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Classic Sales Tips by Earl Nightingale & Fred Herman

The following are my notes from Selling Techniques that really work by Early Nightingale and Fred Herman

Topic: Dealing with Objections

  • Work through and kept control
  • Do not want to sell him – you want him to buy
  • Who should be answering the questions
  • Objections is to customer’s request to help him to buy the product/service
  • Cushion the objection -> recognize the objection -> get back to selling
  • Objection – the most powerful thing to build a relationship with client because he is telling you what you need to do to get his business
  • Never fear objections, welcome them because they are your opportunity to build a meaningful relationship
  • Two types objections – one that can be answered and the second that can’t be ans
  • For the answerable objectives there are two types: state and unstated
  • 5 major objections:
    • Trivial objections
    • Heresay
    • Genuine objection
    • Prejudice
    • Put off
  • Exploring the reverse – why you need your product or service
  • One way to handle is to ask “why?” in a polite way
  • Ask questions of your customer to set the condition for when he would buy your product
  • Compare your experience to the 5 major objections
  • Create 6 magic questions that will help you overcome objections
  • List top 5 objections I hear during the sale
    • Write out
    • Role play it into a recorder
  • Use 2 ideas every day for 7 days
  • Record your progress

Topic: What is customer really buying?

Buying a mental picture of the future that helps your customer fulfill a dream of pleasure, enjoyment, or benefit
Finding dominate buying motives:
-Who is going to use the product/service?
-How will it be used?
Restate customer’s need or an objective -> provide a solution that your product/service provides -> paint a picture of customer will happy fulfillment of that need or objective
Possible Dream – Desired State

  • Definition of imagination – mental picture build by concrete language using all of the senses
  • Selling is ability to getting a mental image and planting it in the mind of your customer
  • Customers buy because they want it – they imagined it
  • Emotion and motivation is the same thing
  • “Do not sell the steak; sell the sizzle”
  • To sell service -> need to get the motivation so the customer can use his imagination
  • Any sales person can be 25% better if he can decide
  • To be persuasive, you need to have a vivid imagination
  • Sellsperson job is to keep positive input in the customer’s mind in terms of what your product/service will do
  • We see, think, smell, hear in pictures
  • We live our lives in terms of pictures
  • Desire step in sales – you are not talking about the product, you are talking about the customer using the product for his enjoyment
  • People do not buy logically, they buy emotionally – ask your customer how do you feel about this? People do only for one reason – because they want it to do it (even the crazy)
  • Salesperson helps people to have dreams and help them to get those dreams
  • Your clients will get negative thoughts. It is your job to eliminate them and play to the positive
  • People buy pictures of the end result of your product/service
    • Who is going to use the product/service?
    • How will it be used?
  • What is it for me?
    • Romanticize the product
    • Make the customer look good in front of the people that are important to him
    • Take the product -> picture end result -> make them feel good
  • Exercise: create recording of your vivid word pictures

Topic: Showmanship
Using a striking exhibit
Doing something different
Getting Action
Getting a challenge or contest
Getting a prospect into an act
Competitive advantage: if your prospect remembers your story

No one will ever object if you say in a few words

  • Showmanship defined as doing something dramatic
  • Getting a prospect into an act
    • Stopping a person on a daily commute to try shaving
  • Striking exhibit
    • Vivid display
    • How things work
    • Establish a point of believability
  • Move around during presentation a moving target is harder to hit
  • A good product does not need arguments – it needs demonstration
  • Two was to get showmanship with intangible product/service: visual analogies (figure out the benefit that you want to demonstrate) or find a stunt that will illustrate it
  • To get into big money, you need to put on a good show

Topic: Answering Customer’s “What is it for me?”

Selling with Benefits
Features and benefits
Facts never sold anyone – only benefits on how the customer will benefit from your product or service
You can’t sell when you are talking about your product/service without translating into customer’s benefit
Facts are only claims until your customer has proof
Make benefit specific to the customer

  • Spent too much about how good the product is while we need to get involved in what will it do for the customer
  • Why people buy anything? It will do something – it will be of benefit
  • It does not matter what/how you say it matter what the customer believes and understands
  • Customer will not automatically attach a benefit to a feature
  • All customer have three questions about any product/service
    • What is it? (features of product/service; what is build into that it is making it to perform)
    • What does it do? (product benefit)
    • What does mean for the customer?
  • Exercise: take each product feature and breakdown using the above questions
  • What is a fact? It is the truth
  • What is claim? Something out to accept it but needs to supported by some form of evidence
  • What is proof? Enough evidence to substantiate something beyond doubt; it is personal (sometimes take more or sometime less)
  • Generality – (ex: “it is a great product”, “best one in the market”, “wonderful value”)
    • Do not have much value
    • Can detract from believability
  • Specific – exact precise
    • Difficult to be specific
    • Pictorial explanation
  • If customer does not understand the customer will not buy
  • So many facts about your product/service we take it as “fact” but to customer it is “claim”

Evidence to Build Believability

Nail down technique
Move the customer beyond reasonable doubt
Units of conviction consist of feature, benefit to the customer, evidence to support the benefits, and a nail down to make sure of your progress

  • Need materials to build believability
    • Demonstration – action involved
    • Exhibit – show something
    • Facts and statistics – charts graph, brochures, customers writing benefits
    • Example – salesperson talks about satisfied customer
    • Testimonial – satisfied customer
    • Expert testimonial – expert uses
    • Analogy
  • Nail down – a process where customer agrees to what you say said so far makes sense to him and he has been able to follow you
    • Restate your benefit and put a question at the end of it
  • We are trying to prove not the product feature but the customer’s benefit
  • When salesperson says about Customer’s benefits in customer’s mind it is just a claim
  • Difference between appreciation and conviction about your business
  • Nail down for your customer’s benefit when using the evidence
  • Proof is a personal thing – more for one customer and less for another
  • Anything that can be misunderstood will be misunderstood

Salesperson Call Is an Interruption to the Prospect

Job of a sales to stop the prospect from thinking of what he is thinking and start thinking about the salesperson’s product
Success Formula
Earn the right to present
Never assume your prospect is interested

  • Salesperson needs to help prospect to start thinking about the product. Get the attention:
    • Sample or gift
    • Use a referral
    • Pay a compliment – compliment the person’s action not his being
    • Exhibit – get something on the customer’s hand (brochures, presentations)
      • If you get a good attention getting, the sales will go a lot faster
    • Service approach –
      • When handling complaint and it is completed satisfactory, always ask immediately to buy something
    • Ask a question
        • Forces a person to think about
        • I came here to ask you only one question… ß that is a question
          • If says no, ask why not?
        • Earn the right to make a sales presentation
          • Product knowledge
          • Can solve a problem
          • Added Value
        • Salesperson sells three things: his product/service, his company, and himself

      Added value of salesperson

            • Empathy
            • Apperance
            • Ethics
            • Experience
            • Curtesy

      Interest Bridge – customer will say “tell me more?” – I better listen

              • Attention span is tiny
              • One reason anyone will listen to a salesperson if they get some benefit
              • Adds have attention steps but few interest steps
              • What do I sell? Final result – what the customer gets
              • People buy to get something or to avoid something
              • Empathy brings interest bridge
              • Empathy – understand how you fee
              • Sympathy – feel how you feel

          Finding Prospects Needs, Wants Before Offering Solution
          Create a health dissatisfaction with status quo
          Shortest distance to the sale – asking questions
          No problem means No Sale
          Questions break the indifference barrier – questions are the only path to meaningful feedback

          • Asking question prevents the salesperson from talking himself out of a sale
            • Getting appointment
            • Getting needs and wants and objectives
            • Getting a solution
            • Getting a commitment
          • If you are using asking as a technique, you should know the answers you want
            • If you know the answer, you can get a line of questions
          • Make it as easy as possible for the other to answer
          • “I never sold anyone anything. I sure helped a lot of people to buy”
          • Ask questions that the customer would have to ask anyway to buy
          • Types of questions
            • Close – yes or no answer
              • No feedback
              • Use it to close a sale
            • Open question
              • Starts with who, when, where, what, how, and why
            • Reflective question
              • Sometimes customer answer in a way that does not make sense
              • Just reflect back his response
            • Directive questions
              • Directive to the points that we agree on
              • “We can agree that….”
            • Underneath all of the questions, the customer is asking “what is it for me?”
            • Need to ask questions with answers that is useful to the salesperson
            • Process:
              • Ask Permission
              • Presented primary interest
              • Ask him to select one
              • Suppose primary interest – double check to make sure it is their primary interest
              • Establish his need
              • Get his motivational feel
              • Get financial commitment

              Use the Phone
              Fear barrier overcoming
              Sell appointment
              How to avoid the death pause

              • Worst thing that can happen on the phone
                • Hung up
                • Swear
                • Insult me
              • Good can happen
              • Get sale
              • Get a date
              • Get a referral
              • Make some money
              • Save money
              • Get experience
              • Build confidence
              • Right attitude:
                • Think of the reward
                • Force myself to make 5 calls – break the ice
                • Expect to fail
              • Breaking ice – 10 words that will set you call right: mention the person 3x + say please 1x + thank you 1x
              • “it is going to take about a minute to tell you why I am calling, is it convenient to talk now?”
              • Say your company name first then your own name
              • No need to be afraid of the other person; your product is good – you are committed to his success = you are doing a friendly act
              • After you answered the resistance immediately ask for an appointment

              Topic: Sales Person Is Unemployed Every Morning That They Weak Up

              Preparation of meaningful list

              • Suspecting vs Prospecting
              • Advertising
              • Radio
              • Magazine
              • Trade shows
            • Referrals
            • Suspecting – just getting names together
            • Prospecting – getting information to decide whether they will need the solution you are offering
              • Important to get information why?
                • Talk intelligently
                • Have a checklist to know before the call
                  • Prospect himself
                  • Secretary
                  • Trade organization
                  • Other salesperson
                  • Customer’s company
                  • Finding their needs or wants
                  • Who is the buying authority
                • Reasons for
                  • Better use of time
                  • Being real professionals
                  • Self satisfaction
                  • Build up momentum
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