One of the several great educational experiences I've had was studying sales and marketing in a wide range of industries and one industry that I studied was the aluminum-siding business. Today, I'm going to tell you something I learned from this industry --a secret you should be using every time you deliver your Results of Test Consultation.
The typical aluminum-siding "package" sold in the sixties, retailed at $2,600. That was a lot of money back in 1967, especially in the working-class neighborhoods that were targeted. Like all good selling pitches, the focus was on the benefits first. Salesmen did a very good job helping their prospex imagine how much better, easier, and fuller their lives would be once the asbestos shingles that covered their homes were hidden beneath a fine, shiny facade of bright, white aluminum.
It's what happened after they made those big promises that I want to talk about today -- what they used to do after the sale was made. By that, I mean after the prospect had emotionally committed to owning the aluminum siding but before he found out how expensive it was.
This is a critical part of any sales presentation, but it's especially sensitive when the potential customer has little or no idea of the product's price. The challenge: Now that you've lodged a hook deep into your prospex heart, how do you get his brain to interpret your price as a good deal?
An inexperienced salesperson might want to break the price to the prospect slowly -- by, for example, quoting first the cost of the gutters and leaders (say, $400), then the cost of the underhangs and fascia (another $400), then the windows and doors ($800), and finally the siding itself ($1,000). But, though logical, this method doesn't work very well.
"If you want to make a liverwurst look cheap," a sales trainer told me, "say it's pâté."
If I didn't understand what he meant when he first said that, the principle became clear when I saw the concept in action. After getting some young couple to "imagine" how much nicer their house would look clad in aluminum, how much the neighbors would admire them, and how generally happy they'd be, the salesman would ask them, "Now, Mr. and Mrs. Smith, tell me this --- how much would you guess it would cost you to cover your house in solid oak?"
"Oak?" they would ask. "But we thought..."
"I'm serious," the salesman would insist. "How much would it cost?"
It was the husbands who always ventured the first guess. "I don't know. Maybe $5,000?"
"$5,000?" The salesman would look at the wife. "Do you think you could do it for $5,000?"
"Gee, I don't know. Probably not."
The number would go up. $6,000. $7,000. $8,000. To each new estimate, the salesman would shake his head sadly and say, "You should be so lucky."
Then, the salesman would pause for a good while, giving the frazzled customers a chance to imagine how they were going to come up with the $10,000 this was bound to cost, and then "hit them with the zinger" (as they liked to call it back then): "Let me give you 10 good reasons why aluminum siding is better than solid oak!"
It wasn't logical, but it was effective. By the time the salesman finished enumerating the 10 reasons aluminum was better than oak, they were mentally prepared to spend $10,000. When they were told they'd have to fork out only $2,800, they practically jumped with joy.
This trick has a long history in the business of selling. It's been a mainstay of many of the best salespeople I know. Yes, it's very powerful. It's also very effective and surprisingly adaptable. In fact, it should probably be a key part of every patient consultation that is made by you or your Associates.
In his book "The Psychology of Influence," Robert Cialdini puts a label to this technique. He calls it "the principal of contrast" and illustrates it with a story he heard from Leo Rosten about the Drubeck brothers, Sid and Harry, who owned a men's tailor shop in Rosten's neighborhood while he was growing up in the 1930s:
"Whenever the salesman, Sid, had a new customer trying on suits in front of the shop's three-sided mirror, he would admit to a hearing problem, and, as they talked, he would repeatedly request that the man speak more loudly to him. Once the customer had found a suit he liked and asked for the price, Sid would call to his brother, the head tailor, at the back of the room: 'Harry, how much for this suit?' Looking up from his work -- and greatly exaggerating the suit's true price -- Harry would call back: 'For that beautiful all-wool suit, $42.' Pretending not to have heard and cupping his hand to his ear, Sid would ask again. Once more, Harry would reply '$42.' At this point, Sid would turn to the customer and report: 'He says $22.' Many a man would hurry to buy the suit and scramble out of the shop with his 'bargain' before Poor Sid discovered the 'mistake.'"
It's not always true, but most people --- most of the time --- like a bargain. We not only want what we want and what we hope it will give us, we also want to pay the "right" price for it. The best way to make the price of your brand of chiropractic seem "right" is to contrast it to something similar that costs more. If you happen to sell inexpensive CZ diamonds, this isn't difficult. The stones you can sell for $5 or $10 apiece look every bit as good as the authentic ones going for 1,000 times that price.
But if the price you are asking isn't such an obvious bargain, you need to be more creative. Instead of comparing your brand of chiropractic to similar ones that cost the same, find (or create) something special about your brand that makes it unique. Focus on that unique selling proposition and you will be able to come up with a script allowing you to contrast your product or service with something much more valuable.
I did that early in my career when I compared subscribing to a $100 newsletter I was marketing to joining an expensive marketing club (which sounded as if it should cost $1,000). I've done it hundreds of times since in all sorts of creative ways. You can too.
The principle of contrast is sometimes used to create additional sales. It's done in direct marketing all the time by selling the main item first at one price and then additional similar items at a discount.
When I go to buy a new wardrobe at Armani every year, Carole, my "personal consultant", uses the principle of contrast to get me to spend a ton of money on "accessories." Here's how she does it:
First, she sells me on the suit. That is usually expensive -- sometimes $1,000 or more. After that's done, I'm feeling finished -- but Carole's not finished with me. She takes me over to the shirt counter to show me some shirts that "will go sensationally" with the suit I just bought. These shirts are expensive --- usually more than $200 each. I don't normally pay that much for shirts, but after laying out so much on the suit, they seem cheap. When Carole is done selling me two or three overpriced (but, by contrast, seemingly cheap) shirts, she hits me with the $170 ties. I'm lucky to get out of Carole's grasp at twice the price of the suit.
A real-estate broker I know, uses the principle of contrast to get his clients to buy more real estate. If I tell him I'm in the market for a two-bedroom house off Atlantic Avenue for about $250,000, he'll be sure to first show me at least one or two of the same size and description that are overpriced. After being disappointed to see a couple of so-so houses priced at $300,000 and $325,000, I'll be thrilled to find one at a mere $275,000 -- $25,000 more than I was prepared to pay, but a bargain in contrast to what I had just seen.
Monday, February 4, 2008
The Overlooked Sales Skill That Will Help You Close More Business
While at first the question as to whether you are hearing the words or are actually listening may seem a bit incongruous, the truth is that although hearing and listening may seem the same, they are definitely not synonymous. Just because you hear something, doesn't mean you are actually listening. And when it comes to being an excellent salesperson, being a good listener is primary to your success.
Hearing and Listening Are Not Synonymous
So, what is the difference between hearing and listening? By way of explanation, hearing involves sounds, while listening requires concentration. Hearing is involuntary, while listening is an option. In effect, hearing simply means you are gathering information from the world around you, but it doesn't necessarily mean you are listening. When someone is listening, they are paying attention. Top sales professionals are good at what they do because they know the difference. They are the ones who have mastered the art of sales techniques because they know how important it is to develop the skill of listening. In short, when used effectively, listening is a strategic sales tool that superior salespeople develop for maximum results.
Strategic Sales Techniques
In our every day activities, we hear sounds, and short of wearing earplugs, we have very little control over the sounds we hear. For those with good hearing, we don't simply turn off or turn on our hearing abilities; it's just there. As a result, when someone talks, you may hear their voice uttering sounds, but you may not be listening to what they actually say. By way of illustration, ask any married couple how they hear each other and you'll get very different and very interesting responses. When one doesn't want to hear what the other person is saying, they are really good at turning off their listening abilities. But when it comes to implementing professional selling skills, you cannot and should not turn off your listening abilities. Why? Because you will miss a lot of important clues regarding your potential client's needs. When you turn on your listening skills and truly understand what's being said, you've begun to understand the skill that has eluded the masses. You have in fact, begun mastering professional selling skills. Professional Selling Skills
To explain in a little more detail, think back to your days in school, when you were bombarded with all those reading comprehension tests. Do you remember how many times you might have read something, yet you didn't fully grasp what it said? Just because you read it over and over did not mean you fully understood it. Now, I'm all for "Comprehension" tests, but what we really need in our schools are listening tests. We were given a lot of comprehension and even hearing tests, but no one seems to be aware of the importance of listening. And throughout my years of sales training, I've observed that people who become top sales professionals are good at listening. They are the ones that ultimately make all the money in the marketplace.
Sales Skills Training
Having trained countless sales reps for the past 30 years, I will often ask participants in my sales training programs about their listening skills and whether they believe they are good at listening. More often than not, I hear them say, "I don't think it's a problem." Yet, nothing could be further from the truth. The reason? Most salespeople are not even aware of their listening skills. And because they are on the front line exchanging information daily with existing and potential clients, the information they harvest can and will have a tremendous effect on their sales skills. Consequently, it is critically important that salespeople learn how to listen correctly, although more often than not, they don't believe in its importance. Improving Our Listening Skills And Close More Sales Okay, now that we've defined the difference between hearing and listening, and their importance, let's see what we can do to fix the problem by improving on our listening skills. Let's start with the fact that for the most part, humans actually think faster than they listen and so in order to correct the problem a sales rep must find a way to improve the condition of his or her listening. But how? The answer is simple! A good salesperson will "decide" that they are going to develop good listening skills even if it takes some effort. And no matter how hard it may be, they will implement whatever tools get them there.
Taking the Necessary Steps to Improve Selling/Listening Skills
Since most of us were not taught how to listen, it takes some practice and determination to acquire the skills that make for a better listener. But it isn't all that difficult once you set your mind on it. There are actually several steps you can take that will quickly get you on the road to developing and improving selling/listening skills. And with practice and follow-though, you can become a much better listener and a much better salesperson.
1. Listen to Your Sales Prospect with Intensity
While we all have a problem focusing, when speaking with a potential client it's important that you concentrate on the speaker and the speaker's message. If you're listening with interest, you won't be as concerned about selling, but will be more concerned with listening to your potential clients needs. Instead of thinking about what you'll say next, focus intensely on what your prospect is trying to tell you.
2. Validating What You Hear
If you're not sure about something the prospect has said, make it a point to confirm what you think you heard by asking questions. It's best to wait for a brief lull in the conversation rather than interrupting the person speaking, but simply paraphrase what you think you heard in a conversation. That way there are no misunderstandings.
3. Listening Actively During a Sales Appointment
Be more of an active listener. Active listening is a powerful communication tool that is used to improve your ability to understand and comprehend verbal information. The way it's achieved is by confirming major points that have been communicated by the prospect and by voicing your understanding of any points made. In other words, give feedback. In that way you add to your ability to develop rapport, you add to the amount of clarity gained and you add to the overall exchange between you and the potential client.
4. Listen to Your Sales Prospect with Empathy
We all have a host of judgments and opinions, so it's pretty easy to pass judgment on others, particularly if we have a different opinion. But in order to be a good listener, you must put aside your opinions and listen with empathy. When listening with empathy you are putting yourself in the shoes of another person for a moment, which allows you to grasp the needs of the potential client more quickly. Your role is to become a Sales Super Star, not to approve or disapprove. In other words, even if you don't agree with the person, you want to help them find a solution.
5. Watch Your Own Body Language During A Sales Appointment
There is an old saying that says: "What you are speaks so loudly, I can't hear what you are saying." We do in fact say so much with our body language, our eyes and the nonverbal movements that we make, so we are always sending out messages about what we really feel and think. When you're on the listening end with a potential client, don't fidget, look the person in the eye, and do whatever is necessary to pay attention. You want the person to feel comfortable with you and there is no better way than listening with interest. Great things happen when a prospect feels they are working with a sales rep that "gets it".
6. Encourage Communication
When you listen with interest, you encourage communication. This allows another person to open up to you. If they feel safe, they will trust you. When they trust you, they're interested in what you're selling. Encourage communication by showing interest in what someone shares with you by nodding when they speak. You don't have to agree. You're just showing that you're listening. Don't interrupt when someone is speaking just so that you can have your turn. Wait until there is a pause in the conversation to ask a question and ask only one question at a time.
You Sell More Than a Product or Service
As a salesperson, you are more than simply selling a product or service. You are actually selling a solution. If you keep that uppermost in your mind, you can help your potential client or customer by zeroing in on their needs simply because you're listening. Plus, developing the art of listening instills greater confidence as well as a depth of interest that can make any sales situation a success. After all, to achieve as a Sales Superstar, you must be on the lookout for various ways of making your sales techniques more effective, and one of the best and most important tools is learning to listen!
Hearing and Listening Are Not Synonymous
So, what is the difference between hearing and listening? By way of explanation, hearing involves sounds, while listening requires concentration. Hearing is involuntary, while listening is an option. In effect, hearing simply means you are gathering information from the world around you, but it doesn't necessarily mean you are listening. When someone is listening, they are paying attention. Top sales professionals are good at what they do because they know the difference. They are the ones who have mastered the art of sales techniques because they know how important it is to develop the skill of listening. In short, when used effectively, listening is a strategic sales tool that superior salespeople develop for maximum results.
Strategic Sales Techniques
In our every day activities, we hear sounds, and short of wearing earplugs, we have very little control over the sounds we hear. For those with good hearing, we don't simply turn off or turn on our hearing abilities; it's just there. As a result, when someone talks, you may hear their voice uttering sounds, but you may not be listening to what they actually say. By way of illustration, ask any married couple how they hear each other and you'll get very different and very interesting responses. When one doesn't want to hear what the other person is saying, they are really good at turning off their listening abilities. But when it comes to implementing professional selling skills, you cannot and should not turn off your listening abilities. Why? Because you will miss a lot of important clues regarding your potential client's needs. When you turn on your listening skills and truly understand what's being said, you've begun to understand the skill that has eluded the masses. You have in fact, begun mastering professional selling skills. Professional Selling Skills
To explain in a little more detail, think back to your days in school, when you were bombarded with all those reading comprehension tests. Do you remember how many times you might have read something, yet you didn't fully grasp what it said? Just because you read it over and over did not mean you fully understood it. Now, I'm all for "Comprehension" tests, but what we really need in our schools are listening tests. We were given a lot of comprehension and even hearing tests, but no one seems to be aware of the importance of listening. And throughout my years of sales training, I've observed that people who become top sales professionals are good at listening. They are the ones that ultimately make all the money in the marketplace.
Sales Skills Training
Having trained countless sales reps for the past 30 years, I will often ask participants in my sales training programs about their listening skills and whether they believe they are good at listening. More often than not, I hear them say, "I don't think it's a problem." Yet, nothing could be further from the truth. The reason? Most salespeople are not even aware of their listening skills. And because they are on the front line exchanging information daily with existing and potential clients, the information they harvest can and will have a tremendous effect on their sales skills. Consequently, it is critically important that salespeople learn how to listen correctly, although more often than not, they don't believe in its importance. Improving Our Listening Skills And Close More Sales Okay, now that we've defined the difference between hearing and listening, and their importance, let's see what we can do to fix the problem by improving on our listening skills. Let's start with the fact that for the most part, humans actually think faster than they listen and so in order to correct the problem a sales rep must find a way to improve the condition of his or her listening. But how? The answer is simple! A good salesperson will "decide" that they are going to develop good listening skills even if it takes some effort. And no matter how hard it may be, they will implement whatever tools get them there.
Taking the Necessary Steps to Improve Selling/Listening Skills
Since most of us were not taught how to listen, it takes some practice and determination to acquire the skills that make for a better listener. But it isn't all that difficult once you set your mind on it. There are actually several steps you can take that will quickly get you on the road to developing and improving selling/listening skills. And with practice and follow-though, you can become a much better listener and a much better salesperson.
1. Listen to Your Sales Prospect with Intensity
While we all have a problem focusing, when speaking with a potential client it's important that you concentrate on the speaker and the speaker's message. If you're listening with interest, you won't be as concerned about selling, but will be more concerned with listening to your potential clients needs. Instead of thinking about what you'll say next, focus intensely on what your prospect is trying to tell you.
2. Validating What You Hear
If you're not sure about something the prospect has said, make it a point to confirm what you think you heard by asking questions. It's best to wait for a brief lull in the conversation rather than interrupting the person speaking, but simply paraphrase what you think you heard in a conversation. That way there are no misunderstandings.
3. Listening Actively During a Sales Appointment
Be more of an active listener. Active listening is a powerful communication tool that is used to improve your ability to understand and comprehend verbal information. The way it's achieved is by confirming major points that have been communicated by the prospect and by voicing your understanding of any points made. In other words, give feedback. In that way you add to your ability to develop rapport, you add to the amount of clarity gained and you add to the overall exchange between you and the potential client.
4. Listen to Your Sales Prospect with Empathy
We all have a host of judgments and opinions, so it's pretty easy to pass judgment on others, particularly if we have a different opinion. But in order to be a good listener, you must put aside your opinions and listen with empathy. When listening with empathy you are putting yourself in the shoes of another person for a moment, which allows you to grasp the needs of the potential client more quickly. Your role is to become a Sales Super Star, not to approve or disapprove. In other words, even if you don't agree with the person, you want to help them find a solution.
5. Watch Your Own Body Language During A Sales Appointment
There is an old saying that says: "What you are speaks so loudly, I can't hear what you are saying." We do in fact say so much with our body language, our eyes and the nonverbal movements that we make, so we are always sending out messages about what we really feel and think. When you're on the listening end with a potential client, don't fidget, look the person in the eye, and do whatever is necessary to pay attention. You want the person to feel comfortable with you and there is no better way than listening with interest. Great things happen when a prospect feels they are working with a sales rep that "gets it".
6. Encourage Communication
When you listen with interest, you encourage communication. This allows another person to open up to you. If they feel safe, they will trust you. When they trust you, they're interested in what you're selling. Encourage communication by showing interest in what someone shares with you by nodding when they speak. You don't have to agree. You're just showing that you're listening. Don't interrupt when someone is speaking just so that you can have your turn. Wait until there is a pause in the conversation to ask a question and ask only one question at a time.
You Sell More Than a Product or Service
As a salesperson, you are more than simply selling a product or service. You are actually selling a solution. If you keep that uppermost in your mind, you can help your potential client or customer by zeroing in on their needs simply because you're listening. Plus, developing the art of listening instills greater confidence as well as a depth of interest that can make any sales situation a success. After all, to achieve as a Sales Superstar, you must be on the lookout for various ways of making your sales techniques more effective, and one of the best and most important tools is learning to listen!
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