Staircase to Heavenly Sales

By Bob Abrames

“You don’t have to see the whole staircase to take the first step.”

— (Martin Luther King Jr.)

I don’t think you would ever question whether going up a staircase will lead you to the next level! You start with one, then two, then three ...until you get there. It’s the same thing with selling! You can’t jump to step 10 before you go through the first nine.

Sometimes the climb is very quick, sometimes it takes a little longer, but you still have to cover all the steps. You also have to do the complete sequence with the absolute belief that you are going up. We never question ourselves on the staircase, why would we question ourselves on the steps of selling?

Start every selling interaction with the knowledge that it will result in a sale! You’ll be surprised at how often your beliefs become reality!

Opening the Door
Many of you are involved in soliciting business from companies and groups in your community. That can be a tough job, but also one of the most rewarding! I thought the following suggestion was cute, and yet very effective. I know I couldn’t resist a meeting if the seller did this to me.

For four consecutive weeks deliver a “good morning” basket that includes a personal note from you to the prospective client and identify your agency. Of course, you want to do a little research to find out who the right person is — the top is usually a good place to start. If there is a receptionist or secretary in between you and the top, get his or her name and start there.

• Week ONE — Deliver bagels and cream cheese and a note that reads: “Enjoy breakfast with my compliments, I’ll be in touch.” Don’t hang around — just deliver the basket and wish them a good day.
• Week TWO — Deliver croissants and a jar of jam plus a note that reads: “Enjoy breakfast. And if you’re in a ‘travel’ jam, call me.”
• Week THREE — Send some nice crusty rolls, some pate and cheese, along with a note that reads: “I can keep your business rolling.”
• Week FOUR — Deliver a nice big loaf of bread, something that looks good, like one of those big, round Italian loaves. Include a note, “I’m ready to ‘rise’ to the occasion, do you ‘knead’ my services?”
You can see what’s happening here. We all get solicited for all kinds of things and most of us find it easy to say NO. It’s a lot harder saying no to someone who’s being creative, persistent and not asking for anything. You can be guaranteed that someone will be calling to set up an appointment. If you don’t get the sale this time, you’ll definitely be remembered for the next time.

Plan Your Direction
When you are selling, make sure your questions always leave you with somewhere to go — that somewhere being a place of your choosing. For example, let’s assume you’ve sent some information to a consumer. Now you want to call them. Don’t ask, “Did you get the information I sent you?” Too easy for the person to say no, and leave you with nothing else to say. Instead, say: “I’m calling about the information I sent you Miss Smith. It’s not completely self-explanatory so I’d like to take a minute or two to discuss it.”

Establishing Rapport
The ability to create and maintain rapport is easier for some and painful for others. Here are a few general tips to help those in the painful category.
• Don’t ask and listen mechanically. Ever notice the way some people ask a question and make it sound like an inquisition? After you’ve asked a question and the customer has answered, comment on the answer in a positive manner. Don’t let the answer just hang there. Say something like “That’s great!” or “Isn’t that interesting!” Answers like this let the customer know you’re listening and will encourage them to tell you more.
• Don’t be afraid to let the customer know when you’re impressed with something about them. The better they feel — the better they feel about buying from you! You’ll win a lot of people to your way of thinking when you point out their qualities. Example: The customer gives a valid opinion on a destination or hotel, so you say, “That’s a very fair evaluation. I should get you to do more travelling for me!”
• Some customers just like to talk, to tell stories, to offer opinions. Some of us love them because we like to do the same thing — some of us can’t stand it (and them)! Let the customer finish their story even if you want to interrupt. Let them have the pleasure of relating their anecdotes and they’ll feel that much closer to you.
• Look for as many opportunities as you can to agree with the customers’ opinions — or at the very least don’t disagree with them. The idea of rapport is to develop communication, not confrontation. Remember, it’s the war you need to win, not necessarily the battle!

Complaints Are Opportunities
None of us ever likes to hear a customer complain about what we sold or how we did it! However, nine out of 10 times, the customer does have a valid point, even if we don’t like it. Sometimes the lesson in their complaint is quite simply that we didn’t explain ourselves properly. It doesn’t matter if you think they ‘should have’ — they didn’t, so they don’t. Learn the lesson. Ask yourself “What could I do next time to make sure it’s clearer?” Maybe a change in format, in words, in presentation is in order?

Bob Abrames is a “salesologist,” author and presenter specializing in the business of travel. Bob would WELCOME any suggestions or questions that could be used for further articles. You can E-mail Bob directly at bob@abrames.com or visit his site at abrames.com for his mailing address and phone number.