I recently was traveling through an airport and came across a kiosk selling customized music CD’s. I approach the booth and was met with a warm, confident outstretched hand and a big “Hello, how’s your day going?”
After we exchanged pleasantries I asked the guy “so what’s this all about?” I expected to ask the question and then sit back and listen to the “spiel”. He said, “We make customized music CD’s for kids that includes the name of your child in the various songs over 40 times throughout the entire CD - do you have kids?” I nodded and he asked for one of their names. Thinking I was on a slippery slope to a lengthy demonstration I qualified my time by saying that I had a flight in a short while and didn’t have a lot of time. He said, “no problem, you can go when you have to, it’s easier and quicker to show you then it is to explain it, it’ll only take a minute”. I gave him one of my boy’s names and true to his word he had a live presentation for me in less than 15 seconds.
While he was doing the demo he asked about my other kids names, their ages and if the music would be appropriate for the older boy. I said it wouldn’t be. He asked if the other two boys were familiar with the two different kid’s musicians he was playing and whether or not they liked the music. I said they were and they did. When the demo was over he said, “What do you think of that?” I mentioned it was very cool and that my boys would love to hear their name incorporated in their favorite music CD’s. I then asked “how much?” He told me the price and then simply asked, “It takes 3 minutes to burn a customized CD, should I do one up for each boy with each of the different groups you just heard?”
Done deal. I’m happy because I got an early birthday present out of the way and my boys will love it.
There were a number of things this guy did right - let’s have a look:
- Engage immediately. As soon as he saw me looking he approached me. Friendly, inviting and smiling are hard to resist.
- Excitement. He had a good response to my question, “what’s this all about?” Why? Oh maybe because he hears it 1000 times a day! Prepare good answers to common questions that grab attention and create some excitement. Don’t try to wing it all the time.
- Optimism. He was not deterred by my comment about having to go soon. He understands that catching your flight is on everyone’s mind in an airport. He understands that it doesn’t mean the person won’t stay and listen, but that it is just the customers’ escape route they are setting up in advance should they need it. Imagine how successful he would be if when someone said they only had a short while and he rushed them off with an informational brochure? Again, he had a good logical response. He alleviated my concerns by saying I could go any time and educated me as to how long it would take and what the benefit was to my hearing the presentation.
- Involvement. His odds of making a sale go up if he can get to a presentation so he asked for it right away. He had a smooth transition and a logical reason/benefit for me to hear the actual product not just hear him talk about it. Selling is leading. Are you taking the lead in your sales conversations?
- Professional presentation. The guy new what he was doing; he was practiced. He was quick and to the point and new exactly the best way to show value in his product. Can we say the same about the way we explain our products to people?
- Polite and not presumptuous. He got my input on what I thought about the product before moving to the next step of the sale. Do we get the clients involvement during the sales process? Are we asking confirmation questions to check our progress?
- Solid conclusion. He knew time was an issue. Why prolong the process? I saw the product and answered all the questions in a way that suggested this might be something I’d consider buying - what else is there? It’s not complicated. He asked for the sale. He brought it to a logical conclusion by riding the momentum he had gained through a good interview and presentation. Standard sales practice: ask questions, demonstrate product, get feedback from the prospective buyer and, if positive, ask them to buy. Are you asking for the sale every time you present a product?
How often is the sales process all herky-jerky and unorganized because the sales person isn’t leading? Make sure you have a plan for the more common questions and products you deal in. Don’t complicate the process with unnecessary points and steps. Create momentum with a planned approach that leads the client to a buying decision.
- Be optimistic
- Interview and get acknowledgement of a need.
- Present your product professionally and efficiently
- Get feedback from the buyer.
- Ask for the sale.
By the way he suggested I pass on his contact information if I happened to know of anyone that had kids that might like the CD’s. I’ll save asking for referrals for another month 
“Success is selling comes when opportunity meet preparation. Unfortunately, when opportunity presents itself it is too late to prepare.”
Kevin Neufeld is a sought after speaker and sales trainer. His unique outlook on the service side of selling allows participants to not only maximize their potential in sales but to feel good about the profession of selling.
When Kevin talks on motivation and commitment he knows of what he speaks. Kevin was a member of the Canadian National Rowing Team for 7 years and has competed in several Worlds Championship regattas as well as the Olympic Games in 1984 and 1988. The pinnacle of his athletic career came at the Los Angeles Olympics where he won a Gold Medal for Canada in the Men’s Eight.
He is currently the Director of Program Development for the International Sales Training Company Fusion Performance Group which specialises in the Automotive, Financial Services and Insurance industries.
Go to http://www.fusionperform.com to ask for 3 FREE sales meeting agendas as well as other sales training tips