From the ArcaMax Publishing, Business Success Newsletter:
http://www.arcamax.com/news/businesssuccess/s-374459-915905
Greetings,
Like many others, I lost a good friend a few weeks ago.
I never met Tim Russert, but having spent many hours watching him on
Meet the Press and other news and interview shows, I certainly felt
like I knew him well.
It's amazing how Tom Brokaw maintained his composure when he announced
Tim's death, and delivered subsequent tributes. I certainly didn't.
Part of Tim's popularity was how lots of "regular" people identified
with him. Growing up in a a blue- collar, Catholic, hard-working
family and neighborhood, holding down several jobs throughout high
school and college...and then competing for real-world jobs with the
more "privileged" people. I experienced the exact same things.
He was the regular guy many of us would like to sit at the bar with
and talk football, baseball, hockey, and politics. Those ARE the guys
I hang with.
From a professional perspective, I always marveled at how he could
take something seemingly complex at times and bring it to an
understandable level.
That's what we need to do as well as salespeople.
For months in my "idea file" I have had an outline of a Tip about Tim
I had planned to write about... something he was a master at. I have
mentioned it many times at seminars. I'll share it with you now.
The Principle of Consistency
He'd get a guest to answer a tough question, then pause, and spring a
video on them, where they were shown maybe a few years prior,
contradicting the answer they just had given. The senator or candidate
would then squirm and have to defend why the things they said were not
consistent.
But of course, he didn't do it in an adversarial way. You always just
wondered why the person said what they did.
In the science of persuasion this is known as the "Principle of
Consistency." Dr. Robert Cialdini, author of "Influence: Science and
Practice," says that most people desire to remain consistent to
beliefs and commitments they have previously stated.
You can use this as well on your sales and prospecting calls.
The first step is in crafting and asking questions to prompt prospects
and customers to tell you what they value, want, and need. The things
you provide, of course.
For example, in my own case, I might ask,
"What is the main factor preventing your salespeople from selling at
full price?"
If they answer, "A lack of confidence in asking for full price in a
competitive environment because they do not know the right questions
to ask to build value," I would then ask how much money they felt they
were leaving on the table.
After establishing a figure to "dollarize" the problem or pain, I
would employ the Principle of Consistency in the following ways.
In The Sales Recommendation
I preface my explanation of the benefits with what they had said,
therefore framing my comments with their own words, and putting them
in a more receptive frame of mind to hear, and agree with my
recommendation.
"...and as you had mentioned earlier, you feel your reps need to be
asking better questions to establish value, which in turn will give
them more confidence to ask for and get full price. Here's exactly how
we would do that..."
As a Trial Close
After the recommendation, we want to move toward the ultimate
commitment, the sale, appointment, or next step. By again using their
words, they are less likely to disagree.
"Do you feel that would help your reps ask the right questions to
build value? Would that help you to keep more of the profits you're
leaving on the table?"
If an Objection Arises
If they state an objection, perhaps price, we need to understand why
they say what they do, and in this case, reframe the value.
"That's interesting. Let's go back and address what you said was
really preventing your salespeople from selling at full price. It was
asking the right questions, right?"
Think of ways you can use the Principle of Consistency in your own
calls.
And thanks Tim, for providing us with many years of enjoyment and
education. You will be missed. *About the Author: Art Sobczak works
with thousands of sales reps each year helping them get more business
by phone. He provides real world, how-to ideas and techniques that
help salespeople use the phone more effectively.
Visit
Sobczak's Web site.