The School of DIRECT Selling

In the world of selling, as we progress through our careers, we learn as we go. Attend a seminar, learn something new. Watch a video, pick up a technique. Read a book, discover a way to “close” that you didn’t know before. As the years go by we find we have a “ton” of techniques and skills in our arsenal that we can use to bring in more sales. Some work, some don’t. Some used to work but don’t anymore.

I’m not opposed to skills and techniques…they have a time and place. But sometimes all you need is to be is honest and DIRECT. In an ever-more-complicated world, sometimes coming right to the point and laying your cards on the table is what will get you to the sale faster. I’m a big fan of not wasting time. Anything that lengthens your sales cycle decreases the chances of the sale closing. Tricks and techniques sometimes cause the sales process to take longer than it needs to. One of the things I’m always asking myself, and suggest you ask yourself is: “What’s in the way of this sale closing today?” That doesn’t mean I believe every sale can close right away…some sales take time (some take lots of time). But I am always thinking about how I can shorten my process. One of the ways is by being direct. Let me give you a couple of examples:

Scenario A –

You’ve reached the end of your appointment and have asked your prospect for an action step, a next meeting. This is almost always a terrific idea. When your prospect grants you a next meeting they’re telling you they’re interested in what you have to offer. They may not buy but they are indicating interest. The prospect, upon hearing your request for a next meeting tells you, “That sounds like a good idea. Why don’t you just give me a call next week and we’ll set something up.” Being the smart salesperson that I know you are, you reply, “I’ve got my calendar right here…why don’t we just go ahead and set the meeting right now?” Your prospect replies, “I’m too busy to set it up right now but I am very interested. Please give me a call next week.”

The average, time-wasting salesperson says, “Okay! I’ll give you a call next week and we’ll set an appointment.” Time kills all deals and, in my opinion, what the prospect is telling this salesperson is that he/she isn’t interested in what the salesperson has to offer but is trying to be “polite” by not saying “No” to the request for a next meeting.

Instead, those who subscribe to the Jeff Goldberg School of Direct Selling would say, “Well Bob, in my professional experience when someone tells me they’re too busy to set up a next meeting right now it usually means one of two things:

It could mean that you’re really busy…so busy that you can’t take the time to look at your calendar and set something up. I find that’s a very small percentage of the time. The other thing it might mean, and this is the overwhelming majority of the time Bob, is that you’re just not interested in getting together again but you think my feelings will be hurt if you tell me you’re not going to do business with me. So, there’s something I want you to know Bob. I like you, and no matter what you say regarding us doing business I’ll still like you. But if what you mean by “call you next week” is really “I don’t want to do business with you Jeff” please feel free to say so. I won’t be offended. I’ll shake your hand and thank you for your time and we’ll still be friends. So which is it, Bob, is it really that you’re not interested?”

If it seems to you like we’re letting Bob “off the hook” and are making it too easy for him to say, “No,” you’re right. I always make it easy for prospects to say “Yes” and I make is just as easy for them to say “No.” I love when prospects say “Yes” but “No” is my second favorite thing for them to say. “No” allows me to move on and concentrate my time, effort and attitude on someone who might actually buy from me. Why waste time on someone who isn’t going to buy but is just being polite?

Scenario B –

You’ve reached the end of your sales process and have asked for the order. The prospect says, “Sounds great! I just need a little time to think it over.” Now, you’ve probably never heard those words before but in my career I’ve heard them more times than I care to recount. I HATE think it over. I do everything in my power to avoid things like “Think it over,” “I need to discuss this with my partner,” or anything else that delays the decision once I’ve asked for the order. My response to “Think it over” is the same as the response to the prospect who wouldn’t give us the next meeting:

“Well Bob, in my professional experience when someone tells me they need to “Think it over” it usually means one of two things:

It could mean that I’ve left out important information that would help you make up your mind and so you now need to spend some time pondering whether or not you would like to buy my product/service. I find that’s a very small percentage of the time. The other thing it might mean, and this is the overwhelming majority of the time Bob, is that you’re just not interested but you think my feelings will be hurt if you tell me you’re not going to do business with me. So, there’s something I want you to know Bob. I like you, and no matter what you say regarding us doing business I’ll still like you. But if what you mean by “I need to think it over” is really “I don’t want to do business with you Jeff” please feel free to say so. I won’t be offended. I’ll shake your hand and thank you for your time and we’ll still be friends. So which is it, Bob, is it really that you’re not interested?”

If Bob is interested, and he really does need to “Think it over” he’ll tell you. (of course that’s the subject of another newsletter – If the prospect really needs to “Think it over” when you ask for the order you’ve done something wrong earlier in the process!) But if not, hopefully your honesty and directness will allow Bob to say, “You know Jeff…I actually don’t need to think it over. You’re services just aren’t right for me.,” When Bob gives you a “No” (I’m talking about a real “No,” not the “No” that means “I need more information before I can make a decision”) he allows you to leave and not devote any more time or effort to working with him, leaving you more time to work on someone who might actually put some money in your pocket!

The same thing applies in asking for the order. Be direct. Let people know you want to do business with them. Let them know they’re business is valuable to you. Remember the first time you found out your husband/wife/boyfriend/girlfriend let you know they liked you? Wasn’t that a great feeling? Everyone likes to be desired. Let prospects know you want their business. Let them know you would enjoy doing business with them and will bend over backwards to make sure they’re satisfied beyond belief if they buy from you.

Be direct…get to the point. Be honest and straightforward. Try this and see if it doesn’t help you waste less time and close more business.

Sales is a game of making things happen, so Make Sales Happen!