Sell with a similar story

A*r oF ouR cHALLENGES as salespeople is to get our \rcustomers and potential customers to relaaaaax.Until our customers are relaxed, we might as well be trying to sell them while they're running to catch a plane or, better yet, land a plane. Their concentration will be elsewhere.

What we all want to know when we buy is, will it work? (Will it make me look taller, cooler, whatever? But in business-to-business sales, will it make me money?)

One of the best ways to calm customers is by using "similar story." Most commonly used during the close, similar story can be used to our advantage in many steps of the sales process.

Similar story is simple in many ways. But delivery is vital. We need to deliver similar story in a matter-of-factconfident -not- cocky -offhand-b ut-not-too -off-hand way. If we are too emphatic we will sound as if we are lying, boasting or both. If we are not confident enough, we will also create doubt. Bottom line: we must practice our delivery using this approach.

Similar Story Opening

Customer: "We prefer a high-end product like B&B Basics."

Us: "That's great. We sell about 40 loads a month of B&B Basics'" ..........

Us: "Good morning, Susan. My name is John Honest, and I've been working with customers in your line of business (ust like you) for the last five years. While every business is different, I have the experience to bring you the kind of products at the kindof need."

Customer: "I only buy direct."

Us: "Perfect. Most of my customers buy direct. It's a great way to buy. Let me tell you how my customers and I work togethe"o buving thev do.''

Again, confident delivery is a must.

Customer: "l always buy below the market" (or high quality or...)

Us: "Then you're going to love dealing with us. Our customers love our competitive pricing."

Similar Story in Needs Analysis

Customer: "I will need quick shipment on this."

Us: "Ninety percent of what we do is quick shipments. We have a98Va on-time delivery." (Do the research. Most of our companies have high on-time delivery, but very few of our competitors exploit this data in their sales approach.)

Similar Story in Closing

Customer: "It seems like a good deal. I don't know about the stock though..."

Us: "You bring up a good point. I have never shipped you this stock before. I've got this guy in Virginia, a real picky S.O.-I mean, a very discerning gentleman. He felt the same way. I pushed him a bit because it was a good deal and he needed it. He took it in, and now he loves the stock and buys it every week. You will, too. Let's put this one together."

Customer: "This looks good, and I need it, but I'm going to hold off for a bit."

Us: "John. I'm not going to let you off the phone without your order. The last time we did this (change it to we even though it was him.) you called me back and the stock was gone. You were angry with me and yourself. This is a good deal, and you said you need it, so what's your order number on this one?"

The "We" of Similar Story

Many salespeople say to me, "James, I'm new. I don't have any similar stories to tell." If we are a member of a team, then we are part of a "we." If someone sitting next to me just sold 20 loads of 2x4,then "we just sold 20 loads of 2x4."

Note: It's similar story, not similar lie. If I have to explain it further, you don't get it.

My experience, fellow salespeople, is that similar story works and works fabulouslv. Similar storv is flexible-we can use it in many situations. Similar story has a calming effect on our customers and, surprisingly, on us as salespeople. Similar story gives us the feeling of confidence we need to sell and instills the confidence in our customers they need to buy.

If your experience is similar to mine, you will have many success stories to tell usins similar story.

James Olsen Reality Sales Training (503\ 544-3572

james @realitysalestraining.com

By fay Tompt