “tall building” phase with a lot of people approaching me about joint projects and trying to figure out how that fits into my own Biztruth activities… and now it’s time to spend more time “heads down” to focus, follow through and deliver.
What phase are you in in your business right now?
Before moving to New York, I made regular trips to visit my sister here.
First, I was a tourist. Then progressed to being a visitor. And now I’m a resident.
Check out how this relates to sales in your business…
On the first couple of trips, it was all about the sight seeing… the Statue of Liberty, Empire State Building, MOMA, eating out every meal…
I would whirl around, check it out and move onto the next tourist site.
After awhile, I felt less obliged to spend all of my time exploring the tourist sites and became, what I would consider, a “visitor”.
Between going to shows and museums, we started to poke around neighborhood street fairs, run errands and order takeout. I slowed down just a bit.
Now that I’m a resident, I’m connecting with other New Yorkers and making friends.
I’m working in my garden, walking to the grocery store and going for long bike rides.
Even though I have always lived life at a pretty fast pace… I’m being more conscious of building a relationship with my new neighborhood and actually slowing down to get to know the city better.
What does this have to do with sales, you ask?
Think about the sales conversations you have and identify which of those three would describe your prospect…
A tourist is a quick in & out, onto the next “site”.
In your biz, they’re the people who are currently on the sidelines and not quite ready to invest more than their time… so they take in all of the free content they can get.
Like watching this blog for tips and taking free teleclasses.
A visitor is still curious like a tourist, but slows down a bit to get to know a different side of things because she’s looking for growth and new experiences.
In business, these are people who are beginning to invest in themselves with low to mid-level programs that provide some direct interaction for short periods of time…like my SELL Event or Bootcamp.
A resident makes a higher investment in herself, because she’s made a longer-term commitment to really “move in” to her business and the programs that support her fully embracing that mindset.
In my business, these are the entrepreneurs who have more access to me on a more intimate, focused basis. Like my VIP clients or the folks in my invitation-only “Sales Confidence” mentorship progam.
So think about the sales conversations you’re having and identify which of those three would describe your prospect based on your different levels of programs.
And which of those three would describe YOU based on what sort of investments you’re making in your own biz?
Tags: carolyn herfurth, closing a sale, entrepreneur, new york city, overcoming objections, sales coaching, sales confidence, sales confidence mentor, sales expert, sales training, sell, small business, startup, the biztruth