Dr. Seuss's Sales Strategy

Persistence and Pushing ARE the Sales Process!

For argument sake let’s say Sam is the greatest sales person of all time. In fact the Sam I am thinking of IS one of the greatest salespeople of all times. Initially, Sam is no different than any other salesperson in that he presents the product he is selling. Take note: Sam did not ask permission to present his product he simply made the presentation without making the request to do so. Had Sam asked permission he would have given the prospect the opportunity to say NO. Permission is defined as: authorization granted to do something; formal consent.

Most salespeople will agree that it is a rare occasion that the prospect is immediately impressed by a dynamic presentation or enthused to purchase the product or service being offered. If it were, cold calling would be the favored tool of all salespeople instead of dreaded by many. Sam in fact was rejected, but his persistence afforded the prospect alternatives and solutions to facilitate the process. Successful persistence is characterized by several techniques:

• Research Based – Each time a prospect puts up a wall they give you the opportunity to learn something new about their needs. Return with a revitalized approach to demonstrate your confidence to be the solution to their problem.

• Value Based – Customers purchase on price as it is related to the value demonstrated to them. A prospect that rejects their purchase solely on cost has not been afforded the value of the proposition.

• Managing Customer Expectations – Overselling products/services compromises the integrity of the salesperson and the company.

• Objective focused – Keep in mind a long-term relationship is the ultimate goal. Mutual respect and a positive rapport with the customer are the ingredients to building that relationship.

• Contact Variability – Face to face is not the only form of persistence. In the technological age we live in the salesperson must utilized all opportunities of technological advances to keep them at the forefront of the prospect’s thought.

Once the salesperson has determined that all avenues have been exhausted without the prospects commitment and the relationship has developed over time, “Pushing” to finalize the sale is imperative. Pushing resembles persistence in that it must always be inspired by innovative solutions, but it always ends as a request to finalize the sale. Sam exhausts every alternative imaginable and each time he “pushes” his prospect to buy.

• Objections must be met - No one will purchase if they have a legitimate concern that isn’t met. This takes digging deep to resolve their problem.

• Focus on the solution not the problem – The problem is a negative for the customer so the solution should always be where their focus is guided.

• Narrow the Options – Don’t assume they will arrive at your solution to their problem. Guide them to the solution that you are proposing.

• Product/Service Demonstration – Whenever possible sampling a product or service can often be the final closure to the sale as it was in Sam’s case.

You might have figured out by now that Salesman Sam, referenced here within is the character from the Dr. Seuss book, “Green Eggs and Ham”. In fact Sam practiced Persistence 20 times in this children’s book and Pushing was evidenced 11 times when he directly asked for the order. The final strategy used was product demonstration, which finalized the sale of Green Eggs and Ham for Sam the Salesman. He NEVER requested permission, only for the prospects purchase.

Look for more small steps that produce BIG results!

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