I’m a fan of Daniel Pink. He also wrote Drive which I wrote about quite some time ago. I also have listened to him as a guest speaker on a great podcast, Hidden Brain by NPR.
The book mainly begins to highlight how, no matter what profession, we are intrinsically selling. It’s not standard selling; it’s moving people to do something. Here were the highlights:
- People spend about 40% engaged in non-sales selling | persuading, influencing, convincing others. This is crucial work to their profession.
- The more experience a person has, the more she says she’s moving others which occupies her days (and determines her success).
- There are products people buy… there are products people are sold. We prefer the first.
- Don’t tempt callers with fast expiring discounts… instead, ask them to understand the software. That’s a better motivation.
- Everyday is a sales day.
- People want to move themselves. It’s our job to shine the light to their next destination.
- In the medical industry, patients who are part of the “moving” process will hear faster (compared to those being told what to do.)
- “A chevrolet sold by Joe Girard is not just a car. It’s a whole relationship between me and the customer…” It’s not a product, it’s a relationship
- People want a fair deal from someone they like.
- Good sales people have a lot of empathy.
- Moving people depends on the more sophisticated skills and requires as much inttelect and creativity as designing a house, etc.
- View the relationship from the customer angle. See what they see.
- Use your head as much as your heart.
- In person. Mimic the person your talking to, and become more likeable. e.g. Waitresses who repeat an order earned 70% more tips.
- Everything good in life – a great romance, a powerful movement – starts with a conversation.
- Start a question with an interesting free be – Where are you from?
- We like people who remind us of… us.
- You have to be resilient in sales. Talk to yourself to motivate and do a Bob the builder: Can we fix it? Yes we can!
Declaring an unshakable belief that your inherent awesomeness inflates a sturdy raft that can keep you bobbing in an ocean of reject.
- Self talk works. Smart people do it. Bob the Builder does it. Can you do that? Yes you can.
- Showing passion, being positive helps move people.
- Inserting “Damn” during the sale can help close.
- Be 3:1 on positive to negative to help build trust. The Golden Ratio.
Without negativity, you lose touch and are less genuine.
Also, use negativity as motivation to improve.
- When something bad occurs ask:
- Is it permanent?
- Is this pervasive?
- Is this personal?
Bad events hopefully are only temporary, specific, and external…
- Envision yourself in the future. When we see our old/future selves, we spend more on retirement.
Good sales people are skilled problem solvers. They may even see problems that don’t exist yet to be ahead of the curve .
- It’s not necessarily the closers who can offer an immediate solution… but those who can brainstorm with the retailer to uncover new opportunities who are better. They close stuff that they don’t need in the moment and think future.
- Always be simple. Be clear.
- Experiences drive stories. People connect with stories. So, don’t sell products… sell the story. (Tom’s shoes or future vision)
- People derive much more satisfaction from purchasing experience, rather than purchasing products.
- Sales is a mutual collaboration. Once the “Catcher” of the pitch feels as if they are a mutual contributor, the rejection diminishes.
- A pitch should start a conversation… not sell the idea.
- Types of pitches:
- One word pitch
- Question pitch
- Rhyming pitch
- Pixar Pitch – Once upon a time… Every day this happens… One day… because of that… because of that… until finally
- After your pitch:
- What do we want them to feel? What do we want to know? What do we want them to do?
- When doing a pitch with multiple agencies:
- Go first if you are the incumbent.
- Go last if you are the challenger.
- If you end up in the middle, you’re most likely to get run over.
- Sales and Improv
- Both take guts and are very connected.
- Hear offers…
- Yes and…
- Make your partner look good.
- Understand the offer. Listen for the cue. “I can’t give $200″… well maybe there’s a smaller amount they can give.
- 2 of the best responses. No… or Yes and. “Yes and” isn’t a technique. It’s a way of life.
- The idea here isn’t to win. It’s to learn
- Never Argue. To win an argument is to lose a sale. If you make people look good, they can tell the world.
- Really good sales people want to solve problems and help people.
- Always ask:
- If the person you’re selling to agrees to buy, will it improve their life?
- When the interaction is over, will the world be a better place before you began?