Hard sell, soft sell, pros and cons...

[Larry L.]

<b><font color=blue>No Sir,it wasn't pointed at ya Cody,it was a good word to use tho,you think I'm looking for a blackeye .

I will agree with you on the order takers being lowballers,its the only way they can get bussiness.If you cann't sale yourself its the only way your going get bussiness plus do alot of freebe's .</b></f>

 

[Beth]

Interesting thoughts Cody...
We have seen hard sell/fast close associated with the lowballers more than the higher priced power washing companies, but I can see it going both directions.

When we leave a proposal, they often need time to think it over because we know we aren't the lowest price in town.... On the other hand, you often get what you pay for.

Make the best impression you can, and keep them comfortable. Regardless.....

As I said in my very first post on this thread, what works for one person will not always work for another. Everyone needs to fine what works for them.

Selling, is much like a dance. As long as you are leading the dance...that's what counts.

 

[Craig Knight]

As to Cody's response:

I think that it should always be a primary goal to SELL your product and get a sig on the first visit. Focus should be to get a signed contract on the initial visit PERIOD.

Salesmen are a breed of their own. I was not born to sale, nor was i born to be sold to. I do not like salesmen that push a sale. And at any time when i have a contractor at my home, buying a truck, machines, or whatever, the salesman pushes a contract in front of me, i politely take the contract, neatly fold it up and put it in my pocket, and let them know, as soon as i read it in detail, think about whether i want the service, truck, carpet cleaning, etc, i will gladly sign it and call them to let them know it is signed. If they demand the contract to be signed then, i politely unfold the contract and hand it back and ask them to leave.

I am sure i am not the only one that feels this way, no matter if i am jumping up and down inside, knowing its the best deal, i think out every move i make, and never sign on first day.

But like i said, thats my opinion and i may be wrong, its just the way i feel about sales pitches.

Craig

 

[Beth]

Craig,
There is absolutely nothing wrong with how you are doing business. And you are selling, just not in a way you are adverse to.

I agree with you that there is nothing worse than a high pressure sales person. I won't deal with them. I have been in sales for years, and I find a high pressure pitch insulting, annoying, and a waste of my time. (well, so much for my objectivity...)

You see, once I learned that selling was not at all about the "pitch" or the "close" but about the relationship and the customer overcoming their own objection, well, a funny thing happened. I found myself un a consultative roll that has moved me to the next level.

If you are talking with the client and answering questions, no pressure, and giving them all the time and space in the world, you are there too. People have enough stress in their lives, enough pressure to have to make yet one more decision at the drop of a hat because someone is standing in their doorway.

So how well do we do if we don't hard close them? Just fine. We're up 53% over last year right now, and it's not even Memorial Day yet.

Just my opinion.....

 

[Ron Musgraves]

WOW,,,,,,,, really great post!!!!!!!!!!!!!!

Well, its time I put my two maybe three cents in hear. We really didn’t specify the clientele. I would agree that residential work high-pressured sales would be a big turn off. Most of us don’t want to even be bothered at home. At least I don’t, if I want something I will call you.

Know at the office I listen to salespeople. I have bought some real great things and saved lots of money.
Where can you draw the line, I know I have appreciated the guy who got back to me when the first two times I wasn’t ready to buy. The third time was the charm. I know many of us have similar stories.

At the commercial, industrial and fleet business you need to be more aggressive. I know I have been awarded accounts because I was the only company calling to show interest. Therefore the company chose me to do business with. They assume I will take care of their needs and I’m hungry. I guarantee I was not the lowest bid.


Different types of sale calls [bigboy touched on this] if I where to assume Graig’s out going calls where people who contacted him my ratio of success would be high. If I impute all cold calls in the ratio, well we just dropped way down. Apples and apples not oranges and apples.

Some have stated they don’t cold call because they don’t need too. Wonderful if that what you’re happy with. I have been selling all my life and I was not born a salesperson either. I know one thing if you go up against me I’m going to win, that’s my attitude. Its aggressive and I know its gotten me in trouble with those few that do not like aggressive but to the point guys. No Bs lets go and lets get this done.

I don’t want to dance around and talk about the dance last night nor do I want to ask them if there dogs feeling better. I there to provide my service and I realize there time is precious and I want to get the job done. So what do we got to do to get it done???? Come right at them. I have ten more calls and six other that want service tonight. Oh yeah and I haven’t given my two freebies away. If you’re in the commercial end of this business people appreciate your persistence.

Quote from a customer

‘I will hire you on one condition, promise you will only come in and have breakfast and not bother me anymore about the pressure washing.’

She was kidding in some ways and serious in others.


I want to post more but out of time. {To Be Continued}

 

[Beth]

The consultative model is not clientele specific. I have used it for residential and corporate clients alike, with gat success. It's all about approach.

 

[Ron Musgraves]

Lets just pretend, if you had to be more aggressive would it be easy to residential or commercial clients????


Just a yes or no would be nice. That’s really my point. I don’t deal in residential and know the pressures I impose on commercial clients would turn residential clients off.

I also admit that you need a balance, some folks need to pressured and some want to be. This goes right back to stereo typing analyzing what ever you want to call it. And yes some are anti pressure. A good salesperson can read this and give the customer what he or she wants.

 

[Beth]

It's not a yes or no scenario....

But here goes....

Residential would ne no pressure in my book, but I have seen companies put the pressure on homeowners.

Commercial is another animal, and I won't say I use high pressure because I don't, and have been selling in a commercial environment for years. But what I will say is that persistance pays off. However, I'll qualify that....

1. have a reason to call. don't just call to pester them
2. get a commitment on the phone or face to face regarding the next step
3. always follow up when you say you will.

If oyu do these things based on what they are comfortable with the pressure is gone, and they feel better. Example.... you talk to John Doe at ABC Widget company about cleaning the exterior of his building. He's interested but says it's a few months out. At that point I would ask him several things....for one, is it in the budget to do this year, and of course next, I would ask him when would be a better time to follow up? (30, 60, 90 days) and get him to tell you.

Then when you call him back you remind him that he asked you to call him in XX days, and then ask if the project is still on track? NO, when do I call again? YES, Great news, when can I do a site visit and provide you with a proposal? When do you expect to make a decision? Etc.

Ok, that's it for me.....
Got a demo to go do.

Beth

 

[Andy Wheatley]

Just a thought on this: From my experience sales is sales. You need a buyer, you need something to sell, and they need to say YES.

I have never heard the term "Consultative Sales Model" (I hope I got that right) and I really like it, but I also believe it all boils down to a process.

The goal of any sales presentation is to hear the words, "yes - do it!" Within your presentation, or whatever you may call it, you must effectively minimize any chance for a prospect to say NO. This can be accomplished many ways, typically through "trial closes." If you get enough yes's throughout your presentation, it's harder for them to say no at the end.

Beth has stated that as her clients ask questions they actually close themselves. This is where the magic is. It is truly an art to be able to lead a prospect to ask the right questions in order for them to close themselves. You may want to go into more detail on this Beth.

But even if you're not able to do that, end the end, you still have a potential customer, with a service to sell. We've all heard that people like to buy but they don't like to be sold. When your presentation is over and you have dealt with the objections, however you may want to word it, ASK THEM TO BUY! They might even be disappointed if you don't.

 

[Beth]

The consultative sales model as I began using it, was based on Sandler. (not to be confused with Dale Carnegie - been there, done that too)

http://www.sandler.com

or in my case, more specifically http://www.hightechguru.com

My training was based on high tech, but the methodology applies broadly across many markets.

Having your prospect overcome their own objections boils down to leading the dance...

What I'm describing now is more for corprate selling. You have to discover thier "pain"...why are they looking for a new company? What didn't they like about the otherone? Where did they fall short of meeting expectations? Etc...etc... What you are getting from all of this digging is what their hot buttons are, what not do to, and what TO do in order to get the business. From there, you should be able to position yourself so that your company appeals to them, and they won't evenrealize they told you how to do it.

That's why I say...they overcome their own objections. Also, if they ask a question about if you can do a particular thing, and you can't it doesn't mean you are out the door. The next question from you should be "does this mean we should not keep going?" "is it going to be a problem?" Very often we percieve ther is an objection, and there isn't one. When you ask that questionand you are able to do 95% of what they want, well, sudden;t that last thing may not be an issue at all. Maybe they want you to repot the petunias in the lobby of the building when you wash the windows. But you aren't a landscaping company....doens't mean they won't recognize it, and it really, is not an objection at all. It's all an education process for the both of you, and at the end of all the discussion you will either agree to give it a shot, or not.

Does this help?

Beth

 

[Andy Wheatley]

I wholeheartedly agree that the only way to determine a customers dominant buying motive is to ask questions.

In the corporate world I believe you have to do alittle homework also. You should know why the company needs you before you even get there, because they will try to side-step you -

Example:

You ask: Why are you looking for another company?

They say: Well, we are always looking for a company that provides better service at a competitive price.

What they really mean: We are trying to cut costs. Give us a lower price than what we're paying now.

You ask: What didn't you like about the other one?

They say: Well, we've been very happy with them so far.

What they really mean: Besides the fact the employees are always drunk, late, and do really lousy work, we like them.

and the list goes on..... alittle homework keeps you from falling into this trap.

Confirm what your research tells you they need and then help them get it.

No homework - All you can offer is a shot in the dark or a lower price.

Good research - Get the job and $$$ too!

 

[Cody]

<font color=e87400><font size=+4><center>BETH</center></font>

OK,, I just hammered out a loooong reply to all this and realized that I may have somewhat missed something here. Could you Define you orginal question a little better for me. What do you feel a "Hard Sell" is and "Soft Sell"?

Cody

 

[Beth]

Good Mooooooooorning Cody!!!!
Wake up, time to wash!

Basically the thread was started to discuss hard selling - push for the close, scare them into buying on the spot, vs. soft selling, professional, consultative low to no pressure sales.

Not saying either one is rightor wrong, just sharing thoughts, expereinces, techniques we all use, and discuss what works well for us and why. Some folks get into a routine and hard sell everything, and do it really well. Others prefer a softer less intimidating approach.

Hope this helps. Have a great day!
Beth

p.s. Haven't had all my coffee and apologize for typos

 

[David Saulque]

Hard and soft sell is just a person prospective of the exchange. Some people/customers contend that anything that asks for the question is a hard sell. Over my 25 years in this field I have seen almost everything regarding the sales approach and the dreaded close word.

Without becoming ponderous a few hot points that should help all of us make a better basic sale call.

1. Must know your product inside and out. That means the good points along with the bad.

2. Know your customer need and his ability to make the decision.

3. Observe the operation. An example would be broken sign & unkempt conditions would suggest he would lack funds and so fourth.

4. Learn to listen to the customer let him talk. Know his needs.

5. Ask questions only if you know the answers. Other words you would never ask the customer Do you want to buy this? Or can I feel out the paperwork? Do you want to see this? Just do it-assume the yes. If a question is asked he could say no

6. Have paperwork filled out and have hand outs in a folder

7. The sales interaction should give clues of a trial close that should lead to the sale. Meantime the sale is lost because the person oversells and brings up issues reverse the mood. CLOSE and leave.

8. Review with the customer the product and what he has agreed to. This will save time and problem if the customer does not understand.

9. Good follow up and call back.

10. Make sure your sale works. Your sale just starts when he buys in, your focus should be on the next event with this customer. When he buys a second time, shows how good you did the first time.

I have used these TEN points over the years in training sales people and for the most part they work and these rules apply in almost everything we do when interacting with others.

David

 

[Beth]

Hi David,

Those are great bullet points, and I agree with and use most of them, except I differ a little on number 7 as how I handle it, in that I don't push hard there, I just ask them what the next step is in their process. It leaves them feeling more in control, and if the intent is there, you will still get the sale. Thank you for sharing.

I will say I do not agree with hard or soft sales approaches being a matter of perspective, but that's ok too. We don't have to agree. As long as each of us has a technique that works, we're successful. When we share like this it is my hope that others will take something away from the exchange that will be of benefit to them, from whichever post hits home for them.

Have a wonderful day, and happy selling!!!!

Beth

p.s. I have been selling for 20 years myself..... not all in the cleaning industry, but in sales nonetheless.

 

[David Saulque]

I retired from a national drug wholesaler. My position covered the Western 19 states. We setup buying and advertising groups for small chain and independent drug store accounts. I had 15 sales people under my charge, along with 2000 customer accounts. This included putting on sales shows, meeting, large group presentations.

No matter what we do, we are sales people. If you talk with your customer you are a salesperson, and the sales events are the same. I always stress that at the end the customer must fell as if he is taken care of. The sale rules are the same ABC-Glen Gary Glen Ross-"Always Be Closing".

David

 

[Beth]

Wow, I guess we are birds of a feather. I have sold to both Fortune 500's and the Federal, State, and Local Gov'ts. I have managed sales teams both commercial and govt' for both high tech resellers and software manufacturers.

You are sooooooo right. The customer needs to feel as if somehow you have made him or her look good in their job, and made their work life easier. Befriending them helps there doesn't it?

When I first saw Glen Gary Glen Ross, it was shown to all of our sales dept, all managers, by our VP. He did it to illustrate the importance of sales, but made a point to tell us that it was not always a realistic approach in terms of the way it was handled in the film. There is no place for lying in sales if you want to keep your customers.

It's amazing to me, the number of dishonest sales reps out there. I for one enjoy hearing the customer tell me how much it means to them to dela with someone they can believe. Honesty is important.

Other than that, GGGR is a good movie to illustrate hard sales techniques.

Beth

 

[Andy Wheatley]

Just wanted to say one more thing about this subject. For those just who are new to sales:

1. Ask questions to determine what your customer needs like Beth described.

2. Show your customer that YOU have the answer.

3. And however you may choose to word it, ask them to buy your service. Your odds in getting the job will increase dramatically.

A side note: I personally don't want satisfied customers - I want loyal customers. Satisfied customers can always be swayed by a lower price. Follow-up and take care of them like David mentioned and they won't think of calling anyone but you!

 

[Cody]

<font color=Blue>OK, here's the one that I pounded out, most of it still applies I did'nt feel like editing</font>
<font color=e87400>Ron & Andy,, some fine points
Ron
I just want to mention one thing here. I agree & disagree with one thing you said here

I don’t want to dance around and talk about the dance last night nor do I want to ask them if there dogs feeling better. I there to provide my service and I realize there time is precious and I want to get the job done. So what do we got to do to get it done???? Come right at them.

Now where I agree is get in and out and quick and you "successfully" can. Where I disagree (and I realize that this probably isn't really a disagreement, you more than likely agree with this, it just didn't come across that way in the above") is in the fact that sometimes you HAVE to dig in for a while, and talk about the dance, & the dog, & politics, & football & their rash & their kids & so on & so on. Grant it on smaller accounts you may opt not to put yourself through this but on larger ones sometimes you simply have to endure to land the fish.

Beth,, Now I'm really confused. I guess you need to define Hard Sell to me, I know I said earlier that a hard sell = a bad salesperson. But I was simply referring to the fact that it's only a bad sales person if they feel it. I may be way off base here but I really consider any pitch that gets "involved" to be a Hard Sell!

Whenever you start asking questions (Many) you are essentially starting in on a Hard Sales Pitch aren't you? I mean that's what Hard Sell is all about. And YES it is a Pitch, it's just not a canned pitch, (probably close though) You go in and as Andy said you go for the yes's or the Lead, and as you said you call them back as many times as it takes. That's a Hard Sell. It's persistence! You may not want to call it a pitch, but,,, it is! You can call it "Consultative Method" all you want but in the end it sounds like a Hard Sell to me. You are asking a serious of questions that lead the customer to where you want to go, you attempt to control the entire visit by steering the customer in the proper direction. That's Selling in my book. And Hard Selling at that. It's just with the proper presentation it goes down easy for the customer.

Now another important question is after you deliver your song and dance to the customer do you assume the order? If you do then you are definitely using a Hard Sell approach. If you don't then perhaps this may be the real difference of the two. Hard sell you go for the contract, soft sell you don't.


Maybe in the end here I really just do not understand the difference between a hard sell and a soft sell. I would assume that a hard sell in the context of this post would be Go into the meeting with the express intent of getting a sig. And a soft sell would be going in with the express intent of simply leaving a contract and relying on the customer to buy later. Is this right.

If so it really blows me away. And frankly if it's right I hope all my competitors soft sell, it'll make my job alot easier. While they're training my customers and ruling out all their concerns with their therapy sessions I'll be able to come in afterward and clean-up!


Cody
PS Some of this may sound as though I'm stouting out that my way is right and the rest is wrong, That really isn't my intention. To each their own. Maybe my opinion of how to sell will help some whether it be directly or indirectly I'm just tossing stuff up here. I thoroughly enjoy selling. I like turning customers, I like to land the one others cannot. I like to manipulate others pure and simple. It's a fun challenge. Face it, if you are good at the Art of Selling. You are a manipulative son of a gun. That's what sells is all about. Whether it be selling people on going to a movie you want to see, or to dine where you want to eat, or selling yourself on a date with someone special. It's all SELLING and all MANIPULATIVE! I guess what I'm saying is if you are getting what you want you're probably doing it right, as long as you "ARE GETTING WHAT YOU WANT" and not getting what the customer wants to give you. If that is the case the customer is selling you, and that's very bad!

 

[Ron Musgraves]

Cody,


We are on the same page. I also enjoy taken the ones no body else can sell. Yes, I will talk about their dog if I need too.


Beth mention being persistent, does this mean she’s going back to bother them some more?????

I don’t know about the manipulative thing. Probably a bad choice for words. In some ways I realize what you’re saying that’s why I don’t talk about the dog. I really don’t care about the dog and when I do I start feeling like I’m just using the person to get what I want. I would rather sell them on my quality and service.