20 Years Later, The Sales Handbook I Wish I Had.
Dive in to explore the importance of knowing your worth in sales, the nuances of emotional selling, and how ego & attitude can shape your success. Best for people in: Retail | B2B | Ecommerce
This was me back in 2014. My sales pros at the time made me this sweater for the holidays. The sweater, definitely attracted customers the few times I wore it in the store.
Consider this: When engaging with a customer, am I listening within the context of a conversation, or am I tuned in specifically for trigger words that I can leverage to drive the sale?
If you want to collaboratively explore this question further, answer in the comments.
What can I take away from this article?
Discover practical tips, self-checks, and self-reflecting questions to enhance your self-awareness and effectiveness in selling. Mastering the art of sales lies in the customer experience; by utilizing product knowledge, and adapting to the ever-changing variables in your field. Talk to customers with authenticity, like how you talk to others.
Jump To A Sales Pinnacle:
Are you ready for the sale?
How many can you answer yes to:
Are you equipped to handle any objection that comes your way?
Can you confidently close deals with anyone, no matter how complicated or detailed something is?
Are you equipped to offer solutions and a benefit?
Can you close deals with diverse clients?
Are you skilled in adapting your sales approach to different personalities, industries, trends, and market segments?
With time, everything changes. Just because we’re equipped today, doesn’t mean we’re ready for tomorrow. Each day is a new day to self-discover, adapt, and proactively execute towards success.
#1 Sales Pinnacle ~ Knowing Your Worth!
The reflection of your value is closely connected to how effectively you utilize your product to enhance the overall customer experience.
Listen with Intention & Close More.
From a buyers perspective, they’re listening. They’re giving you attention (whether by email, or asking you a question) in relation to what you provide; service or product.
We’re all wired to say ‘no’ instinctually regardless if it's life saving. It requires a specific benefit or action that resonates with the customer for a successful purchase.
All it takes is the customer to think we’re not listening to start disengaging from the sale. Being connected while using simplified communication will usually get a ‘yes’ from the customer.
Which one of two would you buy?
They're the exact same product that will perform identically. But why you chose the one you did if they’re both the same, was a buying trigger of you.
Customer Perspective.
The goal here is to catch what our first instinctive response is to the question below.
Do you think our answer would change if we answered the question as a customer?
We are customers too. If a product was not working for our tastes, we are going to start questioning what we learned by what was read/told to us.
In sales, it's not just about selling yourself; it's about connecting yourself with the product, shaping a distinctive customer experience.
At the end of the day, your relationship with that customer is heavily controlled by the product you sold them. Ongoing relationships with customers is a different element and mindset. I will talk about that in another article.
Treat product knowledge like it’s your ammunition. You only get so many shots per customer.
Customer:
"I’m needing a laptop for my business. This is the laptop my friend told me about, but it is a bit out of my budget."
Salesperson:
”Your friend really knows good laptops. I understand budget concerns are important. This laptop is not just a tool; it's an investment in your business's success. To make it budget-friendly, we've got a special discount going on, and we can explore some flexible financing options if interested. That way, you not only get the perfect laptop for your business but also stay within your budget. If this sounds great, would you like more details on financing, or are you leaning towards using the discount?"
Never sell from your own wallet.
The manner in which you sell a product shouldn't be influenced by your personal disagreement with the price. Don't let the price limit your ability to sell a product; when there's authentic interest, proactively explore solutions for the customer.
Information Overload.
Have you or your employer told you that you need to say specific things when a customer either walks into the store, emails us with a basic question, etc?
Some examples.
Retail | Store Front:
“Hi welcome to ShirtsOrama. Just to let you know we have a sale on shirts. You can get an extra % off if you buy 3 or more, not that rack over there though. If you join our credit card you can save an additional 5% at checkout. How can I help you?”
or this one…
Ecommerce | Store Front:
“Thanks for inquiring about our toothpastes. Did you know we also sell car washes and light bulbs?”
or this…
B2B | Ecommerce | Commercial | Logistics
“I see you ordered 1500 units of our beverage and you need the order expedited. Can I throw in 200 units of our newest flavor as it’s been popular with your competition?”
Customers don't remember much if they never asked for it. Merely saying hello, asking for something, or entering our stores doesn't mean we should bombard them with things or services.
The typical customer becomes disengaged when we start providing information that isn't directly relevant to their situation, often due to a perceived need or obligation to share unnecessary details. By this time the customer is already in a “no” defensive position, even if they're interested. Sharing information at key moments wields astronomically better results.
Emotional Selling.
How do you balance the importance of the product and the personal connection in influencing/persuading customers to make a purchase?
If you would like to share, post your response in the comments.
Balancing the product's importance with a personal connection is key to persuading customers. Emotional selling can be effective, creating a resonant connection. Yet, it's vital to gauge customer receptiveness, ensuring a pitch that strikes the right balance between emotional appeal and practical benefits.
Excuses for emotional imbalances:
”Depends on my day.”
”Just not feeling it today.”
”They weren’t buying anyways.”
”I’m dealing with personal issues that are effecting my focus on sales.”
”The tools available are impacting my solutions.”
”The training is ineffective.”
”The pricing strategy is hard to sell.”
Excuses are just that, decisions made without critical thinking.
Do we have days where we aren’t feeling it and are we allowed to have excuses? Hell fcking yes we can. Just don’t make it a habit, and don’t set a tone doing it.
Breathing Exercise.
A simple 12 second breather where we can focus on getting through the present moment (eyes open):
~ Breathe in for 4 seconds
~ Hold it in for 4 seconds
~ Breathe out for 4 seconds
Rome Was Not Built In A Day. Perspective Is Everything.
Zoom out and know our real worth. Don’t let a small moment in time hinder us.
As you can see, the first chart is only a fraction of the value you’re providing over the long term. Don’t let a previous moment in time paralyze you with regret. It’s what you do today that counts.
Tip For Staying Focused On The Day:
Thinking about the Past will make me regret.
Thinking about the Future will make me worry.
All I’m left with is the Present, where I build the future and look back at accomplishments.
”The things you think about determine the quality of your mind.” ~ Marcus Aurelius
Ego & Attitude Are 98% of What We Say & Do.
You can know your product better than your own phone number, but if your ego and attitude align elsewhere, good luck maintaining control of the sale.
Ego and attitude can be both positive and negative. Positive ego includes confidence and self-awareness, while negative ego can lead to arrogance. A positive attitude often contributes to optimism, while a negative attitude may result in pessimism or closed-mindedness.
Ego & Attitude Self-Checker.
For each scenario, act as a manager to your own brain, judge yourself on what came first to your mind, not what you think is the correct answer. In another way, judge your thoughts as a manager in the first 2 seconds after reading each scenario.
Keep in mind you’re trying to ‘identify’ how you initially respond to each situation. This is about Self-Discovery, not right or wrong. Write down your answer for each one, then analyze and discover how much your ego & attitude come into play.
What’s the very first thing you think, say, or do in:
Retail:
Customer walks in with ripped up sweat pants, a hoodie, shoes possibly made 20 years ago, and says they want to see “the biggest diamond ring in your display”.
Ecommerce | SAAS:
”I want to buy this product, but only if you have a discount code?”
B2B:
”I’m with So&So Company. A friend over at Do&Do Company says you gave him a good deal on your premium package. I want the same offer or I’ll go to your competitor.”
To deepen your self-discovery journey, examine your reactions at the beginning of each customer interaction. Pay attention to whether you respond with negativity or positivity and explore the reasons behind these reactions.
How to identify our Ego & Attitude.
Pay attention to your actions and thoughts with each customer. You’ll soon start to notice what you do consistently (positive & negative). As you pinpoint aspects of yourself that may need improvement, engage in critical thinking by asking insightful questions to analyze and understand them better.
Here’s some example questions to ask ourselves:
Are there specific behaviors or thoughts that I consistently exhibit with customers?
Do I notice any patterns in how I approach different interactions?
Can I pinpoint moments where negative or questionable thoughts arise, and what triggers these responses?
In what ways could I adjust my approach to create a more positive/friendly customer experience?
How do I navigate instances where I recognize potential negative aspects in my interactions with customers?
Struggle with self identification? Ask professionally.
Here’s some questions we can ask our leaders and people around us:
In your observation of my interactions, have you noticed any consistent patterns or tendencies in my behavior with customers?
Are there specific triggers or scenarios that seem to influence my reactions or responses with customers?
Based on your observations, are there areas where I might be overlooking potential improvements in my customer interactions?
Are there cues or signals from customers that you've noticed, indicating potential areas for adjustment in my approach?
In your role as a trainer or leader, what recommendations or strategies do you suggest for enhancing my overall effectiveness in customer interactions?
Identifying the Positive Ego within us.
By understanding how our ego influences interactions, we can adapt, listen genuinely, and provide tailored solutions. This self-awareness prevents potential pitfalls, growing a collaborative and open sales environment, ultimately leading to more successful and satisfying customer relationships.
Identifying the Positive Attitude within us.
A positive mindset not only enhances our resilience in the face of challenges but also attracts customers. Additionally, maintaining optimism helps navigate rejection and setbacks with grace, creating a more resilient and motivated sales approach. In essence, a positive attitude is not just a personal trait; it's a powerful tool that contributes to customer satisfaction and overall success in the sales arena.
Happiness, anger, sadness are all skills, not driven by external factors. And with any skill, they must be trained to become habit.
Judging Your Customers.
If you start judging your customer, you’ll be taken off your sales game and pulled in directions you shouldn’t be going. Even if we judge correctly, we do not want to make it a habit, because then negative Ego starts to creep up. It creates a barrier, hindering genuine connections, and can lead to assumptions that may not align with the customer's actual needs.
Recall the retail example with the ripped up sweat pants and hoodie asking to see the biggest ring in the case?
That is a true story of my own sales experience from 2005. I was 21 years old and it was my very first sales job. I held certain perceptions about this couple. I asked for ID, which I would put inside the case. I held the ring more than they held it. I had more thoughts about them stealing than buying, etc. I talked about the ring, discussed the benefits while creating their story. In my mind, I was still always suspicious of them.
Surprisingly, they purchased that largest ring in the case, and to top it off, the gentleman proposed to his girlfriend right there in the store. They even became repeat customers, challenging my initial judgment and reinforcing the lesson that making assumptions about people can be misleading.
However, we still want to have our respectable guard up, and still imply sensible common sense.
#2 Sales Pinnacle: Handle Any Objection
Handling an objection is only as good as the worth you provide overcoming it.
Here are three of those worths we’ll talk about:
~ Product Perception
~ Building Customer Integrity
~ Proactive Solutions
Steer The Customer In The Sale.
How often do you get tied up in longer than needed conversations with customers? This can happen when customers ask a lot of questions, or when we say things that make them confused, or they say something that confuses us. Then, more questions come up, and sometimes, neither we nor the customer really understand what's going on.
Steering the sale comes with the best working benefit of them all; efficiency. By taking the lead, we can ensure that the customer receives information tailored to their needs, preventing information overload. This approach also enables the salesperson to strategically introduce products based on the customer's preferences and requirements, avoiding overwhelming them with unnecessary details, while staying focus on the sales process.
Never assume you know what the customer wants.
Assuming what the customer wants hinders a genuine understanding of their actual needs, potentially overlooking opportunities for more significant sales.
Each customer is unique, with varied needs, preferences, and challenges. Judging their requirements without a thorough understanding can lead to misconceptions and missed opportunities. This ensures that the customer feels heard, valued, and provided with tailored solutions, creating genuine connections and increasing the likelihood of successful sales outcomes.
~ Product Perception
Product perception involves how customers perceive the value and advantages of a product. It's about highlighting the positive aspects that align with customer needs and preferences. Ultimately, a salesperson's ability to effectively communicate the benefits and features tailored to the customer's perspective plays a crucial role in influencing their perception and, consequently, their decision to make a purchase.
Handling objections with product perception involves addressing customer concerns by emphasizing the positive aspects and benefits of the product. By highlighting how the features cater to their needs and provide value, we can reshape the customer's perception, addressing objections and showcasing the product in a favorable light.
Shape The Customers Perception
Creating a need for the customer. We can do this by using data we extracted from the customers interactions or things they may have stated before. Using information to building a complete sale. If a customer wanted a flashlight to use at work, we would want to learn a few things:
Qualifying The Customer:
“What do you do for work?”
”How often would you be using the flashlight?”
”Do you need to be hands-free with the flashlight?”
Knowing these things can help lead into the right product for the customer. On top of that, you’ll hear more information for further opportunities with the customer like; do they need one-time batteries or rechargeable, headlamp vs handheld, etc.
In conclusion, understanding the significance of product perception and tailoring discussions to customers' needs can significantly impact the sales process. By focusing on the benefits and features that resonate with customers, we can preemptively address concerns, making objections easier to overcome. Moreover, this approach helps eliminate unnecessary objections that may arise due to a lack of alignment between the product and the customer's requirements. Ultimately, a customer-centric approach allows a clearer understanding of the product, streamlines the objection-handling process, and enhances the likelihood of a successful sale.
~ Building Customer Integrity
Building customer integrity involves establishing and maintaining trust and honesty in interactions with customers. It requires consistent and transparent communication, delivering on promises, and ensuring that products or services meet or exceed customer expectations. By prioritizing integrity, businesses can cultivate long-term relationships, customer loyalty, and positive brand perception.
Respect Is Earned, Not Given.
You’re out shopping for a new jacket, you walk into the main store you wanted to shop at. You start to look at jackets and the sales rep comes over and says:
“That does not look good on you, try this one, it’s our best seller.”
However, this jacket you won’t even consider twice.
Don’t Be Weird.
Unless in a technical environment, the “hovering effect” around customers only bolsters customers to feel uncomfortable and disengage from the sale. Don’t fake doing something just to do something. Go actually do something, and check in periodically with a proactive game plan.
Dead Air Is Not A Bad Thing, Embrace It.
If it’s quiet between you and the customer, that’s not an invitation someone needs to say anything. Just because your client hasn’t responded back, or your customer is still walking around the store, does not mean we need to just start talking.
The misconception that we must say something hampers constructive ideas that could enhance the sales process. If you feel the urge to say something, use that time to find something related to them, or to freshen up a new approach, just anything other than to poke.
Give Your Attention To The Customer.
It’s fine to be thinking about the sports game, or to go back to talking to your coworker, not replying back in a timely manner, or catching up on the texting conversation with someone. Just keep in mind, your customer interaction will make or break your entire career.
Five Power Advantages Both The Customer & Sales Rep Earn:
~ Perception
~ Attentiveness
~ Engagement
~ Focus
~ Rapport
~ Proactive Solutions
Offering proactive solutions is like being a superhero for your customers. Picture this: when they face a hurdle or share a concern, you swoop in with solutions before it even becomes a problem. It's not just about selling; it's about genuinely caring and making their lives easier. Wouldn’t you want the same?
How can I be ready to offer proactive solutions?
Know how to utilize product and shape it around your customers needs. Knowing product and how to use it effectively will make it easier to navigate objections by offering proactive solutions of the product for the customer. Additionally, active listening during interactions helps identify customer concerns to be able to align a product feature with that customers concern, and how it benefits.
You sell a pen. Can you sell 20 variations of how it can be sold using product utilization, and proactive solutions?
“You said you need a dual purpose pen to correct papers, this pen can switch from back to red ink with one-button.”
”This pen will withstand and write in freezing temperatures while you’re working outside.”
Be Personable, Create Tailored / Personalized Solutions.
Understanding the unique needs and preferences of each customer allows for the crafting of tailored and personalized solutions. This approach transforms the sales process from a one-size-fits-all model to a bespoke experience that resonates with customers on a personal level.
Product Utilization
Product utilization also encompasses the ability of sales professionals to showcase how the product meets the customer's needs and addresses specific challenges, highlighting its value proposition.
Understanding how your product can benefit a customers needs for their value separates you from other sales experts.
Here’s an example of two styles of selling with product utilization:
Sales Expert #1
“This product comes with a one year warranty.”
Sales Expert #2
“You mentioned you’ll be using it a lot. For your peace of mind, this product comes with a one year warranty.”
Both examples are the same thing. Why would one or the other be more effective?
#1 stated to the customer a feature.
#2 stated the same feature but attached a personal connection from the customer.
Attaching a personal connection from the customer with the product will lead to better results usually. It still all comes down to the connection you have with that customer.
The Art of Perfect Timing with Product Features.
“Don’t set off the fireworks before the timer ends.” “Do not spoil the movie.” “If you tell me the score I’ll unfriend you.” Sound familiar? This simple game changing strategy could 10x your sales game overnight.
Product utilization plays a crucial role in timing during sales. It's like knowing when to use the right tool at the right moment. Imagine a toolbox—each tool has its purpose, so, think of your product features as tools. Similarly, in sales, understanding your product features and using them at the opportune time enhances your customer’s experience. It's about providing solutions when they're most needed, making the sales process easier, impactful, and more efficient.
#3 Sales Pinnacle ~ Close Comfortably
Never think about the end of the sale till it's official, or risk losing motivation and focus. Closing comfortably in sales involves concluding a deal or transaction in a way that feels natural, confident, and mutually beneficial for both the sales expert and the customer.
How do I know when I should start to close on the sale?
Ask presumptive closes, like:
“When would you like the product to be delivered?”
”Based on our discussions, this product would the best for your needs. Should I add this to the invoice too?”
”How does using our product in a trial sound to you?”
”Are you choosing to use our credit card or your own form of payment?”
These presumptive closes serve as checkpoints to assess your customer's position in the sales process. Depending on the customer's response, you can determine the appropriate next steps, such as uncovering more about their needs, evaluating if they feel overwhelmed, or gauging their readiness to proceed with a purchase.
Never “Checkout” Till The Customer Says They’re Ready.
Get this misconception out of our heads as fast as possible. This will separate us from the competition. This will increase your lines on receipts, quantities, lines on invoices, bigger sales, etc.
It’s easier to close during a sales process than after they’re already agreed to buy their main product. How many times have you shopped and after you agreed to buy something the sales expert spews all this other stuff to apply to your purchase, like; protection plans, credit cards, upgrades, socks, batteries, etc. We tend to say 'no' instinctively, but effective presentation can guide customers out of that initial ‘no’ bubble and focus on our message during the sales process.
If you notice it, do you think customers notice it?
There is no need to rush to the checkout after a customer says yes. Let the customer tell you when they are ready. A ‘yes’ gives assurance and trust, and an opportunity to increase the sale.
Boost sales by doing it within the sales process, not just at checkout.
Let’s look more closely at how product utilization, timing, and closing come into play more effectively.
We’re selling a diamond ring. The customer will need to increase the ring size and strengthen the prongs, this will cost more in gold to do so, but under the lifetime protection plan, all maintenance costs are covered. Let’s not forget, in a year or two she’ll need to dip the ring to keep its nice white gold color, another maintenance cost covered under the plan.
“You mentioned the ring would have to be sized up and you asked us about reinforcing the prongs because she does hands-on-work, not an issue. Another reason people shop with us is our peace of mind lifetime protection. All those costs are covered under our lifetime plan. In addition, if she ever loses the diamond we’ll replace it at no charge. The lifetime protection is already paid for with the cost of the sizing and reinforcement of the prongs, $299 for the lifetime plan, compared to the $373 for our ale-carte services.
No brainer right? All our locations will make sure the ring is taken care of, even for a 1 minute pop-in cleaning. Are you leaning towards doing the 0% interest for 5 years with us, or using your own payment?”
Nothing implies checking out yet. We do not know the full scope of the buyers intentions.
Assess the customer's position, identify areas that require further discussion, pose additional qualifying questions, and emphasize customer benefits over features.
Have Conversations. Talk Like You, Not Like Someone Else.
Does this ring a bell; you walk into a store or read an email, and it’s the standard boilerplate message, like you know the person has said it 84 times already that day.
Strategic Adaptation of Choosing How We Speak to Customers.
When spending time with friends, we often feel more relaxed, using casual language, expressing ourselves freely, and engaging in social interactions. It’s one way of building connections.
In a professional setting, individuals adopt a more formal demeanor, employing precise language, adhering to workplace etiquette, and engaging in structured interactions. This approach creates a professional environment and supports effective communication within the workplace.
Mastering the art of communication in sales involves a strategic balance. Think of it like two gears – the casual side, where you connect with ease, using everyday language, and the professional side, polished and precise, following workplace norms.
Here’s the simple answer when talking to customers – blend both. When engaging with customers, you bring in that genuine, friendly vibe, making them feel understood, all while maintaining the professional touch for clear communication. It's the sweet spot that resonates with customers, creating a connection that's both authentic and effective.
Scripts Are Just Cliff Notes.
Unless you’re trying to become a movie star that needs to memorize lines, you do not need to memorize an entire sales script. Unlike the movie, in sales, nothing is scripted.
Sales scripts are tools used by sales experts to guide and structure their interactions with potential customers. They should be taken more as a cheat sheet for fine tuning and developing a sales approach that you find is successful.
Your ceiling is so much higher than people who tell you:
“Read the script and you’ll be successful.”
“Do as I say, not as a I do.”
”What works for me will work for you too.”
Continuously refine and practice, even with customers; persevere until you discover an efficient approach that still leads to success in your work.
Fear of Rejection.
You worked so hard on the sale and even pulled some strings to get it approved, and when the time came, they backed out and went with a competitor.
It’s a gut wrenching feeling, especially if a high commission was attached. Remember, this happens to the best of us, all the time. The one thing we need to make sure as sales experts, is to not expect anything in the sales world until it's official.
The fear of rejection usually stems from an attachment to outcomes beyond our control.
How do I work on fear of rejection?
Shift your focus from the outcome, to the process. It’s a profound understanding that rejection is not a reflection of our worth, but rather an inevitable aspect of the sales journey.
Reduced Emotional Attachment: Placing emphasis on the process helps in reducing emotional attachment to specific outcomes. Sales experts can detach from the fear of rejection by understanding that success is a result of consistent, well-executed processes.
Building Resilience: Understanding that rejection is a part of the resilience process. Sales experts can bounce back from setbacks more effectively, viewing each rejection as a stepping stone toward eventual success rather than a personal failure.
Expectations.
Don’t have them for anyone but yourself.
The moment you start expecting things of others, is the moment you surrender control of your own happiness and invite disappointment into your life. Keep expectations focused on personal growth, setting standards for yourself, and cultivate a positive, optimistic, mindset.
Good luck!
Compete with yourself, and root for everyone else.