Opening the Sale – Because You’ll Never “Close” Without Opening Well

In working with and coaching salespeople, particularly new ones, or untrained ones, I have noticed many stumbling with how to initiate sales calls. Whether “cold” or scheduled appointments, many have difficulty deciding how to open the sales call. Why not simply be honest and express your intentions?

Your prospect/customer knows you’re a salesperson. They are not stupid or naive. Being honest about yourself and your reason for meeting will position you much more favorably. Issue a statement of intention. For example: “Hello. My name is Richard Dickerson with The Brooks Group and the purpose of our appointment is to meet you, get to know you better, share information about our (whatever you sell) and discuss anything you wish to discuss with me.” Or, another way, “Hello, I am Richard Dickerson with The Brooks Group and what I would like to accomplish is to meet you, get to know you better, share information about our (whatever you sell) and discuss anything you wish to discuss with me.”

You have clearly stated a reason for being there, and most importantly, invited dialogue. Remember, they know you are a salesperson. They are more comfortable if they feel no pressure from you. The phrase “and anything you’d like to discuss with me” takes the pressure off them and you. It discloses your wish to have dialogue--a conversation, not a data dump by you the salesperson. Prospects feel threatened by monologue. It’s inconsiderate and self focused. We have to focus on the prospect, and the prospect has to feel that focus to help develop trust in us.

Also, this is not a script; it is a language or methodology for gaining attention and building trust. Use your own words that exemplify the principle. And remember to keep it simple--least amount of words spoken with conviction and confidence that convey clearly and sincerely your interest in your prospect’s or customer’s biggest, most pressing concern.

Your sales results and career will flourish!

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“Closer” vs. “Consultant”

Having sold for many years (some say since the earth cooled!), I’ve always been concerned about the word “close.” While I understand its use, meaning and intent, it still bothers me. It seems so final! And often times a prospect is “closed,” not the sale.

The perception of selling and salespeople varies too often between distasteful and despicable. So why use a word that reinforces those negative perceptions? “Close” means done, end, finished. To some it means “put away,” out of sight, inaccessible. Are those the perceptions we as salespeople want to create? Of course not. But our words embellish our thoughts, actions and mannerisms. Our actions manifest our words and how we’re seen. Want to be seen as a “closer” (finished) or as an advisor (present)?

What if we simply say (and see ourselves) as completing the final step in the selling process of asking for commitment ; becoming a trusted advisor who creates a positive perception. We built trust, we didn’t “close”. We’re not done, we’re beginning a partnership.

Think about it. “Closer” or “Consultant?” Who would you trust ?

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Buyer’s Anxieties, Seller’s Solutions

We’ve all been fooled. Each of us has a sales ’tale‘ to share about being misled, coerced or manipulated. And our memories — much like our prospects’ memories — are long and often unforgiving! No wonder prospects sometimes feel initially suspicious, anxious and wary of salespeople. So, what are we to do as salespeople who are honest and ethical, and yet still mistrusted by prospects?

Building trust takes time, effort and creation of consistent experiences. This is particularly true in sales where we’re dealing with emotions. A prospective buyer’s feelings are based on perception, not just logic. It may take multiple, positive experiences that are felt in the same way by the prospect before they “feel” comfortable, trust emerges and they begin to feel better about what you’re trying to offer.

We must remember and be sure to address the fears (feelings and perceptions) which are well-entrenched in prospects. They are:

1. Fear of a buying mistake:
   a. Paying too much
   b. Paying too little
   c. Buying out of fear
   d. Not getting what you truly need
   e. Not getting what you really want
2. Fear of looking stupid
   a. Succumbing to pressure
   b. Being ’suckered’
   c. Falling for a ’pitch’
   d. Buying to get rid of the salesperson
   e. Buying only because you ’liked‘ the salesperson
3. Fear of being criticized or ridiculed
   a. No one buys from them!
   b. How could you?
   c. You paid what?
   d. Don’t you know their reputation?
   e. Why did you ’fall‘ for that?

In every situation, positioning yourself and your product as a source of trust and value would have overcome these feelings. It often takes multiple acts to build trust, but only one mistake to destroy it. Value is the buyer’s perception of “what’s in it for me that’s important to me?” You’d better discover what they perceive as value. This in turn helps solidify trust — and leads to choosing you, because it feels right (trust) and solves their greatest issue (value). After all, that’s what customers truly want isn’t it?

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