SLH SALES SYSTEM SALES TRAINING MORSEL #36

“SO, WHAT’S YOUR

SALES SIGNATURE?”

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

It’s not the latest pick-up line! But the answer may determine the quality of your sales calls.

There are only three (3) things that come out of the mouth of a Seller.

·        Gottems: Product knowledge, its technical aspects and application.

·        Opinions: Things we think, feel and believe.

·        Questions: Always remember to listen to the answer.

It is really important to know what we’re saying before we say it. And, it’s essential to have a plan going into a meeting. How many of us have such a plan? And, how often do we actually practice before we show up? My experience is that few of us do either of these things and end up “winging it.” How comfortable would you feel if your dentist did the same thing?!

A Sales Signature is established by the ratio of Gottems/Opinions/Questions we deliver while on a sales call. Everyone has heard stories of young wannabe football and basketball coaches who spend countless hours in dark rooms breaking down video-tape of players. Although such drastic measures may not be needed here, there is much wisdom in the process. I suggest an on-going video tape role-play program so that we can understand what is happening and what changes should occur in the sales process.

To get a “feel” of the sales call and truly understand our options, try this:

·        DO A ROLE PLAY WHERE YOU CAN ONLY TALK ABOUT GOTTEMS. I was with a Seller who insisted on going into an incredibly detailed explanation of how an engine in a forklift worked. Talk about boring! An English professor, after bestowing a “C-” on my mid-term paper, told me that “humor, like salt, should be used sparingly.” I use that theory with regard to Gottems. Imagine a world where “Gottem-dumping” is minimized!

·        DO A ROLE-PLAY WHERE YOU ONLY EXPRESS YOUR OPINIONS – THINGS YOU THINK, FEEL OR BELIEVE. If you want to “opinion” your way through a sales call, watch out. Who’s opinion is more important – that of a Seller or that of a Buyer? The Buyer’s position always wins – ALWAYS. It’s what they think, feel and believe that’s most important.

·        DO A ROLE-PLAY WHERE YOU ONLY ASK QUESTIONS AND LISTEN. Now, we’re getting somewhere.

Now, do a series of cold-call role-plays. Break-down the tape by tracking the percentage of each of the trio used. For example, on the first go-round, you might discover that you’re using 30% gottems, 45% opinions and 25% questions. Go again and try to get to 55% questions. And, then to 70%. This is the type of practice that will pay off for us on the next sales call.

I have always tried to stay away from opinions and use Gottems only after I understand what the Buyer needs. It’s the mixing of these ingredients which will produce the most effective sales call. So, be aware of what you say, prepare for your sales calls and make certain that your Sales Signature is what you want it to be.

What do you think?

Good Selling!

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SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.

SLH SALES SYSTEM SALES TRAINING MORSEL #35

UP-SELLING

&

DOWN-SELLING

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

One of the six (6) ways to leverage existing accounts is through up-selling and down-selling. Interestingly, these concepts can be perplexing for both Buyers and Sellers. They are frequently confused with adding-on (Morsel #33). In addition, many Sellers and Managers think that down-selling is a negative thing.

Effective up-selling/down-selling can be ticklish, indeed. It can cause conflict with Buyers by sending a message that “I know more about your needs than you do.” It may come across that we think that we’re smarter than the Buyer.

Up-selling/down-selling is about offering alternatives to the Buyer. Sometimes this solution can be more expensive in the short-term but easier, or actually less expensive, in the long run. It is understandable that Buyers may be suspicious of the Seller’s intentions. It is essential that we tread carefully and very important to get it right.

One of my favorite stories is about a fellow named Joe who had a “honey-do list” for the weekend and needed a shovel. He goes into the store and while checking-out, the Seller asks about the project. Joe has to install 75 linear feet of irrigation for the garden. The Seller suggests he rent a walk-behind trencher that will save loads of time and perspiration. But, it will cost $85.00 for the weekend, certainly more than the shovel. Joe says “no thanks,” completes the transaction and leaves. Well, a couple of hours later Joe, rather sheepishly, returns to rent that trencher because his back is killing him! It made more sense for him to rent the trencher even if it cost a few more bucks.

The simplest way to up-sell/down-sell is by using the “Tell & Chase (Morsel #11)” method.

·        Confirm that you understand what the Buyer is thinking. And, that their solution can work.

·        Introduce the alterative and explain how and why it can work more effectively.

·        Always use a Chaser (Morsel #11).

·        It sounds like this: “I understand what you’re saying and trying to do and it can be done that way. Another way to do it is by doing it this way and here’s why... (explain). Which makes most sense for you?”

When talking about down-selling, I find that Sellers don’t want to go there. There’s a feeling that it’s a bad thing because it yields a smaller order. But, keep in mind when a Buyer says “I don’t think so,” or their budget is slashed, down-selling becomes a very appealing alternative – to us! Remember that seeing the whole picture can provide perspective and an order – although not necessarily what we were hoping.

The real cost of a product involves a number of factors – usage, length of ownership, re-sell value, etc. The real value of any product, though, is determined solely by the Buyer. We should always be vigilant of that.

What do you think?

Good Selling!

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.