All right, How to sell versus why to sell. My name’s Sam Taggart with D2D experts, sales trainer, and author of ABCs of Closing. I’m gonna go into how to get your salespeople to shift their mindset to why to sell versus how to sell. So often in direct sales, we are always learning sales training. And a lot of you guys probably watched my videos or read the books or the podcasts on Teach Me How to Sell. The problem is I don’t talk enough. A lot of sales trainers and a lot of sales managers don’t talk enough about why to sell their product.
Be Passionate About The Product
One of the biggest confidence boosters in sales is buying into why the product? Because I can take a dumb, terrible, bad sales rep with no experience and get him selling because they are just so passionate about what they’re selling. A lot of times we’re like, here’s the script, read the script. But if there’s no passion and energy and enthusiasm behind the script, they’re not gonna sell no matter if they’re saying the right things or not. If there’s not natural energy and excitement to close, they’re gonna be at a closing table and they’re gonna say, Yeah, you probably don’t need it. Like, you know, they’re not gonna have that extra ambition to overcome those last tiny concerns that holds the customer up from transacting and they’re not gonna buy. And so, it’s so important when we’re talking about sales training, to not forget about why the product, because that’s gonna trump sometimes our little sales techniques, right? We have all these different one-line closers and we close and we have all these different little pitch examples and hooks and things like that to kind of create interest. But I’m like, I promise the salesman within you if you’re excited about the product, you will sell.
I’ve sold anything from sham wows to knives, to painted addresses on curbs, alarms, solar pest control, roofs, satellite windows. I’ve knocked all sorts of different products. And it’s interesting to go into a scenario where it’s a new product, a new service. I first always ask, So why the freak would you buy this? Would I use this? Why would somebody care to even keep this? Am I gonna be excited to follow up in six weeks? Being like, Dude, you love it. You’re happy? High five. Or, am I like, I hope I never see them again. I hope they never use it because if they use it, it’s never gonna work. I want a couple software companies that we just get really passionate about because it’s like, Hey, we use the product like we use, I have a company called Vanilla Message. It’s a texting platform and we use it for our marketing, we use it for our reviews, and our follow up, and things like that. It’s like we drink our own Kool-Aid. I sold solar, I have solar on my house, and I have an alarm. I can’t stress it enough, if your people don’t know why to sell, then they will never figure out how to sell.
Reframe Your Commission
The second piece of this that I wanna talk about is there’s a commission reframe that has to happen. So data has shown that more people are apt to buy if they don’t feel like you’re just in it for the commission. If they feel like you’re passionate about the product and they feel like you’re not just in it for the commission, then you’re gonna have a higher, like a higher buyer or a lower buying threshold, meaning like there, there’s less resistance. So what I mean by a commission reframe is most people, you know, when they go into a selling situation, you go to a car lot, you’re like, This guy works on commission. How do I beat him up for his commission? Why sit in front of a homeowner in a direct sales situation? I’m gonna be like, Okay, who a customer’s like, okay, how much do you make on this? It sounds too good to be true. Like, how do I get a better deal? How do I negotiate with you? If you could shift it and there’s a gray line, so don’t lie. Don’t be like, Oh, I work on a W-2, I don’t care if you get it or not. I’m just trying to clock my hours, clock in, clock out, so whatever. Like, don’t be that guy cause you are on commission. If you’re, you know, on a 10-99, or let’s say you are commission, maybe you’re a salary plus commission or whatever. I would reframe it to where I’m simply explaining like, Hey, I have a service where if you don’t keep this service for a year, so take like pest control for example, or alarms, that account has to fund for a full year before it to actually be an account, right? If you don’t keep the service for a full year, or eight months, or whatever, I don’t get paid. So if I sold you a bag of crap, you stop paying and you don’t use it, I don’t get paid. So, you know, you’re coming from this switching it to like, I’m selling you a service and extreme value that I believe in enough knowing that you’ll keep it and, and, and pay that you’ll want to transact now. And that’s going to create a higher value of trust.
We’ve all heard of sales as a transfer of trust and you know, when you look at commissions, people never really trust like that. The other thing is to explain to them that, hey, I’ve opted into doing this because I found that the more passion I am to help people, you know, transact, the more I found that I can serve people at the highest level because I know everybody that gets my service or product is gonna be better off than when I found them. And so I felt like by me just kind of going about the day, blah, blah, blah, it never really served the client. And so, you know, by me helping you out right now, that’s going to increase the value to you. It’s going to increase the value to me creating a win-win scenario. And that’s, that’s really why I’m passionate about what we do and, and our service and product. And so just a simple commission reframe is going to help create a level of trust so that you know, these people empathize with you and they go, Yeah, I do what I’m passionate about or I don’t do what I’m passionate about. I wish I was as passionate about what I do, that you’re as passionate about what you do. Dang, like I’m jealous.
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