Check the box

By James Olsen

HEN we, for the first time, saw that cute girl in school, and wanted to know, without really knowing why, if she liked us or not, we used the oldest form of grade school courtship-the direct note. "Do you like me, yes or no? Check the box!"

Through the years we have Picked up a level of sophistication (read: fear of rejection) that precludes us from using this direct approach. This is a sales mistake. Waiting for subtle signs from our customers before asking for the order will give us subtle results.

Not to Sell Isn't a Sales Strategy

Contrary to what some sales books will tell us, our customers want to be sold. Books that tell us, "The best

Getting to No

Master sellers get said no to l0 times more often than struggling sellers. Master sellers embrace no. Master sellers expect the nos and prepare for them.

Struggling sellers think master sellers are saying special words to get orders. In most cases this is not true. Yes, there are charismatic sellers who seem to make the selling Process almost magical. But most master sellers ere just asking for the order more often. All else being equal, the salesperson who asks l0 times will sell 10 times as much as the Person asking one time!

We are all in the rejection business. The master seller can have the same rejection rate (or higher) than the struggling seller, but will sell more because they cycle through the nos faster than struggling sellers.

We cannot overcome our customer's unspoken objections' There are three key places to push for the no in the sales process, so we can begin to sell.

The Prospect Call

way to sell is not to sell at all," are written by people who are ashamed of being salespeople or more likely don't like salespeople and have never sold themselves. Customers want to be sold. Customers want us to want the order. Customers don't mind if we sweat (read: hustle) If we don't ask for the order, we have sent the message that we don't want it.

At the end of the ProsPect callespecially if there has been anY warmth in the call-we saY, "Mr. Customer, with your permission, can I continue to call on you?" This question is very hard to say no to. It creates our first yes from the customer.

Another, more direct waY is to ask, "Mr. Customer, after talking with you I'm sure we will be able to do business together. Do you think You can do business with me?" Both approaches will force the customer to think of us as a supplier, notjust shuttle us off after the initial call.

If the answer is no, we can sell against the objection right awaY instead of doing months of work for the customer while they are thinking (without telling us because we didn't ask) that we are not really a supplier option for them.

After Giving the Price

When we give the price, it is time to close. When the customer saYS, "Okay, let me check for other numbers," we say, "I understand you have to check for other numbers, but what do you think of what I am offering you." Waiting for customers to shop our number is a loser for us. Don't do it. We must make our customers talk about our deal and close them.

After Buvins from Someone ElSe

"If you stop shooting when You miss, you'll never be a scorer" goes the basketball adage. And it is true. A player with a conscience maY be a great point guard, but he will never be a scorer.

The same is true for sales. "I just bought that from your competitor." This is not the end of the sales call! Our customers are not going out of business after their last purchase. We simply say, "How long will that last you?" and follow up with, "If I can get you one of those for extended shipment, will you Put one on the books with me?"

We can only get to Yes through no. Remember the battle crY of grade school romantics and salespeople the world over: "Will you buY from me, yes or no? Check the box!"

- James Olsen, Reality Sales Training, specializes in sales training for the lumber industry. Reach him at james@reali' tysalestraining.com or ( 503 ) 544-3572.