 Sales
Training Done Right
Subject: Sales
Training, Selling Technique, Distribution Channel
The other day our washing
machine broke down. Bad news. My wife was frustrated and decided there and then that
we would get a new one. For those of you not married, let me simply say that
when you’re wife isn’t happy, life in the household isn’t good. So off we went
to buy a new washing machine at the local Lowe’s.
Entering the store we immediately went straight to the back where all the
appliances were. There, standing near the washers was your typical Lowe’s
employee wearing the customary blue and red vest that distinguishes them from
the ordinary shopper. I'll call him Bob.
As my wife and I approached, we began explaining the situation. He said, “Give
me a minute I’ll be right back.”
My wife and I continued to browse for a bit. I was eyeing the less expensive washing
machines while my wife was eyeing the very expensive electronic machines. It
quickly became evident that I would have no say in this matter.
Bob returned, looked dead at me and said, “What type of washing machine are you
looking for?”
I replied sarcastically, “It doesn’t matter what I want. Talk to my boss (aka My
Wife)".
Bob was quick to respond,
“Sir, by that response I can tell you're a smart man.” (What a suck up
statement...I knew I was in trouble :-)
He then directed all his
attention to my wife and began asking her a series of questions. It
didn’t take Bob more than a few minutes to sum up what he thought would be the
best choice for my wife...the expensive choice I might add!
Bob said, “Well, this machine right here is my best seller. Compared to the
other machines it uses 14 gallons of water, while the other use 40 gallons on
average for a basic wash. Which means that you will get a Return On your
Investment (ROI) in 2-3 years if you go with the best seller. Now I can show you these others, but again, this
here is the best of the best.”
My wife looked at me as if to
say, “Well, this is the one.”
Now, with a sales pitch like
that, how the hell was I even supposed to respond? Bob, was presuming to
be non-bias, but his preference was clear. A $500 difference clear, if you know
what I mean!
Author’s Note: I love being
sold to by a great salesperson. There’s nothing like watching sales' poetry in
action. When kids come over to sell me boy/girl scout cookies, I make them give
me a good sales pitch; my contribution to tomorrow’s entrepreneurs if you will.
It should come as no surprise
to you that within minutes Bob was taking down our address, credit card number
and asking what time the next day we would like to have the machine delivered.
Bob reinforced a few of the
principles of great selling that I often preach:
1) Lowe’s is a reseller of many brands. Yet, Bob was pushing only one major
brand. Not because he was being paid off, but because he believed in that brand.
2) Bob was “trained” well by the sales representative selling the brand
through Lowe’s. How do I know? How else would Bob know about the water efficiency? The ROI? Good sales representatives who sell through “channels” train people to
sell when they're not around.
3) Bob used one of the oldest sales trick in the world. “Wouldn’t you want to buy the
best?” By telling us that this specific brand was his best seller, he was
implying that unless we bought this brand, we would be settling for second best.
And you know how much we capitalistic, egomaniac consumers hate settling for second best.
In summary, a great salesperson is someone who believes in what they are
selling, knows how to sell the “benefits” of owning the product and leverages
the buyer emotionally into buying from the best.
Damn that Bob...he
was good!
Please forward this
article; share it with a friend who may need a few words of inspiration.
Victor Gonzalez, a top motivational speaker and author of “The LOGIC of Success”. For more info go
to:
www.thelogicofsuccess.com or by email
victor@thelogicofsuccess.com
Success Happens for a Reason
Copyright © 2004 by Victor
Gonzalez All rights reserved. This article MAY be reproduced in any
form or by any means, electronic or mechanical, including photocopying, as long
as the author’s name, website and email address are included as part of the
article’s body. All inquiries, including information on electronic licensing,
should be directed to Victor Gonzalez, victor@thelogicofsuccess.com.
www.thelogicofsuccess.com
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