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“What The Presidential Debates Taught Me About Selling” PDF Print E-mail

“What The Presidential Debates Taught Me About Selling”

 

At the time I wrote this, there have been two debates (out of three).

 

Unless I’m very wrong, Barack Obama is now our President. (This was mailed before the election).

 

Anyway, if you watch the debates you will notice that both John McCain and Barack Obama will completely ignore questions that they don’t want to answer. They will simply say their memorized “talking points” in place of an answer. If you aren’t really paying attention, you may even miss this completely.

 

Anyway, most people in the audience seem to be happy with the answers...except one person. The one who asked the question.

 

At the moment they asked a question, it was the dominate thought they had. And ignoring the question is a personal insult.

 

So how does this apply to selling?

When a customer asks you a question, anything except a complete, satisfactory (to them, not you) answer...will destroy the sale.

 

And remember, to the person asking the question, no questions are dumb.

 

In order for you to further the sale you should;

Repeat the question, unless you are sure what they want to know.

Completely answer the question.

Confirm that you answered their question. I say “Did I answer your question, Sometimes I get sidetracked?”

 

Don’t be snide, insulting, sarcastic, or act like you think they are idiots for asking.

 

Great salespeople can sell upwards of 80% of the people they show a product to. The national average is about 15%. What we just discussed is one of the main reasons.

 

 

Another way to kill sales is talking about yourself when the customer is thinking about themselves (which is 100% of the time).

 

When I was selling in-home years ago, I had a salesman who had a problem. He wanted every person he demonstrated (a vacuum cleaner to) to hear his life story. He talked about his money problems (incredibly stupid) and his latest divorce...in detail.

 

He only sold about 10% of the people he demonstrated to, when the office average was 41%. This was the reason.

 

We actually had an older couple call us back the next day & say “We want to buy your product. But please, don’t send that man out again. He won’t let us get a word in edgewise”. I gave the sale to my top salesperson….and the commission.

 

Early in my sales career, I must have talked hundreds of people into buying...and then promptly talked them back out again. Dumb. You don’t have to repeat my mistakes.
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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