Want to Make More
by Working Less?
- Create a system that develops leads 24/7/365
- Increase Revenue NOW!
- Hiring Salespeople Doesn't Work!
- Use Social Media to ATTRACT Customers
- Stop trying to find a replacement for YOU!
Oldies, but goodies from Zig Ziglar….
Tuesday 12 May, 2009
I found this list from an old Zig Ziglar book…with credit to Mr. Ziglar, I will reprint his list, along with some of my colorful analogies and insight.
“Every Sale has Five Basic Obstacles:”
1) No Need
2) No Money
3) No Hurry
4) No Desire
5) No Trust
No Need: This is an extremely important aspect to uncover in the sales process and I like to describe it as “Find the pain!” The customer either has it or doesn’t….not much of a gray area. However, sometimes they have a need, but don’t realize it, and in that case, you need to start digging for the “pain” and allow them to “claim it, feel it and realize they need what you are selling.” Confused? Let me give you an example:
A few months ago, I went to the dentist for a routine cleaning with the dental hygienist and afterwards, the dentist comes by for a routine check of my ‘pearly whites.’ As he is digging around in my mouth with this super sharp object, prodding each of my teeth, I hear him say very quietly, “Uh oh.” Of course, now I am fully engaged and respond with, “What’s wrong?” The dentist proceeds to tell me that I have a significant crack in one of my molars (back teeth) and it in a matter of days the tooth will crack in half, exposing the root. “That sounds painful?” I said. He shook his head and said, “It would feel like someone took a knife and stuck it an inch into your gums.” I didn’t have to wait to feel the literal pain. He painted a great picture and my decision was easy. I am buying…fix it!
No Money: This is a fun one! If someone doesn’t have money, how can we sell them something? First, start with the basics. Do you literally not have the money necessary to purchase the product (”You don’t have $99…Really? Or do you not have $99 that you want to spend today on my product?) In either case, god bless America, as we are the foremost experts on this great concept called “credit.” Take it today, pay us later. There are plenty of other creative ways around this one, but I will tell you about an instance where I created a work-around to this response. Everyone has heard of “Money back Guarantees,” which probably came about sometime during the origination of the infomercial industry. I took this a step further with medical equipment I sold to hospitals and surgery centers. I brought in the product,showed them how to use it and told them to use it for 90 days at no charge. At the end of that 90 days, I would call them and arrange to pick up the product or fax them an invoice, whichever they preferred. If a customer returned the product, I just used it as one of my “demonstration samples,” but the best part is that it only occurred 12% of the time! In most cases, I would show up to “pick up” the equipment and the staff would be screaming at me to get out of there. Amazingly, the hospital directors “found” money once they had 20-25 staff members beating down their door telling them how they couldn’t live without it. I didn’t have to sell a thing, but I had 20-25 of my ‘associates’ who gave a more powerful pitch than I ever could have delivered. (Side note: sometimes, you are better off letting others do the selling for you! My ability to train the staff proved to be more valuable than any sales pitch I could have mastered).
No Hurry: In my sales career, I have yet to see anything more powerful in a sale than timing.
I also call this the “what if” obstacle….What could happen if you don’t purchase my product or offering? Of course, If you knew the world was going to end next week, would it not change your outlook and spending habits for the remaining days? Absolutely! You would eat whatever you wanted, purchase without reservation and spend every dollar you had (you can’t take it with you!). The key to this hurdle is setting an artificial deadline and getting the customer to “buy in.” Whether you offer a discount for purchases that take place by a certain date (or number of hours!) or decide to sell your product on a future date and build excitement to a fever-pitch frenzy on the day your product hits the market.
No Desire: This is where the creative, right brain salespeople really thrive. Sell the dream! Some people would argue that this hurdle carries less importance in the buying process than a “need.” I would argue that a desire or want, can actually be much more powerful in the buying process than a “need.” I started off in college as a Psychology major and although I enjoyed some of the courses (along with the high female to male student ratio), the major was just too clinical for a simple minded guy like me. However, I remember learning about Sigmund Freud’s theory of the Id, Ego and Superego and I think it definitely applies to the “desire” factor. I won’t drag you through the intricate details of the theory, but just think of it as follows; the devil on one shoulder is the Id, the angel on the other is the Superego and the rational decision maker in between is the Ego. Now the basic drives of food, water and sex are all included in the Id. The best illustration I can give you is to think of the days of the caveman. If he wanted food, he hunted an animal so he could eat. If he wanted female companionship, he took a big club and dragged her into a cave (ladies, I am not endorsing or encouraging this behavior…blame Freud!). You get the idea. My point, is that “desires” or “wants” can be extremely powerful because they come from the same area (Id) that our desire for food and sex come from. We know how powerful those two aspects are in our lives as they also make up two of the larger industries in our global economy (think weight loss, dieting, pornography and Viagra).
Trust: At the end of a a sales process, after the needs have been uncovered, the purchase has been determined, the time horizon has been set and the wants and desires have been fulfilled, it still comes down to one important aspect: People buy, from people who sell.
You can surpass all of the hurdles detailed above and yet if the buyer does not trust you, no sale will take place. Trust has to be earned and for some salespeople, it is easier than for others. It is no coincidence that the salespeople who have a long, successful track-record are the same ones who are honest and trustworthy. Building rapport is an excellent way to gain the trust of your prospect and it isn’t as simple as asking him about his family (although, that can be important).
I would encourage you to approach each prospect as if you are selling to your mother (notice, I didn’t say mother-in-law) and you will find that this hurdle becomes a non-issue.
Kudos to Mr. Ziglar for breaking it down into 5 simple hurdles!
