{"id":5394,"date":"2014-11-18T17:20:00","date_gmt":"2023-10-18T17:20:36","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=5394"},"modified":"2024-01-12T16:02:37","modified_gmt":"2024-01-12T16:02:37","slug":"master-salespeople","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/master-salespeople\/","title":{"rendered":"10 Things Master Salespeople Do to Sweep Away Skepticism and Close Sales"},"content":{"rendered":"\n

To close a sale, a prospect needs to commit to buy (plus a few other steps, but that commitment is crucial). What transforms someone from a cynical prospect into a customer? What factors contribute to commitment?<\/p>\n\n\n\n

In short, presentations must be loaded with convincing evidence to prove your product is reliable. The principle is simple: If a company incorporates trust and credibility in its marketing, skepticism naturally fades. Read on for 10 essential principles to build belief, sweep aside distrust, and close sales.<\/p>\n\n\n\n

1. Demonstrate<\/b><\/h2>\n\n\n\n

The first mention of an elevator traces back to around 236 A.D. It was nearly 1,700 hundred years later before the first working models were actually installed (in English and French palaces, no less).<\/p>\n\n\n\n

There was just one problem. If the lift cable broke, the cab dropped, wounding or killing everyone inside. In 1852, Elisha Otis hoped to save lives (and make money) by introducing his safety elevator. And he did it with a very dramatic demonstration. In 1853 in front of a crowd of onlookers at the Crystal Palace, Otis raised his safety elevator three stories high and cut the cable while he was still inside. <\/p>\n\n\n\n

Everyone gasped. Instead of plunging to the ground below, the elevator stopped when knurled rollers engaged. Otis was shaken up but unhurt. As you can imagine, orders came in hot and heavy. Otis\u2019 demonstration proves our first principle of belief: If you want people to believe in the hard to believe, simply demonstrate what your product does. <\/p>\n\n\n\n

A major blender company, for instance, employs attention-getting \u201cWill It Blend?\u201d YouTube videos as a dramatic form of demonstration. To dismiss any skepticism over the claim these blenders can grind anything and still remain sharp, the company blended iPhones and tablets. Views of the videos, and sales of the product, blew through the roof.<\/p>\n\n\n\n

Of course car salespeople rely heavily on this principle. Rather than waste hours talking about a car, they simply hand the keys over to a prospective customer so they can experience the car first hand. All companies should do the same. Find a way to demonstrate your product, whether it\u2019s software or a service. Be creative and don\u2019t forget: the more dramatic, the better. But keep in mind, it\u2019s important not to overpromise. There\u2019s nothing worse than claiming a product can do something it can\u2019t. <\/p>\n\n\n\n

2. Explain the Reason Why<\/b><\/h2>\n\n\n\n

While Enlightenment-era thinkers would like you to believe otherwise, we are not as rational as we think we are. Books like Irrational Exuberance<\/i>, Emotional Intelligence<\/i>, and Descartes\u2019 Error <\/i>teach us that even the most analytical among us make decisions with emotions. Furthermore, we learn that without emotions we can\u2019t make a decision in the first place. <\/p>\n\n\n\n

In the sales context, this means people buy based on desire. Whether someone wants a promotion at work or a healthier lifestyle, those decisions are eventually justified with logic. That\u2019s where \u201creason why\u201d advertising comes in.<\/p>\n\n\n\n

Here\u2019s how to use \u201creason why\u201d effectively. If you make an offer or claim, expect your prospect to wonder why you are making that claim. Explain why you are giving away a free sample of your product and why you are throwing in a free 30-minute consultation with every contract. It could be as simple as \u201cI\u2019m just a generous person.\u201d Whatever it is make it clear; otherwise people will wonder if there\u2019s a catch and remain skeptical.<\/p>\n\n\n\n

3. Lay on the Details<\/b><\/h2>\n\n\n\n

In what\u2019s known as the strategic use of evidence<\/a>, lawyers and criminal investigators can often discover if a suspect is lying. Here\u2019s how it works.<\/p>\n\n\n\n

During interrogation the investigator asks the suspect a general question. If the suspect replies with a fuzzy answer that contradicts what the investigators already know to be true, then the suspect is probably lying. However if the suspect shares details that match what the investigator already knows, then the suspect is probably telling the truth. This is the power of details.<\/p>\n\n\n\n

In the world of sales and marketing, numerous studies have demonstrated more specifics will drive up conversion. In sales presentations, the trick is to build in specificity. Add facts, research, quotes, and numbers. Be clear and concise. If there are vague or estimated numbers, you\u2019ll look suspect or like you\u2019re fudging. Steer clear of ambiguity.<\/p>\n\n\n\n

\"Closing<\/a><\/figure>\n\n\n\n

4. Describe the Mechanism<\/b><\/h2>\n\n\n\n

Another way to get people to buy into your claim is to explain the mechanism behind it. For example, let\u2019s say a fitness trainer makes the claim that in just 14 minutes a day, customers can add muscle to every inch of their body.<\/p>\n\n\n\n

Notice what is not suggested: that these will be particularly big muscles. The implication is, at the very least, customers can achieve a toned body. That\u2019s still a big claim, but the trainer can bring it into the realm of believability by explaining how this can happen. <\/p>\n\n\n\n

In this case, let\u2019s say the fitness program involves a chair. The value proposition can be summed up like this: a 14-minute chair routine that builds muscle on every inch of your body.<\/p>\n\n\n\n

Notice, too, the trainer used several of the above tips to accomplish this. One, the claim is very specific about the amount of time it takes and the equipment necessary. In other words, it\u2019s heavy with details.<\/p>\n\n\n\n

In addition, as part of the live presentation the trainer could demonstrate the exercises or create a video. All of these factors help sweep aside skepticism. Finally, he could add a creative guarantee (see number nine), and his close rates are sure to go up. <\/p>\n\n\n\n

5. Acknowledge Objections<\/b><\/h2>\n\n\n\n

Objections are a simple fact of the sales life. They\u2019re like octopus tentacles\u2014everyone has at least eight of them. Of course this is perfectly natural. Most potential customers are primed not to spend money and stiff-arm sales presentations (think of how you feel about people who staff mall kiosks). <\/p>\n\n\n\n

And the reasons why they may object are just as numerous:<\/p>\n\n\n\n