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