8Sep/088

Put Yourself in the Customer’s Shoes If You Want to Make the Sale

How often do you find yourself turned off by scripted and manipulative sales techniques used by salespeople you come in contact with? I shudder every time I come across a salesperson who recites their lines as though they were starring in an amateur theatre production.

Sure, you probably don't like it either, but are you guilty of doing the same thing with your new prospects? Now, I'm not talking about using a sales process or system; there are multiple sales models out there, and depending on what you're selling, some might be more appropriate than others. Every sales professional should have a process that begins with personal positioning and lead prospecting and takes you all the way to finalizing the transaction.

What I'm talking about is using canned phrases and buzzwords to "pitch" your product or service. Those rehearsed statements simply don't sound sincere. Even worse, scripted presentations move forward at one speed, and that speed is being set by the salesperson, not the prospect. Additionally, scripted approaches limit the number of questions you will ask because you're too busy "telling" and they restrict the amount of viable solutions you can offer, since without asking enough questions you cannot gather enough information to offer alternative choices.

Before getting face-to-face with any prospect or customer stop and ask yourself this question: "If I were the prospect, how would I want the salesperson to work with me?"

Filed under: Professional Selling Leave a comment
Comments (8) Trackbacks (0)
  1. Kathleen
    September 10th, 2008 - 19:33

    I live and die by this line of thinking, both professionally and in my private life, as well.

    Its the ‘Golden Rule,’ translated specifically for Salespeople and very eloquently said.

    - Kathleen

  2. Alan Underkofler - Follow Up Success
    September 17th, 2008 - 02:37

    Interesting position on scripts… Not sure if I completely agree to throw them out but your point is definitely something to remember. Asking questions during the meeting should be part of any script! This is also a great reminder for all the top sales people who know their product inside and out. I often catch myself (more often than I like to admit) going through a presentation too fast. Not because it is a script but because I have done it hundreds of times. Reminding myself before a meeting that the person I am talking to has never seen my product is a great habit to get into.

  3. Kevin Reinert
    September 24th, 2008 - 08:31

    Hello Alan
    I am a big proponent of salespeople having a “system,” but not necessarily a script. The problem with scripts is the prospects or customers don’t alway remember their lines. In the early part of my sales career I was with an organization that taught scripts. I witnessed too many people using canned comments in response to certain comments by the prospects. They sounded insincere, and when the prospect got ahead of the salesperson or off an a tangent, the salespeople didn’t know how to regain control without acting abrupt.
    Now, I am a strong proponent of having several pre-prepared questions to get the conversation going in the right direction. The initial questions should be open-ended, broad and offer the salesperson the opportunity to dig 3-deep. In other words, when you ask a question about a particular area of mutual interest, you should wait for the prospect to respond and then follow-up with at least two more questions on the same subject to get greater insight. Not only does 3-deep questioning help me get more information, the strategy also sends a message to the prospect that I am listening to what they have to say.
    Thanks for commenting!

  4. Kevin Reinert
    September 24th, 2008 - 08:41

    Hello Kathleen
    You make a great point with your comparison to the Golden Rule. We don’t “script” our conversations with friends and family. We speak from the heart. When we treat our prospects the same way, I believe we break down many of the barriers that exist between salespeople and their customers. Instead of an adversarial relationship, it become a mutually beneficial partnership.
    Thanks for commenting.

  5. Greg Woodley
    September 25th, 2008 - 01:20

    Hi Kevin, loved your post. I sold products B2B for 22 years,NEVER used a script and I was in the top 5% of money earners in the country. I knew my products, asked questions and was curious and kept my wits about me looking for opportunities in what was said and watching the reactions of my customers. I took notes, made appointments and respected people’s time. I never out stayed my welcome because I was watching their non-verbal signals. The problem with following a script is that the focus is on the script, NOT on the customer. It’s about finding out what’s important to the customer. And if I couldn’t help them I got out of their way. Keep telling people out there, Kevin, it needs to be said.
    All the best, Greg

  6. Jennifer
    September 27th, 2008 - 00:56

    Amen Kevin! I love your approach, and as a woman who values Connecting and Caring as much as I value Succeeding, your advice is right on! Ask a lot of questions, listen and then answer their questions (not just the ones your “script” tells you to answer). Most importantly, asking, “If I were in their shoes, how would I want them to treat me?” helps to keep a person in check. Thanks for addressing this so eloquently!

  7. Kevin Reinert
    October 2nd, 2008 - 09:52

    Hello Greg
    Here at The Brooks Group we teach that top professional salespeople focus on the customer’s needs and wants. And here’s the key, customers will buy what they need from salespeople who understand what they want. I guarantee that one very important reason you were in the top 5% was because you put that concept into practice everyday. I also like the fact you used to read your customer’s non-verbal signals. Salespeople are supposed to be professional advisors, not professional visitors — take care of your customers’ needs and wants, and let them get back to work. Great hearing from you. Kevin

  8. Kevin Reinert
    October 2nd, 2008 - 09:59

    Hello Jennifer
    Thank you for the kind words. Your email reminded me of a great story about asking questions and listening. Many years ago, England’s Prime Minister Winston Churchill was scheduled to have dinner with a lady. The woman was so excited and told her friends how thrilled she was to get to meet “one of the most interesting men in the world.” When she returned from dinner her friends asked her what the experience was like. She said she thought she was going to meet the most interesting man in the world, instead, based on the questions asked by Winston Churchill, the Prime Minister had met the most interesting woman in the world. Once again, thank for writing. All the best. Kevin


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