Enthusiasm Makes the Sale
Posted: Friday, March 27, 2009
by Kim Robinson
Door-to-Door Cable
I was driving and about an hour away from home after being out of town for a few days when one of my teenage daughters called me. She is 15 and a fabulous kid, but her bedroom had become such a mess that, right before I left on my business trip, I threatened her with the atomic bomb of parental threats- clean your room or you're grounded! In my most stern and dad-like fashion, I told her that her room had to be spotless by the time I returned from my trip or she would be grounded over the following weekend. Being grounded in our home means not just staying home-that's cruel enough-but also being completely cut off from the world-no computer, no instant messaging, no cell phone calls and no texting. To a teenager, this punishment borders on inhumane.
My daughter called to give me a status report on her room project and, of course, to find out how far away from home I was so that she could plan her work accordingly. After we chatted for a moment, I asked about her room. She said in her most enthusiastic manner and tone and with a smile in her voice, " Dad dy, you're gonna love it! I did so much work cleaning it and putting stuff away that when you see it you're gonna say, Wow, she really did a lot of work.' I'm going to let her go out and finish the spotless part later.'"
"I will?"
"You bet you will, because when you see it you're gonna love it! "
My daughter was trying to sell me on not finishing her room without being grounded. Her enthusiasm was so great during her phone "presentation" that when I did see her room, which was greatly improved but still a long way from "spotless," I went ahead and let her off the hook with her vague promise of "finishing it later."
Her enthusiasm made the sale.
The business trip I had just returned from was a two-day direct sales training program. During it and every sales training program I present, I go over the "Five Sales Fundamentals," of which enthusiasm is number three-right behind communication and product knowledge (don't talk too much and know what you're talking about-duh), and right before humor and honesty (lighten up and never lie to make a sale-ever.).
Enthusiasm is critical to the sales process because conveying a sincere belief in your product(s) or service(s) is contagious. If you believe-truly believe-that what you're selling is a good value, and you enthusiastically project that belief to your prospect during your sales presentation, then your prospect will believe it, too, and be much more likely to buy what you're selling.
I tell every sales rep I train that enthusiasm for their product-sincere, you're gonna love this stuff enthusiasm-can overcome poor product knowledge and even poor command of the other steps in the sales process. It may not make the sale for you, but it will set the stage for you to make the sale.
The classic sales process is to establish a rapport with your prospect, then to gather information by asking questions and listening to the response to see if there is a need for what you're selling. If you can't identify any needs, then you're not going to make a sale (as a rule, although some people will buy anything). Then, with at least one clear need identified and in mind, present your product's features linked to benefits to the prospect and ask for the sale. Really good salespeople inject a shot of enthusiasm right before they present the features and benefits to encourage the prospect to have a positive view of what is to come (the sale, of course). Mr. Prospect, you're gonna love what I've got for you
Inject enthusiasm into your sales process and you will make more sales. If you don't, I'll ground you.
Kim Robinson is a nationally recognized speaker and trainer and a founding partner of the cable industry-specific sales training company, Door-to-Door Cable. He is a nationally recognized expert on the consultative sales process and permission is granted to reprint this story anywhere as long as it is printed in its entirety and includes this information box. http://www.D2DCable.com ,
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Top-level comments on this article: (1 total)In a different context - when I am in a shop and the sales person can't be bothered: “hu," he would say with a half hearted point. At this point I walk out of the shop and think if he does not want to sell it why should I but it?
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