Over the last 10+ years, I’ve conducted a private study of salesmen. I’ve kept it private and I’ve not documented every single iota, but the results are certainly valid and I believe after you read my findings, you’ll agree with me.
I wanted to find out how many sales people can stay in control of an interview, a presentation or a sales call.
Every salesperson who has had the misfortune to call on me during those years has been part of the test.
I’ve gone about my testing by asking off-the-wall questions and by making disconcerting comments during their time with me to see how they’d get me back on track and guide me towards their hopeful end result.
I’ve pushed products to the far side of a table, I’ve stopped them mid-sentence and I’ve asked goofy questions at inopportune times and watched the horror cross their faces, wondering what the heck was wrong with me.
After all of this time, I’ve come to the conclusion that at least 80% and maybe even near 90% of sales people have no idea as to how to get a prospect back on track once he breaks their script.
That would lead me to believe that the customer is in control, most of the time and that’s not good for sales people.
Do you think I’ve concluded properly or have I skewed the results in some way ?
If I’m right, then I’d be a hero if I could tell you three things to do to control a presentation. So here’s three things and send me my hero button.
1) Never be afraid of silence. If a prospect looks like he’s gone off into la-la land, let him ride the wave and wait for his return.
When you’re tired of the blank stare, ask a question. Questions that have to be answered with several words, rather than a yes or no are the best offense, especially if you already know the answer.
2) Never let go of of the control. Ask questions that lead to your next question. Compliment the prospects statements.
” You just said the magic words, Earl. ” Do you think Earl’s going to wander off if he’s finding out how smart he really is. Quote him and keep him around long enough to finish your guided tour that ends with you getting money.
3) Use physical actions to establish control. Standing up at just the right moment is one technique that works well. Handing him a sample or sheet of paper is another way to establish control. Stretching your shoulders or making a motion with a shoulder will make you the focus of his attention and give you a few precious seconds to get your point across.
Don’t let go of the steering wheeel in the first palce, but if you do lose control, there’s a few ways to get it back.
Do you have any examples of how you take control away from a salesman or how you, as a salesperson, get or keep control ?
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{ 4 comments… read them below or add one }
You do this too? I thought I was just sadistic, but I love it when some pro jumps right back on track without missing a beat.
Hey Brian,
Maybe it’s one of the traits of the uber-successful, super-smart, goodlookin’ guys.
Or maybe we both are just SOB’s.
Either way, there ain’t too many sales people out there who know what to do or how to do it.
I’m not in sales but, I worked on library reference desk for 10 years. Learning to successfully conduct a Reference Interview as an important part of our job.
You would think that when people voluntarily go to a desk asking for help, they would be willing to say what they want.
But that isn’t always true.
Some of what you’ve said here reminds me of some of my experiences from that job. It’s making me wonder if a couple of patrons were experimenting with me!
(I’d certainly NEVER experiement with a patron!)
I’d bet they were just intimidated or flummoxed … or some other big word !
And that’s what patrons are for, is it not ?
The only way to refine your sales process is to test it and the only people you can test it on are customers.