Who would ever think about stopping a sale in today's economy when the opportunities are so few and far between? BUT, nearly every day I get emails from people who have read my articles or blogs or who have participated in APB educational programs lamenting and sharing experiences about salespeople who were simply not interested in helping customers buy. The sad truth is, that in this economy salespeople get in the way of doing business. When a salesperson doesn't return a call, for example, who's stopping the sale? Is business really that good that a salesperson can't take time to call the prospect back? Think for a moment, in the last 30 days have you had an encounter with a salesperson that made you feel the same way? I am certain that everyone reading this article will say, "Yes." Furthermore, if you ask your friends, family, colleagues and yourself, all will say "yes" as well. As a salesperson, the question to ask is how many people answer, "yes" to this question while thinking about you?
More often than not salespeople stop the sale, and many do so without ever knowing they are doing it. Only by turning your idea of "selling" upside down, redefining your job, understanding that you, too, stop sales, can salespeople stop sabotaging themselves.
Be willing to admit that you, too have stopped sales. No matter the business, everyone at some time has stopped the sale, they just don't realize they did it. Sometimes it's not what you say but how you say it. Learning not to stop the sale is a process, and like preparing for a football game or any competition, it takes practice. It starts every day when you choose what attitude you will bring to every situation you encounter throughout the day. If you give 100% attitude, 100% effort and 100% performance, you will get 100% results. Listen to your customers, intently and genuinely. Help them find the right solution, whether they purchase today or at a later date. Treat each individual like a real opportunity or even better like royalty, like you'd want to be treated. Give them a positive experience they'll never forget, one that is unique, different from and better than your competition, one that doesn't necessarily just focus on selling cars. Create an environment and build a connection with customers that makes them want to buy from you; focus intently on building a relationship of trust and cultivating clients for life. Nurture and inspire those around you because your success is intimately intertwined with the success of your colleagues.
Answer the following "True or False" question - A salesperson's job is to sell products and services. False! A salesperson's job is to help people buy, not sell them anything. Products are offered not sold, that's up to the client! When salespeople understand this, price becomes a secondary issue.
Sales is not about selling price or meeting quotas, selling as many cars as possible, or winning sales contests. It's about building relationships. Salespeople who concentrate only on selling aggressively and closing quickly to exceed their goals or quotas, often create situations where customers feel pressured, where their needs are not being heard, and where they feel like the salesperson is more concerned about his or her commission than in helping them buy, by selecting the right car. This results in the one thing that no salesperson or dealership ever wants: is turning buyers into shoppers who leave, and look for someone they can do business with. When this happens everyone looks for someone or something to blame, a negative attitude develops and permeates the entire dealership. Ultimately, salespeople should be focusing on converting shoppers into buyers.People love to buy things, but they hate the feeling the pressured of being sold. What customers want is a business or retail culture that makes buying a comfortable experience where salespeople are professionals who give them quality time. Most opportunities walk into a dealership ready to do business. The salesperson doesn't have to persuade them; they just need to find a product that fits their wants needs and desires at price they can afford. Buyers rate the helpful attitude of the salesperson as one of the major reasons why they purchase. No one ever talked about being "sold" a product by the efforts of a persuasive salesperson, but rather they described how a salesperson guided them through a positive "buying" experience. When this happens, sales increase and satisfied customers make referrals and return for additional services you have to offer. This is a true measure of value. These customers are on their way to becoming clientele.
A salesperson's approach to work can be one of the most telling aspects of how he or she is regarded by customers and co-workers.Think of someone you've worked with who didn't bring a positive attitude or put forth the effort and performance you expected. Did he or she follow the company's processes or just think about the shortcut to results? How did you feel every time you had to work with him or her? A salesperson's approach defines him or her and impacts the ability to deliver 100% more than any other factor in sales. This list below is a guide that can help you focus on those actions and behaviors you should DO and those you DON'T want to do if your goal is truly to build clients for life.
Do
· decide to bring a positive attitude daily
· set attainable goals and be accountable
· eliminate "no, don't, won't, can't" from your vocabulary
· ask questions
· listen for needs, wants, desires
· help customers buy
· give everyone the red carpet treatment
· give the customer a reason to buy from you and your business
· focus on relationships
· convert the customer to a client
· prospect to find the next opportunity
· continually educate yourself
Don't
· turn buyers into shoppers
· whine
· come in without a plan or you will be planning to fail
· give customers reasons not to buy
· ask unless you know the answer
· sell what's on hand
· judge people by their looks or questions
· take people for granted
· drop the relationship after the sale closes
· rely solely on advertising
· assume you know it all
· focus on selling NOW
A few simple changes, especially in attitude, will bring rewards in terms of performance and can make a significant difference in the bottom line. With the right attitude, the ability to ask the right questions, truly listen to customers' answers, focus on selecting a vehicle or service and building long-term clientele, buyers will never leave your business as shoppers, but as buyers. So, once again, are you stopping the sale?
By Richard F. Libin, President, APB
To learn more check out my new book, "Who Stopped the Sale?" which is available through http://www.whostoppedthesale.com
Richard F. Libin is president of APB-Automotive Profit Builders, Inc., a firm with more than 42 years experience working with both sales and service on customer satisfaction and maximizing gross profits through personnel development and technology. He is at rlibin@apb.cc or 508-626-9200.
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