Serious answers to serious sales questions
Answers. Salespeople want answers. Here are a few of the answers to questions I get in the mail (fax, e-, and snail). The purpose of this column is two-fold: First to give you a sampling of what people ask, and second to assure you that you are not alone in experiencing the weirdness that everyday selling seems to breed.
And by the way, in case you forgot the only dumb question is the one you don't ask.
Dear Jeffrey,
What would you say to the salesman who is experiencing a "block" of sorts? This is a person who normally has no trouble communicating but now is experiencing trouble with the simplest of sales communications. How would you advise that person to overcome the problem? It's not me. It's a friend of mine, I swear.
Thanks, Dianne
Dear Dianne,
A few more facts would be helpful, but here's a gut response:
One or more of these seven things are at the root of the problem:
lack of self-confidence
lack of belief in product or company
fear of rejection
lack of preparation (dreading a question you can't answer)
money pressure
home pressure or wrong home environment
physical pain or medical disorder
Inability to communicate is not a problem it's a symptom of deeper problems. Something is in the way of communication. Remove it (or them) and the communication will reappear as suddenly as it left. Hope that helps.
Regards, Jeffrey
Dear Jeffrey,
Could you possibly provide a sales question that I may ask when trying to sell an annual maintenance contract? Your help is greatly appreciated.
Rick the landscaper
Dear Rick,
Here's the question: Mrs. Jones do you want your property looking good all year or just in the summer?
Regards, Jeffrey
Dear Jeffrey,
How do I respond to this? I sell advertising space. A prospect says, "Art, I like your magazine but your competitor successfully generates me leads and costs less. I only have the money to go with one magazine. Why should I risk it all and go with you?"
Love your column, Art
Dear Art,
Answer the prospect: "Great Mr. Jones anyone can get you leads, but how many end up in sales? Your cost per lead is not as important as your cost per sale. You may actually be paying a higher price per lead to sale, even though your cash outlay is less initially. We deliver cost-effective sales, not just leads."
"I recommend we track your real costs, not just the price and the activity. Then we can get down to a trial that matches our quality leads and lower conversion rate against a bunch of low-priced leads." That should land the sale.
Regards, Jeffrey
Dear Jeffrey,
How do you react when establishing a new phone contact and your prospect reacts to your approach with dead silence. Is joking about this with him appropriate?
Hoping it is, Jennifer
Dear Jennifer,
Joking is appropriate. You have nothing to lose. You already lost with the boring approach, so why not go for a laugh?
"The phone seems to be broken Mr. Jones, I can't hear you. I guess you're so stunned by my offer that you want me to come right over and pick up the order. Do you need anything from the office supply store while I'm on the way? I could stop buy and pick it up. Are you smiling yet, Mr. Jones? Uh, I see a small smile in my phone video camera ..." If you can make them laugh, you can make them buy.
Regards, Jeffrey
Dear Jeffrey,
I really need help with my phone work. Some weeks I make up to 15 appointments and have great presentations, but lately it's been terrible. I just don't know how to respond when they tell me that they have a supplier and that they're happy. I mean how do I get in there? I guess I'm just feeling a little desperate ... any suggestions?
Thanks, Jackie
Dear Jackie,
Do something different with your presentation:
1. Ask more questions.
2. Ask why they are saying no.
3. Use humor when you get rejected.
4. Call at different times: first thing in the morning, lunch time, after hours.
5. Try networking instead of calling. Go to a few after-hours meetings with your best customers. Go to their association meetings and find other prospects.
6. Don't mope or feel sorry for yourself.
7. Read for 30 minutes a day about selling skills and positive attitude.
8. Don't quit no matter what.
You can do it!
Regards, Jeffrey
Dear Jeffrey,
What is the future of cold calling door-to-door?
Copier sales guy
Dear copier sales guy,
Cold calling is a great place to learn how to sell, but a lousy place to make sales. The cold call is the lowest percentage sale, but it has a place in sales education. If you want a sales lesson, make a cold call. If you want a sale, make an appointment.
Regards, Jeffrey
Got a sales question? Just go to www.gitomer.com, click "Challenge me" and send me your question.
Jeffrey Gitomer is the author of "The Sales Bible," and "Customer Satisfaction is Worthless, Customer Loyalty is Priceless." President of North Carolina-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be e-mailed at salesman@gitomer.com.
