Issue link: https://read.dmtmag.com/i/320565
JUNE 2014 27 THE JOURNAL 1. Asking questions that engage the cus- tomer 2. Listening intently and reflect- ing back to clearly understand cus- tomer issues 3. Encouraging feedback when offering choices 4. Clarifying objections for gaining insight into what a customer is thinking. All of this helps move the sales process for- ward to a conclusion that best fits the buyer. 2. Talk about what your company can do for customers instead of talking about your company. "One of the most important things a businessperson can do — especially an owner or someone who is involved in sales — is to learn how to speak about their business to others," wrote Aileen Pincus in Bloomberg Businessweek several years ago. Being instantly able to speak clearly and persuasively about their company is a test everyone in sales must pass with flying colors. These words have become near 'sacred text' status to those in sales. Unfortunately, if you have such a 'sales pitch' or 'elevator speech', it's time to get rid of it because no one wants to hear it. Of course articulating what your company does should be second nature, but the ability to express clearly and with enthusiasm what your company can do for customers holds far more interest and value. 3. Cultivate self-doubt to enhance your self-confidence. No one questions the im- mense role of self-confidence in sales. Even so, it's easy for self-confidence to morph into being too confident. This is when customers back off; no one wants to be around someone who comes across as self-centered and arrogant. This is why self-confidence needs to be bal- anced with a healthy amount of self-doubt. Having too much self-confidence makes it easy to dismiss criticism, ignore the need for im- provement, and disregard suggestions from oth- ers. Most importantly, it keeps us from asking the important sales questions: • Do I understand what the customer is look- ing for? • Am I sufficiently prepared for this presenta- tion? • What have I missed? What don't I know that I should know? • Do I have a clear understanding of the com- petition's solution? • What could go wrong and am I ready to handle it? • Do I have the answers to the questions the customer is likely to ask? There's a very fine line between self-confi- dence and arrogance and to cross it is to put a sales career in jeopardy. 4. Cultivate the response you want. Bill Pineo at The Tile City in Avon, Mass. is not an average salesperson. He came up to a couple looking at bathroom tile and gently entered the conversation. He asked a few questions and lis- tened intently to what they said. He then guided them to several displays, where he asked more questions and pointed out certain tile characteristics, while encouraging them to take pictures of their choices. When finishing up, Bill asked for the order and the couple let him know where they were with their project. "Would you mind if I stayed in touch with you?" he asked. And he followed through, checking in with them regularly for several months. A few days after they hired a contractor, Bill called again and the couple placed the order. Bill Pineo did two important things right. First, by positioning himself as a facilitator or helper, someone who knew the tile business and wanted to assist his customer, Bill managed the sale. Second, by staying in touch, he let his cus- tomers know he was going to be there when they were ready. The process convinced the couple that Bill was serious and wanted the sale. "He deserved it," they said. This story is an ex- ample of what Dr. Robert B. Cialdini, the famed persuasion ex- pert, calls 'The Principle of Reciprocation'. It's what occurs when the salesperson helps cus- tomers and manages the sales process so they want to respond positively by placing the order or making referrals. It's the difference between a good experience and a bad one. Anyone who wants to reach the top in sales should think seriously about reaching the top of the trust scale. John Graham of GrahamComm is a marketing and sales strategist-consultant and business writer. He publishes a free monthly eBulletin, "No Nonsense Marketing & Sales." Contact him at johnrg31@ me.com, 617-774-9759 or johnrgraham.com. Recognized As the Industry Standard for Manufactured Home Community Market Data 2014 JLT Rent Surveys Available for 27 Florida Counties Call 800.588.5426 www.jlt-associates.com • Rents and Increases • Community Rankings • Occupancy Rates JLT Rent Survey Reports provide detailed research on investment grade communities in 72 markets nationwide, including the latest rent trends, occupancy stats, and other valuable management insights. • Amenities & Services • Historical Data • Marketing Programs Visit Our Website for a FREE Sample Report No. 12 on Get It Quick Page 7 YEARS WARRANTY COVERAGE "The Perfect Addition For Your Home Sales" Most Competitive & Comprehensive Program in the Manufactured Home Industry Up to 7 Years Structure Coverage 7 Years Systems (Heating, A/C, Plumbing & Electrical) 7 Years Appliance Coverage Component Only Coverage Coverage Available for New & Pre-Owned Homes FHA/VA/HUD Coverage Offered Renewable Coverage Available Coverage Available For: Manufactured / Modular / Park Model Homes HomeCarePlus A Complete Package Designed for Today's Homes For More Information Contact: Diversified Profits, Inc. (800) 851-3738 Office 651-458-2905 Fax E-Mail: diversifiedprofits@comcast.net Welcoming Former American Modern Manufacturer's, Lenders, Communities & Dealers No. 11 on Get It Quick Page \ 8 T J