“It changed my life!” said Greg Roberson, Trammel Crow commercial real estate sales executive. “Made our whole company more profitable.”
This claim was really something! I had known Greg for many years. He’s as good as it gets. Smart. Committed. Knowledgeable. Successful. Level headed. And Trammell Crow is one of the largest and most well known commercial real estate companies in the United States. Greg was talking about sales training by Jerry Vass.
I talked to another successful Trammel Crow executive and his story was the same. “Vass was, without a doubt, the best sales training I have ever had. It made me better. It ‘moved the dial’ for the entire company.”
I had to learn more. I went to the Internet to enroll in one of Vass’ training courses and found that Jerry had written a book titled Soft Selling in a Hard World. I immediately picked up a copy at my local Borders.
It’s a short and easy read. Its simple message: selling is a game. Those that understand this, know the rules and play it well, rise to the top. Sales is not nearly as complicated as many make it. To win, one need only understand a few basics, practice a few techniques, and exercise a little self control. Do this and you’ll enjoy wealth of a rare few.
Jerry Vass explains that the typical salesperson is all caught up in self. The prevailing wisdom that salespeople “must first sell themselves” has them focusing on looking great, sounding great and being super-motivated. They talk about themselves and their products with great bravado. Sound like someone you’d like to talk to? Not a chance.
Buyers are worn out by aggressive and unskilled “I want your business” pitches. They regularly endure the salesperson who calls, guesses at their needs (or better yet, asks but does not wait to hear the answer), and then spews out features ad nauseam. Buyers suffer through manipulative “would you like that in blue or red,” “yes or no” closing techniques so frequently that they hear them in their sleep.
Record a sales pitch and odds are it will be riddled with “I” and “we” – a recipe for sales failure. Buyers aren’t interested in you, your products, your services … they are interested in themselves.
The salesperson’s job is to sell. So, get to it. First, get in front of a prospect who might have needs that can be solved by what
you have to offer. Then, uncover that need before the buyer brings the call to an abrupt end. This is accomplished by asking skilled, open-ended questions that get the buyer to think, talk and share. Ask thoughtful, interesting and meaningful questions about the buyer and you’ll set yourself apart from the competition. Listen and ask probing questions in an effort to genuinely understand … and you have a chance to uncover real needs. Get this far and all you have to do is show how your product will provide relief.
HOW this final step is accomplished is critical. First, set yourself apart from the sea of puffery. Stick to the law of credibility – don’t say anything you can’t prove.
This means that you must do some preparatory work to determine how good your products or services really are. At the very least, find concrete proof that the benefits you sell are real. Instead of saying “we’ll save you money” say “we reduce turnover by 22%, according to xyz study”.
Vass coaches salespeople to use basic communication skills to build rapport and a relationship. When talking to your prospect, find areas of agreement. Be supportive and agreeable when it is appropriate, particularly when the prospect compliments you or your product.
Ignore the things the buyer may say that do not support you or what you offer. Probe objections in a non-confrontational manner in order to fully understand the objection. Then, once you fully understand, and if the prospect does not withdraw it willingly, counter with a tangible benefit.
For example:
“Mr. Buyer, while I can understand why you might want blue, you might prefer grey when I tell you that we are running a special on grey that will save you $250″.
In summary, Vass urges:
Don’t talk, listen.
Don’t tell, ask.
Don’t sell, solve.
Don’t pitch, probe.
Don’t leave, close.
If Vass’ advice rings true to you, pick up a copy of Soft Selling in a Hard World. I just bought three more – for a friend and two employees.
This article originally appeared in The Business Owner Journal, the periodical of choice for owners of small and midsize private businesses. All rights reserved, D.L. Perkins LLC. © 2012.
This publication is intended to provide general information on the subject matters covered. It is sold and distributed with the understanding that neither the publisher nor any distributor or advertiser is engaged in providing legal, tax, insurance, investment or other professional advice. The advice of a qualified professional should be sought before any reader applies a concept presented herein to his or her particular situation or business.
D.L. Perkins, LLC is solely responsible for this content.
