- Can you sell me this pen?
That's the dumbest question in sales interview history,
but people still use it now,
so I'm going to help you answer it today
on The Dave Lorenzo Daily.
(upbeat music)
I'm Dave Lorenzo,
and today we're going to answer this question.
Can you sell me this pen?
And remember, if you want help
with relationship-based sales at any time,
give me a call at 888-444-5150,
that's 888-444-5150,
and I'll be happy to help you think through
the relationship sales process for any product or service.
It's a strategy that works for the long term,
not just a short term transaction.
There are three elements of sales
that you need to accentuate, particularly when
you're doing something really silly like
answering a question of sell me this pen.
Those three elements are expertise, value, and relationship.
So the pen purchase process is all about
you helping someone, supposedly, buy a writing instrument,
but it's really not.
Because nobody's looking for a pen.
They're looking for utility.
They're looking for something to write with.
Or, they're looking to make a statement.
This pen says
I can afford $1,000 pen,
and I can sign my name on contracts for millions of dollars
with something that represents me.
That's an emotional statement.
People need to see the value,
and they need to trust the person
who's helping them make the selection
to buy the writing utensil.
First thing they're going to look for is expertise.
They're going to want to know
that they're making a good decision.
They buy based on emotion, and they justify it with logic.
So they're going to want to buy
from the foremost expert in the world on pens.
So you have to be out there.
You have to be making videos on writing instruments,
and helping people select products
that represent them in their everyday life.
So I don't care if you sell pens exclusively,
or if you sell office supplies, or office furniture.
You need to be an expert on
what the office says about the executive,
and you need to teach people
about how to make that statement.
Once people find you as an expert,
you have instant credibility.
So, the justification,
the logic portion,
the second portion of the sale, is natural,
and it's easier for you to get invited in.
When you're invited in, versus pushing yourself on someone,
it makes all the difference in the world.
Your credibility is established because
on your website it shows that you're an expert on
pen procurement.
And there are tons of testimonials out there
with happy people using pens all over the place
to sign their name on contracts, to sign autographs,
to write checks to people.
Tons of testimonials from happy people
that say you, Joe Smith are the pen expert.
So number one is establish your expertise.
Number two
is to demonstrate value.
So you're going to show how
this is the best writing utensil in the world.
You're going to show the beautiful lines and the flow of ink
and how easily it comes apart
so that the ink inside can be replaced.
So simple, even a four year old can do it.
You're going to demonstrate the simple utility for using
and maintaining the pen.
However, you're also going to demonstrate
the emotional value it provides,
because you're going to talk about the power that you convey
when you remove this beautiful writing implement
from your pocket, and you show it to your friends,
or you display it when you're signing that contract.
Going to show rational value and emotional value.
The last element is the relationship.
So you need to demonstrate some sort of goodwill
in creating a relationship with the pen buyer.
So what you're going to do is you're going to say,
"Mister Pen Purchaser, I'd like you to take this pen,"
and you're going to show two other pens,
"And I'd like you to use them for a week,
"and then I'll return,
"and you and I will look at them together.
"And we'll discuss the product, we'll discuss my service,
"and how long we're going to be working together,
"and we'll also discuss the experience you've had
"in using these three writing utensils,
"and we'll determine which is the best fit for you.
"Together we're going to work on that."
So that's the third element.
It's the relationship component.
What you've done is you've
slowed down the sales process in the short term
so that you can make it a deeper process in the long term.
This is not hit and run sales.
It's relationship-based sales.
It's the way business is done today.
People look for experts, they look for value,
and they look for relationships.
I don't care if you're selling pens, private jets,
or you're in a business to business setting
helping people pick consultants and trusted advisors.
If you want to take your sales process and convert it
from hit and run sales to relationship-based sales,
I want to help you do that.
Give me a call at 888-444-5150.
Thanks for joining me today,
and would look forward to seeing you
right back here again tomorrow
on The Dave Lorenzo Daily.
(upbeat music)
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