McDonald’s founder, Ray Kroc, once said, “The definition of salesmanship is the gentle art of letting your customer have it your way.” Despite how much time has passed since Ray described our profession so eloquently, it still holds true.
We question; we persuade and we close, gently, until our prospects have it our way. Sales is sales—it always has been and will continue to be.
But the methods we use to sell, on the other hand, have seen more change than the water fountain at the mall where a rookie salesman blows his commission. Most notably, texting is slowly replacing phone calls, and it’s time to hop on board.
Unless you sound like Morgan Freeman, no one cares if they hear your voice. Hang up the phone, text your leads, and close them with these five replies:
1.) “Men lie, women lie, numbers don’t lie.”
Your prospect is doubting what you can do for them. It’s annoying, isn’t it? They have seen the numbers right there in front of them, but they’re still acting like you’re full of more crap than a diaper pail in a newborn’s room.
They may even be telling you, “Yeah, but Hugh Jass down the street said I can do better.” Okay, but Hugh Jass could be lying, the numbers ain’t. Why? Because Jay Z said.
2) “A Mercedes has a higher upfront cost but comes with premium support and quality. That 1992 rust bucket will cost you less at first until it breaks down on the freeway and the only support you have is a bottle of Tylenol in the glovebox.”
Your prospect isn’t grasping cost versus value. How many times have you dealt with someone who thinks the cheaper option is the better option? Put it in terms anyone can understand and hammer home the real value behind paying more—what you get down the road.
3) “You can plan a pretty picnic, but you can’t predict the weather.”
Simply put, you don’t know what could happen tomorrow. Your prospect isn’t considering the long term.
Somewhere there is a 54-year-old, father of three who doesn’t think he needs the life insurance plan you’re selling because he eats right, exercises and is super healthy. Let him know that he might be sitting on a checkered blanket, having fun in the sun now, but what happens if it starts pouring? He would rather his loved ones be shielded from the storm than huddled under a tree, wouldn’t he?
And, yes, this is borrowed from Outkast.
4) “If Henry Ford shrugged and said, ‘Well, we’ve always done it this way,’ there would still be horse drawn carriages rollin’ down 95.”
Is your prospect being complacent and resisting change? Probably, because that’s what humans do. As salespeople, we’re a different breed. While we understand and embrace the adapt or die lifestyle, most don’t.
Feel free to replace “95” with whatever well-known roadway exists near you—the point remains. Unless your prospect secretly enjoys scooping up horse poop, they will appreciate you relating how change can benefit society, and more importantly, them.
5) “The details make the difference. Disney Land and an airport look the same at first glance. Both have long lines, security checks, and marked up concessions, but one only promises good times.”
“All realtors do one thing—sell houses.” This is something that was really said to a friend of mine, and the person who said it couldn’t be more wrong.
At face value, a lot of things look the same. LCD vs. plasma. Chocolate chip vs. oatmeal raisin cookies. Coke vs. Pepsi. Rice pudding vs. tapioca pudding; and like the proof that’s in it, the differences are in the details.
Remind your prospect that Disney Land and LAX share a lot of similarities, too. Although, once you look closer, one will take you to the happiest place on earth; the other will have you flying in a tin can, with some woman named Brenda reclined into your knees, and the chance you’ll be manhandled by a certain airline.
The point is…
The odds are you text your mom, your friends, or the random you met at a bar last week, daily. Put all that practice into play, start texting your leads and get to closing.
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