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How To Make SALES Easy – CHANGE YOUR MINDSET
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Do you not like the feeling of selling?
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It is often hard to do what is necessary in order to finalise a sale, and we all hate sounding to much like a salesperson. But what if SALES could mean something different? What is SALES could be a technique for better serving your customers? Let me explain.
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Let’s talk about change our beliefs of what a Salesman looks like.
No longer should sales means a seedy salesman but it our way of serving our customers.
SALES should mean to:
- SERVE
- ASK
- LISTEN
- EMPATHISE
- SUMMERISE
I first saw this acronym posted by Chris Do and it has changed the way I approach sales.
Try is for yourself during your next conversation and see if by changing the way you think about sales you can changes your results.
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Transcript
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“I think a lot of people have a thing about sales and they talk about sales and they think, that sort of gold chain, seedy car salesman, sort of trying to talk them into doing something they don’t want. And I think when you talk to about sales to other business owners or other people in general, the idea around it is they sort of feel a bit gross attack your back offish about using that word as a no, I’m not a salesman. I don’t want to make sales, but I think every business owner out there is a salesman in some regard. They do have to generate that revenue and make those sales in order to keep the business flourishing. And I think it comes down to actually talking about sales in the right way.
And for me, I’ve used an acronym which I’ve heard Christo, if you’ve ever heard of him teach, which is sales stands for being how to serve, ask, listen, empathize and summarize. So I want to quickly talk about each of those and what that really means, and maybe help change the way you think about sales in order to make sales a more comfortable thing to do particularly digitally.
I think when we talk about starting with the S and serving, we need to talk about how you approach the situation. If you approach a situation around sales in the sense of trying to get benefit out of it, that seedy sort of comes along and your brain sort of goes to those old pathways that have already been created from seeing those situations and being a little bit, I don’t want to say seedy, but being in that, serving yourself rather than serving a customer sort of mentality. I think in general, it’s really beneficial, but are very difficult to come out of a complete path of being out of want to just serve others.
But I think if that’s the mentality that you can approach the situation with it makes the whole situation a lot easier to start with. And then people get the sense that you’re there for them rather than you’re there for yourself. And I think that then takes away the walls they have blocking you off from making those sorts of sales, which it’s the first step in getting towards the sale in the end. Which is funny because the more you can look at serving someone else, the easier than those first steps can be.
I think the second step there is the A which is to ask and here, I want to talk about being able to ask questions. I do this a lot when working with customers and clients is wanting to know what they’re trying to get out of it, what their plan is, what their strategy is, what platforms they’re going to use.
I’m asking a lot of questions because I want to get in the picture. I think naturally we have a bit of a tendency to come forward to show that we’re an expert or professional in the situation, particularly if we’re there to make a sale that we don’t want to ask questions, but we want to give answers. I think that’s a bad tendency to have, because I think by giving answers, you may be missing on important information, which is actually going to get them result, which is the important thing. It’s making sure that you get returned sales. So I think step two, when asking is very important. And here I would add a bit to it and say how you ask the questions is also important. So I think not just coming forward and blurting out a question randomly, but thinking about how you approach that.
And I like to think of it in three ways. I like to start my questions with what. What is a very neutral way to ask a question. It doesn’t put them on the back foot and allows the question to flow more naturally. What are you intending to do with this video? What are you wanting to get out of this digital strategy. It is a very neutral question and opens up for me to be able to get the information that I’m looking for. I think if you go to something like why, that’s when it becomes a more aggressive or front footed question, because why can come across as attacking someone, why are you doing that? Why are you wanting to do this? And then they can come then by giving you an answer, which is more defensive, which is not giving you the full picture, but is almost protecting themselves with some information because of how you’ve approached the question. So I think it’s important here to know that when you are asking questions, try and start with what. I find that super beneficial in being able to get the information that I’m looking for.
And the third letter is L which is to listen. I think here, the key is to obviously listen actively rather than passively, but more so than that is to listen to what they’re really saying on a deeper level. Not just looking at the surface level of someone says, oh, I’m wanting to make more sales. Sure, they’re wanting to make more sales, but listening to maybe some of the struggles they’re having there and how that’s related to wanting to make more sales, because what they’re currently doing, there’s not enough profit margins or something. And they’re trying to come up with techniques, which fit more into what they’re saying on a deeper level where they’re at around making more profit, rather than making more sales.
That’s just a quick example, but really it’s about listening on a deeper level, rather than just taking the surface level answer and assuming that’s all they want. People rarely say what they really want straight up. And usually they have something surface that you can get then go dive a little bit deeper on. So I think really listening is a massive tool here in order to make sales correctly. And I think if you’ve read the book how to win friends and influence people you’ll know that really just listening to someone makes them feel valued. And if you’re making someone look, feel valued, you’re serving their needs. And you’re asking questions about them already. You’re building a relationship with someone without having to actually do anything seedy or salesmen like. So, really listening and paying attention to them really builds on that sort of building rapport with them, which helps with making the sale.
The fourth letter there is E obviously, and that’s for empathize. I think it’s actually incredibly difficult to empathize with people and empathize from where they are in their situation. We find this difficult because we’re only feel our emotions and our struggles with certain things. So in order to empathize fully means to be able to communicate effectively and use the messaging that is best for them. And that’s why there’s specific fields out there around developing messaging because it’s a more complex and difficult tasks than we probably give credit for. But I think the more you’re able to practice it is the better you’re able to become, where you’re actually showing empathy towards people.
I think a good tool that I try to use with this is when I see people criticizing someone, I try and look at the other person’s point of view. For doing this with politics people are very quick in a political situation to be like, oh, this person’s an idiot. They did this and they did this and they’re wrong or why would they do that. For me, a tool that I use there is then to, I don’t even have to bring this up in conversation, but internally I’m thinking, why would they do that? And then I start trying to think about their point of view. That is a good tool for me to help me thinking, to help me improve my empathetic skills, which then helped with my messaging and helping my customers with their messaging and the content that they’re creating.
The fifth and final letter of the sales is obviously to summarize. Here, I think Christo, particular talks about summarizing back to the conversation. I think you need to go deeper here rather than just summarizing back to the conversation that you’ve just had, obviously going through every detail, but rather than giving them back the answers, yes. But I think there’s a structure here, which is very useful in being able to implement when you’re summarizing these conversations. And it’s very similar to how I might structure a landing page, for example, right? Because all you’re doing there is some writing some information and getting them to act on it.
So for me to summarize the information, I think about the emotional aspects of what we just talked about. I think back to the logical benefits, and then I try and create some urgency or scarcity in order for them to act on that. So we put that to give you an example of that how to summarize the conversation. We’re talking about digital content strategy, talking about how they’re going to be effectively producing content for online. I’m going to summarize that conversation by talking about their emotional differences of what that’s going to look like.
I’m going to talk about how using that strategy is going to take away that pain and frustration, not getting that interaction, they’re looking for. Not getting the advances in their business they’re looking for because we’re able to implement this strategy effectively. I’m talking to them on an emotional level, which then opens the door for me to talk about the logical aspects of the business. Don’t get these mixed up because the logical side talking about that first, I’ll most likely just, you’ll look into blank eyes because they’ll go off and start thinking about something else. Get them engaged with the emotional, then talk about the illogical sides of how it’s beneficial and then offer some sort of urgency to get them to act. I think that’s always important.
That’s probably the most salesmen thing like thing you can do, but I’ve heard the saying, I’m sure you’ve probably heard it as well, which is when someone says, oh, I’ll do it. I’ll do it another time. I’ll do it. I’ll do it sometime. I’ve never seen some time or another time on a calendar. So being able to get them to act then, and there, is that day, is that time, that’s when you want them to act. If you put it off until later, it’s probably not going to come through or the chances diminish dramatically.
So when we’re summarizing conversation, I think the best thing you can do is to go emotional conversation and points that they’re experiencing and how that can help those some logical benefits and then getting them to act with some sort of urgency. So next time you’re looking to make some sales. I think it’s really easy to go through the SALES acronym and think of sales and a better way look to serve the people, looking how are you going to serve them and how that’s going to be beneficial for them. Ask them questions and really find out how your services products are going to fit in with what their needs are and what their problems are.
And listening, listening, not just to the surface, but listening to a more deeper level to make sure that you really are able to understand where these problems are coming from, which obviously leads into empathizing; being able to empathize correctly and use messaging, which showcases that you’re understanding their needs is going to be easily the most beneficial way to make making more sales for your business.
Finally, summarizing, starting with emotion, then using logic and adding some urgency to it to make sure that they’re going to make the sale then and there. If you’re coming out of a place that you’re really looking, wanting to look after them putting some urgency on it is not a bad thing what you’re offering and what you’re providing is going to be beneficial to them. So it’s a good thing. Being able to get them through that door and getting them to make that step is probably the best thing that sometimes that some people could do or that you could do for other people is to get them to act. So, that’s the video I want us to put out there to say around sales and taking away some of that view of thinking sales is a bad or a seedy thing, really thinking about sales as a way that you’re able to more effectively serve and find out people’s pains problems, is an easy way for you and is a more beneficial way for them to be able to make those sales and generate income for your business.”
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