We left of on Friday with me relaying a story of one of my best sales ever. Let me give you a quick recap (or click here to read);
I was young and selling insurance and annuities. I had gotten a lead for a friendly older couple who had lost money in the crash (not that one - 1929...or that one...2008, but 1987!). Their son was also there and wanted to control the transaction. He was cynical, mistrustful and condescending. There was a thick tension in the air to say the least (ever had one of those?).
I had just given my pragmatic overview of what it would take to make things better for his parents. It was delivered with authenticity and sincerity...a winning combination.
His reaction;
"That was well spoken but doesn't convince me that we should work with you. No offense, but you look all of 25 and probably inexperienced. My parents have sizeable assets and we need to be sure we get with someone who knows what they are doing."
In my sales training I talk about Relaxing and disconnecting from the outcome of the sale. At that moment I only had one Desired Outcome - to simply get a Needs Analysis started...not actually sell them anything.
I would treat the Needs Analysis as the close before the close...so I answered calmly, as you will never win an argument with a client,
"Let me give a little information about the company, and the process we would use. Our company is highly rated, even in this economic environment, and all cases the size of your parents go through three levels of review before final submission and approval.
In fact, you will have access to some of the best financial minds in the world. We would also evaluate your situation no less than annually with a personal review to make sure your goals are being met or make adjustments to the plan."
Then I went for the "Did you order the code red close?" from A Few Good Men...I had nothing else to lose...right? I continued,
"Candidly, I don't think yours is an issue of my experience, but one of trust. Trust is something built on integrity and sincerity...not solely experience. You should run from anyone that promises your parents won't lose money. No one is in that position.
My promise to you is to leverage my company's vast resources and products to develop a strong plan. More importantly, I will take the time needed to explain it to you and your parent's satisfaction.
If that sounds like an approach that warrants additional discovery, then I would be honored to assist. The financial needs analysis does not obligate you in any way, but will reveal strategies that can accomplish your goals. Based on that, it is entirely up to you if we should continue?"
With that, I concluded and let silence to its work.
After moments of awkward glances between them, Mrs. Prospect spoke directly to her husband.
"My vote is yes - I like the way he sounds and, eventually,
we will have to trust someone, right?"
Her husband concurred and despite additional resistance from the son, we were off and running with a financial needs analysis.
I did place several products with them but the lions share went to another company. The victory for me wasn't in getting all their money but putting myself in a position to have a chance. I proved a lot to myself that day and it has helped inform who I am as a sales professional.
Likely, you have some similar defining moments in your experiences and career. If not, you will.
The key is to build a repertoire you can use to handle objections, to gain agreement and close sales. You have to maintain your identity and sense of purpose in the process...all the while working hard to close sales to make a living.
Is that possible? Yes. Sales professionals do it every day. In your industry, in your company, and in your city.
Over the next few days we will continue to look at closing techniques. Learn and apply what you read. Something tells me you are yet to have...
Your Best Sale Ever!
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