Derrick arrived at my door last weekend seeking to sell me some home improvement services. I normally do not answer the door on the weekend since I am busy doing chores but needed to respond when since the front doorbell continually rang.
Once I opened the door I was greeted by a young (perhaps new) sales representative that continually asked me questions that included:
– Do you need any home improvements?
– Any windows that are broken an in need of repair?
– Any desire to expand on your current home?
Not once did he stop to create a relationship but prodding me with questions to “buy” his services. Not once did he establish rapport or care about my wants and needs!
“Why don’t people take the time to learn professional selling?
After close to thirty years of sales it is getting embarrassing to see so many individuals “attempt” sales. Selling is a profession that requires as much study as management, law or any other professional degree. “If so many do it then why do so many fail?”
The problem is that selling requires a mindset that builds upon customer-centered relationships. Clients today want to build trusting relationships with their suppliers. Failure to do so only makes sellers a vendor. This reduces the power to negotiate, build a referral network and future sales. It is 88% more effective to discover sales from retained clients than prospective.
It is also important to be reminded that clients have choices and just because you show up at my front porch this does not produce a conversion. Door to door sales are no different from cold calling they are intrusive, unprofessional yet more specifically a waste of time. If you are in sales desiring more business then:
- Take the time to build honest sincere relationships
- Use your referral network to gain access to “buyers”
- Stop using the same tactics as competitors; illustrate your difference.
- Network like crazy to gain third party endorsement.
- Build a network that gets others to speak about you while attracting them to you; end the hard labor.
- Learn proper questioning skills focused on objectives and measurements of success.
- Find methods to learn mastery in the sales craft; attend a public seminar, obtain a personal coach, listen to tapes – anything that makes you better.
© 2011. Drew Stevens PhD. All rights reserved.
What best practices can you share with our readers to lessen labor and make them more effective?
Wonderful advice that is oh so true. If trust isn’t a key principle for a company and its sales force, business will suffer. As this video (http://www.upyourservice.com/video-theater/service-culture-is-not-only-for-retail-and-hospitality-companies) points out, service is an issue for all operations. Trust and service go hand-in-hand and success goes right along with them!