How to Make a Sale Every Time

BY JAY STEINFELD

As a shop-at-home decorator for 14 years and having taught more than a thousand people at Blinds.com how to successfully sell window coverings, there was one thing that mattered more than anything else.

It was not what product I recommended, because if I got that one thing right, it did not matter which product I sold. But if I did not get it right, I would certainly lose the sale.

I first needed to sell myself. People will usually buy only from people they like and trust. So, how do you do that?

The key is for them not to think of you as a salesperson, but instead as a person. So, refrain from initially talking about

products. Make a connection with a tiny bit of friendly small talk to get to know them, as you would get to know a friend. A sincere compliment is fine. You and your prospect need to relax and remove the tension and defensiveness that many feel when confronted by people trying to sell them things.

When you show up at their home, hold nothing in your hands. If you have a product or laptop, they’ll feel like the selling process has already begun.

Once you both feel comfortable, ask this open-ended question: “What are you trying to achieve?” That gets them to open up, and if you are truly listening —and you must listen carefully—you will learn not only whether they’re trying to block light or heat, but what concerns they have (e.g., “I had someone come before and all they did was try to get me to buy shutters” or “I need something fast!”).

Repeat back to them what you believe you heard, so they feel that you really did listen. This also confirms to yourself what they said. This is a crucial step. It begins the process of developing trust.

There are a series of other questions you might ask next, but focus first on breaking the barrier of being a salesperson. Not by using sales gimmicks or clever closing lines. Just by being you—respectful and nice! V

Visit Jay and download the first chapter for FREE at JaySteinfeld.com.

Jay Steinfeld founded and was the CEO of Global Custom Commerce, which operates the world’s No. 1 online window covering retailer Blinds.com. Boot-strapped in 1996 for just $3,000 from his Bellaire, Texas, garage, Global Custom Commerce was acquired by The Home Depot in 2014.

Jay remained as its CEO and later joined The Home Depot Online Leadership Team. After stepping away from these roles in early 2020, he has increased his involvement on numerous private company boards and serves as a director of the public company Masonite (NYSE: DOOR). He also teaches entrepreneurship at Rice University’s Jones Graduate School of Business and supports numerous charities. Jay is an Ernst & Young Entrepreneur of the Year and has earned a Lifetime Achievement Award from the Houston Technology Center. Active as an industry speaker on topics including corporate culture, core values, how to scale a startup, and disruption, he has more than 100 published articles.

His book, “Lead from the Core: The 4 Principles for Profit and Prosperity,” will be published November 30, 2021. It is available now for preorder on Amazon.