"Selling" 70s corporate w/ Russell "Professor" Johnson

je also has one of the best reliability records in the industry and is very easy to service that's what I'm looking for I'm sold thank you I'll have the tickets delivered this Thurday I know you'll enjoy the trip I'm sure I will thank you you've just seen the results of a process that can be extremely rewarding for everyone involved it's a procedure known as selling [Music] selling is the driving force behind our economy but it's not complicated whether you're selling products or Services retail or wholesale the basics are the same selling involves a buyer a seller and something to sell and we're going to show you how it works no matter what you're selling you not only must know your product but you've also got to know how it can benefit your customers and satisfy their needs now you may think you're selling one thing but quite often your customer is buying something else I'm in the jewelry business but what I'm really selling is fashion Glamour and Prestige I sell Business Machines but what my customers are paying for is is reduced costs increased profits and operating efficiency I'm in the travel business but what I'm really selling is Adventure excitement and romance after you've gotten a thorough knowledge of your product and what it really means to your customers you're ready to start the five-step process of selling the first step is to evaluate your prospect let's see how it's done Linda sometimes just the way my customers are dressed gives me a clue as to what interests them but it's just a clue you never really know for sure till you start talking my products fit certain needs very well but they're not for every organization so I try to research those I'm planning to visit before I go out there just to make sure I can fulfill the requirements also to make sure I'm not just wasting my time I still don't have all the answers but it's a start in my my business it's hard to pre-evaluate customers appearances can be deceiving so I have to talk to them to find out what they're really looking for knowing their needs helps me give better service the next step in the sales process is to approach the customer try to establish a friendly harmonious relationship now it shouldn't be anything phony or forced it must be sincere and all it takes at the start is some sort of comment that shows you're interested in your prospect try using some of the clues you've picked up let's see how Linda approaches her Prospect good morning good morning I see that our collection of rings interest you may I show them to you yes this is one of my favorites oh that's very unusual that's it nothing Earth shaking just a sincere reaching out from one person to another and then Linda got right down to business after all our job is selling now let's see how Allan accomplishes the step in selling business equipment and notice how he makes occasional use of the customer's name I've been following the progress of your company Mr Gilson you're growing rapidly sometimes I think too much so I understand what you mean we've worked with a number of organizations like yours Mr gillson I think we can help you maybe a different approach but just as effective both Linda and Allen gave themselves a springboard into the next step making the sales presentation deliver it as conversationally as possible tailored to the needs of your customer try to ask questions to find out more about your customer needs and make your questions short and direct the stones are all lovely it's difficult to decide are you considering a ring for special occasions or everyday wear oh I definitely want something I can wear all the time and I'd suggest one of these do you prefer something smooth or textured that one looks very nice Mr gillson are you interested in making better use of your people's time what organization isn't from the information you've given me I'd estimate that your staff spends an average of 30 hours a month at the copy machine sounds realistic well since our copier is about twice as fast as your present machine and requires much less warm-up time it could save you 15 hours a month that's 15 hours that your staff could be devoting to other work Alan just did something very important he differentiated between features and benefits now the features of his machine are that it's faster and requires less warm-up time but the benefit is it will save Mr Gelson staff valuable time and that's what Alan emphasized let's see how Anne dresses benefits over features as she sells a vacation trip the hotels on the first leg of your trip are among the finest in the world on the second leg you'll be on the SS Ian which is one of the largest gyro stabilized cruise ships afloat have you ever been on a gyro stabilized ship no I haven't oh you're in for a treat the stabilizers smooth out the ship's motion so you can really relax add to that all the recreation anyone could ask for just does wonders for the appetite how is the food on the Cilan the food's so good you'll never want to leave the table that's good huh well you're not just eating you're Gourmet dining if everything's going right with your presentation you should be getting responses that show that your customer is involved please try it on thank you try it over here where the lights better it's lovely see how brilliant the stone is and the setting really gives it a classic quality don't you think yes I agree the demonstration is an important part of keeping a customer's interest of course not everything we sell can be demonstrated but if it can do it now this is an original letter and this is a copy made on our machine compare the clarity and the definition Now isn't that the kind of copy you'd like to have represent you I have to admit it looks pretty good another good indication is when your customers Express confidence in what you're saying and regard you as an expert accept the role I understand your competition as a brand new copier it's an excellent machine Mr gillson but I really don't think it would do the job for you with your volume of copying you need a faster machine and one that's designed for continuous duty like yours like ours unfortunately in selling it's not always smooth going sometimes problems come up and you you've got to know how to handle them it's beautiful but I'll have to think about it the trip you've planned for me sounds really fine but uh I've been wondering about a group rate hey that's an awful lot of money for a machine I've never seen operate now right here is where a lot of salespeople seem to fold up they've just been handed an objection their sales presentation which had been progressing so sweetly suddenly seems to turn sour so our fourth step is overcoming objections look at the objection as an opportunity to provide more information make sure you know exactly what the objection is now let's watch Allan as he tries to overcome the wrong objection hey that's an awful lot of money for a machine I've never seen operate it's really not that expensive Mr gillson not when you consider all the features no no I I'm not saying it's overpriced I'm just not in the habit of buying anything sight unseen oh sure well well we're planning to arrange a demonstration for you at your convenience look let me think about it I'll get back to you by answering the wrong objection Allan broke the Rhythm and concentration he'd worked so hard to establish he lost control of the situation to prevent this clarify the objection repeat what you think it is in the form of a question let's try it again hey that's an awful lot of money for a machine I've never seen operate Mr gillson are you saying that it's more than you expected to pay no not particularly but I certainly would like to see your machine in operation before I make any sort of commitment of course we're planning a demonstration for you would Thursday or Friday be more convenient I think Friday would' be better sure couldn't I save quite a bit going with a group do you think you'd prefer going with a group well I I'm not sure you wouldn't have as much Freedom yeah I'd probably be tied into someone else's timetable might not be able to do all the things I wanted that could happen you see sometimes it can be very effective to let the customers overcome their own objections it's also wise to agree with your customer's concern then give them the information you feel will reassure them I'll have to think about it now I can understand it's hard to make a decision on the spur the moment it is rather expensive well that depends you see you'll always be able to wear it its design is timeless not like a dress that goes out of style after one season I guess it is something I'll enjoy having I'm sure it will always bring you pleasure and you'll be proud to wear it the final step is closing the sale now there are a number of different techniques for doing this let's watch Allan as he uses a series of acceptances to get his customer in the habit of saying yes that's quite a machine do you think it could benefit your organization yes I think it could would you agree that my estimates of your savings are realistic I'd say so if you can give me an authorization now we can have one installed before the end of the week let's do it sometimes people just need a little push to help them make up their minds and in addition Maybe maybe there's a strong reason that will motivate your customer to buy now you really like that ring don't you it's just stunning this collection has been one of our most popular when these are sold I don't know when we'll be getting more if you're at all interested in the ring now is the time to buy it okay I'll take it in this case the reason to buy now was a limited stock of merchandise it could also have been a reduced price like a sale another good closing technique is to just assume the customer is going to buy here's how it works and for your last night there we can arrange reservations for the show at the Royal Casino then the next day you jet home well it sounds like a lot of fun but uh I just don't know what day does your vacation start June the 5th in the summer hotels Airlines and cruise ships book up pretty fast if I make your reservations now you can be assured of getting just the accommodations you want on the catillon would you prefer a cabin on the main deck or the prominade I guess I'd like the prominade deck fine and just used a combination of closing techniques first she stressed by now because of limited accommodations then she just assumed I was ready to buy when she offered me a choice of cabins it worked closing the sale is the natural outcome of a challenging enjoyable and rewarding process let's review the five steps evaluating your prospect is the first step in selling find out as much as you can about your customers and how what you're selling can benefit them the second step is to make your approach try to establish a harmonious relationship show an interest in your customer needs and a sincere desire to help step three is to make your presentation show your customers how your products or Services can fill their needs demonstrate if you can then try to act as an advisor or a consultant the fourth step overcoming objections can be a major stumbling block make sure you know just what the objection is then consider it a request for more information try to have your customers answer their own objections agree with their concerns and try to minimize them and then close the sale one way is to stress the importance of acting now or list the benefits to build acceptance or just go ahead and assume your customer is going to buy or simply look your customer right in the eye and ask for the order well that's our presentation on selling we hope you buy it he [Music] [Music]