Secrets to Success
Secrets to Success
Old sales tactics
don’t workQuestion: In your four-part series highlighting the four different types of people, and how best to sell to them, I didn't notice the type of person who responds well to pushy salespeople who lie. Given the popularity of these techniques in the sales force, I would have thought their target audience would represent a majority of the population. -- Margo
Answer: You're absolutely right, Margo! Their target audience does represent a majority of the population. A whopping 68 percent of the population. This explains why there are so many sales un-professionals out there. But what they don't realize, is that they are limiting their success by relying on these "quick sales closes." It may "make the sale" but it doesn't "make the business."
Here's why these approaches are so popular:
During the four-part series, we learned in the second case study, that Isabella is a people-oriented trusting person who represents 28 percent of the population. Sometimes she may be so focused on what a product can do for her, and her popularity or image, she doesn't realize she's being lied to -- especially if she really likes the product. She may even want to hear the "story" behind the "antique bench" she is considering in order to feel more "special" about her cool purchase, this gives her something to talk about with her friends who ask about the product.
During the third case study, we learned that Selina represents the largest piece (40 percent) of the population. She is the one who responds to sales people who tell her what she should and should not buy, giving her emotional reasons she responds to. As long as the sales person has built up some level of rapport with her, she'll "buy it" -- literally and figuratively. She is also "people oriented" so if she likes the sales person, she may buy just because she doesn't want to "hurt the poor sales person's feelings," especially after he spent so much time with her.
The down side
Unethical sales un-professionals are actually losing tons of money for themselves and the company they work for -- they just don't realize it. They think they're successful because they close many sales. But all the commissions on the back end will never be seen. And that's the key to massive success in any business, big or small.Unethical or popular approaches ultimately fail, especially on people like David (18 percent of the population) and Clark (14 percent of the population). The first case study, David, walks into a car dealer and directly states, "Give me the bottom line, and I'll decide for myself whether this is the best deal I can get." Clark, the last case study, is walking into the dealership with all his facts and figures worked out, thinking, "Don't dare lie to me, or I'm walking out!"
As for the 68 percent of people that may initially respond to the approach, they will be the deciding factor for a companies long-term growth. Once a customer realizes she's been lied to, she'll never come back. And she'll warn all her friends and aunties to never step foot in the store. Bad news spreads like wild fire! Plus, if the store has a good return policy, some customers who bought under pressure will come back to return the product once they review the decision they made. Those who want to save face may not come back to the store, or the original sales person, so they simply dispute the purchase on their credit card. Everybody loses.
This is the reason so many businesses spend more of their time trying to find new customers. It is the worst marketing strategy a company can ever implement. Especially a small business owner with a limited marketing budget.
Success secret
The most successful companies we work with have realized the best "marketing" is done by nurturing their existing clients. The marketing success secret that proactive companies implement is a commitment of integrity to all their clients who come through the door. Their goal is to keep people coming back. When you thrill a customer, they'll spread the word faster and better than any magazine ad or billboard could ever do. This is the key that allows the company and all their employees to stay in business year after year. It results in an increase in salaries and benefits and a continual increase of a company's overall net profits and the total reduction of advertising costs at the same time.
Deborah Cole Micek, chief executive officer
of RPM Success Group, is a business success coach
and life strategist. Reach her at DCM@RPMsuccess.com
or (888) 334-8151.