Sales: learning from a pro!
September 19, 2005Return to blog homepage
A client referred me to a haberdasher from Tom James, which sells fine men's clothing and delivers to your location.
As a rule, I'm reluctant to pay high prices for clothing, but part of the reason I was referred to the salesman was to see how someone at the top of their craft operates.
There were a few key things I noticed about this presentation.
- Appearance. As you'd expect from a clothing salesmen, he was wearing very nice stuff from head to toe. I usually try to be as casual as the situation allows, but you'll probably never regret the impression you make with your clothing.
- Conversation. He asked some personal questions, but nothing too personal. In a sales situation, it's probably not appropriate to ask many questions beyond 'Got any kids?' or 'Did you see that Vikings game?' It's a nice touch to stray from the business banter to warm up the conversation.
- Interest. Early on, he gauged the interest level. "Is this something you'd be interested in?" I found it hard to say anything but 'Yes.' While this may seem like a cheesy sales tactic, it's interesting how the words you utter affect your actions. If I say 'yes' that I'm interested in the clothing, only to say 'No' I don't want to buy anything, it feels as though I'm hurting my own credibility.
- Ask. At nearly every stage in his communications, he asks for permission to proceed to the next phase. He asks for the business. He asks if I have enough time to meet. He asks if I can give him any referrals. Too often I assume the client is willing to engage in whatever I'm proposing to them. While their answer might always be 'yes,' it never hurts to ask and keep them in control of the meeting.
I don't think I like to be sold to more than anyone else. But as a business owner and a salesman by trade, I appreciate the tips and techniques that pure salesmen employ every day of the week. These strategies should definitely be a part of any Web related sale and may provide opportunities to sell new services to your existing clients.
Needless to say, the Tom James salesman had a success with his visit to my office. While the slacks were a bit pricey, they definitely are top-notch quality. My very next sales call was a success; without question part of the reason for that sale was due to my appearance. Lesson learned.
