I write a lot of sales training stuff for one client. The company does a good deal of cold call intercepts at stores such as BJs and Costco. As someone who never really did any direct product selling – ads and brand strategy don’t count – I needed to get out of my comfort zone and into the selling zone. It took some time — but looking fast-moving custies in the eyes and learning how to “pitch” by trial an error, was quite a learning experience. David Ogilvy would have been proud.
First there is the approach — customers walking toward you. Then the engage, getting them to slow, stop and talk. Then the position and sell. And finally the close…get the fish off the hook and into the boat.
One tenet I’ve long believed in that works across all these sales steps is “education.” All people like to learn. They may not like sitting in a class room, but there isn’t a brain on the planet that doesn’t want a little stim. A little new information. We are curious animals. So, all you salespeople out there, subscribe to the unbeknownst, the never seen, and the inheard of.
It works. Peace.