Selling to a new generation – how the rules have changed
Sometimes we can all use a friendly reminder to keep us from falling into the old ways of thinking about selling that lead us down the wrong path with potential customers.
This article was inspired by my son, who just got a job at a used car dealership. In the dealership, they teach very traditional, old school sales strategies from the tried and true “Gurus” of the last few decades. We know who they are, and likely even have some books or CD’s on their methodology. You are likely familiar with their sales messages, “Always be closing”, “Think Positive and you will overcome”, “Don’t take no for an answer”.
But all these outdated sales messages fail to address the core issue of how we think about selling, and, more importantly how the people of this generation want to be sold to. Today’s consumers are wanting sales professionals to understand where they are coming from, to not have a cookie cutter approach, and are looking to be treated as the individuals they are. They are looking for personalization. As such, sales professionals need to differentiate themselves by being more relationship orientated and willing to listen. More time spent understanding the consumers’ needs and customizing solutions for them, will absolutely lead you to closing the sale without the dreaded sales pressure that nobody enjoys.
How would your selling behaviors change if you changed your sales thinking?
When you use traditional sales language, potential customers can’t help but label you with the negative stereotype of “salesperson”. This makes it almost impossible for them to relate to you from a position of trust. And if trust isn’t established at the outset, honest communication about the problems they’re trying to solve, and how you might be able to help them, becomes impossible.
Rejection happens for only one reason: Something you said, as subtle as it might have been, triggered a
defensive reaction from your potential client. Yes, something you said. To eliminate rejection, simply shift your mindset so that you give up the hidden agenda of hoping to make a sale. Instead, everything you say and do should stem from the basic mindset that you are there to help the customer with all of their questions, and give them your recommendations. You are the expert in what you are selling, and after all, they came to you.
Alethea Porter
Regional Training Account Manager
a.porter@signaturecanada.ca
www.signaturecanada.ca
Phone: 403-461- 6590
This article was inspired by my son, who just got a job at a used car dealership. In the dealership, they teach very traditional, old school sales strategies from the tried and true “Gurus” of the last few decades. We know who they are, and likely even have some books or CD’s on their methodology. You are likely familiar with their sales messages, “Always be closing”, “Think Positive and you will overcome”, “Don’t take no for an answer”.
But all these outdated sales messages fail to address the core issue of how we think about selling, and, more importantly how the people of this generation want to be sold to. Today’s consumers are wanting sales professionals to understand where they are coming from, to not have a cookie cutter approach, and are looking to be treated as the individuals they are. They are looking for personalization. As such, sales professionals need to differentiate themselves by being more relationship orientated and willing to listen. More time spent understanding the consumers’ needs and customizing solutions for them, will absolutely lead you to closing the sale without the dreaded sales pressure that nobody enjoys.
How would your selling behaviors change if you changed your sales thinking?
- Instead of always delivering a strong sales pitch, we could stop the pitch and start a conversation.
- Instead of always trying to close the sale, we could spend more time discovering if the potential customer is a good fit for the product you are selling.
- Instead of thinking that rejection is a normal part of selling we acknowledge that sales pressure is actually the only cause of rejection.
- Instead of chasing customers until you get a yes or a no, we stop the chase, and the sales pressure. Tell them you would prefer to not play the “cat and mouse game” and schedule a time that works for both of you to follow up.
- Instead of challenging and countering the customer when they have objections, we work to uncover the truth behind those rejections.
- What if we help the customer see the value behind the service or item you are selling opposed to defending it. Help the customer to choose you, opposed to feeling “Sold” to.
When you use traditional sales language, potential customers can’t help but label you with the negative stereotype of “salesperson”. This makes it almost impossible for them to relate to you from a position of trust. And if trust isn’t established at the outset, honest communication about the problems they’re trying to solve, and how you might be able to help them, becomes impossible.
Rejection happens for only one reason: Something you said, as subtle as it might have been, triggered a
defensive reaction from your potential client. Yes, something you said. To eliminate rejection, simply shift your mindset so that you give up the hidden agenda of hoping to make a sale. Instead, everything you say and do should stem from the basic mindset that you are there to help the customer with all of their questions, and give them your recommendations. You are the expert in what you are selling, and after all, they came to you.
Alethea Porter
Regional Training Account Manager
a.porter@signaturecanada.ca
www.signaturecanada.ca
Phone: 403-461- 6590
Alethea Porter
Signature Canada is a leader in training employees to deliver legendary customer service while increasing sales. Since 1986, Signature’s unique training methodology has provided a measurable ROI for our customers, compelling them to return year after year. We offer Canadian companies, personalized, sustainable and measurable business and training solutions which contribute to optimize income by developing sales and service skills dedicated to create memorable experiences.