The other day I went over to my local Harley dealer to get some prices on a new bike. Mine is a 2012 Road Glide and I’m thinking about upgrading to a 2020. Now, $34,000 seems like a lot, but this bike is really cool and meets my criteria – loud and fast.
So I’m at the dealer chatting with a young salesperson who proceeds to tell me about a rider fatality that occurred the day before in a nearby Chicago suburb. I’m sitting there thinking, “This knucklehead is telling me a story about a motorcycle fatality while he’s trying to sell me a new bike!”
For me, the story wasn’t going to make any difference – I was still interested in buying that bike. But if I were a new rider the anecdote could really have given me pause about whether I wanted to get into riding at all. (By the way, as I’m writing this article I am negotiating with “my boss” and not making much headway with her on this new purchase.)
There’s an important lesson to be taken from this salesperson’s folly. The words we use when speaking to potential clients can make or break almost any sale. In this case, the prospect of danger while riding a new bike could have made me – the buyer – second guess my investment.
How about you? Do you ever walk into a shop on a rainy, hot, snowy, or all-around crappy day and start your sales call with a customer by commenting on how horrible the weather is? Believe me, the technician knows how bad the day is since they’re working under a vehicle potentially dripping water or snow onto them. What good is this opening doing for your sales presentation? All you’re doing is reminding the customer that it’s an awful day and he has to work in it. You certainly haven’t improved his purchasing mood or your chance of success.
Even worse is complaining about your spouse, kids, girlfriend, parent, coworker, or boss. All this does is remind the customer that they, too, have issues at home or work, and since many of those issues tend to involve money they have no money to spend with you. Rather than play the commiseration game, try a short phrase like this one instead:
· “I’m sorry you have that issue at home to deal with. Let’s look at this month’s specials and see what we have to at least make your work life easier.”
Perhaps worst of all is walking in a shop and bringing up politics. Especially now with an election looming one contradictory statement and you’ve now aggravated your customer so much that not only do they not buy from you today, but they may never buy from you again.
Here’s an example of a no-win situation. You’re speaking with a technician in bay 1 and agreeing that those so-and-so democrats are ruining the country and they should all move awayto another country. However in bay 2 is the staunchest democrat in the building. In agreeing with bay 1 you have alienated bay 2. Keep your opinions on touchy subjects like politics and religion in your head, not your mouth. If the customer brings up a subject you find touchy, say something like.
· “I really don’t follow politics much” and then change the subject.
· If you are a habitual complainer, whiner, doomsday advocate, political hack, or other fanatical radical keep your opinions and thoughts to yourself, as they have no place in a selling environment. You may not know it, but your customers will remember and talk about your complaining. They might even begin to avoid you! I love this saying: “He complains so much that he would complain if he were hung with a new rope.”
If you believe that by approaching negative or possibly controversial topics you are “just making small talk” or building rapport with customers, consider this: There are a million things to talk about on a sales call; so how can bringing up a touchy subject help in any way?
Like it or not, the words we use can make or break almost any sale, even if the product you’re selling fits the user’s needs. Let the following topics and phrases guide your conversation, instead.
When discussing a major purchase, using ownership words like "yours” can really help. It produces a feeling of ownership to the prospect. Combine this with effective, open-ended questions that allow the customer to fill in the blanks, giving you both plenty to talk about.
· “What color do you want your new storage system to be? Red, Green, Blue, or Black?” “Where will you store your new test gizmo?”
· “This new tool will help you remove and connect hose clamps much quicker. The improvement in speed will pay for your new tool in one or two fast jobs, won’t it?”
A lot of us spend considerable time and mental energy comparing different products on the market. When it comes time to buy, many people like to feel part of a group and find comfort in knowing others have made the same decision. You can help bolster that confidence with phrases like this:
· “The techs over at XYZ Chevrolet all use this tool to successfully repair (fill in the blank).”
All technicians like the words “quickly,” “fast,” and “easily” when considering a new product:
· “With this new tool you’ll be able to quickly remove the broken starter in about half the time.”
· “This new wiring tool is so fast that you’ll be able to cut, strip, and crimp wires quickly and efficiently.”
· “Previously removing manifold stud bolts has been a difficult and slow process. This new tool does that difficult job easily, and without the usual problems.”
One final phrase to consider dropping from your sales presentations is “I think”. If I’m going to buy something from you, especially something expensive, I don’t what to hear the words “I think.” I want you to know the answer and not think you know. As mobile tool dealers, our customers count on us to provide them with the products they need and the service to go with. They rely on the knowledge we’ve gleaned from visiting other shops and selling those same products along the way.
Small talk is no small matter. You can influence the way clients see you with your word selection and attitude. To sell like a pro, sound like a pro. Your business depends on it.
Now go sell something.
