Tell them what to buy and make your sales shine
A salesperson's true story:
She has about an hour-and-a-half layover in the Pittsburgh airport. As she wanders around, she sees a shoeshine stand. The sign says: "Shine $3, Wax $5." Looking at her beat-up $39 black boots, she figures this would be a good place to stop. For a measly three bucks she can get them looking like new.
Business is brisk at 7:30 a.m. There are two men getting their shoes shined.
Now it's her turn. The first thing her shoeshine guy says to her as he examines her boots is: "Looks like your shoes need a good wax." Hey, she only wanted the $3 cheap deal. And without an O.K. from her, he proceeds with the "up-sell" wax service.
Meantime the gentleman that he has just finished is still standing behind him, shoes shining like a mirror in the sun, waiting to pay. The shoeshine guy notices him, apologizes and says, "I'm sorry, sometimes I forget to take the money." The customer gives him a $10 dollar bill, smiles and says, "Keep the change." This guy just earned a $5 tip. Five bucks for the shine, and five bucks for the tip. Must be a wealthy business executive on an expense account, she thinks.
Now the shoeshine guy gives her his undivided attention, and goes to work on her boots. He tells her how "in need" they are and offers various and sundry solid sounding reasons about the need for regular care. She's sitting there thinking this guy knows what he is talking about.
He works furiously on her boots, explaining each operation that he is performing, and how much he loves making shoes look like new. He makes his task sound as critical as a surgeon working on her heart, and more importantly, he makes her feel like she's wearing a $200 pair of boots. He is meticulous about each action he takes.
During a brief silent moment, she thinks, "I wonder if I would have gone for the full wax service if he had just asked me, 'Would you like a wax?' I would have probably politely refused."
The shoeshine man acted as a consultant from the first five seconds. He saw her scuffed-up boots and offered the diagnosis "Looks like your shoes need a good wax." leaving her helpless to defend herself and her wallet.
She's into it now, watching every move he makes.
After about 10 minutes he finishes and her boots look wonderful. Better than they looked when they were new. She steps down and gets out her money to pay him. He has already started with the next customer (just like he did with her), and now she's the one waiting to pay him. He gives her no option. She hands him a $10 bill and says, "Keep the change."
Walking away, she thinks, "This guy just got an extra $7 bucks of mine I never thought I'd spend." She went there thinking she'd get a cheap shine, but then she ran into the only consultative-selling shoeshine guy in America. He earned the extra money because he told her she needed a wax instead of asking her if she wanted one, and then exceeded her expectations with a professional performance.
Lesson learned: She made a mental note to start changing the way she sells. From now on she'll tell people what they need, and deliver beyond their expectations. If the numbers hold true, she should start doubling her sales by the end of next week.
Another lesson learned: As a salesperson, the more you consult the more you'll sell.
The best lesson learned: When you become the master at what you do, and are confident in the execution of your words and actions, the customer will want to buy.
Exit questions: Are you confident enough to tell your prospects what's best for them? Do they have enough confidence in you to buy your advice?
