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The Sales Buzz Issue 211 - Don’t be a salesperson – You’ll Close More Sales
September 05, 2013

Don’t Be a Salesperson – You’ll Close More Sales

Ask yourself this question: Do I want my prospects and customers to see me as a salesperson.

In your sales job do prospects sometimes back away or put their guard up.

Do you get smoke screen objections early in your sales pitch or when you try to make appointments.

These can be signs that your potential customers see you as a sales person and you would close more sales if they saw you as something else.

When some types of prospects perceive you as a seller they create a picture of you as someone who has their own reasons to make the sale, someone who is thinking of the benefits to themselves rather than the benefits the buyer may gain.

In the sales training I present we look at how to change your buyer’s perceptions...

Reframing the buyer’s perception of you

Reframing the perceptions that your customers and prospects have of you is a sales technique that all sales people can benefit from.

You can use it in all types of sales roles: Direct sellers, B2B, Retail sales, and sellers that bid for high value contracts and tenders.

As a sales manager I’ve seen some really great sales people who smash their sales targets because the prospect views them as something other than a salesperson. The seller becomes someone who can help the buyer to gain benefits.

Think of it this way, would you rather buy a car from a mechanic or a car salesman.

So let’s start thinking about who can use this sales training idea...

Here are some examples:

A waste and recycling salesman that gives new prospects the impression he is a driver or service operative rather than a salesman.

A workwear seller that has such a good relationship with customers that they see him as a Health & Safety advisor and regularly come to him for advice.

A utilities energy seller who approaches customers as they enter a national store. The seller connects the product with the store by offering a way to increase loyalty points for the prospect. No lies, no deception, just a reframing of the prospect’s perception of the person approaching them.

The owner of a small business who sells and fits double glazing to homes. When he comes to do a quote he is in his work clothes and drives a van. The prospect sees the guy who will be fitting their windows, not a salesman on commission.

And the easiest one of all... Instead of a sales person you can become an account manager, there to look after your customers old and new.

The objective of the technique

The technique is to align yourself with the provision of the product or service that the prospect will be buying. You should also aim to get the right balance of reframing the prospect’s viewpoint without going too far and telling, or insinuating, untruths.

More examples for retail and showroom sales

On a car sales forecourt the sales people are replaced by overall wearing technicians. Their mission: to give you information and guidance on the best car for your needs.

In a retail fashion store sales assistants are now image advisors with a clear cut opening line that says: I’m here to help you look good. Not to sell to you.

In a furniture store: Interior designers help you with color choice and style of furniture.

And wouldn’t it be nice to buy a pair of shoes or trainers from someone who actually knows what they are talking about.

Change your character, become someone that the buyer wants to see and talk to. A sales person offers few benefits to a buyer, but a consultant, guide, authority figure, adviser, and many other titles depending on your market, can be of help to a potential customer. See more free sales skills training...

I'm Stephen Craine from the website

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