Like any good salesperson, about once a year I take time to survey and interview my customers (and their customers). Common statements about what makes a good salesman include following up and good customer service. But what seems to be mentioned the most is, "I want a straight shooter, a rep who puts it all on the table with no surprises and no BS."
Simply put, tell it like it is, and you'll reap the benefits. (Better communication, stronger relationships, trust, dependability and an overall comfort level with the partnership.) Here are some insights on how to know if you're telling it like it is.
Are you trying to please everyone?
Let me share a bit of wisdom from Bill Cosby. He said there are many ways to succeed, but "the key to failure is trying to please everybody." And if you think you can please everyone, see Arthur Miller's play, Death of a Salesman. Realistically, there are some people we just can't please. Maybe what we're selling does not fit into their needs at the time, the account is not qualified as a true prospect, or they just don't like you. Great salespeople know when to move on and do not change their values or beliefs for someone just to please them or close the sale. They don't take it personally, either, because there are so many reasons involved in why someone selects you over the competition.
We like reps who have confidence in what they do, what they sell and the value they bring to the sale. We like the ones who have the confidence to share information that others think might jeopardize or cost them the sale (and sometimes it does). But the way you build a strong relationship with a qualified individual is to be straightforward with your advice. I like to be sold that way, and I'm sure you do, also.
Do you tell people what you sell?
Have you ever been pitched (in person or over the phone) by someone, and it takes you several questions to finally figure out what they are selling? It's frustrating and starts the relationship off on the wrong foot.
Sometimes we try to use fancy words because we don't want a response like, "We have one already," or "We don't need any widgets here."
Your pitch should be right to the point and easy to understand. No gimmicks, fancy words or vague statements. Here's an example:
"Hi Steve, I was wondering if you can help me out. I'm with XYZ Company and we sell/market _____."(Tell them exactly what you sell.) "I am trying to reach the person who handles this; who would that be?"
Keep it simple and short. We sell "x" and we've helped companies like yours with (insert your key benefit). They know your name, your company name and what product you sell. Your goal on this initial call is to sell the appointment, not your product.
Do you know when to walk away?
"Lisa, thanks for giving me the time for our meeting today. Based on your budget and requirements I don't think our services would best meet your needs. I'd like to recommend another vendor who would be a terrific fit for what you're looking for."
There is nothing that builds more trust in a relationship then telling your prospect or customer that what you sell is not the best solution for their current situation. Maybe you recommend the competition or another business that carries a better long-term solution. That customer will not only appreciate your candid response but will never again question your advice in the future. In these situations, often they will refer you to some of their contacts, and there is nothing more valuable than that kind of introduction. No one likes losing an opportunity for business. But when that opportunity is a bad fit and you press forward anyway, you risk losing repeat business and something much more valuable, your reputation. I'd much rather lose one battle and win the war.
Do you seek out the superstars?
Every company, every industry has someone who performs at the top of the field. Find out who these people are and try to connect with them; get their advice and emulate their selling style. Their experience will give you valuable lessons on how they "tell it like it is" with their clients (and believe me, they do). I've made it a habit to speak with the top reps in each company I do business with and have always found that they have a style that is bone honest and upfront with their contacts. When you start surrounding yourself with successful people, their strategies and approaches rub off on you.
Being straightforward in your sales approach is a breath of fresh air for most customers. They see you as someone they can trust and always know where you stand. If you want to be great in sales, establish your character first.
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Comments:
Sugarcoating if never the answer. Most of the calls I make are to the point and no BSing around.
What interests me most is that many of us claim to want straight-shooting salespeople (and politicians, for that matter) yet we refuse to conduct ourselves in a similar manner. That is to say we often fail to be open and honest in our own communication and relationships. Forty years and I have yet to meet an individual who doesn't color the "facts" occasionally. Individuals practice a sort of quiet hypocrisy and express outrage when affected by others who do the same.
I agree with the article, and hundreds just like it about the same topic, but at the end of the day, salespeople are just human. And until humanity places a higher value on openness and honesty, we're not likely to see much of a change in the way humans sell to each other.
Ronika, it's all about perception. The highest-priced products and services are not always the most profitable, nor are they necessarily the ones that sales has the greatest incentive to push. For savvy businesses, it's win-win.
Be real. People are sick of the last decade of big business that got us in this economic mess. Potential clients want to trust you on a handshake basis. They don't want to be fed more "solutions". Great article. www.ohheymktg.com
good advice that is always good to hear repeated.
Good advice. I've built a good sized professional services business and still don't consider myself a salesperson, though I've sold many million dollar engagements. I do it by being genuine, believing in my product, and truly trying to solve my client's problems. The money stuff will work itself out, if you stick to those three fundamentals. Throw out the sales gimmicks.
Excellent. Well written, Outstanding information...Straightforward. Thank you, Mitchell Dillman
This sounds ideal from a customers view, and is how I like to approach a customer when I am selling, but what aggrivates me, is that what you described is not at all what the company who pays these people wants. If you dont sell an extended warranty or upsell every customer then you may be out of a job sooner or later, because there are more aggressive salesmen that will get the job done. I just wish more customers who do appreciate the non aggressive selling, would take the time to write to the company and acknowledge the salesman so they can have a few good letters in their files when reviews are done and and they are questioned about their numbers.
Hi Barry - thank you for you article, well written by someone who knows salesmanship. I understand what you are trying to covey, but you left out a very important topic. In my 20 years working in sales - spoken to 1000's people, and each one of them was different. I love my job, because I am in a field that helps people nationwide with financial problems. Mainly keeping their homes subject to foreclosure, having a payment way too high or too much revolving debt. Frankly speaking in my field - a sales person needs to be a "Chameleon" adapting to each person they talk to. "What Do I Want to Say" when a person answers the phone, "Getting Your Point Across", in the first 15 seconds. This is What I Can Do For You, after discussing their problem. Again every person is different - a salesperson needs to focus on how to help them resolve a their problems at a time when not having enough money is a major factor. In a different capacity - focusing on the needs and wants to satisfy what the client is looking for when they have money to spend. One of my secrets to developing a relationship and additional sales, I make sure they program my cell phone into there's. So when they come across people with similar problems they can recommend me. I do this with every client, and I do get referrals. Not trying to criticize, just saying this is can be a very large topic. Looking forward to you next article on this topic. Thank You..
My friend purchased a relatively inexpensive laptop at an electronics store recently. Not only did the salesperson not try to upsell us, he was able to knowledgeably explain why the model we had chosen was better than some of the more expensive ones. (And he didn't harass us about getting the extended warranty!). It was a pleasure dealing with him, and I will certainly seek him out when I go back for my next electronics purchase...
I just started working with a company, not direct sells but network marketing, and I think the sraight-forward appraoch is the only way to quickly grab a prospects attention.
I agree. If I get a call and I dont know what the product is within the forst 30 seconds....CLICK!
I completely agree. But sometimes I see many sales "types" who seem to think being straightforward means being unoriginal. There is still space to be creative when you are straightforward, and creativity can be a great asset when you are selling.
That is the only way to do business, be straight and honest..it works..
There are several personality types and they all react differently to different techniques. However, since we're all so 'busy' these days and it's all about now-now-now, we need more straight forward salespeople. I will always buy from people who don't mess around with me. If they're up front and straight with me, I'll buy almost immediately and it also gains that trust. Great article!