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How to sell from £5.000 to £15.000 at the corner of a table?

How to sell from £5.000 to £15.000 at the corner of a table?

Publié le 14 nov. 2021 Mis à jour le 28 nov. 2021
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How to sell from £5.000 to £15.000 at the corner of a table?

 

 

A pen

 

He has just affixed his signature on the contract. The client has been talking with the sales rep sitting in front of him for 2:30. He just comes to agree to commit to a relatively large amount of money, without any real objections. And yet, this is the first time they have met.

For some, convincing a stranger to work with them - from the first meeting - for amounts ranging from $5.000 to $15.000 seems natural.

Others tire weeks after weeks, with emails, phone calls and more or less productive meetings. 

It’s too expensive,

I need to think about it,

It’s interesting but...

For the latter, self-confidence takes a blow, so does confidence in one’s work. Some go so far as to sell off their prices to get it over with as soon as possible. And go home, alone, but in peace. 

So what do those in the first category do? They use one method: short cycle selling. An appointment, a signature. Period. 

 

Rejection and fascination

 

The reactions around selling are always ambivalent.

Rejection, because to sell to manipulate, always. Fascination, because the ability to influence relates to the power one can have on others.

Either we are outraged or we find it unbelievable. 

When I was working as a sales rep, the most common reactions were: 

  • You’re picking on the frail elderly and weak persons,

  • It is forced and hidden sales,

  • You’ve got to be stupid to be fooled,

  • These are born sales reps, they have it in their blood,

  • You lie, you make false promises,

  • You can sell anything, to everybody - that’s amazing!

It is surprising to hear these reactions from people who never had to sell anything. But we've also all had bumped into a predictable salesperson who came on strong or a freshwater shark. On the other hand, it is more surprising to hear these remarks from more traditional salespeople.

 

The bad reputation of this method comes from 2 things:

 

  • The poor quality of the service,

  • The prices are too high compared to the market.

 

I suggest a side effect related to the technic. By getting a signature so quickly, it so happens that a few hours after the meeting, the managing director has the feeling to snap out of it.

Everything was clear, the prices, the contract duration, the service, but by summing it up, the person doubts.

This is because the method has been taken too far, often by compounding several psychological levers over a short period of time.

 

Some lines of business are notorious for using this kind of selling technique:

  • Alarm and security systems,

  • Web, advertising and website creation agencies,

  • The energy sector with the sale of solar panels and heat pumps,

  • Telephony for the professionals,

  • Kitchen designers.

 

What drives some companies to use this method? 

 

Mainly 3 reasons: 

  • Saving time,

  • Saving money,

  • Security.

By spending less time on the sales part of the business, you free up time to carry out the work itself, or to find other clients.  

Buying and decision-making behaviours are changing. Competitors are numerous and know how to sell. Potential clients are hesitant, zap and move on. They postpone their decision or forget about you.

The window to convince is narrow.

But it is also a way to protect yourself, especially against certain behaviours. There is the constant pressure on prices, the risk of bad faith or failure to keep the given word.

These situations are dangerous for the company, because if the margins are low and the loss of time is significant, it is the economic activity of the company that is affected. You are jeopardising its survival and the people who work there. 

And this lost energy could have benefitted many other things.

 

Behind the scenes, on the other side

 

Who do we have to deal with? 

To a suit and tie fetichist, a self-confident person who is money-oriented? To an outgoing, charismatic person who has it in his or her blood, who is friends with everybody? To a talented graduate from a prestigious business school or a HND?

Yes, they do exist. And they are among us.

But they did not represent the majority of the workforce. Roughltly 25%. And they were not at the top of the weekly sales rankings.

Maybe these profiles perform well in other style of sales.

In short cycle sales, these profiles can be counterproductive. First, because one can see them coming a mile away. And second, because no one wants to put their trust in someone who spends 2:30 trying to etch patsy on your forehead.

 

A-Staring-Cat-in-the-dark

 

What do the best look like?

To you. To me. To everybody. And I’m serious. 

Among the best I worked with, in terms of number of deals closed per week and the regularity, they are: 

  • "The press": Calm, almost reserved. Carefree? He wears monochromatic clothes. He doesn’t like neither problems nor conflict. One can get the feeling that he's working smoothly. The more time you spend with him, the more likely you are to walk away with his service.

  • "Tornado": Human dynamo. She has boundless energy. Before getting a foot on the ladder she used to work as a waitress and didn't pass any sales degree. A sensitive person behind a strong character. She always gives her best shot and deserves her wage.

  • "Wilkinson": He wears a suit because it’s more professional. A nice person, and a good business spirit. Individual performance in the service of the collective. He was the one who made me see the job from a different perspective.

  • "The manager": At the top of the game. Impressive. Incredibly effective, results attest. He will be there with you and pay close attention to what you say. He asks questions. That’s all. He's so far above the rest that one can wonder if he hasn’t fallen to the Dark Side of the Force.

Unlike popular belief, the best salespeople are not extroverts because they listen sparsely, talk too much. Introverts have an advantage in the beginning and middle of a negotiation, but struggle to reach an aggreement.

Selling requires finding the right balance.

 

The secret

 

So how do they manage to convince someone in such a short time?

  • Without lying,

  • Without selling off the prices,

  • Without forcing the sale. Who signs when compelled to?

  • Without over-selling or over-promising,

  • Without depreciating the competition.

 

In short cycle sales, the constraint is that your word has no value

First, because you carry the label of the one who wants to sell. Second, because this is the first time you meet up. 

The secret is that they are not here to sell their product or service. They are not here to unwind the list of their best arguments, nor to take you through a step-by-step demonstration - with figures and data to back it up - that their product / service is the best. 

The secret is that they are here to create an environment. Nothing else. But an environment that prompts you to work with them. People hate that you sell them something, but they love to buy.

 


Cover photo by Veri Ivanova and photo by Anton Darius sur Unsplash



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