Salesman : the opener

I’m sure you heard the cliché “first impressions are everything”.  As a salesman it is critical to give off the right first impression every time.  Your first impression will determine how a customer will respond to you during your sales pitch.  This is why it is imperative you rehearse your sales pitch opener everyday.  Your opener determines how hard your closing will be.  A weak opener may increase the level of difficulty when it’s time to start closing the deal.

Your first initial contact with a customer should always begin with a firm handshake.  I have to stress the term firm for a reason.  A weak handshake can send off the signal of a weak person.  During the handshake you look the customer in the eye, and with a big smile introduce yourself.  This procedure is important because you don’t want to give off the persona of uncertainty.

Always call your customer by their first name.  Never call your customer Mr., Mrs., ma’am, or sir.  You want to become friends with the customer immediately.  Do your friends refer to you as sir or ma’am?  When introducing your self the process should go as follows.

1.   Hello Bob

2.   Firm handshake and eye contact

3.   My name is Daniel

4.   End eye contact after you say your name

Once you practice this a few times it will become automatic.  The purpose of a powerful opening is to set the tone of the pitch from the beginning.  Customers admire a great salesman.  Many times after a sale the customer would tell me “you sold me”.  Even though that was exactly right I would tell them, “no the product sold you”.

After you pass the initial introduction it’s time to cut the crap.  When you are introducing your product or service to the customer, do not beat around the bush.  Be specific and upfront as possible.  When I walked into a house the first thing I would tell them is that I was there to sell them a product.  There is a right way to do this and a wrong way.  Read the following dialogue, See if you can guess correctly which one is the right way to open a sales pitch.

Scenario #1

Customer: Hello, salesman

Salesman: Hello customer, I’m here to show you the features of the product, and if you’re interested in the product, feel free to interrupt me at any time if you are ready to purchase.

Scenario #2

Customer: Hello, salesman

Salesman: Hello customer, I’m here to show you the features of the product, remember there are no obligations, but if you do happen to fall in love with the product you can invest in one for only $2000.

If you chose the second scenario you are correct.  The salesman in the first scenario had many fatal flaws in it. One word you never want to use is purchase.  Replace that term with invest.  Invest gives the person the feeling of getting something in return ROI.  The term purchase subconsciously makes the person feel as if they are going to spend money that they don’t need to.  Starting today eradicate the terms “buy” and “purchase” and replace them with invest.

Notice in the second scenario the salesman did something very critical to the success of the sale.  He told the customer the price before he started his sales pitch.  This is a crucial part of the “Cut the Crap” technique.  I know some salesmen may disagree, but I can guarantee they aren’t as successful as they could be. 

This tactic will prevent you from having to price slash at the end of your pitch.  When you slash the price, you slash your commission.  When you scare the customer with the price in the beginning, you have the whole sales pitch to build the value on your product.    Initially the customer will tell you there is no way they will pay that much for your product.  Don’t let that discourage you.  Simply smile and start your sales pitch/demonstration.

Scaring the customer with the price in the opener gives them plenty of time to let the initial shock wear off.  If you hit them with the price at the end, it’s going to be hard to over come that shock.  At that moment, bills, children’s lunch money, rent, car note, etc, will be racing through their mind.  The immediate reaction will be to say no.  If you have finished your sales pitch, how can you convince them to say yes, without price slashing?

It’s hard to believe something as small as a handshake can send psychological triggers that can affect a sale.  Welcome to the world of a good salesman.  A salesman must understand these psychological triggers and know how to effectively manipulate them into a sale.  

Salesman: The Power of Positive

Before you step foot in a house, pick up a phone, or start writing a sales copy, the first thing you need to possess is a positive attitude.  A good salesman starts off everyday with a positive attitude.  Rookie salesmen tend to downplay the importance of it.  I know when I began my sales journey I did.  Soon I realized a pattern with the successful salesmen.  They always had a big Kool-aid smile on their face and were always overly positive.  Maybe there was a reason behind the unusual amount of fun we had at the morning sales clinics.

I remember when I first started the vacuum salesman gig.  One particular day the actual distributor Mike (the owner of the company) was running a van.  We were knocking on doors for about 4 hours with no luck.  There was this one salesman named Juan in the van with us.  This was only his second day in the field.  Many of us in the van were tired of knocking on doors and ready to give up, but not Juan.  Juan was ready to go knock on every block.  In fact he couldn’t wait to hop out the van to go knock on a row of houses.

I heard his door pitch, and horrible would be an understatement.  At the door he did everything they taught us not to do, not to mention his attire was “street like” and unprofessional.  I thought to myself there is no way this guy is going to knock himself in a house, let alone make a sale.

It was down to just me, Juan, and Mike in the van.  Everybody else was out knocking on different blocks.  Mike stopped the van and said, “Alright which one of you wants to do this block.”  Juan hopped out the van like greased lightening and went running down the block to the first house.  As me and Mike pulled away he leaned towards me and said, “Juan’s going to get in a house and sell”.  I couldn’t believe my ears.  How could this be?  Could everything I believed about what makes a good salesman wrong?

By the end of the day Juan had not only knocked himself into 2 houses, he sold 2 vacuums.  That night I stayed up thinking about what had occurred.  I still couldn’t understand how to my knowledge I was the perfect salesman.  Maybe the reason I wasn’t knocking myself into houses was me, not because I just happen to get the unlucky houses every time.

I talked to mike the following day.  I asked him how he knew Juan would knock himself in and sell, when he obviously was doing everything wrong.  Mike looked at me and said, “I knew Juan was going to sell because he stayed positive”.  At that exact moment I had gained one more piece to the good salesman puzzle.

I decided to incorporate a positive attitude in everything I do.  This is a key component of the ultimate salesman.  No good salesman goes into a selling day with negativity.  Unfortunately life does happen.  Clear your mind of all the problems in your life before it’s time to start selling.  I’m not saying don’t face your problems; just face them after you’ve made all your commission for the day.

I wish I could explain the phenomena of being positive.  Maybe one day I’ll take that trip up a big mountain and meet with the spiritual guru and be enlightened on the subject.  Until then I’ll just continue to be positive and watch it work its magic.  If you are planning on being an ultimate salesman remember to shake off the negative before starting your day.

The Ultimate Salesman : Intro

A lot of work has been put into this course in order to help you on your journey to sale’s success.  If you put to use the information provided I am 100% certain you will be successful.  You have already taken the first step towards being a better salesman by investing in the knowledge I am sharing with you.  In order to succeed you have to put your mind to it, and work hard.  I can only provide the tools to build success; I can not force you to use them.

The title good salesman has always held a sort of prestige to it.  Very few people have been able to acquire that title.  You can’t learn how to be a good salesman in college.  In fact some of the best salesman I’ve met didn’t even have a high school diploma.  I find many college graduates stay away from sales because the playing field is level.  A degree doesn’t determine how much money you will make.

I can honestly tell you there is no better profession than a salesman.  Have you ever worked a 9-5 job that you felt didn’t pay you enough?  I remember times when I’d work my butt off all week to get a measly $400-500 check at the end of the week.  The work didn’t match my pay.  When I would go to the boss and ask for a better position that paid more, there was always this college degree barrier.

With sales no one can tell you how much money to make.  With some sales jobs you work your own hours.  This is great, but I had a bad habit of working 1 day for about 8 hours and make a little over a thousand and disappear until the next week.  Those one day work weeks are the best.  I don’t suggest you do that.  Work hard everyday because it pays off at the end of every week.

Many salesmen have this belief that since they are selling a genuine quality product people will naturally buy it.  It sounds good, but it just simply isn’t true.  You have to sell yourself as well as the product.  People buy the salesman not the product.  Most customers will remember a good salesman for years.  I still run into customers from years ago that still remember me. 

Psychology I would say is the biggest part of selling.  Knowing how the mind works and reacts to certain things is a great asset to any salesman.  I will discuss in this book different techniques to affect the subconscious of a customers mind.  There are little things you can do that can have a powerful impact on the customer.  For example when closing the deal did you know not having your own ink pen can jeopardize the deal?

Fear and uncertainty are a salesman’s worst enemies.  When I began sales many times I would be scared to ask the customer to buy.  It is understandable for you to fear hearing the word no.  Don’t be discouraged by that.  Every good salesman has had to deal with this fear.  I have included ways to turn that fear into courage which will ultimately turns into a sale.

As a salesman you have to learn to love the word no.  I’m pretty sure 90% of my sales start off with the customer telling me no. There was a saying we had at Kirby, “we can hear a thousand no’s, but all we need is one yes”.  People’s natural reaction to anything is to say no. The word no comes out a lot easier than the word yes.  Yes is a word that suggests commitment, and we all know people naturally have a fear of commitment. 

Fear of objection comes from human insecurity.  Remember back in school you had to wear the right clothes if you wanted to fit in?  The reason you didn’t wear pink tube socks with green velvet jackets was because of the fear of objection.  No one wants to feel objected in any form.  It makes us feel bad about ourselves.  I will teach you how to overcome every objection a customer can throw at you.  You will learn to love objection.  I’ve been known to ask for more objections just so I can shut them down.  Once you get all the objections out the way there are no more excuses not to buy.

People generally don’t like to be sold.  I don’t know if its human nature or just pure human stupidity.  I could be selling a cure for asthma to an asthmatic in dire need, and if he feels as if I’m putting on a sales pitch, he won’t buy it.  This is where the cut the crap technique is birthed from.  It is more of a concept than an actual technique.  It should be applied throughout every step when in the process of selling.  I’ll explain how to implement the cut the crap concept during your selling process.

The concept in itself is actually quite simple, but very powerful.  Simply put it’s about getting straight to the point and using as few words as possible.  Many salesmen have this idea you have to use small or fluff talk when selling to a customer.  I too had this belief when I started selling.  Half way through my sales pitch I’d know their whole family by name, their occupations, and the last time they took a family vacation.  I was practically part of the family.  The problem was when it was time to buy I still wasn’t getting the sale.  Becoming friends with the customer doesn’t hurt the sale; it just doesn’t help it as much as many believe.

The truth is the only person who can make you a better salesman is YOU.  I’m going to provide you with the information you need to know in order to be successful.  It is ultimately up to you to put the information to use.  You don’t have to be some flamboyant smooth walking slick talking person in order to be an effective salesman.  Being yourself along with a positive attitude is good enough to be the ultimate salesman.

Advertising Medium Comparisons

All business owners are eventually confronted with a serious dilemma --how to advertise, in which medium, and which is the

best deal for each dollar spent.

Do newspaper ads out pull radio spots; or is the power of television the only way to go? The answer is different for each business, each situation, each location and each product.

The following are the pros and cons of each medium. Knowing these can help you decide which medium is right for advertising your product.

NEWSPAPERS:

The Good-

• It's fast. An ad in a magazine may take three months to break. A newspaper ad can come out the next day. If you need business fast, this is great.
  
  
• Newspapers have wide array of editorial topic selection to match what you are advertising. For example, if you are selling car parts, you can place your ad in the paper's automotive section, or have it placed next to news stories about cars. Newspapers also have international news, local news, etc., all of which help you focus your advertising effort.
  
  
• You get a lot of room, if you need it. Remember, long copy always sells better than short copy. The broad area of a newspaper page is ideal for long copy.
  
  
• Newspapers can insert your catalog, flyer or whatever preprinted materials you might have.
  
  
• You can use them to distribute reader response items, such as coupons, contest entry forms, surveys, and other such things.
  
  

• Newspaper can reach large numbers of people, depending on circulation. Large urban dailies, for example, may easily reach 1 or 2 million potential buyers overnight.
  
  

• They are available nationally, regionally, or locally.
  
  
• Newspaper allows you to reach possible non-readers who might be part of your secondary target audience.
  
  
• Tends to be cheaper than other media, depending on a number of variables.
  
  
• Newspaper ads are easier to produce, and thus less costly. A TV ad, for example, may require special effects, actors and video footage, etc.
  
  

• Newspaper is good for repeat exposure, a vital element of effective advertising. Readers need to see something an average of six to eight times before they "see" an ad or respond to it.
  
  

• Newspaper can reach people who otherwise have little access to other media.
  
  
• Many people buy newspaper not for the news, but to find out what's on sale today, or what's happening today. Movie ads are a prime example.
  
  
• They have better local market penetration than magazines.
  
  
• You have more options in terms of space and unusual ad configurations.
  
  
• You can use dealer listings.
  
  
  The Bad-
  
  

• Newspaper tends to charge relatively high-cost premiums for less than full-run purchases.
  
  

• They are flat, and more than literally. In other words, they don't beep, squeak, blast and make noise and colorful moving
       images as do radio and TV.
  
  

• Do not have the reach other media forms, such as national magazines.
  
  
• Are not conducive to last minute changes because of tight printing schedules.
  
  
• Newspapers do not produce as high a frequency level as other media forms.
  
  

• Large space ads are very expensive and their longevity is fleeting.
  
  
• Ads in newspaper tend to compete heavily with other ads on the page. Clutter is not good for your ad, but in a newspaper, there is usually a lot of clutter.
  
  

• Use of color is crappy, and does not equal that of magazine color quality.
  
  
• Tend to deliver only an adult audience. If you have products targeted at teens or even college students, a newspaper probably won't reach these people.
  
  
• Newspapers are usually only viewed by one person at a time.
  
  
  RADIO:
  
  
  The Good-
  
  

• Radio offers a wide array of formats which can reach listeners during a specific state of mind, which can complement a specific advertising message. Many people listen to radio while driving to and from work, other listen in the evening while relaxing next to a cozy fire.
  
  

• Delivers your message to everyone in the room or car at the same time.
  
  

• In fast. Your ad could be heard the next day if production is available, ad copy is written and studio time is available.
  
  

• Radio advertising is intrusive- it butts in on your listening, and your only option is to listen or change the channel (or shut it off)!
  
  
• Reaches a national, regional or local audience.
  
  
• Can be effectively targeted to consumer segments, such as teen-agers vs. seniors, or men vs. women.
  
  
• Can be repeated often, thus driving the message home. Once again, repetition is the heart of effective advertising.
  
  
• Radio ads can be heard 24 hours a day.
  
  
• Radio can reach people as they are on their way to the store. Messages delivered just prior to actual shopping are very powerful.
  
  
• Tends to be cheaper per announcement than either TV or print, and in fact, is probably the most cost efficient of all media.
  
  
• Uses "theater of the mind." Radio uses voice and sound effects to conjure up images in the listener's mind by engaging the human imagination. This can be more powerful than any pre-developed TV image or still photograph.
  
  
• Reaches people who do not like to read newspaper or magazine, or people who do not view outdoor mediums, such as billboards, and those who do not like TV.
  
  
  The Bad:
  
  

• Most people have the radio on "for noise." That is, they are usually otherwise engaged with something while listening, and often are only half-listening.
  
  

• Repetition is more important to overcome general lack of attention on behalf of the listener, and thus, you have to spend more for more spots, which can make up for the lower cost.
  
  

• Makes it difficult for the listener to take physical action as a result of the advertising message. For example, most listeners do not have a pen in hand when they hear an 800 number to call or an address to remember.
  
  

• You generally need more up-front money to buy up the large number of spots you need to get the job done.
  
  

• Is not visual, and many people retain better what they can see than what they hear. Also does not move, another aspect of capturing individual attention.
  
  
  
  
  
  
  
  
  
  
  
  
  TELEVISION:
  
  
  The Good-
  
  

• Is usually in vivid exciting color, and color is a prime motivator of the human mind.
  
  

• Uses all elements of sight, sound and movement at once to form a powerful package that hits on all level of human senses (except touch and smell).
  
  

• Can deliver your message to all people in a room simultaneously.
  
  

• Is fast, but not as fast as newspaper or radio because it tends to require more production.
  
  

• Like radio it is intrusive. The customer does not have to seek out the ad, like they must to find a movie listing or a rummage sale. The ad comes to the viewer.
  
  

• Available nationally, regionally, or locally.
  
  

• Television ads can be purchased to focus on concentrated geographical areas, especially with the advent of cable.
  
  

• Has a wide variety of programming to match the nature or subject matter of your ad. Want to sell rock-n-roll CDs? Buy ads during Beavis and Butthead or Melrose Place. Want to sell feminine hygiene products? Buy time during soap operas.
  
  

• TV has more reach than any other medium in terms of all segments of society. Just about everyone watches TV, but not everyone reads newspapers or magazines.
  
  

• Is good for repetition of ads.
  
  

• TV can deliver your ad at any time of the day, 24 hours a day.
  
  

• You can get an exclusive, that is, your ad need not compete with a clutter of other ads --but you may have to pay dearly for it.
  
  

• Tends to be more cost efficient in terms of number of responses it produces compared to dollars invested

• Is probably best for reaching those people who tend not to use any other form of media.
  
  
  The Bad-
  
  

• Most often is very cluttered. Your commercial may be sandwiched deep within a string of other commercials, which have long since caused the viewer to head to the refrigerator. Also weakens long-term memory of your product message.
  
  

• Is sometimes hard to get. There are usually a limited number of TV spots available, and you may not get the program you want.
  
  

• Is perhaps the most expensive. There are a lot of production costs related to TV advertising.
  
  

• May be less demographically selective as some other media forms, although cable TV has helped in this category.
  
  

• Your audience can fluctuate widely. If 10,000 people see your ad one night, a mere 100 might see it the next if a high-interest program airs on another channel.
  
  

• TV is cost-inefficient when you are after highly focused target markets.
  
  

• DVDs are helping TV ads get beyond the "invisible ink" problem of broadcast media. A taped program may be viewed again and again On the other hand; your commercial may be fast forwarded.
  
  
  MAGAZINES:
  
  
  The Good-
  
  

• Magazines offer a wide variety of subject matter and editorial focuses to reach readers when they have a state of mind you are looking for. Thus, you can tailor your message to a high degree of specificity.
  
  

• Magazines have glossy, polished paper that makes color photographs and other graphic elements look like works of art. You ad will look superb. (That doesn't mean it will sell, however!)

• Can reach very specific target markets without having to waste time or money on markets you do not care about.
  
  

• Like newspaper, you can have long copy. Full or even multiple page ages let you make a pretty long and detailed pitch. Do people really read all that fine print? Yes- If you have their attention and interest!

• You can insert your catalog, card, flyer or whatever into the magazine.
  
  

• Like newspapers, they allow you to include reader response materials, such as coupons, entry or order forms, and more.
  
  

• They are not disappearing ink. In fact, magazine are even better on this count that newspapers because people are much more likely to re-read or go over a magazine a second time. Many people even collect magazines or go through them for research in the library, giving your ad the chance to be seen again and again.
  
  

• Can reach a huge audience, easily in the millions with the bigger ‘zines.
  
  

• Magazines allow for a breathtaking array of creative options: pop-ups, special inks, holograms, unusual space configurations, personalizing elements for each reader of the publication, etc.
  
  

• They have national, regional and local reach.
  
  

• Magazine ads can reach specific demographic segments within the total readership of the magazine. That's because most magazines have departments and areas of specific topic or subject matter, helping you to target your customers.
  
  

• Magazine ads can reach possible non-readers who might be part of an advertiser's secondary target audience.
  
  

• Because they are more highly focused and need less repetition, as in radio, they can actually be more cost effective than any other media form.
  
  

• Frequency of exposure is high, as we said, because magazines are often read more than once and by more than one person. Also, they may read other similar magazines you have targeted for your ads.

• May reach people that other media do not. Many people prefer to read magazines to newspapers, for example.
  
  

• Magazines can accommodate your listings.
  
  
  The Bad-
  
  

• One of the biggest drawbacks is the long period before you buy the ad and when it appears. A magazine ad may take three to four months before it appears. If you need fast cash and customers, this is no help. Also, a reader may not get to his or her magazine right away upon receiving it.
  
  

• Tend to be expensive for one-time runs.
  
  

• Do not offer sound of movement, although some cutting edge ads, such as pop-ups or those with micro-chip insertions are breaching this drawback. These are mega-expensive, however.
  
  

• Because they are more highly focused, they have less reach, which many do not consider a drawback.
  
  

• You must submit your final copy and ad prep many months before deadline. Some magazines have a fast close, and other will call up repeat advertisers with last minute deals, often because they have space to fill or when others back out at the last minute.
  
  

• Although once they start printing, you cannot back out; once you buy a magazine ad, you are locked in no matter what. Refunds are rare.
  
  

• You do not get high frequency unless you buy an entire year's worth, but then readers will see them about once a month for most magazines.
  
  

• You only get exposure to one person at a time, as opposed to a whole room or call-full as in radio or TV.
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  SUNDAY MAGAZINE SUPPLEMENTS:
  
  
  The Good-
  
  

• You get superior quality color on high quality paper, allowing for effective product presentation, if you are willing to pay top dollar.
  
  

• Great for insertions. You know the way it is with all Sunday papers and magazines --lots of extras which many readers actually buy the publication for in the first place. Many people live to scan and clip coupons.
  
  

• You get ample opportunity for long copy. Sunday magazines are among the best place to make a long, detailed pitch.
  
  

• As we said, people love to clip coupons, and this is the place people will most likely use any kind of special insertion, from coupons to sweepstakes, contests or surveys.
  
  

• Have better chance of repeat exposure to your ad than newspapers or magazines. People tend to hang onto the Sunday paper longer and also give it a better read because they are more relaxed and have more time on Sunday to linger over the paper.
  
  

• Can reach large numbers of people in a short time.
  
  

• You can get very creative, as you can with magazines. This means pop-ups, specials inks, scratch-and-sniff --even insertion of product samples.
  
  

• Distribution of the advertisement to possible nonreaders who might be part of an advertiser's secondary target audience.
  
  

• Because of high readership and better repetition factor; can be a good deal for your scarce advertising dollar.
  
  

• Production costs for your ad will be less than all other media, except for newspaper.
  
  

• Can reach people who do not ordinarily read newspapers or pay attention to other media. Many consider the Sunday paper special.
  
  

• You get immediate delivery to entire audience --even millions of people --in just one day.
  
  

• They can have national, regionally, or local distribution, although national is less likely with most Sundays, except the real biggies, such as the New York Times.
  
  

• Sunday publications have higher penetration and greater reader-ship locally than do competing publications or other media.
  
  

• You can use dealer listings.
  
  
  
  
  The Bad-
  
  

• Ads do not force themselves on reader as in radio or TV. In other words, they are non intrusive.
  
  

• No sound or movement in general.
  
  

• Usually require advertising materials well in advance of issue date. Some even have longer lead time than magazines.
  
  

• Relatively inflexible for accommodating last minute changes. Most Sunday ads are set in stone after you issue a check. You won't get a refund.
  
  

• Frequency is lacking because they only come out on Sundays, and people don't make connections from one Sunday to the next, in most cases.
  
  

• Are extremely expensive if you want national or regional coverage.
  
  

• Large space ads are very expensive and they are here today and gone tomorrow most of the time.
  
  

• Again, they are relatively short-lived, and quickly end up lining a bird cage or wrapping a fish.
  
  

• Are not good for delivering ad messages to young people: teens, young adults and children.
  
  

• Most often only expose ad to one person at a time, unlike radio or TV, which can deliver a message to a roomful of people all at once.
  
  
  In Closing-
  
  
  Based on what you have learned above, you should now be in a better position to decide which off-line medium is [initially] best for your business, product or service.
  
  
  We wish you success!