SLH SALES SYSTEM SALES TRAINING MORSEL #31

SELLING’S NOT TELLING

CHECK YOUR GOTTEMS

AT THE DOOR

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

I believe that Sales is a race to understand the Buyer’s needs. We have to get there as fast as possible and, to guarantee a spot in this race, we need to know what we’re going to ask before we get there – see “Igniter Protocol” (Morsel #17). This can be difficult at first, as anything worth doing often is.

Too often, especially when under pressure, Sellers resort to telling their way through the sales process. As a result, we can get out of sequence – you know, that “ready, fire, aim” thing. This situation is often exacerbated by the emphasis placed on the ability to present a product by management, manufacturers and others trying to help. Too many Sellers lead with their product when it might make more sense to wait as long as possible before presentation. After all, how do we know what to present unless we know the needs of the Buyer?

Many Sales Managers and Sales Trainers call product knowledge “features.” I call product knowledge “Gottems.” Why? Because we got this, we got that, but basically, we Gottem. In order to guarantee that you’re selling the right way, consider this.

On your next sales call “check your Gottems at the door.” See how long you can go without mentioning any product knowledge to the Buyer. Make it all about the questions and understanding what the Buyer needs. Allow the Buyer to discuss what’s important to them and then you can present the right Gottems for that Buyer’s situation.

I think it makes more sense to “ask your way through the sales process” as opposed to “telling your way through it.”

What do you think?

Good Selling!