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Sell Like Hell Sales System
Bite Size Morsels of Sales Training Tips
Written by David Rubinstein, Sales Trainer and Founder
Sell Like Hell Sales System
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PERFECT WORLD INDEX
In a perfect sales world, Sellers are, well, perfect. Talk about expectations!
So, how do we evaluate the effectiveness of Sellers? What is the measuring stick? Most managers evaluate success solely by the revenue we generate. But, it’s one thing to look at the results. It is quite another to prepare ourselves and our Sellers for everyday tasks and development.
Take this little test – “The Perfect World Index.” Consider it a mirror into which we can see ourselves and ask “How am I doing?"
What percentage of the time do I or my Sellers....
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Have, and implement, a plan for the sales call?
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_________%
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Know what questions to ask in advance of the meeting?
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_________%
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Ask those questions when in the meeting?
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_________%
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Open strongly and effectively?
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_________%
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Get to the decision-maker?
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_________%
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Understand the client’s decision-making process?
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_________%
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Determine exactly what the customer needs?
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_________%
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Ask for the order in an effective manner?
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_________%
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Add-on effectively?
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_________%
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Able to deal with legitimate objections?
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_________%
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Along with the buyer, agree on the next step?
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_________%
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Follow-through in a meaningful way?
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_________%
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Manage time effectively?
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_________%
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Ask for referrals?
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_________%
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Able to differentiate themselves from the competition?
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_________%
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TOTAL
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_________%
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Now, add it up and divide by 15 and the result is your Perfect World Index. If the number is more than 85%, things are going swimmingly. Otherwise, there is ample room for improvement. How much better can you be? How much better can your sellers be? And, what is being done about it?
If you wish, feel free to reach out and I’ll share some thoughts and other ideas that might make a difference.
How’s that sound?
Good Selling!
IN A NEGOTIATION, WHOEVER THROWS THE SECOND (2ND) NUMBER LOSES
When it comes time to discuss Price, the Seller establishes the “ceiling” with the “retail” price of the product. When presented with “your price is too high,” it is essential that the Seller respond with questions. Consider the Protocol below. The goal is to understand the parameters of the negotiation – and the Buyer needs to set the “floor.”
A warning here. The Seller should never, ever throw the second (2nd) number. In doing this, the Seller ends up negotiating against himself/herself - a dastardly thing to do! If a Buyer resists providing a number, respond with..."I don't mind negotiating with you but I cant negotiate without you!"
Dealing with Price Protocol:
- What should it be?
- Why that number?
- How flexible is that number?
- How important is price in your decision-making process?
- Besides PRICE, what else is important to you?
- If I met your PRICE, what would you do?
Good Selling!
WHY AIRLINE PILOTS PRACTICE
Was sitting on a United 777 in Denver during a snow-storm wondering whether I would make it home in time for that much-desired next-morning golf game.
A United pilot was my seat-mate and after determining the odds of departure, we talked about his day spent in an aircraft simulator. He told me how cool his job was and that a 757, under some circumstances, can fly well upside-down! At this point, I began to feel squeamish but was intrigued. He assured me that this maneuver was strongly encouraged only in the simulator.
Got to wondering – how much safer are our skies because of those simulators? And, how much better can Sellers be if we simply practiced a bit before working on live accounts? After all, cadavers are bestowed upon first-year medical students.
Try this. Set up a video-camera at home and do a three (3) minute sales role-play with a loved one. Explain that it will impact the family in a positive way and they’ll love you more for it. And, do it weekly.
One more thing. The Federal Aviation Administration demands that pilots get into those simulators on a regular basis. And, our Managers should require nothing less of us.
Good Selling!
‘TIS BETTER TO ASK THAN GUESS
I find it interesting that so much of traditional sales training – what I call “Urban Sales Legend” – focuses on the Buyer. And, a lot of that topic focuses on “reading” the Buyer’s “body-language.” That, then leads into what a Seller should do as a result of that interpretation, conclusion or guess.
So, what does it mean when a Buyer sits forward? It could mean that they’re interested. Or, that it is a “buying signal” and that they’re really interested. Or, it could mean a myriad of other things, none of which you’ve considered.
So, what can a move forward mean? That their back hurts, that they can’t hear well. Maybe they’re just in disbelief at what the Seller said or didn’t say.
What if our assumption about that Buyer’s action takes us farther from the truth? What if what we think gets in the way of reality? How many of would prefer to think we’re right than know we’re wrong? The answer to that question will determine what kind of a Seller we are and can be.
The simplest – and most logical and rational – way to determine what someone is thinking or feeling , is to simply ask them. Ask them “what’s going on?” or “what do you think?” Or “how much sense does that make?” They will tell you.
Get out of the guessing business and into the asking business.
Good Selling!
WITH A LITTLE HELP FROM MY FRIENDS
Imagine a sales world where you are a welcome guest. A world where the Buyer waits for your call with great anticipation. A world in which the Buyer knows you’re going to call because they invited your inquiry.
So, why don’t more Sellers do more to make this imaginary world a reality? I think a lot of it is because we are too quick to move on – to the next problem, sales report or cold-call. We may need to slow it down and understand that there are opportunities right in front of us and that people – our customers – may be willing and eager to help us in our efforts.
Without question, the easiest way to acquire new business is through referrals. Unfortunately, my experience has shown that very few Sellers – less than 10% – are actively asking for referrals. The problem may be that Sellers set rules about who they can, and cannot, ask for referrals. Asking for help can be uncomfortable at first but we should look at it as if we’re providing someone with an opportunity to help someone else – us.
When Sellers do ask for referrals, it typically goes like this:
- Who do you know that might be interested in what I sell?
- What’s their contact information?
- Thank you.
- And, off we go.
But, consider this method:
- Who do you know that might be interested in what I sell?
- When will you be talking to them next?
- How comfortable would you be in finding out from (prospect) what interest they have in talking to me about what I sell?
- When should I be in touch with you for follow-up?
That’s right. We’re asking our Buyers to reach out for us. After all, whose voice speaks louder – that of the Buyer or that of the Seller? These are “our people” and it’s okay to ask them if they’ll do something for us. I believe that we should simply ask for assistance and let the Buyer take it from there.
Start asking for referrals today. Ask everyone you talk to. You may be surprised how many people are willing to help us. Oh, and a Starbucks gift card is always appreciated by someone who does something for us.
Good Selling!
It’s amazing how often I hear Sellers complain that they get strung-along by Buyers – partners have to talk to other partners; spouses have to talk to spouses; committees need talk to committees. The Seller doesn’t know how to proceed and the sales momentum peters out – a “sales black-hole” is created.
But, the problem may be us. Let’s help our Buyers advance the sales process and create a framework in which we can all work together.
It is essential to always establish a “next step” in the sales process. This next step should be articulated by us, confirmed by us and memorialized by us.
- The easy part. Establish the next step by asking, “What’s the next step?” (Really!)
- Then, confirm with “Let’s do this.....How’s that sound?”
- Then, in writing with a “Next Step Scenario Memo.” Send this via fax or e-mail immediately following our telephone call/face-to-face meeting. It goes like this:
NEXT STEP SCENARIO MEMO
It’s possible that the Buyer may not be tasked with an action all the time. Or, that there may not be joint action required. But, the Seller’s next step must be included 100% of the time.
- Thanks for your time ....
- I (the Seller) am going to ......
- You (the Buyer) are going to .....
- We are going to ......
- How’s that Sound?
- Again, thanks.
Oh, one more thing. The next time a Buyer tells you that they’ll get back to you, ask this question.
- If I don’t hear from you by when, when should I reach out to you?”
And, you’re on your way. What do you think?
Good Selling!
THE FLOATING LETTER
We’re in cold-call mode. We need to start “dialing for dollars.” So, we head to the phone and start punching.
But, wait! Making a “naked phone call” is like breaking and entering. We Interrupt someone we don’t know – we’re certainly not invited. And, we want their money! Who created this system of cold-calling? Never, ever do this again.
Consider sending a “Floating Letter” in advance of that phone call.
Here’s how it works:
- Identify the person at the highest level at the company you want to reach.
- E-mail, fax or snail-mail the Floating Letter.
- Follow-up by telephone within one (1) working day.
- If you’ve targeted the right person, they know why you are reaching out and you’re in the right place to start selling.
- If it’s not, ask that person who is the correct target. Then, ask “when will the Floating Letter get to that person’s desk?”
- Now, your sales inquiry comes from within the company and from above. How cool is that?
Here’s a Floating Letter I’ve been using:
Your assistance is requested.
The SELL like HELL Sales System Training has been presented to companies in numerous industries throughout the United States. Sales skills and question-based, SLH enables the Seller to get to “I’M NOT INTERESTED” as quickly as possible. The Training has been endorsed by sales managers and staffs, including veterans and rookies, for its simplicity, practicality and effectiveness for all types of products and services.
At this point, I am interested in discussing the likelihood of presenting the Training to the XYZ Company sales staff. Your guidance in establishing where, and with whom, I might begin would be greatly appreciated. What is the possibility that you could provide a starting point for me?
In advance of my call, you may wish to log on to WWW.SELLLIKEHELL.COM to find out more about SLH. Make certain you click on the “Perfect World Index” exercise.
I will be in touch shortly.
Thank you.
Give the people you want to contact the opportunity to know why you’re calling. In a future Morsel, we’ll see how this method helps in getting to “I’m not interested” as quickly as possible.
If you wish, feel free to reach out and I’ll share some thoughts and other ideas that might make sense for you.
How’s that sound?
Good Selling.
THE NATURE OF CHANGE OR WHY ARE WE SO DIFFICULT?
The biggest problem I face going into a Sales Training session is “push-back” from the participants. Common responses include:
- “Why do I need training?”
- “This is going to take me out of the field for two (2) days!”
- “I’m the leading Seller on the staff!”
- “I’ve been through this before!”
In order to combat this, I spend telephone time with Sellers prior to arriving, figuring a little relationship-building can go a long way. And, to a large degree this is effective.
But, the real problem is people rarely want to change how they do things. It’s easier not to change. This is taking the “path of least resistance.” For the life of me, I can’t figure out why people don’t want to improve themselves and what they do. Or, that they figure things can’t possibly be any better.
There are two (2) instances, though, when we eagerly embrace change:
- When it happens to someone else!
- When we make a cold-call. There is an expectation that just because we stop by or make a telephone call, someone we don’t know will change what is being done to buy from us. How weird is this?
Some things to consider:
- No matter what you did yesterday, the odds are great you’ll do it the same way today. And, the odds are greater you’ll do it the same way tomorrow.
- The definition of insanity is doing the same thing, the same way and expecting different results.
- It’s what you learn after you convince yourself that you know it all that’s most important (attributed to John Wooden).
- The point is not how good you are, but how good you can be.
- Effective Sales Training is not about the business you got but “about the business you don’t got.”
There are three (3) steps in change:
- Intellectual. We are presented with an idea and say, “Hmm!”
- Trial. We owe it our Company, Manager and ourselves to make an attempt at something different.
- Expectations. Unfortunately, if we don’t get the results we want (almost) immediately, we revert to what we’ve always done. See, “path of least resistance.”
Change should be embraced in all facets of life – especially in sales. Because, after all, what are the odds that no matter what you are doing, it can’t be done better?
If you wish, feel free to reach out and I’ll share some thoughts and other ideas that might make a difference in your sales effort.
How’s that sound?
Good Selling!
WHAT KIND OF QUESTIONS YOU USING ANYWAY?
Sales is a “race to need.” The quicker we understand what the Buyer needs, the easier our job becomes. So, how do we determine what our Buyers need? We ask questions.
There are two (2) types of questions:
- Open-ended – which invite an “expansive” response.
- Close-ended – which result in “yes-no” responses.
How we craft our questions determine the quality of the responses. The use of these three (3) question words will guarantee an expansive response:
- WHAT, WHY & HOW.
- These words “invite” dialogue into the conversation, thus they are called “Inviters.”
Four (4) other question words can assist, as well.
- WHERE, WHEN, WHICH & WHO.
- Because these words result neither in an expansive nor a yes/no response, they are called “Tweeners.”
On the other hand, there are twenty four (24) question words that result in a yes/no response:
- CAN, WILL, IS, ARE, DID, DIDN’T, COULD, COULDN’T, CAN’T, MAY, DID, DO, SHOULD, SHOULDN’T, WON’T, WERE, WEREN’T, DON’T, DOES, RIGHT, WASN’T, SHALL, WOULD, WOULDN’T.
- These words often “shut” down dialogue, thus they are called “Shutters.”
Without thinking, most Sellers’s default questioning mode is stuck on Shutters. Don’t ask me why, it just is. Pay attention to the words other Sellers and Managers use – and yourself – and you’ll see what I mean.
It makes a lot more sense to use Inviters. Asking open-ended questions work well for Buyers and Sellers. Buyers are able to tell us clearly the issues they face in their business. And, the Seller benefits by listening and understanding. Open-ended questions enhance the overall dialogue between both parties.
So, steer away from those awful Shutters and focus on using Inviters (and Tweeners).
How’s that sound?
Good Selling to you!
HIGH SCHOOL COACHES DO IT AND WE SHOULD, TOO
I use video-tape role-play during Sales Training the way high school and college coaches use film – back in the day – and video when working with their athletes. Video allows the Trainer/Sales Manager/Seller to:
- Capture what’s happening
- Analyze what’s happening
- Prescribe what needs to change
You can also audio tape your telephone calls – not the listener, just the Seller (as there may be legalities involved). The same analysis and benefits are derived.
It is incredibly difficult to make change in a vacuum. Begin taping your Sellers right away and they’ll appreciate your guidance and understand clearly what needs to change. Remember, seeing is truly believing and “tape don’t lie!”
Go ahead and try it and let me know how it goes.
How’s that sound?
Good selling to you.
CHASERS
We Sellers talk too much! And, you can look it up!
How many of us have experienced that awkward silence following a suggested solution to a problem and the Buyer looks at us like we just landed from Mars? We thought the idea was the greatest ever but we’re just left hanging.
When a Seller experiences this silence, the worst thing possible is to continue talking. But you could do one more thing – introduce a “Chaser.” Chasers are open-ended questions that follow a statement of fact or opinion. They are simple, really cool and extremely effective. They shut us up and allow the Buyer to respond and let us know what they think and feel.
My favorite Chasers are:
- How’s that sound?
- How about that?
- What do you think?
You can also use:
- How close is that to what you were thinking?
- How much sense does that make?
- How fair is that?
So, continue to think up creative solutions and always use Chasers.
How’s that sound?
Good Selling.
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SLH Morsels produced by David Rubinstein, sales trainer and founder of the Sell Like Hell Sales System located in San Anseimo, California. No modifications of any kind may be made without the written permission of SLH Sales System. Questions? Contact David at (415) 455-9955. You can also send David your own sales questions at sellhell@comcast.net.
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