As I have been reading Grant Cardone's book Sell or Be Sold, I have been learning a lot about the art of selling, persuasion, and closing deals. (Not just in selling products/services, but also in selling ideas and concepts.) Here are some insights I'd like to share.
1) There is no shortage of money. (According to research, there is enough money circulating on this planet for every human being to have a net worth of $1 billion.) So think in terms of abundance not in terms of limits.
2) Second money is easier to get than first money. If you have a guest/client who is on the fence about spending more money because they are over their budget, convince them that since they are over budget, they might as well spend a little more. It won’t make much difference. After they get that steak, go ahead and show them our delicious desserts for that extra sale. Once the purchasing flow begins, the buyer becomes more open to making more purchases. People often like to make follow-up purchases to support the rightness of their first decision. (Example: Imagine someone complaining about the price of a steak, and then turn around and order a bottle of wine that’s twice the cost of the meal.)
3) The more the customer spends, the better they feel. People like to take home or consume lots of things. We live in a society where people love to show off. Grant Cardone, author of Sell or Be Sold writes, “Some people will tell you, ‘Don’t get greedy; don’t complicate the close of the sale, just finish it or you might blow the deal with your attempts to get the second money.’ Nonsense. That kind of thinking is for the little, mediocre salespeople of the world, not for you! Second money is for those who want to take their game and their income to the next level and want to do it in half the time.”
4) Get into the people business, and get out of the “product” business.It is vital that we understand people first and products second. It’s not good to know the ins and outs of every product there is to offer, but have an inferior understanding of people and their wants/needs. Once you show genuine interest in the person to whom you are selling and get them to see how much more you are interested in them than yourself, you will find them easy to work with. Ask open-ended questions to the customer, not so you can manipulate them for the sake of sales, but so you can truly communicate with them and find out what is important to them. When you find out what is important to people, you can identify what they actually want and then deliver it. For there to be real communication, there has to be an exchange of information and ideas. If you are simply talking at the customer and the customer can’t get a word in, you have crossed over from selling to manipulation. There is no honor in that.
Remember this selling rule: selling is 80% people and 20% product. Your level of interest in the customer should exceed your level of interest in selling something to that customer.
5) People are senior to sales processes. Just because you are used to selling something a certain way, it doesn’t mean you can’t change up your style if the need to arises. Every customer is different. A “one size fits all” kind of approach is not every effective when you have customers who all have unique needs. If you are in a retail environment, know what you can and cannot do for the customers, but don’t be afraid to be innovative and bend the rules a little bit if the end result will be great delight for your guests.
6) Always agree with the customer. Understand that this is not mean the same thing as the old saying, “The customer is always right.” We have all met customers who were not right at one point or another. What “always agree with the customer” means is that people will gravitate towards you if they think you are in agreement with their ideas. The common saying that “opposites attract” doesn’t happen to be true in sales. In selling, likes attract, and like is born out of agreement. I like you because we agree with you at some level. It only takes one person to agree, not two people if they are having a disagreement. Once one opposing party agrees, there is no longer any disagreement. If a customer is making crazy claims, agree with him or her. Just because you think it’s crazy, it doesn’t mean the customer thinks it’s crazy. For example, if someone thinks something is black and you think it’s white, you are both right. However, if he/she thinks something is black and you want to get a sale, you’d better agree with his/her reality that the thing is black.
Agree with the customer, and they will move towards you, instead of away from you. Agreeing is the road to more sales! In the restaurant scene, if someone tells you, “these dishes cost too much,” say, “I agree that’s a lot money. However many guests have enjoyed these dishes and I’m sure you will too.” When you agree with a guest’s viewpoint that they think about a product/service a certain way, you have not really lost anything, but you have gained understanding. There is no easier way to end a disagreement/argument than by agreeing with the person. Powerful words are “you are right” and “I agree.” You’d be shocked at how many customers you can soften up for a sale by showing you are agreeing with them even if you internally disagree.
I hope this helps someone!
I just want to encourage and inspire as many people as I can for Jesus Christ.