Episode #229: The Seven Lucky Stars Of Selling

Luck is the nexus of hard work and persistence. Salespeople need some luck, even if they have to create it themselves. That old blues refrain “If it wasn’t for bad luck, I’d have no luck at all” can’t apply. We have to make our own luck and here are seven luck creation principles we can start using immediately to help us get there. No fancy varsity degrees or puffed up IQ scores needed. Common sense that morphs to common practice is all we need to change our luck in sales.

1. Arouse in the other person an eager want

Salespeople are consumed by what they want and it is usually getting enough commission to be able to eat. Buyers don’t purchase for any other reason than getting what they want. Our job is to communicate in such a way the client realises they have a want they didn’t recognize or give sufficient import to previously. Opportunity cost is a measure which shows that taking no action is not a zero cost option. Clients are not in a static market, their competitors are still alive and hungry for market share.

2. Talk in terms of the other person’s interests

We have to show that taking action today is needed and that argument has to be based around a good understanding of what the client needs as opposed to wants. If we honestly have the buyers interests foremost in our minds we can build the trust needed to secure the business.

3. The only way to get the best of an argument is to avoid it

Salespeople arguing with buyers is the silliest thing in the world. Nevertheless, there are legions of salespeople out there trying to slam square pegs into round holes and make a deal fit which should never even be a consideration. Trying to overpower the buyer to drive them through force of will to buy is ridiculous, has always been ridiculous and will remain ridiculous. Some salespeople don’t learn however.

4. Let the other person do a great deal of the talking

Talkative salespeople lose a lot of potential business. Being good in sales means being a tremendously good listener. Understanding what the client needs is critical to providing a match that works between what you are selling and the gap in the clients business which they need to fix. When I realise I have violated the 20/80 ratio of salesperson to buyer occupying the airwaves I shut up and ask a question to get them talking. We all need to be alert to our proclivity to love the sound of our own voice.

5. Try honestly to see things from the other person’s point of view

What are the buyer’s fears, headaches and aspirations? If we don’t know these answers then we are not doing our job as salespeople. Force feeding our pitch down the buyer’s throat is stupid, but so many salespeople do just that. They launch straight into their widget pitch without finding out what the buyer needs. Something so basic, but so commonly missed in sales.

6. Ask questions instead of making statements

If I say it, as a salesperson, it might be true, but if the buyers says it, then it is 100% true without any doubt. Our communication skills are called upon to make sure we ditch every opportunity to tell the client something and rather replace that statement with the same information, but now reconstituted as a question. For example, “we have overnight delivery” is statement. Rather than trotting this out, we say instead, “would having overnight delivery be of value to your business”. If they say yes, then we can talk about how we do that. If they say “no”, then we keep fishing for what is of value to them by asking questions

7. Make the other person happy about doing the thing you suggest

We want action. We want the order right now, without delay. We don’t want buyers to think about it or worse, agree in principle and then do nothing about it. We need them motivated to buy. What will success mean for them in their business? What can we do to help them become even more successful? If we can wrap our sale up in those flags of self-interest, then they will buy and will they buy right now.

Keep these principles in your mind when talking to clients. They are not complex to remember, but are complex to execute. Well, that is sales and that is the requirement. Get on to them fright now, delay no more and make sales today.