MY FIRST SALE!
The biggest sale of my life took years of probing, research, needs diagnosis, benefit analysis, and above all, countering objection after objection.
But in the end, I closed the deal.
I was 10 years old, and I got my first dog.
And I learned to master the art of the sale. The wisdom I gained in winning over my parents, instead of wearing them down, is something I share with my sales trainees to this day. Here’s what I learned:
Clarify your goal.
Instead of a half-hearted “Gee, I wish I had a dog,” I used clarity and self-assurance to engage my prospects. I subscribed to Dog World and spoke with authority on breeds and behaviors. I pointed out that kitties, goldfish and canaries, while attractive, provided inadequate benefits. My persistent focus on the canine kingdom convinced my prospects that I meant business.
Influence the influencer.
I knew one of my two key prospects (Mom) was more likely to say “yes,” but the other prospect (Dad) was the ultimate decision-maker. With this in mind, I engaged in appropriate trust-building behaviors (Look at me taking out the garbage!) in order to win his nod.
Diagnose the prospects’ needs.
Granted, I had an advantage most salespeople do not: My prospects actually cared about me. But to get to the finish line, I needed to point out what my prospects would gain besides my happiness: More free time while I was out with my pet; fewer stories read at bedtime; a promise to wash my hands more often. By gaining agreement at every stage (“Don’t you think it would be great if I were outside more?”) I made the final close all but inevitable.
Recruit your champion.
A powerful influencer, my grandmother, supported my goal. and her exuberance made clear that she was my champion. She backed-up her not too subtle hints with action. At every group event she applauded my salesmanship and, over time, bought 60 stuffed dogs, which I loved equally.
Publish a sales blog.
I’m confident that the following article, published in my school yearbook, solidified the atmosphere of trust I had established with my prospects.
Watch and recognize buying signals.
On the day the decision-maker told me he was buying me a baby pig, I knew the close was near. Very funny Dad! I immediately contacted my champion for last minute sales coaching, and to alert her that this was it. Time to implement her final strategy and tactics.
Choose your best closing tactic.
Happily, the kennel owner understood the magic of both the either/or close (“Would you like this puppy or that one?”) and the trial close (“Just take her home for a couple days and see how you feel”).
By the way, she was an Irish terrier named Kelly. And now she was mine!
Thank you for reading
What’s your most memorial sale? What lesson did you learn? Please comment
For your complimentary consultation, please contact me.
I look forward to speaking with you.
Our customized sales training and one-on-one coaching educate and motivate sales teams to perform as expert solution providers. Sales executives turn to us when they need a trained eye and objective perspective to create new paths to sales growth.
Best of selling,
Helen Berman
310-230-3899 www.helenberman.com
hberman@helenberman.com www.linkedin.com/in/helenberman
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I provide companies with sales skills and marketing strategies to increase sales and profits. Out customized sales training and one-on-one coaching motivate sales teams to perform as expert solution providers. Sales executives turn to me when they need a trained eye and objective perspective to create new paths to sales growth.
Best of selling,
Helen Berman
310-230-3899 hberman@helenberman.com www.helenberman.com