"Sales 101" cont'd...
 

For the "99 percent" of viewers here who have never "sold" anything BUT, who might have to or want to....at some point in their lives....I'd like to tell you about 2 techniques I've used to close most of my sales.

Ankesh's Newsletter today, reminded me of this. Ankesh relates a Sales Technique taught by the great "Elmer Wheeler" (of "Sell the Sizzle, Not the Steak" fame) An author who was my first "Sales Mentor".

Elmer tells how a Waiter boosted the Tabs of his customers (and thereby his Tips) by....instead of asking; "Would you folks care for any wine this evening?" (which gives diners a choice between "something" and "nothing"... and they often choose "nothing")...he'd say;

"Would you folks like Red or White Wine with your meal""

Now, do you see the difference? This gives diners a choice between "something" and "something else". "Nothing" is NOT a choice! Granted, the waiter will still get diners who say, "No Wine for me!" HOWEVER, a far greater percentage of diners WILL opt for one of the 2 choices presented....thereby upping the Tabs...and...upping the Tips.

When my son got a job as a waiter in a Mexican Restaurant, during his college days. The reason why I KNEW he would find a career in "Sales" and SUCCEED with it, he told me the restaurant had "Super Margaritas" and instead of asking diners, "Would you care for a Margarita?" (Which most other waitpersons asked and the response was mediocre)....he said, "Would you like a Regular Margarita or our Specialty "SUPER Margarita"?

Simple offering a choice between "something and something" he upped his Tabs considerably AND his Tips. (Super Margaritas added $4 to the tab)

I call this technique, "The WHICH-PITCH!"

I ALWAYS give my prospects a CHOICE between "something" and "something else". I never offer a choice of "nothing". Too often the prospects will choose "nothing".

Also...within THIS technique is another "Sales Technique" called, "ASSUME THE SALE!"

"ASSUME" they will be ordering "A" Margarita!

I give my prospects a choice AND...immediately begin "Writing Up The Order" by writing in my prospects name. Granted...sometimes MY prospects say, "Hey! I never said I was going ahead with this!"

I'd then stop writing...ask my prospect what the "problem" is....answer the objection and continue writing.

Works for me!

So....when "selling ANYTHING"....remember to "Give Them A CHOICE between "Something" and "Something Else".

Thanks for reading...class dismissed,

Don Alm....SalesMan Personified


Some of my Unique Business Programs

Here's another example.
 

I was having trouble selling plastic lawn chairs. I was asking $8.49 each. People looked at them and maybe I'd sell 1 or 2 a week.

To move the products I created a sign of choices.


In three days the entire inventory sold out.

Woody Quiñones
ImpactYourArea.com

Re: "Sales 101" cont'd...Hmmmmmmm.........
 

You are 1,000% correct by saying that this is tactic does infact work!.
It does not however personify you as a salesman by re writing what you have read before followed by a few comments that say " I do this as well!"
Jason

Is it not true that this is more like a Sales 300 level class, as the first thing one needs to do is get off ther behind and go talk to a few people and then go hame and examine their body to make sure that they didn't get hurt talking to prospects.



Best wishes in '07

Jason

Re: "Sales 101" cont'd...
 

As Phil says - tweak the idea to make it work for you.

Doesn't assuming the sale work for every product? It could if you changed your technique a bit.

Instead of asking "would you like that in Maple or Cherry"

you could simply pass the order paper over to them (thats pre-filled with their name and address and order info) - that requires their signature. Don't say a word. Assume that they will sign it. And you'll see how often they sign.

Got this idea from another master salesman - Frank Bettger.

He used to sell insurance. He had a very hard prospect who would always tell him to come back later. So what he did is one day fill out the order form before he went to see that prospect. And as soon as he saw the prospect - he gave him the paper and shut up.

Usually - he would ask something like "So what do you think about the plan we discussed last week" - but this time - he just shut up - and he made the sale.

The point is this - not every one will buy when you assume the sale. But more people will buy than if you wouldn't have assumed the sale.

What assuming the sale does is - simply weakens one dreaded objection - "let me think about it some more."

* Note: assuming the sale won't work at all if you haven't made a good sales presentation before and taken care of all their other objections.

Re: "Sales 101" cont'd...
 

To assume the sale or not isn't the real question. The real one is 'how well do you know your prospect?'. You see, any fool can go in, give a canned spiel, and then assume the sale...and get escorted to the door the majority of the time. It's not that simple, as others have stated.

The only way that 'assume the sale' works is if you've been paying attention and really communicating with your prospect. There comes a time in most sales presentations when assuming the sale becomes nothing more than following through with the next logical step...if you've done things right.

To break out 'assume the sale' from the entire sales process, does an injustice to folks who are just learning their trade and even old timers who want to update their skills.

You can compare the assume the sale part to a dinner party. You can welcome folks, get them seated, start the conversation ball (or keep it going), serve the food etc but, until someone picks up a glass or utensil to drink or eat, it's just a fancy setting...and nothing more. Same difference. At some point the pen is the logical next step. Just choose the best way to get there and assuming the sale loses importance in and of itself.

Sandi Bowman

Re: "Sales 101" cont'd...
 

This is all good stuff. Here is something about calls and letters.

Send a letter than have someone from your organization who like telemarketing call and ask they potential client if he got the letter or brochures. It does not matter what he saids go into what is in the letter.

You win both ways. The letter is the key.

I am going to do that for my marketing and business consulting clients. I am not going to hire anyone I am going to share profits.