You've drunk bowl after bowl of chicken soup, but why are you still a 'dwarf' in action, making no progress at all? The missing link is the step from knowing to doing—you're just one action away!

There was a safety glass salesman whose performance consistently ranked first in the entire region. At a top salesperson awards ceremony, the host asked, "What unique method do you have to keep your performance number one?"

He said, "Whenever I visit a customer, my briefcase always contains many pieces of safety glass cut into 15cm squares, and I also carry a hammer. When I arrive, I ask, 'Do you believe in safety glass?' Whenever the customer says no, I place the glass in front of them, hit it with the hammer on the table, and many customers are startled, but they find the glass doesn't shatter. Then they say, 'Oh my, I can't believe it.' At that point, I ask, 'How much do you want to buy?' and go straight to closing, the whole process taking less than a minute."

Shortly after he told this story, almost all salespeople from safety glass companies started carrying safety glass samples and a small hammer when visiting customers.

But after a while, they noticed that this salesman's performance still ranked first, and they found it strange. At the next year's awards ceremony, the host asked him again: "We've now done the same thing as you, so why is your performance still number one?"

He smiled and said, "My secret is simple. I knew that after I shared that idea last time, they would quickly imitate it. So since then, when I visit customers, the only thing I do is place the glass on their table and ask, 'Do you believe in safety glass?' When they say no, I put the glass in front of them, hand them the hammer, and let them smash the glass themselves."

Key point:

In your sales, rejection happens every day. Customers are always busy: "Sorry, I don't have time," "I need to think it over," "Honestly, our budget is already spent!" "I want to compare a couple more suppliers." "I'm very satisfied with my current product."... Whenever we contact customers, we often find they are still busy with other things and have no time for us. At this moment, if we can't break through these resistances in the shortest time with the most effective methods to shift their attention to us, then everything we do is ineffective. Only when customers focus all their attention on us can we truly and effectively start our sales process. The first goal before selling a product is to sell yourself first. "Customers don't buy the product; they buy the person selling the product." This saying has been around for a long time. Persuasion doesn't rely on strong words, but on the personality and style that salespeople exude through their words and actions.

There's a very impressive real estate salesperson who earns as much as a senior executive at a big company. He said: In sales, you need to learn to minimize and visualize your product's shortcomings, and exaggerate and quantify the competitor's shortcomings. This is called refining your sales pitch.

He gave an example: If we're in real estate sales, suppose it takes a 10-minute walk from our building to the supermarket. We can say, "Our building is right next to the supermarket; you can stroll there in the time it takes to smoke a cigarette." This gives the customer a leisurely image of walking to the supermarket at sunset, smoking a cigarette, feeling relaxed.

If the competitor's building also takes 10 minutes to walk to the supermarket, let's do the math: 10 minutes walking 1000 meters requires 2000 steps, slightly exaggerated to 3000 steps. So the description changes: "Wow, walking to the supermarket is a bit far; you'd probably have to walk over 3000 steps. It's fine on a normal day, but if it's windy or rainy, and you're carrying a watermelon, it's a bit of a hassle."

When recommending products, it's suggested to write down all your sales pitches first, like revising an essay, finalizing every word, and finally crafting a persuasive pitch. Then practice, modify, and improve as you go! If you're not making money, it might be related to not being able to speak well or not hitting the point. These sales pitches aren't improvised; they're all homework done outside of work.

Approaching customers isn't about bowing and scraping, nor is it about eagerly explaining the product. Doing so will only make customers want to escape. Therefore, when first approaching customers, it's often difficult to quickly break down their defenses. After countless trials and reflections, instead of directly explaining the product, it's better to talk about the customer's wife, kids, or local gossip. Making the customer like you is what truly affects sales performance. So the key to approaching customers is to make them have a good impression of you. After opening the customer's "defenses" through common dialogue, you can naturally move into the topic of selling the product. Preparing well before approaching the customer is the key to sales success.

The biggest challenge in meetings with customers is capturing their hearts. Even if you capture their eyes or ears, it's in vain because their hearts are still wandering elsewhere. How do you capture customers' attention?

  1. Use a loud voice to attract customers and stimulate their curiosity.
  2. Use vibrant colors to attract customers and stimulate their appreciation of beauty.
  3. Use unusual actions to attract customers and make them feel novelty.
  4. Show the product's excellent quality and conquer customers with its quality.

If during the entire sales meeting you just talk non-stop, and the customer only responds with a few words, they'll just sit there listening, with too little participation. But if you can do some lively product demonstrations, you can immediately capture the customer's attention. Or let customers experience the product's effects firsthand, which makes the meeting relaxed, comfortable, and natural, conducive to communication between both parties.

The process of a customer deciding to buy is actually driven by emotional impulse, not rational analysis. Successful salespeople know how to touch customers' hearts and create a desire to own. Failed salespeople often get stuck in a rut and mislead customers into a dead end.

Source: Channel Help