“I can sell anything, I have a proven record”, “I can sell comb to the bald”: statements like these are not unheard of in the field of marketing. Some may have faced it, some may have said it & some will practise it in future as well.
I have heard funny theories for sales, just give whatever it takes and get the deal. You have to lie and once he is the customer we can figure that out later. If the deal does not go off you are in trouble!!! According to your boss, the deal would have gone well if you would have told (irrelevant to the deal) the customer that. What? Even if that was about the weather in your home town. To put it simply there are two kinds of people who are in the sales field and stick for more time than others: The good ones and the bad ones.
The bad ones are the ones who can sell the comb to the bald, so basically they create the need for their product right? Actually no! This is how it goes.
I- “You are going to need this magic stick which glows in the dark when the electricity goes off, just keep it plugged to the socket”
You- “I don’t need it, I have a backup generator”
I- “Sir you know the increasing fuel prices, plus the time when you are yet to start, if something goes wrong, the kids might be playing on the stairs”
You – “I don’t have stairs inside my house”
I -“Sir this is on a special offer at a throw away price and you don’t want to be in the dark when things go black and you would like to save money”
You – “Fine I will take it”
Problem is when he comes to know that the magic stick was the reason for the fuse to go off.
The product is sold, the boss is happy, that’s the deal ! This is always short lived. Always remember the ones who lie and move forward, yes they do move up the ladder but only till a point because beyond a point also comes responsibility and then there are some serious decisions to be made and you don’t know what implications would that have on the market!! All you have done so far is either bitched about the other product or licked the customer’s feet to get your product sold.
What sells on and on is a complete in and out knowledge of the product, to know the logics if not the actual way it works. Be honest to the customer, make everything black and white and not grey (black and white is clear with understanding of how much you can bend, don’t lose your dignity and integrity, it is not being rude it is the clarity of thoughts).
“Sir this is possible, this is not possible; this can be done, this cannot be done”: be straight & firm but also willing to listen to the customer. Let the customer speak, crib, nag about everything that he knows; that is the key to final deal!
Patience: Have loads of it! Once the deal is almost fixed let the excitement be there but just little bit until it is done and have the same excitement even after sales when the customer complains (even if it is his mistake) because you would have been out of job if he did not return! Focus on the solution and not on the blame game, that you did it wrong and I did it right! Try the solution and if it is your mistake fix it. If it is his mistake let him know about it subtly, so that he does not take you for a ride. Market intelligence is the best when you get feedback from your customers and re check it for analysing your reports.
Keep your words, if you said it you will do it make sure it happens. Don’t give false promises (because words spoken and promises broken are remembered till eternity), have a personal touch with the customers and give your honest opinion when asked for help (even if that results in lost sales). He will tell 10 different people to come to you and might turn back again to you when in conflict.
Don’t change your brands like your clothes; it takes time to build a reputation within a company. Think well before your decisions. A bad sales person looks for change and growth: the good sales person always has an offer ready for him.
Try and resolve the issues and try to satisfy the existing customers before you have to move on to the new ones, your existing can be gold mines (in the worlds of sales) rather than the new ones (coal mines). Don’t be afraid to say no if there is no possibility and you see no scope say no. Don’t use complex words, communication in the best understandable form should be the way to process and take things forward. Always pick up the call even if that means giving the bad news or else tell them that you get back once you have something and do get back in either case. Once these things are done, you will definitely be on the right track in times to come !
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