If you’ve had sales training of any kind, I can predict when you did by the method you learned.
Back in the Stone Age, I was trained in selling by folks who epitomized the stereotype – white shoes, double knit suits. We were drilled in “The 7 Steps of the Sale.” The thinking was, you led the gullible Prospect up the stairway to the top via the 7 steps. I even got flustered when someone said they’d buy before I’d gone through the entire process! “No! You can’t buy now, I haven’t eliminated your objections!”
There was a lot of emphasis on how making a decision is a moment of temporary insanity . You, the salesperson, could take advantage of that moment with skilled techniques embedded in each of the 7 steps. Presumably they would sign anything in abject relief that you had pulled them from the insane abyss of indecision.
What came next – generally some type of Buyers Remorse from feeling hoodwinked – was rarely focused upon. Evidently, you, the salesperson, were supposed to run like the wind to avoid any fallout. Not so great if you were after a relationship.
People hate when you try to “close” them.
Part of the old school process is “closing the deal.” We learned several different ways to “close.” The Direct Close is scary : “Buy my stuff now!” The Choice Close was a little nicer : “Will you need 100 of these or 1000?” The Test Close could be used throughout the process: “Based on what I’ve told you so far, is there anything that’s keeping you from making a decision right now?” The Assumptive Close turned out to be my favorite . We just proceeded as if the decision had already been made. (That way I could avoid coercing them into it.)
The ABC’s of selling used to mean “Always Be Closing”
Theoretically, you needed to hammer, hammer, hammer on the prospect until you beat them down with your closing techniques and made the sale. There’s a powerful rant on “ABC” in David Mamet‘s “Glengarry Glen Ross “. In the movie version, Alec Baldwin intimidates and abuses his salesforce (Jack Lemmon, Kevin Spacey, Alan Arkin and Ed Harris, trust me, it’s a classic!). Subscribers in readers may need to click in to view (language warning):
“Because only one thing counts in this life! Get them to sign on the line which is dotted!”
No wonder people hate salespeople!
“ABC” isn’t a bad idea – there’s just been lousy execution
The masters of sales psychology – Brian Tracy , Zig Ziglar , Jeffrey Gitomer and others – have routinely stressed building rapport, listening skills, problem-solving, and other relationship-builders are a better path . The funny thing is, when you employ relationship-builders they – wait for this – build relationships. You become a colleague by virtue of the relationship you’ve cultivated. You don’t need to consciously ABC because you’re trusted. Trust will close the sale for you every time.
“Do or do not. . . There is no try.”
Yoda, in his infinite wisdom, was right.
In the over-wrought systematic 7 Steps to the Sale, the problem with ABC is far too much trying . The paradox, proved over and over again from playground to boardroom, is we really make the sale by not trying to sell.
Sales happen when we genuinely and authentically care. We help. We give. We don’t try. We just do.
How do you feel about selling and salespeople?
Do you love and appreciate being guided to buy via the hands of a sales-master like I do? Everyone has a horror story at the hands of a desperate salesman – what’s yours?
Related: Glengarry Glen Ross: Death of a salesman’s soul (thestar.com)
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Peter and Betsy Wuebker are location-independent professionals who share what they know about travel, simplicity and integrating work with life. 
I was lucky to have had the best sales training when I worked for Unisys. We learned “Consultative Selling” and it is what I still use today for my sales model. I have over 1,000 happy customers to show for it. You know you did well when you go out for dinner with clients and THEY pay!
Hi Judy – Indeed! After being trained in the 7 Steps, I ate up consultative precepts like a starving person. When a salesperson takes the time to get to know and help me, I’m theirs for life. Thanks.
I knew you were too nice to do hard selling. Being an introvert, I always prefer to bypass salespeople. Now that I’m forced to do most of my shopping online, I can comparison-shop to my heart’s content without ever hearing, “Are you being helped?”
Hard sell approaches have always turned me off. In fact, I’ve been quite rude to several used car salesman types. Sometimes rudeness is the only thing that doesn’t sound like a “yes” to them.
Dot´s last blog post..The Silva Method, CDs 9 and 10
I liked being a sales person. Of course, it helps to be really interested in (borderline addicted to) what you’re selling. haha
I went with the building a relationship thing too. Mainly because it works and makes for happy customers, but also because shopping for shoes for someone you don’t know is much more interesting if you have something to say other than “Do those feel okay?”
Maybe it was intensified by working in retail and actually caring about it, but I’ve always thought that how we sell & advertise/how consumers buy has been really interesting. It’s like a social science of sorts.
Except at the same time I’m often repulsed by how much crap people don’t need and/or can’t afford, so working in that field might be somewhat of a puzzle.
-J
Hi Betsy. I am VERY uncomfortable with selling and for the most part, salespeople. Of course when I do want a salesperson to help me I can never find one. You are bang on with this statement, “Sales happen when we genuinely and authentically care. We help. We give. We don’t try. We just do.” Amen!
Davina´s last blog post..What Have You Done for Your Blog Lately?
Hi Dot – The hard sell, I believe, arises out of desperation and focus on (needing) the money. It’s epitomized in the video – that’s all Baldwin’s character is about. The result is the depersonalization, and most people instinctively shrink or are repulsed. The buyer wants to feel in control of the situation, as you rightly say. While online shopping/browsing is fun and I love it, the human element that a good sales professional provides has helped me in the past. Personal shoppers used to be a big thing. Nordstrom, among other stores, still emphasizes this and encourages its salespeople to develop clientele. It sure makes you feel special, I know that. Sometimes rudeness or bluntness is the only thing that will deter a desperado though. It makes me want to speak to the manager every time, but I rarely do because I get tired of the “duh deer in the headlights” when I point out other techniques might be more effective.
Thanks.
Hi Jessica – I saw you in action – I don’t think you know this – when I came into the store to buy shoes one time, and I was impressed. You clearly were very knowledgeable about your inventory and made great suggestions to your customer.
In a rather impersonal store, like the one you worked at, that type of interaction stands out.
Yes, the science/psychology of sales is fascinating. People like Brian Tracy have made a fortune sharing their findings with folks who are eager to learn and apply/improve. I believe all marketing and business departments in colleges should require course work in this. Thanks.
Hi Davina – I often hear “I’m not a salesperson.” People are very uncomfortable with being perceived as something they view in a negative way. People are also intimidated by the process – not wanting an uncomfortable quid pro quo or other expectation to denigrate their attempts to build a relationship.
Yet, time and time again, I would see the same people naturally and confidently develop a strong relationship and convert buyers as part of their business activities. It happened when they forgot they were supposed to sell something, and their warmth and enthusiasm for their product or service translated into being helpful to the customer.
I see you as a natural, Davina. You sell yourself with every blog post. The impression your customers/readers get is someone who is authentic, warm, perceptive and wise. Who wouldn’t want to do business with you? You’re a born salesperson and you don’t even realize it! This is a very, very good thing.
Thanks.
Hi Betsy,
I avoid salespeople. I try to use the “don’t make eye contact” approach, however some sales people aren’t put off by that and will still try their pitch by getting in my face. If that happens, I’m turned off, and will just leave.
I like a salesperson who gently say, “If you need help or have questions, I’ll be right over here.” and then lets me do my thing.
As for phone sales, thank goodness I have caller ID. In the past I’ve hung up on quite a few.
Years ago I sold real estate. My broker told me “the house will sell itself”. That was true to some extent, however, I still had to “close” the deal. After 2+ years, I hung it up.
Oddly enough, I find with blogging we have to sell ourselves & our blogs. For me, that’s easier to do as people will read, or they won’t, but most bloggers do believe in what they do so it comes natural.
Barbara Swafford´s last blog post..Give Your Readers What They Want
In the hands of a desperate salesperson I just smile and say “not today, thanks.” But those are mostly people who approach me in malls, so I’m usually on the move anyway, so easy to keep walking.
Oh, I did buy 2 manicure sets around Christmastime in a mall when Kelly was an infant. Sleep-deprived and needing to buy something, I was putty in the pretty and talented saleslady’s hands. Luckily, the Etre system works great. I still have lots of the lotion – after 7 years, wow. And my frirend loved hers too.
Jannie Funster´s last blog post..Trio
Hi Barbara – I wish every retailer would have a self-imposed ban on “May I help you?” How nice to be greeted by “Good morning, and welcome! Please feel free to browse – new items are here and markdowns are over there!” and have that be the end. Like you, I sold real estate. Talk about temporary insanity – it happens when we buy and sell our homes. Normal everyday people turned into maniacs! I was very disillusioned in that industry. We got rid of our land line at home, so no telephone solicitors! Yay! You’re right that blogging is another story – we’re (hopefully) developing relationships, which is the first step in the process. Thanks.
Hi Jannie – It’s a pleasant experience when we need to buy something and the salesperson can help with the perfect, even if unexpected thing, isn’t it? I’ve heard good things about that Etre system before. Sadly, it seems good training is the first to go when retail slows – and then when it’s good times, they figure they don’t have to help the customer – just move on to the next one. Thank you.
Wow Betsy! Thank you for this wonderful reply. I really needed to read this. I’m just a bit stunned while I sit and allow this to “land”. Woosh… got it
Davina´s last blog post..What Have You Done for Your Blog Lately?
You might want to check out the David Sandler sales method, which is pretty much the opposite of everything you described. He developed it as a reaction to that. People have come to hate salespeople and see through their tactics. Sandler basically salespeople should shut up and listen, make sure they understand what the prospect really wants, then only present the features that are interesting/useful to the prospect.
The result is that you have more authentic conversations with the prospect because you break down barriers and they share their real concerns. It’s an amazing program. I use it in more than just sales.
Betsy-
“Trust will close the sale for you every time.” – and it will. However, as you point out – trust takes time to build. Most sales mangers don’t have the PATIENCE to implement the wise words of Zig Ziglar, Brian Tracy or Neil Rackham (Spin Selling – it’s a MUST READ!)
I used to drive my sales managers NUTS back in the day when I was “selling” advertising. I’ll never forget when my GM learned that I was in TOTAL control of several clients advertising budgets – and I wasn’t allocating 100% of their media buy to the station. I am sure that realization easily took 10 years off his life.
So often, sales people are focused on the short term. They’re so busy trying to hit this quarter’s sales quota that they don’t worry about next year’s sales quota. However, when you do find such a gem – when you find a sales person who is interested in helping you to solve a PROBLEM you have instead of meeting a sales quota he/she has – ah, that’s a beautiful thing!
Kathy | Virtual Impax´s last blog post..Social Media and Communication: How your mindset shapes the mesage.
Betsy.
Whoa! What a read.
I am a consultant myself. I deliver, not sell. But I am the guy who usually prepares the prospect before the salesman comes in. What worked the best is building trust first [that is actually i am reading this post, I came from Kathy's writeup on trust].
The worst nightmare for me was is when the salesman comes in and literally ruins the trust you have been building for so long…..
Alik Levin | PracticeThis.com´s last blog post..What Your Kid Knows About Creativity
Hi Derek – Welcome to PassingThru. The sales and marketing portion of our franchise operations manual was inspired by the Sandler Sales Institute. They do very fine work, don’t they? And you’re right, the concepts are well utilized in other areas as well. Thank you.
Hi Kathy – I will have to read Neil Rackham – sounds like a great resource, thank you! And thanks for linking back to this post, too. Long-term thinking would almost demand that you not hog all your client’s media allocation, wouldn’t it? Sheesh. And you’re right: problem = solution = sale, every time. Thanks.
Hi Alik – Welcome to Passing Thru! How frustrating to tee up a sale and have someone else whiff the ball! Building trust is so elemental – and some companies don’t want to invest in the training that would enable stronger results. Boggling! Thanks.
I love that movie
Hi Betsy, love this.
I love that you mentioned Brian Tracy and Zig–2 of my favorites.
It’s so true about the relationship-building. It’s one of the reasons I just love talking to business owners about social media in terms of marketing. Those who love what they do but always felt deep down that selling and marketing were the most “yucky” aspects of being in business especially gravitate towards it once they see the possibilities.
Christine | Communicate Value´s last blog post..Ashton Kutcher Hits 1 Million Twitter Followers; Early Adopters Groan