We have all given the perfect presentation...
THAT DIDN'T CLOSE.
We have all given the perfect presentation..
THAT THE CUSTOMER COULDN'T AFFORD.
We have all given the perfect presentation...
THAT A THIRD PARTY KILLED.
We have all given the perfect presentation...
WHATEVER THE REASON, IT DIDN'T CLOSE.
You need to understand that customers can be broken down into 3 individual categories.
(1) THE LAYDOWN CUSTOMER
(2) THE 50% CUSTOMER
(3) THE TIRE KICKER
I will go over these types of customers, in detail for you. There are differing opinions that there could be even another category of customer. I however, believe that these 3 categories for the most part, will sum up, the majority of customers you encounter.
THE LAYDOWN CUSTOMER
(15% of all people you will encounter)
Ah, were they all laydowns...
This customer is the one
that every salesperson loves to get.
This person typically has done their research about your company or product. They know that your product is exactly what they want, and typically put up little to no resistance to the price they are presented with.
This customer may have some light questions to make sure that you know what you are talking about, however, they usually are easy to overcome. The customer just wants to know, that your company can deliver on the claims that are promised.
I want you to know however, that most lay down sales, come to the salesperson who knows their presentation, and delivers it with confidence and competence.
The salesperson who is winging it to the customer,
will blow a lay down sale.
The reason is the customer normally will have more knowledge, than the salesperson who is giving them the presentation. The customer will take offense to this lack of knowledge, and they will not reward the salesperson with a signed contract.
ALWAYS FOLLOW YOUR PRESENTATION,
and you will be rewarded.
THE 50% CUSTOMER
(50% of the all the customers you will encounter)
The reason we call this the 50% customer is simple, this will be the majority of all customers you will encounter. This is why you need to absolutely know your presentation, backwards and forwards. Because this community, is where you will be spending the majority of your time living in.
SO, YOU BETTER KNOW YOUR SHIT!
If you do not understand this community,
YOU WILL HAVE VERY SKINNY KIDS.
When you get this into your brain, it will allow you to maximize your time. If you are using at the outset of your presentation the 2 questions I told you to use. You can right out of the gate, determine whether or not this potential customer lands within this category.
Remember one thing, about 30% of this 50% category can be turned into a LAYDOWN CUSTOMER,
if you are able to answer certain questions immediately during your presentation.
I was once told, that a MASTER CLOSER, can turn a maybe into a yes, 30% of the time, by following a presentation that is well crafted and delivered with sincerity.
The reason, is that a well crafted presentation, will usually answer the majority of questions a customer may have.
I know that I have beating on this subject with regularity,
but if you want to be successful you need to know your stuff.
You are going to have to work with this customer. You will need to show patience, and be ready to go over items that you have already shown within your presentation.
Most people have very short attention spans, so be ready and willing, to go over their concerns "ONE MORE TIME" to make sure that all their questions are answered.
Your reward will be the commission that you are paid.
Put yourself into this category, if you were "ON THE FENCE," about something you knew you wanted to purchase, and the salesperson you were dealing with became frustrated because you asked a question. How would you react?
YOU WOULD BE SHOWING THAT PERSON THE DOOR,
all that salesperson would see, would be your elbows and heels leaving. Is this sinking in?
Since this is the category that contains the largest swath of all the customers you are dealing with,
KNOW YOUR PRODUCT & YOUR PRESENTATION,
and you will convert many of the people that fall into this category, into $$$$ in your pocket.
THE TIRE KICKER
(35% of all the customers you deal with)
I cannot stress enough
how quickly you need to identify this person.
They will waste your time
Stress you out,
and make you question everything.
Now in fairness, some of these can be converted.
However, the overwhelming majority will not.
Normally, the person who lives in this category,
has NO INTENTION WHATSOEVER, of doing anything at all.
Sometimes, this person just likes talking with salespeople. Sometimes, they get some CHEAP THRILL, by acting like a
know-it-all towards some unsuspecting salesperson.
Again, you need to identify this person right away.
I revert back to the 2 questions you need to ask upfront.
They will assist you with this (Link below)
"The 2 Phrases to start of any Presentation"
Once you realize, that you are dealing with the person who lives in this category, you need to politely extricate yourself from this person.
They will drag down your attitude, and your ability to sell.
Unfortunately, the next customer,
WHO COULD BE A LAYDOWN,
will be receiving your negative attitude, because of dealing with MR TIRE KICKER.
So, kick his ass to the curb.!!!!
GOT IT? IT'S JUST THAT SIMPLE.
I leave you with this, so it sinks in...
SW/SW/SW/N
SOME WILL
SOME WON'T
SO WHAT
NEXT....
Remember, you determine
how your sales day is going to be,
NOT THE CUSTOMER!!!
Da Bear