Since I conduct sales training courses for a living I like to observe the sales techniques of salespeople when I’m making purchases. Recently I witnessed a popular sales closing technique that will kill your sales and you need to know about it.
Here’s what Happened
The other Saturday my wife Mary and I were out shopping for a new television. We were planning on getting a 52 inch screen TV. After some rather extensive negotiations with several managers we finally got the 65 inch TV we really wanted at a price we were happy with.
We were also going to need some IT people to come out from the electronics company to set up our new TV with our computers and “other stuff” (other stuff is a technical term).
The Mike our salesman strongly encouraged us to go with their super deluxe IT set up package. My wife is very IT savvy (unlike me) and could do most of it herself so we were thinking of going with their much less expensive basic setup package. But since Mike said it was so important we get the deluxe package we hesitantly agreed.
As we were waiting for the paper work to be printed my wife decided she wanted to do most of the set up herself. So I told Mike we decided to go with the basic setup package instead.
Mike again strongly encouraged us to go with the more expensive deluxe set up. When I asked him why, he only gave me these vague emotional responses. Finally in an anxious tone he said, “Just trust me.”
The “Just trust me” Translation
I was surprised by his choice of sales closing techniques, or maybe his lack of closing techniques. My instant interpretation of his “just trust me” close was there was only one reason I should buy the deluxe package. That reason was he would make more commission.
That close is what made my wife and me very comfortable with our decision to buy just the basic set up package.
By the way it’s a wonderful TV that works excellent with our system.
The Trust Account
If one of my good friends or a family member said “just trust me” I might. Even if a salesperson I have done successful business with for years said “just trust me” I might. But when this almost total stranger said “just trust me” it sounded as appealing as fingernails being scraped down a chalkboard. There was no trust there to begin with.
Mike helped us to go from a 52 inch TV to a 65 inch TV by demonstrating a better product. And believe me the 65 inch was a lot more expensive. If he would have just demonstrated a better product in his deluxe IT package with some specific features and benefits we would have probably bought it.
It’s Not Just About the Product
It does not matter if were talking about, automotive sales training, hotel sales training, insurance sales training, mortgage sales training or phone sales training. You sell with emotion and close with logic. Mike actually demonstrated some good sales skills when it came to selling us the TV. He got the selling with emotion part down good. Where his selling skills were lacking was in closing the sale with logic.
Sales Coaching Tip for the Day
So the bottom line is stay away from the too common empty closes like “just trust me.” Instead, do some research on your products. Then develop a list of strong features and benefits about your product. This will give you more confidence as a salesperson. This will give your customers more confidence in their decision to buy your product from you.
It now becomes a good win-win deal for all.
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Tags: automotive sales training, sales c, sales skills, sales tips, sales training, sales training courses
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