Jeffrey Gitomer's random thoughts on selling
Friday, November 29, 2013 7:00 AM
The minute I get a thought, I capture it. For the past year or so, I’ve been texting myself through voice dictation. It works. It’s the same way I am writing this column. Voice to text. It works.
I’m about to show you, and share with you, some of those random thoughts. They are in no particular order, and as I paste them into this document, I’m reading them aloud and altering them. (That’s how I edit.) I’m reading them and expanding them on the spot so they become even more valuable and applicable to a salesperson. You.
When prospects ask you a question, ask yourself, “Why are they asking this, and what does this mean in terms of them moving toward a purchase?”
There’s a motive behind every question prospects ask. And that motive is the sales driver. In reality, they’re thinking to themselves, if this function works, I can increase my sales. That’s the motive, not the function.
WHAT ARE YOU THINKING?
• In sales, the largest chasm is the difference between knowing and doing. You already know everything; the problem is, you’re not doing it.
• How many of you cannot afford to buy the goods or services you are selling? And how does that affect your belief system? And how does that affect your passion to close the sale?
• Whoever said, “Thoughts are things,” only had it partially correct. The better statement is, “Thoughts become things when plans are made, belief is strong and action is taken.”
• In a game of “sales chess,” you have to be thinking at least two moves ahead or you’ll likely lose your queen.
WHAT DO THEY REALLY WANT?
Your customers don’t want to buy a ball bearing. They want to keep their plant producing. Customers want outcome, not product. Your customers do not want paint, brushes and rollers. Your customers want a beautiful room or a updated look to the exterior of their home. Sell OUTCOME, not product.
Is your presentation full of generalizations or customization? If you only generalize for the enterprise and generalize about the business, you will lose. But if you customize for your customers, or their customers, they can visualize what’s in it for THEM, and they will buy.
SHOW ME THE MONEY
Don’t give me a percentage. Give me a dollar amount. EXAMPLE: You say, “We lost 7 percent of our customers this year.” Really? HOW MUCH IS THAT IN DOLLARS? That will make you mad. Large companies refer to this as “churn.” I define churn as management’s inability to keep customers loyal. And these same companies that call it churn present it only as a percentage. THE REAL CHALLENGE WITH CRM
Customer relationship management is the most purchased, least-used and least-adopted software in the history of computers. Why? Salespeople look at it as management’s tool for accountability. CRM adoption rates would triple if salespeople viewed it as something that could help them make a sale.
ON IMAGINATION AND WOW!
Salespeople are missing huge opportunities for engagement and opportunities to gain response from customers by not being imaginative or creative in their communications.
• Show me a sales script, and I’ll show you a boring message.
• Show me a slide deck prepared by marketing, and I’ll show you a boring message.
Where’s the value? Show me the value. Where’s the WOW? Show me the WOW! If you show me WOW and value, I will respond, I will engage, I will connect, and I will buy.
Those are my thoughts and ideas of the moment. All captured the second they occurred to me. Hope they get you thinking, taking action and capturing yours.
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