RELATIONSHIP BUILDING TO SELLING SUCCESS
In May Lynne purchased a new Chevrolet sports car in Irvine. Today we were shopping an option at a San Diego Chevrolet dealer. We drove her new 2013 car into the dealership. I went to the parts department to order the option while Lynne walked the new car lot. There she was approached by a young sales person. They instantly bonded telling each other their stories. Ashlee was new to car sales, having been on the job for three months. While walking the new car sale lot, a male sales person also approached Lynne. He immediately wanted to sell Lynne a new 2013 car, offering her nearly the same car we drove in. As Lynne continued to walk the lot she was observed walking by two other employees from this dealership. As things happen, we ran into those two observers at a breakfast restaurant who shared what they observed.
Ashlee was charming. Even though Lynne is not looking to replace her car, she is looking to replace a car I currently drive. Most probably the replacement could happen 2014 and more probably 2015. Ashlee was able to gather Lynne’s contact information as Lynne was gathering new car information. Ashlee did all she could to serve Lynne knowing that the possibility of a sale today was very slim.
On the other hand the male sales person has no chance today or in the future of selling Lynne a new car. Lynne has a great memory and to this day remembers a similar sales person who tried to sell her a new car many years ago. If you think the outcomes of this article are obvious, I suggest stop reading here. However, read on for an interesting twist.
The male sales man was aggressive and to some this is a turn off. Some like the direct approach. He could have been exactly what Lynne was looking for. It could have been Lynne’s desire to replace her new car after driving it only a few months.
The co-workers shared their observation with us at breakfast today. They overheard the aggressive nature of their male co-worker. It sounded like they were going to share his actions with management at the dealership; they consider him at best unprofessional.
Those of you who are keen observers might say that this could have been the old, “Good cop, bad cop.” Either way, the dealership can win. Those who are looking for a quick, straight forward sales process might be thrilled by the male sales person. If you are looking for a feeling/sensitive new friend to sell you a car, Ashlee is your sales person. Lynne might also refer business to Ashlee before we are ready to buy.
Finally, we can learn from this. When we can combine both styles, being someone’s new best friend by:
- observing what the prospect is about
- ask questions before telling (“Telling isn’t selling.”)
- turn selling into relationship building
In either approach, building a relationship first creates success. The direct approach can win, however, statistically more people who experience the sales process prefer being sold by someone that they can create a know, like, and trust relationship. The sales person needs to understand where the buyer is in the buying process:
1. The thinker in this stage are people gathering information.
2. The doer has gathered the information and now is preparing to move forward.
3. The achiever is now are ready to buy and want the right fit.
A good sales person can take a prospect from thinking, to doing, to achieving by asking the right questions and listening for the right answers.
Gerry Rose runs INTEGRITY Networking Solutions in Oceanside, CA. He works with people in business who want to attract the right prospects and generate more referrals. More than 10,000 businesses have been presented the INTEGRITY Networking Solutions system in San Diego, Los Angeles, Riverside, and Orange Counties.
Gerry’s stimulating presentation Unlimited Prospects, Unlimited Referrals is ideally suited for small business owners, home-based businesses, and independent professionals who want clearer direction and want to attract more prospects, develop dynamic systems, and strengthen their companies’ accountability. Gerry does one on one consulting, conducts a range of keynote speeches from thirty minutes to full-day education workshops. His book series, Unlimited Prospects, Unlimited Referrals, are available on the website, www.integritysd.com.
Gerry has more than 20 years’ experience directing business owners how to grow their businesses. He is a networking dynamo. Those who know him will assure you that he does a great job of bringing people together—which is why he started INTEGRITY.
Involved with networking organizations since 1984, Gerry is a Distinguished Toastmaster, a member of Toastmaster International, and has chaired numerous chambers of commerce and non-profit organizations.
Are you truly committed to attracting the right prospects and generate more referrals? If so then contact INTEGRITY Networking Solutions for availability and information. You can contact Gerry by mail at 2103 Wedgewood Drive, Oceanside, CA 92056. Direct dial (760) 439-4623; e-mail to gerry@integritysd.com. For more information, go to www.integritysd.com
