How to Sell a Fridge to an Inuit
MartinRaymondo
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MartinRaymondo 〰️ 〰️
Sales can be a tough gig but also rewarding.
Not everyone is cut out for it, sending most people fearfully running for the hills.
So, why are some people great at it while others struggle to reach minimum quotas? There are many reasons, and I will focus on one area…focus.
How many times has this scenario happened to you? You have a possible buyer in front of you.
Then, the next thing you know, you’re talking about something unrelated to the sale.
Next thing you know, they walk away, and you’re as broke as you were this morning.
There are only a few key steps to keep your clients focused.
Make sure they don’t control the conversation
Please don’t allow them to relax and become your friend
Reel them back in when they float into outer space
Allow me to discuss these points further so there is no confusion.
Don’t Let Them Control the Conversation
Be careful when a potential client discusses your product enthusiastically.
Imagine when a gamer walks into the store to buy a new system, and they know more about the product than you do.
First, they know more than you; now, you must hide that fact.
Second, they waste much of your time by hyping up the product.
You need to control the conversation and learn to interject so it’s not rude or too late to save yourself.
It’s an art and takes practice, so don’t worry about messing some interactions up, as you will.
That’s part of the game and the sales dance.
It’s okay to talk about the sale or why the client is interested, but don’t let them derail you with unnecessary chit-chat.
You are not building rapport contrary to popular belief.
They Aren’t Your Friend
“But don’t you want the client to feel relaxed?”
From what I’ve seen, a relaxed client is a non-buyer. Think about someone you know who sells anything. Do you trust them or believe they can care for your needs?
I know I don’t.
The most challenging sales are close friends and family, as they judge you in a different light.
The same thing can happen subconsciously when you’re with a random client, and they start feeling more like a friend than a prospect.
People want a person of authority and a perceived expert in their field.
Notice I used the word perceived. You don’t have to be an expert, but you should know what you’re selling.
A cool trick is to learn a few things that nobody knows. For example, say you’re selling MacBooks for Apple.
Learn ten tricks that most people won’t be familiar with.
You might demonstrate an extension for split-screen or hot corners to make locking their screen easy.
Even though hot corners aren’t groundbreaking, they could impress someone who’s not a Mac owner yet and make them see you as an expert.
I recommend checking out YouTube videos for tips on your product.
If it’s not on YouTube, ask your coworkers about cool features.
When selling life insurance, I’d mention that the free medical exam has helped some people catch medical issues.
While they would be declined in this case, it has saved some lives.
People appreciated hearing this extra perk, and there was no pressure to purchase it after the medical exam.
But having put in all that effort, they feel committed, making them more inclined to buy.
If they asked a question I wasn’t sure about, instead of saying, “I don’t know,” I’d say, “I’ll need to check on that since things are always changing.”
Don’t Let Them Float Into Outer Space
This is similar to controlling the conversation so I won’t spend much time here.
Your client might start drifting off course, and your task is to notice that and bring them back like reeling in a balloon before it gets away.
Here is an example:
You: This washing machine has a function that allows you to wash something if you’re in a rush. It will take 25 minutes, and you can wash up to 19 pairs of jeans.
Customer: The last time I washed a large load, it took forever, and my current machine didn’t even wash them very well. I recall our washing machine when I was a kid taking 90 minutes, and you couldn’t overload it, or else things wouldn’t get clean. And let me tell you, my kids know how to get their clothes dirty.
You: Those old machines were something, and kids always get dirty. This machine also has many different settings that make life easier. That last sentence pulled the client back in without dismissing what they had mentioned.
. . .
People often forget that the reason you’re there is to make money. That doesn’t mean you need to be pushy or rush the client out the door.
Focus on helping the client in front of you and keep them on a path that gets them to buy.
If they say they need more time or seem indecisive, try to wrap up the conversation in a polite way and not abruptly.
These people may come back and buy from you, so always keep that in mind.
You don’t want to spend an hour convincing someone to buy something they never intended to buy.
That isn’t good for you and them.
Remember, when your prospect starts to float away like a balloon, pull them back in from outer space.
It will save you time and increase your sales.
Plus, the client will see you as an authority figure, creating a win-win for all.