If you have ever
seen the movie Glenngary Glen Ross you are very familiar with the ABC’s of
selling. The movie is based on the wonderful play by David Mamet of the
same name. It details the difficult work environment of a real estate company
in New York when the sales people are told that at the end of the day only the
top two sales men would keep their job.
In the movie from
the 80’s the ABC’s of selling are Always Be Closing. At one time it
become a sort of moniker for sales people defining how sales was
approached...In the movie the sales approach is a high octane, high pressure
environment.
Today, the new ABC’s
of selling should be
- Attention: Attention to your
customers perspective and needs. Know your customer. Listen to them
and understand what it is that is driving their buying decisions.
Also, get to know them! In today’s world it is not always easy
to develop relationships with targets, but it is an essential part of
buying. People want to buy from people they like and to do that,
listen to your customer.
- Buoyant: When I think of
sales it can feel like being in the middle of the ocean. Sometimes
you ride the waves to great heights and incredible speeds while other
times you come crashing down and feel like you are drowning. Other
times you may be in the still of the ocean and just going nowhere.
Buoyancy is the ability to remain above the water. Being
resilient and being able to handle the ups and downs of sales is
key. You have to be able to bounce back in sales without feeling
overwhelmed.
- Clarify: Helping a customer
understand what the value proposition has is the key to sales. When
a customer or potential customer says your price is to high, how do you
clarify, not for yourself, but for the customer, what he is comparing?
The price is to too high compared to what/whom? Perhaps our
price is higher than Jim’s Trucking, but do you get online tracking via
Truckertools, $1 MM in coverage on all brokered loads, daily updates with
truck information, 24/7 personal support? Helping to clarify exactly
what is being offered is a basic of selling, but too often we just do not
provide that clarity.
I still love
Glengarry Glen Ross, but I think the ABC’s are just changing in our world
today. We still need to be Always Be Closing, but it is how we close that
is the key to our success. Knowing your customer, handling the rigors of
sales and clarifying why people should choose WJW is always going to make that
possible.
One other thing that
is still the single most important part of selling...YOU MUST ASK FOR THE
BUSINESS. Ask for the load, ask for a chance and ask for a chance to
prove our service. If you do not ask for the business and demonstrate you
WANT the business, you will not get it.
ASKING BRINGS
CLOSING...perhaps that should be my new ABC’s?