A LEAD IS NOT A SALE
Most small business owners realize they need to market their business. They do so by advertising and they use a variety of media (direct mail, newspapers, door hangers) to generate leads. The problem is, they don’t spend enough time thinking about converting the leads that are generated, in other words selling.
[MUSIC PLAYING] [SINGING] We’re in the money. We’re in the money. We’ve got a lot of what it takes to get along.
Wow, you certainly sound happy today. What’s up?
I just found out that the boss is starting a direct-mail campaign to generate more leads for our vacuum cleaner line. He thinks it’ll generate about 30 new leads a month. Think about it, Harry. People will be calling us for appointments. All we have to do is go out and write up the sale.
Hold on, Sam. It might not be that easy.
What do you mean? Now we have to knock on doors and try to convince people to let us give a presentation. This will be like shooting fish in a barrel.
Direct mail can generate a lead. But you still have to make the sale. A lead is a qualified prospect, which is great, but it may not be a sure thing.
Aw, why not?
Just because they’re interested doesn’t mean they won’t be shopping around, comparing our vacuum with the competition. We still have to sell them. So don’t take any lead for granted.
You’re right, Harry. I guess I was getting a little bit ahead of myself. We have to use the techniques the boss taught us in our training sessions. We also have to follow up right away before they cool off and address the three most common concerns that buyers have.
Right you are, Sam. We must satisfy concerns about price, trust, and that our vacuum will be the right solution for their cleaning needs.
I can do that. Watch me, Harry. I plan on closing 100% of the leads I get.
Good luck, Sam. But maybe you should be a little more realistic. Remember, leads aren’t always a sure thing. But if you can close 6 or 7 out of 10, then you’ll be doing great. Just remember, the number of leads generated determines how successful the direct-mail campaign. But the number of sales made shows how successful we are as salesmen.
I WANT TO THINK ABOUT IT
One of the worst things you can hear after making a sales presentation is: “I Want To Think About It”. So how do you handle that situation? Watch this video and learn a unique strategy to help avoid this aggravating sales delay. It’s only about 3 minutes long, so why not watch it now?
Today I’m conducting another sales training session for my two top salesmen, Sam and Harry. The topic, the "I want to think about it" objection.
[FILM PROJECTOR SOUND]
Good morning, men.
Good morning, boss.
You know, back when I was on the road selling our vacuum cleaners, the worst thing I could hear from a prospect at the end of my sales presentation was, I want to think about it.
Yeah, I agree. After you hear that, what can you say.
Right. I guess you could say, what is there to think about? But that sounds kind of pushy.
Yes it does.
So how do you deal with the "I want to think about it" situation?
Well in order to understand the problem, we have to start at the beginning.
That’s right, the beginning of your sales presentation. Think about it. If you get to the point where a prospect allows you to make a presentation, the chances are pretty good you are going to make a sale. If the prospect doesn’t buy, it’s probably due to the fact that you haven’t satisfied three of the most common concerns.
Do you know what those three concerns are?
I can think of two. Price is one, right?
And the other one must be trust? He’s got to trust that you will deliver on the product or service as promised.
So if he agrees to the price and he trusts you, that should result in a sale, won’t it?
Not always. There’s one more concern you must address.
Hmm, I can’t put my finger on it.
Me either. Tell us, boss. What is it?
Remember, selling is about identifying a problem and offering a solution. Most of the vacuum cleaner prospects today complain about the weight of their vacuum. It’s just too heavy. So we need to convince them that our unit weighs a lot less and cleans just as good, or even better.
I get it. If the prospect doesn’t believe your product or service will solve his problem, it can lead to the "I want to think about it" delay.
Right. But remember, you must address all three concerns. Many salesman do a great job covering one or even two concerns, and then wonder why the prospect still wants to think about it. And remember this. While he’s thinking about it, he may continue shopping. And some other sales person might pick up right where you left off and make the sale.
That’s happened to me before. Ooh, that steams me.
So the way to handle the "I want to think about it" objection is not to allow your prospect to get to that point in the first place, by satisfying his concerns about price, trust, and the solution to his problem.
Right again. So if you often hear, I want to think about, well then it’s probably time for you to think about improving your presentation.
DO YOU HAVE A STRONG IBS?
A powerful IBS or Initial Benefit Statement, is the first step to making a successful sales presentation. If you don’t grab the attention of your prospect at the very start of your presentation, you probably won’t make the sale. How’s your Initial Benefit Statement or IBS? Watch this brief Direct Mail Sales Training Video for some tips on improving it.
Hi, Sam. Why so glum?
Harry, I haven’t sold a vacuum in over three weeks. I think I’ve lost my touch.
Don’t worry, Sam. Every salesperson falls into a slump from time to time. You just have to get back to basics.
Right. Tell me how you begin your sales presentation.
OK, well I know our vacuum is more expensive than the competition. So I start off by saying, Madam, this week our company is offering a $50 discount on our vacuum and three easy payments with no interest.
I think I may see your problem.
Really? Tell me, please.
You’ve got to begin your sales presentation with an IBS. Do you remember what that is?
Hmm, IBS? Well I know what BS is. Does it mean exaggerating what the product can do?
Absolutely not. IBS is short for Initial Benefits Statement. In other words, what is the primary benefit the product offers to the customer?
I’ve got that covered. It’s savings, remember? I’m offering a $50 discount, plus no interest financing. Who could resist that?
Evidently everyone you’ve talked to for the past three weeks. Savings is a benefit, but if you haven’t convinced the prospect to buy, then it doesn’t matter how much savings you’re offering.
So what’s your IBS?
Here’s how I begin. Madam, our powerful, lightweight vacuum will cut your cleaning time in half. It has a hypoallergenic filter that will make your home healthier, and there are no messy bags to empty and replace. Can I give you a demonstration?
Wow, that’s pretty powerful. You didn’t even mention price or discounts.
I save the discount offer for my closing, if I need it.
Thanks, Harry. I can’t wait to get back out there and use my new IBS.
Remember to keep the IBS short, about 15 seconds is ideal. And keep refining your IBS with each presentation. The better it is, the more you’re going to sell. Good luck, Sam
HOW TO HANDLE DIFFERENT PERSONALITY TYPES
Knowing how to handle different types of personalities is an important selling skill. The better your selling skills, the more sales you will make and the faster your business will grow. In this Direct Mail Sales Training Video, we discuss 4 different personality types and some ideas on how to deal them during a sales presentation
I’m about to conduct a sales training session for two of my salesmen, Sam and Harry, about how to handle different personality types. Why don’t you listen in? Good afternoon, gentlemen.
Good afternoon, Boss.
If you’re taking a one size fits all approach when you deal with prospects, chances are you’re limiting your sales potential. You need to recognize different personality types and then modify your presentation accordingly.
That sounds difficult, Boss. There must be dozens of different personality types.
Actually, I divide prospects into four personality types. And to make it easier to remember, I use animals and their behavior to help me remember them.
That’s interesting. What are the four animals?
Cow, lovebird, owl, and rhino.
Owls are supposed to be smart, so I guess owl customers are like “know it alls.” I hate guys like that.
Calm down, Sam. Owls are wise. They get that way by asking questions. They want to know all of the details.
So Boss, if you’re dealing with an owl, you better know your product.
That’s right. But the good thing is, if you answer all of their questions, they’re usually ready to buy.
How about the lovebird? I get along great with my customers. I talk sports, remember the names of their kids, and treat them to lunch whenever I can. They love me.
It’s called relationship selling, and it works. As you discover common interests with your prospect, you make a connection. When two people find out they have things in common, they tend to trust one another. And we all know that trust is very important factor in closing a sale.
What about the cow, Boss? What traits do they have?
Cows have a herd mentality. They take their direction from what others do around them. They like recommendations, and are probably the easiest to sell. But there’s a problem with cows.
After the sale, if they talk to friends or even your competition, they may have second thoughts– you know, buyer’s remorse– and want to cancel or modify the order.
So you better make sure they understand the features, terms, and conditions.
We haven’t talked about the rhino yet. Sounds scary.
Actually, the rhino is the most difficult personality to handle. He’s usually busy, and wants to get to the bottom line or price as soon as possible. He doesn’t have patience to listen to your sales presentation and will want to take control of the conversation.
So Boss, how do you handle a rhino?
Handle a rhino by being a rhino. Let them know that your time is valuable too. Get to the point quickly, and convince him that the benefits of your product or service are worth taking the time to review.
So we have to be able to recognize all four personality types and deal with them.
Ask yourself this question. What personality type am I? Chances are, most of your customers will be a lot like you. But to be a top producer, you need to be able to recognize and adapt to all four personality types. Once you master this concept, you’ll be well on your way to becoming a top producer.
HOW TO DEAL WITH PRICE OBJECTIONS
Of all the objections that come up during a sale, price is usually the most difficult to deal with. In this Direct Mail Sales Training video, we discuss the difference between a price objection and price resistance. Knowing the difference can really improve your selling skills.
SPEAKER 1: Postcards and door hangers are a great way to generate leads. But when a prospect responds to your advertising, one of the first subjects to come up is price. Now even the most experienced salesmen consider price objections difficult to address. So, what’s the best way to handle price objections? We’ll interview two experienced salesmen to see how they deal with price objections. We’ll start with Sam.
SAM: Of all the objections that come up during my presentations, price is always the most difficult for me to handle. What can you say when a customer says, “No, thanks your price is too high”? I usually struggle to justify my price. When that doesn’t work, I get desperate. Rather than lose the sale, I give in and lower my price. Since the boss doesn’t allow me to discount, the difference always comes out of my commission.
SPEAKER 1: Yikes! That’s not good. I wonder if there’s a better way. Let’s ask our other salesman, Harry.
HARRY: Making a sale is based on understanding a prospect’s concerns. Price is just another concern. So when I hear, “No thanks, your price is too high”, I realize it’s usually a knee-jerk reaction. I take a deep breath, and then find out whether it’s a price objection, or price resistance.
SPEAKER 1: What’s the difference?
HARRY: A price objection is when the price is more than a prospect can afford. Most prospects are reluctant to admit they can’t afford your offer. So you need to be a little delicate with your questioning. For example, how does the price fit with the budget you have allocated for this project? The client can then respond that the price exceeds his budget for this particular project, instead of being embarrassed about not having enough money.
SPEAKER 1: So, if it’s a price objection, you can try offering terms or financing to save the deal.
SAM: I get it. If it’s not an objection, it’s a price resistance, which means the prospect is open to being convinced, if I can more clearly demonstrate the value of what I’m offering.
HARRY: That’s right. If that’s the case, you’ll need to do a little digging. Has he been shopping? Is he comparing apples to apples?
SPEAKER 1: Wow, what a great strategy. Thank you, Harry and Sam. Let’s review. Don’t be surprised by price objections. Be prepared for them. Isolate whether it’s a price objection– where the prospect can’t afford the product or — which means that unless you can provide terms or financing, there isn’t going to be a sale. Or is it price resistance– where the prospect is open to being convinced. In that case, keep probing until you find out why he thinks the price is too high, and then address it.
SELL MORE BY SELLING JUST 1 THING
That just doesn’t sound right. This Direct Mail Sales Training Video tells the story of two salesmen. One has just one product to sell. The other has a whole line of products. They are going door to door. Who do you think will sell more? Why not watch now and find out?
Here’s a tale of two salesmen. The old fashioned kind, you know, the kind that go door to door. Harry has just one product to sell, a lightweight, powerful vacuum cleaner. Sam, our other salesman, is also selling a similar vacuum cleaner, plus a line of brooms, mops, and cleaning solutions. Oh, and in case you don’t like to clean, Sam also represents a maid service.
Each salesman is planning to knock on 50 doors today. So who do you think is going to sell more, Harry, with one product to sell or Sam with an entire line of cleaning products and services? The key to remember here is that Harry and Sam are being proactive. The prospects they will be contacting haven’t expressed any interest in buying cleaning products today. So let’s listen in on their presentations.
Hmm, how can I get rid of this guy?
Good afternoon madam. Hi, I’m Sam from the AAA cleaning solution company. I carry everything you need to have a sparkling clean home. I have a state of the art vacuum, a full line of brooms, traditional and sponge mops, cleaning solutions for every room in the house. And if you don’t have time to clean, I also represent a great maid service. May I show you what I have to offer? I’m sure I’ll have something here that you will want to buy.
I don’t have time for this! I have a vacuum! I buy all my cleaning supplies at Wal-Mart, and I certainly can’t afford a maid service! I’m sorry, I’m really busy. I don’t have time.
Now let’s see how Harry does.
Hmm, how can I get rid of this guy?
Good afternoon madam. I’m Harry from the AAA vacuum cleaner company. Are you spending too much time cleaning? Would you like to cut your cleaning time in half? Well today we are offering a free one week trial of our new, lightweight, ultra powerful, and surprisingly affordable vacuum cleaner. Can I give you a quick demonstration? I promise you’ll be amazed.
Lightweight? Powerful? Affordable? Free trial? Maybe I do need a new vacuum. Sure! Come in and amaze me!
So what’s the moral of the story? When trying to get the attention of the busy prospect, start by selling just one thing. Feature your best or most popular product or service, present a problem, and offer a solution. Make your offer uncomplicated, clear, and attractive just like Harry did. Want to talk more about it? Give us a call or send us an email.
ARE YOU A SALESMAN? YOU SHOULD BE!
This section of our website is devoted to Direct Mail Sales Training. If you are a small business owner or manager, chances are you often play the roll of a salesperson. How do you feel about that and how do you picture salespeople in general? Watch this brief Direct Mail Sales Training Video and perhaps your opinion of salespeople will change a bit. You may develop a new respect for salespeople.
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