The Global Sales Revolution
Make many more closings using this ‘hot’ discovery.
By Art Nelson and
Phase I: Learning the Product is the first thing I did upon beginning my career in sales. As a 'newbie' I envisioned three major factors that would determine my success or failure. They were then and still are:
1. Knowledge of the product.
2. Knowledge of the benefits that it offers to prospects.
3. How well I communicated that knowledge and benefits to my prospects.
Most salespeople don't have a problem with product knowledge. The company usually spends plenty of time and money to assure the competence level of its sales force. So, I was fine at #’s 1 and 2, and since my mother always said back in the days of Igloos, "You could sell an icebox to an Eskimo,” I figured I would sell 5 - 6 out of ten appointments.
The problem showed up when I was trained and on my own. I tried to share my knowledge with my prospects. Some prospects get really 'turned on' by the product and its benefits; but there are other prospects that never seem to get interested or 'understand.' Talking to them is like "talking to brick walls."
I didn't understand why every prospect doesn't insist on purchasing. I was warm and charming every time! It must be the close. There had to be a secret to discover.
Upon realizing this, I entered Phase II of my career: The Search for Enlightenment. The great question of a salesman's life haunts him on prospecting calls. In the face of obvious need, why doesn't my prospect buy?
"He needs the product. I qualified him carefully. Why can't I close him?"
So, I began reading, listening to tapes, attending seminars, etc. for every gimmick that came along promising the "Secret of Closing."
After a season I entered Phase III of my career: The Stasis of Superstition.
Like most sales people I was averaging 2 or 3 sales for ten presentations. But not understanding why I sold sometimes and sometimes didn't, I "froze" or "canned" my presentation. I was afraid to change it because it might mess up my success so I played the 'numbers game.'
It became a pattern of expecting to close 'just so many' sales. No amount of reading, listening to tapes, or taking sales seminars changes this pattern for long.
I was hoping to keep enough prospects on the line that the ones that didn't buy wouldn't really matter. I’d still be a 'successful' salesman.
Before ICTech®, Individualized Communication Technology, most of us salespeople ended our career growth in Phase III. Now with the Natural Styles strategy used in ICTech® we can move into Phase IV: Natural Persuasion.
Knowing how the 5 styles are born to process information, allows a salesperson to tailor any presentation for the format that is most easily understood and agreed upon by the prospect. That turns on a prospect’s mind and lets him/her understand how the product can help.
It doesn't matter how well one knows the product or how smooth the presentation is. Until a prospect UNDERSTANDS the product and its applications for him -- no one closes a sale.
Understanding the strategy lets a rep dispense with gimmicks and integrate sales knowledge into a cohesive whole that will automatically adjust in each new situation. That means more sales! And more satisfied customers!
Example: This was my first experience with ICTech -- not even trained yet. I was working to close a $40,000 sale. The client had just finished touring the facilities. We were seated in the conference room -- I expected an OK and a check. However, he stalled and suddenly I was losing the sale! I remembered during the filming of a workshop about ICTech an hour before Linda Carlson saying, “Always use a picture with a NonVisual.”
Because my remarks were always logical and he never used statements like, “Do you get the picture?” I had decided in the back of my mind that he was a NonVisual. Therefore it was a mistake to excuse myself and get brochures or pictures. I grabbed a piece of paper and a pen and said, “Mr. Smith, when you first called us you said this is where you are.” I drew a big X on the blank paper.
“Now this is where you said you wanted to go.” I drew a second big X on the other side of the paper. His eyes were riveted on my drawing hand. So I connected the X’s with a dotted line while I said, “This is how we will help you get there.”
He wrote the check and by using my limited knowledge of ICTech, I made the $40,000 sale that afternoon. Needless to say I quickly learned all I could about ICTech and found myself closing an average of six sales out of every ten presentations.
How ICTech® works:
You're a salesperson whose Natural Style is 'Single.' How do you close a 'Multiple' style prospect?
Don't bore him with too many details which your mind wants; give him the overview of the product and its effects on him. Be sure to ask him what this product could do for him and in some way let him think the whole thing is his idea.
The fastest way to lose this prospect is oversell - too many details. You are 'telling' not 'selling.'
Now reverse the example. You're a 'Multiple' salesperson and your prospect is a 'Single.' How do you close?
Don't overpower this prospect with too many examples or applications of the product. Let apply to him/her. Again, 'sell' don't 'tell.' Concentrate on the strongest feature of your product and give as many details as possible.
Give him/her plenty of time to think; don't rush. The fastest way to lose this prospect is to appear too vague because you're mind is trying to give an overview and his/her mind wants an explicit example.
Just a couple of simple examples, but Art practices the simple strategies of ICTech® and it has made him one of my industry's 'hottest' sales people.
Many sales people who use ICTech® close 5 to 7 of ten presentations. What would happen for any salesperson that could cut through the mental baggage of a prospect and give a presentation with a 50% to 70% chance of closing?
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Linda Blew Carlson is GM of FOCUS II, LLC, a company dedicated to supporting families, public speakers, people who deal with difficult people, and businesses, through ‘individualizing’ communications. They upgrade communication skills with this 'hot discovery and get extraordinary results from ordinary people! http://www.ICTech-Works.com