Electric Impulse Communications, Inc. Newsletter

October 2002

  1. Sell The Hole Not The Shovel
  2. Be A Peer Not A Vendor
  3. How To Be A Peer Not A Vendor
  4. Live and On TV

I. Sell The Hole Not The Shovel

Pretend you work in a hardware store. A customer comes in: his need? A shovel to dig holes for fence posts. What does he really need and what are you really selling? He NEEDS HOLES. The shovel is the way to make a hole. You are fulfilling a need in the easiest SOMETIMES most cost effective way. (Not everyone wants the lowest monthly payment, some customers want the nicest driving car)

Perhaps, after TALKING to him, you will find that the rental of automated equipment will better fulfill his need. Perhaps you will find out that price is less important to him than convenience, or that he wants to dig the holes and get the fence up by this weekend.

FIRST YOU HAVE TO FIND OUT THE NEED-or you are the used car salesman because you are selling regardless of the need: You are NOT SELLING TO FULFILL THE NEED.

If you sell insurance You are NOT selling insurance-what are you really selling?



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II. Be A Peer Not A Vendor

Thousands of hours and millions of dollars have been spent studying the most successful salespeople in our society. They have been interviewed exhaustively, as have their customers, coworkers and managers. Today we know more about what it takes for you to be one of the best in the business than we have ever known before. And the most important thing we have learned in all these studies is that selling is more psychological than anything else. Come across as their PEER not a vendor. If you don't want to be treated like another salesperson, don't act like one. How? Establish a relationship.

Let's say your neighbor asks you to help him take out a tree stump. What would you do?

You would probably pop open a cold drink, sit on the deck, and talk over a couple different possibilities for the best way to remove the stump. Can you duplicate this mindset and behavior when you sit down with a prospect?

Picture yourself sitting down with the general contractor, ASK questions, and together figure out the how you offer the best solution.

Now-we know it is a MINDSET. How do we create this mindset and duplicate it at will?

 


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III. How To Be A Peer Not A Vendor

Do your homework. Find out about this person:
their hobbies, family, where they live, how many children, how long in the area- questions you would ask a guy you met at your child's Little League game. Don't start out selling, start out asking
what are the objectives of this project and how can you help.

Questions to ACT LIKE A PEER:
1. If you can answer three questions, I'll be in a position to provide a proposal/answer within 48 hours. Is that reasonable?

Ask these 3 questions or any three questions that you planned:
A. What do you need/want to accomplish?

B. How will you know when you have the right person sitting in this chair to make it happen?

C. What benefit would it be to you to have this part of the project finished on time and on budget?

2. If this decision were being made this afternoon rather than in 30 DAYS, what else would you need to know in order to make this decision?

3. From what we've discussed so far, what are the pros and cons of our working together from your perspective?

Your ATTITUDE in the presentation is equally as important as your experience or the experience of your company. Ask yourself?

* With what attitude am I entering into this presentation -- the attitude of a giver or a taker?

TAKER GIVER

USED CAR SALESMAN PROFESSIONAL
Sees client as a commission Finds need to fulfill
Talks 80% of the time Listens 80% of the time
Talks more than listens Asks questions

Every opportunity IS an opportunity to be a peer OR
a used car salesman. The more you talk
the more like a used car salesman you become.

MOVE THIS ONE CONCEPT FORWARD AN INCH
IN THE NEXT MONTH!



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IV. Live and On TV

PRESENTATIONS THAT ROCK:
Strategies for presenting yourself to win your audience and the next sale
October 14, 2002 11:30 Fairlawn Chamber of Commerce at the Hilton

HOW TO COMMUNICATE AND MARKET IN THE 21st CENTURY
October 31, 2002, 8:30-11:45 HBA on White Pond Dr. Akron

HOW WINNERS SELL IN THE 21ST CENTURY-
STRATEGIES FOR OUT SELLING YOUR COMPETITION AND WINNING THE BIG SALE
November 21, 2002, 8:30-11:45 HBA on White Pond Dr. Akron

HOW TO GET MEDIA ATTENTION
December 19, 2002, 8:30 - 11:45 HBA on White Pond Dr. Akron


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