| I should have thought of that!" "How did he come up | | | | Does humanizing the machine give you a different feel |
| with that approach!" | | | | and image about the purchase? Has some of the |
| That was my reaction when Gary May gave a brief | | | | resistance changed? Does it change how you view |
| overview of how he took a small sales force and | | | | the investment? |
| created sales growth that makes a fighter jet with the | | | | Gary indicated that the top producers have mastered |
| afterburners on seem slow. | | | | the ability to humanize the product and yes it has |
| So they take a $20,000 to $100,000 purchase and sell | | | | made a significant shift in how the customer sees the |
| far more than their competitors, do it in one sales call | | | | purchase. |
| with higher margins while closing in the 80% range! | | | | Now when customers call in with problems, "This damn |
| Now this is a fairly mundane yet expensive and | | | | equipment is junk!" is not heard, rather "Sally is not |
| required product such as your company phone and | | | | feeling very good today." REALLY! The customer |
| switch gear. Add in a competitive market with multiple | | | | prospective is completely reframed! (These are male |
| suppliers and conservative buyers in the UK. | | | | and female corporate executives and owners!) |
| Two years ago Gary takes the book The Psychology | | | | 2. So what about taking objections and resistance out |
| of Persuasion, and applies the concepts to his sales | | | | of the picture so one can "close" that day? |
| force and product. The numbers tell the rest of the | | | | One of the major issues is the perceived need of the |
| story! | | | | buyer to "think it over" or "get other bids". Ever hear |
| The numbers, taking over 70% of their market, closing | | | | these? |
| 80% of the sales on the first call, closing 70% of their | | | | Gary has trained his sales force to deal with this up |
| customer's customers and their top people earning in | | | | front. "We realize that many people may want to think |
| the $600,000 range! These are all US currency, not UK | | | | it over or spend time getting many bids when making |
| pounds! | | | | an equipment purchase As we look at what Sally can |
| Interested? …..More…. | | | | do for you and she is able to handle all your needs, |
| Ok let's give you some specific ideas and the | | | | what reasons might there be to delay hiring her?" |
| perspective that created them. | | | | The answers are duly noted and the sales process |
| The first step is to apply Outcome Based Thinking to | | | | continues, of course the issues are addressed during |
| get the broader and different view. * What does my | | | | the balance of the process. |
| product really do and why does my customer actually | | | | "As you can see, Sally will fill all your needs and |
| buy it? * How can I view my product in these terms | | | | provide the image and services your customers' |
| and how does it change how I see it? * How can this | | | | desire. As to thinking it over or gaining other bids, would |
| address potential objections and resistance up front? | | | | there be any reason to delay hiring Sally today so she |
| In Gary's case it made several significant shifts in how | | | | could be working for you by Thursday?" |
| they viewed their equipment, here are a few that | | | | Obviously over 80% of them agree to hire her today! |
| allowed them to reduce the buyer's resistance. | | | | Getting the resistance and objection out right up front |
| 1. The equipment has replaced the phone operator | | | | will reduce their effect and framing these against the |
| from a gone by era, yet people view people very | | | | humanized Sally drops it even more. |
| differently from equipment. What if we humanized our | | | | There are two quick ideas from the many that Gary |
| equipment in several ways? How could this create a | | | | adapted from The Psychology of Persuasion material. |
| different picture in the buyers mind and drop their | | | | We'll share a few more over the next weeks, yet be |
| resistance? (Remember, most people visualize the | | | | sure this material works. |
| purchase in some way and this includes their | | | | Dr. Robert Jonas from Seattle, WA is having a very |
| prejudices and negative views.) | | | | similar result in his 80 person sales force selling |
| So how do you humanize a machine, you give it a | | | | windows to home owners. In our phone conversation |
| persons name and talk in terms of it as a real person. | | | | last week he indicated a 20% increase in closing ratios |
| Every system now has a woman's name instead of a | | | | in one week! |
| model number. | | | | For those of you who are curious how Gary gets to |
| "Let's suppose we bring Sally in to address all your | | | | close 70% of his customer's customers, email me and |
| phone needs and she can handle all your challenges | | | | I'll give you the steps he takes. Till next week, keep |
| for only $15,000 a year. How would you feel about | | | | asking, keep thinking and keep your ears and eyes |
| hiring Sally full time?" | | | | open! |