Making Your Selling System Work Harder for You
"The right selling system CAN make all the difference in the world."
When selling your product or service, saying or doing just one wrong thing can nullify several things done right. One mistake can and often does cost sales, and many times we're totally unaware of what that one thing might be.
How to Expose the Obvious
For example, we did some work for an auto glass company. In the process of doing our research, we noticed that the counter areas and customer waiting areas in most of the glass shops were cluttered and filthy. In many cases, there were even empty pop bottles and other trash on the floor in full view of the customers.
In our report, which contained two and a half pages of recommendations for changes designed to improve their sales, we included an idea for hiring a full time utility person/janitor to alternate between their seven stores, making repairs, and keeping the shops spotless.
We were prepared to hear reasons why the owners didn't want to put a full time janitor on the payroll. We were also prepared to hear that their shop personnel ought to keep their own areas clean, so no janitor would be needed. However, the owners didn't offer either of these arguments. Instead, to our shock, they explained to us that customers don't care how clean or dirty their shops are, so it wouldn't make any difference!
Little Things Do Make a Difference
Of course, it does matter. Maybe not to everybody, but to many customers, a filthy work area sends a message that discourages them from referring their friends, or even doing future business there.
The fact that the owners of this auto glass company couldn't see what is so obvious to so many demonstrates how easy it is for any of us to overlook simple yet vital points in our overall presentation.
In their book, 'Personal Styles and Effective Performance', Dr. David Merrill and Roger Reid talk about the Platinum Rule. By putting a twist on the Golden Rule, they advocate treating others as THEY wish to be treated, as opposed to treating them the way YOU wish to be treated. Different things affect different people differently.
Looking for new methods or techniques to apply to selling is always a good idea, but it may be a better idea to start by having an outsider take a good look at how your current sales approach relates to your prospects and customers. You may find that you already have an outstanding approach for achieving more sales, and a few simple adjustments are all that's needed to realize greater success.
Don't let little things cost you big. Take a look at how No Objection Selling™ has helped companies like yours SELL MORE! (Click on an example below)
You can be our next success story ...
We will apply the principles of No Objective Selling™ to optimize your sales system for more, faster and easier selling.
Don't miss out on future sales. Click Here to find out how little it will cost to evaluate your current selling system. Or call us today at 800 801-0437.
Recently, the owner of a small window washing company needed a system for acquiring more accounts. We first helped him create a unique guarantee for his service, then we developed a sales approach around it using our exclusive No Objection Selling™ system. We also designed very slick looking and persuasive written proposals as an additional sales tool.One unique component of the sales system we designed for him was a program that allowed him to apply his company's new guarantee to his competitor's service for the benefit of the prospect! Needless to say, he was a bit skeptical about the program, but he trusted us enough to give it a try. Suddenly, this window washer with virtually no sales experience found himself selling more window washing contracts in just a few days than he had sold in an entire month. In fact, only two weeks of applying his new system generated $40,000 worth of new contracts with absolutely zero acquisition costs!
Selling a two-for-one offer ...When a company that sells two-for-one meal cards for fine dining establishments enlisted our help, we developed a system for their telemarketers that allowed them to make 50% more contacts in the same amount of time, and close more sales. A major component of this system was a computer program we developed that featured 'dynamic scripting' which instructed the user as to exactly what to say AND how to say it based on the individual responses of the prospect. As a way of testing us, the client gave us their worst prospect list and their worst sales rep (a very green rookie with no sales experience who was averaging LESS than one sale per day). Using our system, and sticking to it word-for-word, he made three EASY sales in his first thirty minutes. Needless to say, they were all very shocked AND very pleased.
Selling copier repair service ...One of our earliest clients was a one man copier repair service who's advantage was his ability to charge very low rates. His problem was that he knew he couldn't continue to undercut his competition indefinitely. Eventually someone would come along and underbid his prices, and he'd be in trouble.We helped him reposition himself from 'the local low cost copier guy' to the 'Twenty Four Hour Copier Service'. There are really very few emergencies after 6 PM in his business, so he really didn't have to change his work schedule, but we knew that by playing on the timeliness of his response, he could charge a premium for his service, and customers would pay it. Next, instead of wearing just a shirt and tie, we set him up with a uniform that had his logo embroidered above the shirt pocket and on the back of the shirt. Everyone who saw him go about his business throughout the day could see his logo and knew who he was and what business he was in. People started stopping him and asking for his business card. That free advertising alone got him enough business to more than pay our fee.He now has several employees and can hardly keep up with the hundreds of accounts he's picked up, all with no acquisition costs, since he began using his 'No Objection Selling' system.
Selling financial services ...Not long ago an agent for a major insurance company asked us to develop an approach for selling more financial products to their existing clients. We designed an outbound script for use over the phone. After using it for a short time, and getting great results, one telemarketer commented:
"When I changed the wording of the script, even one word here or there, the response was not good at all. But if I read it EXACTLY as it was written, the response was fantastic. At first the people would sound hostile as they realized that I was selling something, but as I read the script, I could actually feel them melt as they became more and more receptive to what I had to say. By the end of the conversation, we would always get a great response and even the ones who had no need at all for what we were selling were practically apologizing to us for not buying. It really is a 'magic' script."
A client asked us to design a program for selling real estate. He was new to the business, and he was having a difficult time getting sellers to list their homes with his company. We attacked the problem by designing a system that would attract buyers fast. We then repositioned his business from real estate sales to 'Accelerated Home Marketing'. One of the first opportunities to use his new system involved a seller who's house had been listed for sale with a competing realtor for over a year, and had received hardly a nibble. After hiring our client, and using his new Accelerated Marketing™ method, he received 30 responses and found a buyer within the first week. The seller got exactly the amount he wanted for his house, and he even used the term 'minor miracle' when describing how thrilled he was with the service. As a result, our happy client now has an advantage over his competition which makes it much easier for him to get listings. Plus, unlike traditional real estate brokers, his new system guarantees that he will make a profit on every home he markets regardless of whether the home sells!
