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“Sales Expertise Levels. Where Do You Score Yourself?” PDF Print E-mail

On a forum that I used to belong to, a member posted a technique that he used to complete a sale. It was an advanced technique. It was a way of answering an objection by “setting up” the objection in advance. Of course, he would have the perfect answer, and the sale would be completed. It’s called a “straw man” trial close.

It was smart, but there is a better way.

This is how I answered him;

“I’m proud of you. This is a pretty advanced technique. But to be honest, I’m torn about how to respond.

There are several levels of sales expertise. Let’s call them plateaus. Let’s also stick with the “answering objections” subject.

Here are the levels in rough form (from worst to best).   Someone gives an objections and….

You simply don’t have an answer.
You think you have an answer, and you argue.
You do have a valid answer, and give it. This usually degrades into an argument...or the prospect simply doesn’t believe you. Most retailers never get above this level.
You have discovered technique in the form of rehearsed answers to specific objections. There is no real listening here...no real selling. But this is what passes for sales technique with most sales trainers.
You have discovered the value of controlling the objections. This includes ““changing the objection”, “Planting the objection” (the “straw man method mentioned above”), “minimizing the objection”, or even “answering a different objection” (this is different from changing the objection. Expert politicians do this in every interview)
Your technique is so automatic, that it becomes simple conversation. You now give the impression of a natural sales wonder. The buyer no longer sees a technique the same way great actors don’t look like they are acting. You simply believe they are who they portray.
Foreseeing the objections and answering them all in the presentation. This is highly advanced. The best infomercials do this.
Now, you are so in tune with what the buyer wants, and will respond to...that you simply build an all-consuming desire to buy your product. Objections are simply not part of this sales process anymore.
I’m assuming there is a number 9.  Maybe a number 10.  this is as close to modesty that I get.

The vast majority of 30 year sales pros haven’t gotten as far as you.  And, you have shown how clever you are.  But . . ..

You have crossed the finish line.  Everyone is cheering you.  And now you just found out that the race goes on to the horizon.  Good luck.”

The member thanked me, said he wanted to learn more, and said he was a beginner.  He wasn’t.  He’s smart and advanced.  Here’s what I said:  

“You’re well on your way.  You certainly know far more than I did at your age.  (I really mean years in sales).  It doesn’t take 30 years.  In fact, it takes no longer than it takes to grasp a few ideas.  Most people never get what you know.”

One poster said the technique was impressive. I posted this reply:

“O.K., I see why this technique is impressive.  It’s impressive because it’s new ( to the reader) and it works in many case.

This technique of “the straw man objection” has been useful to make “hard to get” sales.  It relies on the customer’s compulsion to “maintain state:. (That means to be consistent with the image they are giving.)  Once someone takes a stand, or voices a thought, it’s very difficult for them to verbally change in mid-stream.  That’s why you can use what a person says later to close them. It’s an advanced “bear-trap” close.

But the person is buying partly because they were manipulated.  I know, I sold in-home for a couple of decades and most of my sales were made that way.  Now here’’s the hard part to accept; it makes sales but doesn’t make happy customers.  Some customers “catch on” and resent the  manipulation.  Even if they don’t catch on— you do.  “Selling by verbal manipulation” is tried and true.  But, eventually it isn’t satisfying.  It works.  I know far better than most.

But there is a better say.  If the customer truly wants what you have, this technique isn’t necessary.  And we are all capable of creating real desire for our product. “

And now, that’s what I’m telling you...dear reader.