CREATIVE SELLING

Overcome the
Hesitant Customer
Once you’ve asked questions, gath-
ered information and offered a deal,
you have to wait for the prospect to
commit. Sometimes, the customer is
going to be hesitant to buy from you.
In the article “An Uncertain
Situation” from the November/
December 2007 issue of Selling
Power, Andris Zoltners, a profes-
sor of marketing at Northwestern
University in Evanston, IL, says there
are two reasons for a prospect to
be hesitant. Either the salesperson
hasn’t offered enough value, or there
is a hidden objection that needs to be
uncovered.
Zoltners says it is important for
VDOHVSHRSOHWR¿QGRXWZKDWWKHUHDO
reason for the hold-up is, which
takes persistence and open-ended
questions.
In addition, sales consultant Myers
%DUQHVDGGHGWKDWFUHDWLQJDVHQVH
of urgency is key in moving the sales
SURFHVVDORQJ%DUQHVVD\VWKHUHDUH
four facts that all customers need to
have answered before they will ever
make a commitment:
1. Why should I buy this from you?
2. Why should I buy from your
company?
3. Why should I buy your products?
4. Why should I buy this today?
%DUQHVVD\VWKHVDOHVSHUVRQVKRXOG salesperson doesn’t provide a compel-
have the answers to all these ques- ling reason for a customer to buy at a
tions, especially the last one. If a certain time, it allows the sale to stall.

Don’t Harm Your

Marketing Efforts
Marketing can cost a lot of money,
and you want to get your money’s
ZRUWKZKLOHEHLQJHIIHFWLYH,Q%RE
Massey’s businessknowhow.com
article, “These Five Fatal Errors
Will KILL Your Marketing Efforts,”
he explains how your money will
EHZHOOVSHQWLI\RXDYRLGWKHVH¿YH
mistakes:
1. The egg basket error: Don’t
focus on one marketing method
because it’s going to narrow your
SOD\LQJ¿HOGDQGPLQLPL]H\RXU
effectiveness.
2. The spike slip: Marketing is a
continual endeavor, so don’t stop
when business is booming.
7KH¿UVWGDWHIDOODF\
Customers are looking for direction,
so don’t leave them hanging after the
¿UVWPHHWLQJ²IROORZXS
4. The membership misconcep-
tion: It’s not enough to generate
interest in your business. You have
to convert leads into sales and then
sales into loyal customers.
7KHWDNHPH¿UVWPLVWDNH7KLV
happens when a business puts its
own merits at the forefront of its
advertising and public relations mes-
sages, instead of concentrating on
the needs of the potential consumer.

Vol. 2, Issue 12 – December 2009 19

 CREATIVE SELLING
Show Authority
With Your Dress
The styles, colors and acces-
sories you choose to wear send a
non-verbal message about who you
are and make an emotional connec-
tion with your viewer, according to
/\QGD*ROGPDQ¶VDUWLFOH³%XVLQHVV
Professional Dress – Project Power
DQG$XWKRULW\ZLWK3URSHU2I¿FH
Attire,” from ezinearticles.com. Your
RI¿FHDWWLUHVKRXOGEHDSSURSULDWHIRU
ZKDW\RXZDQWWRDFKLHYHDVLWUHÀHFWV
the decisions you make.
In many industries, a business suit
shows power and the person wearing
it projects professionalism. Here are
Goldman’s tips on how to put together
DSRZHUIXORXW¿W ‡&DUU\TXDOLW\DFFHVVRULHV$GG
Be a Good Salesperson
The businessknowhow.com
article, “Direct Sales Tips,” by
5HJLQD%DNHUVD\VGLUHFWVDOHV-
people are important because they
FUHDWHPDUNHWVIRUSURGXFWV%DNHU
says in order to be a good sales-
person, you must take pride in
your profession and consider the
following eight tips:
%HOLHYHDQGIHHOWKDWZKDW
you are selling is a worthwhile
and honest value in order to be a
success in sales. If you’re enthu-
siastic about your product, the
prospect will be too.
2. Don’t be impatient. Many
inexperienced salespeople call
one or two prospects and quit if
they don’t get immediate results.
20 Vol. 2, Issue 12 – December 2009
‡:HDUDPDWFKHG
suit. It is more formal
than wearing a jacket
with contrasting pants
or skirt.
‡3URMHFWDKLJK
level of authority with
dark colors. Navy,
charcoal or black suits are the most
formal.
‡&RQWUDVWGDUNDQGOLJKW:HDU
a white or cream-colored shirt with
your dark suit.
‡.HHS\RXUORRNVLPSOH:HDUD
minimal amount of prints or pat-
terns on shirts and ties.
It takes time for people to gain con-
¿GHQFHLQ\RXDQG\RXUSURGXFWV
%H\RXUVHOI'RQ¶WSUHWHQGWR
be what you envision the successful
salesperson to be.
4. Don’t try to sell by force. If
a leather or metal band for your
watch and a high quality handbag or
briefcase.
‡&KRRVHDFODVV\EXWVLPSOHVW\OH
of shoe and make sure your shoes are
polished and in good condition.
Goldman says dress to inspire
FRQ¿GHQFH,I\RXGRSHRSOHZLOOEH
more likely to buy your product or
want to work with you.
you pressure a person into buying
something they don’t want, you
haven’t developed a customer.
5. Don’t plead. You might get
a sympathy sale, but you haven’t
gained a customer.
(PSKDVL]HYDOXHQHHGDQG
satisfaction. Your prospect will
buy if you can explain to him or
her that your product is a good
value and serves a need.
7. Ask for the sale. Closing the
sale is the critical part of any
sales approach. You must not be
afraid to ask for the order.
8. Set goals for yourself. You
have to be self-motivated, and
no one is going to push you but
yourself.
 CREATIVE SELLING

Build Rapport Side Notes

With Humor
Humor is a bonding mechanism
that transcends all prejudice and
prejudgments in the selling process,
according to Jeffery Gitomer’s article
“A Funny Thing Happened On The Way
To A Sale” from The Business Journal.
Humor can be an easy way to relate to
your prospects if you follow Gitomer’s
guidelines:
‡8VHKXPRULQWKHZDUPXSRIWKH
presentation to set the tone.
‡'RQ¶WPDNHMRNHVDWVRPHRQHHOVH¶V
personal expense.
‡8VH\RXUVHOIDVWKHEUXQWRIWKH
joke.
‡0DNHVXUHWKHMRNHLVIXQQ\WR
VRPHRQHHOVH¿UVW
‡'HWHUPLQHWKHW\SHDQGGHPHDQRU
of the person before telling a joke.
‡7U\XVLQJSHUVRQDOH[SHULHQFH
rather than story-type jokes.
‡8VHKXPRUZKHQDSSURSULDWH
‡.HHSDMRNH¿OH
Inside Sales
Adrian Miller, from adrianmiller.
com, says details are key and your
customer service team needs to pay
close attention. The key to loyalty
is to follow through, keep promises
and take extra time for customers.
Miller says customers will always
appreciate that personal touch that
makes them feel appreciated and
special.
Outside Sales
In Mike Brooks’ article, “5 Ways
WR,PSURYH<RXU3KRQH6NLOOV´IURP
www.mrinsidesales.com, he says to
record your phone calls (within legal
limits) and listen to them. This helps
\RX¿QGZD\VWRLPSURYHDQGVLQFH
most sales representatives will not
do this, it gives you an advantage.
Brooks encourages making a com-
mitment to improving every aspect of
your phone calls and sales presenta-
tions. Practice before you present
and listen to your recorded calls!

Steps To Successful Sales

A successful salesperson has
a system for doing well. In John
Mehrmann’s article, “Seven Steps to
Successful Sales” on ezinearticles.com,
he provides the following seven ways
you can help you and your customers:
1. Introduce yourself and listen. The
RQO\ZD\WR¿QGRXWZKDWWKHFXVWRPHU
values, wants or needs is by listening.
2. Show what aspects of your offer
are important from the customer
perspective and avoid non-relevant
topics.
3. Get feedback to make sure you’re
on the right track.
4. Show the customer why you can
be trusted and see if the offer is on
target with their requirements.
5. Provide the price and give details
of what needs to be done to complete
the transaction and proceed after the
sale.
6. Schedule the next steps if ongoing
negotiation is necessary and make sure
future meetings are set up.
7. Ask for the sale to determine if it is
time to stop selling and start process-
ing the purchase.

Vol. 2, Issue 12 – December 2009 21

 CREATIVE SELLING

Avoid Quarter’s
End Chaos
As the holiday season is underway and you are getting ready Quotable Quotient
WRHQG\RXUTXDUWHURU¿VFDO\HDUGRQ¶WIRUJHWDERXWZKDWLV
important this time of year – enjoying your friends and family. I’m not the sort of person
Yes, it is a stressful time of the year with work and holiday
obligations, but you don’t want to look back on these times and
who fears failure.
Richard Branson (1950 - ) English entrepreneur
remember how miserable you were or how you had to miss an
event because you had work to do.
Instead of being overwhelmed, make a list of goals to help you Smooth seas do not make
¿QLVK\RXUZRUN+DYHDSODQIRUZKDW\RXNQRZ\RXFDQUHDOLV- skillful sailors.
tically accomplish every day. I know this seems like elementary
African proverb
advice, but you’d be surprised by how well it works.
For instance, my father is really good at procrastinating and
is excellent at stressing out when he has a lot to do in a short Perpetual optimism is a
period of time. He used to work in sales, and I always knew force multiplier.
when a quarter was coming to a close. Colin Powell (1937 - ) U.S. Secretary of State
0\IDWKHULVDOVRWKH¿UVWSHUVRQWRWHOO\RXQRWWRGRWKDW
Procrastinating and cramming a lot of tasks into a short period
of time isn’t going to work. Take one day at a time, and set little
Failure is not the falling
goals to achieve big ones. down, but the staying down.
I know my father practices his own advice now because he Mary Pickford (1892 - 1979) Canadian actress
was able to achieve his goal of starting his own company by tak-
ing one step at a time. I challenge you to do the same. Take the You cannot keep determined
holidays one step at a time and enjoy the experience. Plan ahead
and set goals for your work to reduce stress.
people from success. If you
place stumbling blocks in
Enjoy, their way, they will use them
for stepping-stones and
climb to new heights.
Mary Kay Ash (1918 - 2001)
American businesswoman

It is the nature of man to rise

to greatness if greatness is
expected of him.
John Steinbeck (1902 - 1968) American writer

Kaye Maloney
If you do a job, do it right or
Editorial Intern there is no point.
Cal Ripken, Jr. (1960 - ) American baseball player

22 Vol. 2, Issue 12 – December 2009