Welcome to Your Achievement Ezine
Issue 346 - January 17, 2008
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"Nothing can stop the man with the right mental attitude from achieving his goal; nothing on earth can help the man with the wrong mental attitude." Thomas Jefferson
Today's issue includes:
1. Your Achievement Article - If Selling - Listen to the
Symptoms by Ron White
2. Your Achievement Quotes - Results, Risk-Taking and Sales/Selling
3. Your Achievement Tips - A Funny Thing Happened to Me on the Way to
Closing a Sale by Jeffrey Gitomer
4. A Winning Combo!
5. More Information
1. Your Achievement Article
If Selling - Listen to the Symptoms by Ron White
'Doc...I got this cough.'
'Is it a light cough?'
'No Doc it is a deep hacking cough like this....KUUH...KUUH'
'Okay, anything else?'
'Yeah, I got the shivers and this red bumpy rash.'
'Oh, well you have got the jungle hemoglobin neuro-cardio virus. Take these pills for two weeks and you will be as good as new.'
Isn't it amazing how a doctor can listen to the symptoms and then accurately diagnose what is ailing you? Well, if you are in sales you should be able to do the same. Listen to what your customers are telling you and it will tell you where you are going wrong in your presentation.
I recently heard a speaker say, 'Yeah, I didn't sell but one package of CDs – the owner stood up and said he was going to buy one package of CDs for the office library and everyone could share.' The speaker then shook his head as if there was nothing he could have done to sell the group. I never heard that speaker's sales pitch; however, I know exactly what he did wrong by listening to the symptoms. In his sales pitch, he sold the value of his products, which he should have done – however, he did not pitch the value of building your own personal development library. If he would have closed this way, the owner would have never of stood up and said he would buy one for the group to share because he would have been contradicting the value of your own personal library that was just discussed.
I didn't have to hear his sales pitch; listening to his symptoms, the diagnosis was easy.
What about you? What are the objections you are receiving? Listen closely because they are the symptoms that will diagnose your problem:
*Sounds great! I will definitely get this product one day! – Diagnosis – you didn't establish the benefits of purchasing today. You did not make it clear that inventory was low, the special price of purchasing today or other incentive.
*I need to think about it – Diagnosis – 50% of the time this will be because you didn't show them how to purchase (i.e. where to sign) or ask for the sale. The other 50% of the time it is because they have a hidden objection that you did not answer. Your response,' Is there something in particular I can answer for you as you think about it?'
*Let's buy one and share! – Diagnosis – you didn't establish the value of this being a personal purchase.
*It cost too much – Diagnosis – price is rarely the objection, you failed to build value and didn't demonstrate how this product will actually save you money over a period of time because it is durable or it will save you time and time is money.
Just as a doctor – listen to your symptoms and they will tell you where you are failing. Do not blame the symptoms on your prospects incompetence. Instead – listen, diagnose and treat by altering your presentation the next time. The answer to catapult your sales success is in the symptoms. Listen carefully!
Now, if you will excuse me I have to run. I have the jungle hemoglobin neuro-cardio virus and I have some pills I need to take.
-- Ron White
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"Positive thinking will let you do
everything better than negative thinking will." Zig Ziglar
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"Your mental attitude is something you can
control outright and you must use self discipline until you create a
positive mental attitude - your mental attitude attracts to you everything
that makes you what you are."
Napoleon Hill
2. Your Achievement Quotes
RESULTS
"The game of life is the game of boomerangs. Our thoughts, deeds and words return to us sooner or later, with astounding accuracy." -- Florence Shinn
"There are some things you don't have to know how it works – only that it works. While some people are studying the roots, others are picking the fruit. It just depends on which end of this you want to get in on." -- Jim Rohn
"As I grow older, I pay less attention to what men say. I just watch what they do." -- Andrew Carnegie
"The content of your thoughts and personal beliefs can be proven by a single indicator – your current results." -- James A. Ray
RISK-TAKING
"There is the risk you cannot afford to take, and there is the risk you cannot afford not to take." -- Peter Drucker
"Dare to risk public criticism." -- Mary Kay Ash
"When you cannot make up your mind which of two evenly balanced courses of action you should take -- choose the bolder." -- William Joseph Slim
"And the day came when the risk it took to remain tight in a bud was more painful then the risk it took to blossom." -- Anais Nin
SALES/SELLING
"Nothing will kill a sale faster than lack of enthusiasm." -- Brian Tracy
"Even if you are new in sales, you can make up in numbers what you lack in skills." -- Jim Rohn
"Internalize the 'Golden Rule' of sales that say, 'All things being equal, people will do business with, and refer business to, those people they know, like and trust.'" -- Bob Burg
"Don't celebrate closing a sale, celebrate opening a relationship." -- Patricia Fripp
"We simply assume that the way we see things
is the way they really are or the way they should be. And our attitudes and
behaviors grow out of these assumptions." Stephen Covey
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"Dream as if you'll live forever. Live as if
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3. Your Achievement Tips
A Funny Thing Happened to Me on the Way to Closing a Sale by Jeffrey Gitomer
Someone sent me a list of "sales closes" the other day. It seems they all have names. "The trail close," "The order blank close,' "The Ben Franklin close," "The sharp angle close," and so on into the night (close, or is that clothes). Anyway, it struck me that cute-name closes rarely work. In fact they usually have the reverse effect.
Salespeople still living in the 19th century think that high-pressure sales tactics will work. They don't. Sounding like a salesperson, puts the prospect on the defensive.
When all else fails in sales, I have created an entirely new set of outrageous cute-name closes. These will not work on the prospect, but they are guaranteed to make you laugh at the process:
• The "I'll buy you lunch" close... You say, "Hey, you buy my product, throw in an extra 20 bucks, and I'll buy you lunch."
• The "impatient" close... You say, "Hey, I haven't got all day, are you buying or not?" (this is a variation of the New York close..."Hey, I haven't got all day, are you buying or not, you idiot.")
• The "physical action" close... The prospect decides he doesn't want to buy, you beat him to a pulp until he says "uncle," which is actually a Latin derivative word meaning "OK, I'll order"
• The "how could you be so stupid not to buy from me" close... Since you're already thinking this while walking out the door of a lost sale, you may as well try it a few times in front of the prospect.
• The "fear of loss" close... You tell the prospect his hair will fall out if he doesn't buy. This is a very real close. Someone tried it on me once. I didn't buy, and, well, the rest is history (so is my hair).
• The "insurance" close... Buy from me and nobody gets hurt. This close has worked in gangster movies for decades. I'm surprised no right thinking Fortune 500 company has adapted it to their sales practices, since they're already using it in customer service.
• The "number on the bathroom wall" close... Start writing the prospect's phone number on the walls of prominent area bathrooms with the slogan "for an indecisive time -- call..."
• The "car salesman" close... You act like you know everything and the customer is dumb. Then you insult the customer by using high pressure tactics because you're afraid that if they "walk" without buying, then some other car salesman will pressure them higher than you. This is called Lose-Lose selling because both the sales techniques and the people who employ them are losers.
• The "filibuster" close... You talk nonstop for three days, until the guy gets so frustrated that he agrees to double his original order if you'll just shut up and leave. (This close works better in the south where they invented the filibuster. In the north you're likely to be beaten or shot after the first day.)
• The "begging" close... You get on your knees, begin crying about your bad luck, and how much you need the money because your rent is past due -- you know, the truth.
• The "camp out" close... You bring food and a sleeping bag to the prospects office. This is very effective for follow-up, since you're already there. If the person is very indecisive, you might want to take some socks and underwear.
• The "Pleeeaase, I'll be your best friend" close... It worked in grade school.
• The "lying" close...You tell the customer anything you want. You tell him anything he wants to hear, so you can make your sale -- hey, wait a minute, you're already doing that.
and finally...
The "just be honest" close... Nah, that would never work.
Closing is only frustrating if you haven't identified customer needs, shown the right attitude, made a memorable presentation, and were perceived as genuine help. These closes are far fetched, indeed. But not as far fetched as trying to use the time-worn closes of yester-year on today's prospect.
And of course, funny is not just limited to closing the sale. Here's one for building rapport -- "You know, Mr. Johnson, I know I hardly know you, and we should build some rapport before the sale begins, so can I come over for dinner tonight?
Next time we'll get serious. Kind of.
Jeffrey Gitomer
We've put together a winning combination of Ron White's Sales and Memory Programs and we think you'll be pleased!
To learn more, visit
http://winningcombo.yoursuccessstore.com
"Make a game of finding something positive in
every situation--95 percent of your emotions are determined by how you
interpret events to yourself." Brian Tracy
4. A Winning Combo
We've put together a winning combination of Ron White's Sales and Memory Programs and we think you'll be pleased!
To learn more, visit
http://winningcombo.yoursuccessstore.com
"A pessimist is one who makes difficulties
of his opportunities and an optimist is one who makes opportunities of his
difficulties."
Harry Truman
5. More Information
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"A great attitude is not the result of success;
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