Showing people how they can personally profit from your product can be one of the more creative parts of the sales process.
Consider the Dream Room at Gardner’s Mattress & More store. The Dream Room is a private mattress-testing room that allows a unique opportunity to try before you buy.
The room is essentially a sleep sanctuary, adjacent to the showroom. The space is totally private and void of salespeople and other customers, so you can snuggle in and get comfortable. Gardner’s is the only mattress store in their area that offers such an experience.
In fact, I have never heard of any other mattress company offering such a service. You make an appointment, pay a $50 deposit, and spend time in the Gardner’s showroom with one of their sleep consultants.
The consultant helps you narrow your mattress options down to the one you feel best suits your sleep needs. Their team encases your mattress in a proper allergy- and bedbug-proof zippered cover and tops it off with extremely high-quality, fresh sheets and pillowcases, all for you.
Once you enter this Dream Room, you quite literally take a nap. This is your opportunity to “try before you buy.” The proprietors encourage you to bring a good book and simply relax. For couples, they encourage cuddling, although they ask that the bedroom activity stop there; out of respect for the room and future sleepers.
You can even bring pyjamas and your own pillow and sheets if you want. This is a very creative example of the lengths that a business can go to in presenting its product.
For them, every sale is well worth it. Gardner’s average mattress costs around $4,000 and prices go up to a staggering $18,000. How do they do that? What they have created in their business is a sleeping experience, not just a price experience.
By now, their system will sound familiar. They know their product, match it up with the client’s needs, offer some advice customised to each client, and make a presentation that clearly shows the customer what’s in it for them.
From here, all they have to do is ask for the business and negotiate a price. If you look at their website, I challenge you to find price anywhere.
The dollar signs are simply not there. Gardner’s whole strategy takes you out of the price war, and into your personal experience.
There are, I am sure, plenty of mattress companies all over that town that sell off the floor at cheaper prices. Make no mistake, those stores have a purpose; what they sell and how they sell it is fine.
Wouldn’t you still want to make the experience a little better and have more chance of building a relationship?
Positioning your business this way tips off the consumer that what you sell might be something special.
Would you not want your client to know you offer an exceptional experience? The customer-savvy company has a better chance of selling their mattresses than the person down the road.
They get a commitment from you the moment you make an appointment in the Dream Room, strengthen it with a small deposit, chat about what you want, and then take a nice cosy nap.
That’s a sales commitment. More importantly, that’s the best presentation you can make.
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. His products and services are now sold in 23 countries and in 11 languages generating $350 million annually in sales for his clients. Mike sold the company in 2015 and now spends his time following his passions which include rugby, travel. His promise: “I can find thousands of dollars in your business within minutes – GUARANTEED” TRY ME!
In my blog The right advice at the right time I talked about qualifying a client as part of your sales process, before presenting your product or service.
Sometimes, it’s also important to develop a script for shorter pitches, or ‘elevator pitches’. These too, help you to qualify a client.
The so-called ‘elevator pitch’ came out of Hollywood.
An aspiring actor or actress may have had only one chance to pitch an idea, and that chance may well have come in an elevator ride with a Hollywood executive.
They had the length of the ride to talk up an idea for a film, a role, or a script, so their story had to be quick and clear. These days, you’re unlikely to find yourself making an actual elevator pitch, but you still need to be succinct with any proposal, especially if time (or attention) is short.
If someone asks you what you do, you must engagingly describe your business so that by the time they leave your side, they want to become a customer themselves.
I recall doing an exercise for a senior leadership team that directly illustrates the concept.
We divided a room full of executives into teams of two and gave them questions to ask each other during an actual elevator ride.
They asked each other things like; “What do you do?” and “Can you tell me clearly what you offer in benefits at your business?”
The responder’s job was to get the questioner excited about the company and to show how the company could solve their problems.
The elevator rides were very revealing. When the doors opened and the riders reported on the responses, every single story was different. Every one.
It was pretty eye-opening for me, because it was my company they were talking about!
The executives weren’t getting the right message across, and the message itself was inconsistent. They needed to learn to tell the company’s story, to feel comfortable even bragging a little.
As I say to my kids, if you’re telling the truth, it’s not showing off.
More Secrets
While there is no absolute formula for creating an elevator pitch, I’ve adapted the work of a well-known marketer called Eben Pagan to illustrate the importance of emotion.
Like Pagan, I believe using the right words can help you focus on the emotional needs behind the client’s desires.
The key is to talk about helping, describe who you help, explain what they will achieve, and suggest what they need to do to get started.
Say, for example, you offer a weight loss program; your elevator pitch might sound like this:
“I help overweight women who want to lose more than 20 pounds, get rid of their fat in as little as 90 days without starvation and without torturing themselves with military exercise. Do you know any woman who would want to lose more than 20 pounds quickly?”
Here’s another example, if you offered, say, debt consolidation services. Your pitch is a little different, but the pattern is the same:
“I help people who are in $10,000 or more credit card debt. I cut their monthly payments in half, and then I get them completely out of debt.Do you know anybody who has credit card debt and would like to cut their payments and eliminate their debt in less than three years?”
For NRS Media, I would say:
“I help advertisers who are confused, frustrated, and unsure about what media to invest their advertising dollars in. Do you know anyone who has a problem like that? Anyone who would like a no obligation, free advertising audit?”
Who could say no to offers like these?
Develop your elevator pitch.
Use this template to create your own elevator pitch. The principles behind the elevator pitch work across many formats and situations, but it is important to know what kind of environment you will be presenting in, so you can gear your content to your audience.
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. His products and services are now sold in 23 countries and in 11 languages generating $350 million annually in sales for his clients. Mike sold the company in 2015 and now spends his time following his passions which include rugby, travel. His promise: “I can find thousands of dollars in your business within minutes – GUARANTEED” TRY ME!
In my last blog I talked about the importance of qualifying your client (read it here)
Qualifying a client may seem like a colossal waste of time. After all, if the person standing in front of you is interested in red sweaters, you can sell them a red sweater without asking any more questions, right? Not necessarily.
Remember that what they are buying is a solution to their problem, not a specific product. Maybe the potential sweater-buyer wants to make a good impression at the company Christmas party; the new sweater needs to be festive, but not too revealing.
How are you going to find that out without asking? Very often, it’s not the product that the customer is really buying at all. You might think it comes down to quality and price, but there is a lot more going on when a buyer makes that decision.
It may depend on how, where, and to whom you present your advice.
A Showman Selling Potato Peelers on the streets of New York.
Take, for instance, the humble potato peeler profiled by Howard Kaplan in a 2009 Vanity Fair article:
“In the early 1990s, a man named Joe Ades began showing up in the bar at the Café Pierre, Manhattan’s famously posh hotel on the corner of Fifth Avenue and East 61st Street. Joe liked the crowd at the Café Pierre, but the real draw for him was Kathleen Landis, the dimpled, piano-playing house chanteuse who still entertains there five nights a week.
Joe was a five-nights-a-week man as well, always seated at the same round table with a front view of the baby grand and a back view of Landis. He drank only champagne, and never alone. On most nights he casually ordered a bottle, which always appeared with two champagne glasses—one for himself, the other for Landis.
Even by the standards of café society, Joe cut a noticeably soigné figure in his classic, British-made Chester Barrie suits and bold shirts and ties from Turnbull & Asser. The clothes went well with his English accent and late-period Sean Connery salt-and-pepper beard.
He looked so distinguished and was so free with the bubbly that the Café Pierre crowd, Landis included, at first had him pegged as one of the “owners”—the tycoons who actually live at the Pierre in stupendously high end co-op apartments.
The Café Pierre was way off about Joe, or so it decided after some probing. if no one was brave enough to ask him where he lived, quite a few people asked him what he did for a living.
“Holding his glass of champagne by the stem, Joe would say simply, “I sell potato peelers.” The probers had a good chuckle over that. “Right,” they all said. “Now pull the other one.”
While walking the streets in the months that followed, some of the probers, who may have still doubted him, came upon Joe in the middle of a spiel with a crowd gathered around him at some busy corner.
He sat on a campstool, peeler in hand, and performed all manner of surgical wonders on carrots, zucchini, and Idaho potatoes. A long slab of Lucite served as his worktable, which rested on storage bins filled with all his produce.
The table and his campstool were so low to the ground that he worked from a perpetual crouch, like a catcher.
Meanwhile, he kept up a constant patter, belted out at the top of his lungs in a scratchy, theatrical Cockney singsong.
After three or four minutes—not before—he announced the price of his “machine,” as he called it, produced a wad of bills from his left coat pocket, and began dealing peelers as fast as he could to the outstretched hands flapping money in his face.
As if all this weren’t astonishing enough, he had on his beautiful café attire, only now bits of potato peel flecked his lapels.
He bowed his head low over an operation, sweat from his brow coursed its way down the bridge of his nose and dripped onto the cuffs of his Turnbull & Asser shirt. Joe is still working the peeler in New York.
This past December he turned 72, but unless there’s snow on the ground, he’s out pitching. Joe loves the peeler, which he sells for $5. “I love it for several reasons,” he says.
“It’s portable; it works; I never get a complaint. Never ever. When people first see it, they don’t believe it. They buy it sceptically, cynically. They can’t believe it’s going to do what I say it’ll do, but they take a chance and they buy it.
And during the course of the sale, somebody will walk past—always do—and say, ‘I’ve got one of those. They’re great!’ And it’s true—they’re not shills. You don’t need a shill with something like this.” The Swiss-made article is a gleaming frame of stainless steel that fits in the palm like a carpenter’s plane.”
Joe is the only one in the city who has it—a true boast he saves for that moment in the pitch when he names his price and the wad comes out (in the street game, a moment known as “coming to the bat”). In private Joe says,
“The Company in Switzerland that makes the peeler will only supply people who can demonstrate the product. There’s a minimum number you have to buy, and the minimum quantity is far more peelers than one store could handle in 20 years. If you saw the peeler hanging up in a store—for a dollar—you’d walk right past it. It has to be demonstrated.”
His selling locations have no fixed pattern. One never knows where Joe will turn up. “I like to be an event,” he says. “Boredom sets in when people expect you.”
In part, Joe is making a virtue of necessity. He has no license to do what he does, and he often gets moved by the cops, who all know him. “All of them have nicked me in the past,” he says. Joe pushes his gear through the streets on a hand truck, which he in his English way calls a trolley.
He and the trolley are often stopped by strangers ready with a heartfelt line: “Sir, you’re the greatest salesman in New York!” He likes the recognition and is never ungracious, but privately he quibbles over the use of the word “salesman.”
“I couldn’t sell one-to-one,” he explains. “I couldn’t sell real estate or cars, for example. What I like to do is pitch to a crowd, draw a crowd together, and have them give me their money.” —Reprinted with permission from
“The Gentleman Grafter” by Howard Kaplan, Vanity Fair, 2009.
This is an inspiring story about being a professional conversationalist. A Salesperson. A potato peeler in New York selling $5 kitchen tools to a crowd of people on the street. He lives a full and wonderful life, where every evening he dines out on the fruits of his profession with his beloved.
Joe was not a salesperson, but a performer. His stage was the street, and he worked hard. He knew that people would buy it if he put a dazzling show that provided a solution to their problems.
Never forget that selling your stuff can also be a show.
Sales takes many forms, but we are always doing it one way or another.
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. His products and services are now sold in 23 countries and in 11 languages generating $350 million annually in sales for his clients. Mike sold the company in 2015 and now spends his time following his passions which include rugby, travel. His promise: “I can find thousands of dollars in your business within minutes – GUARANTEED” TRY ME!
In my previous blogs on The Selling Journey, I talked about the importance of having the right mindset, knowing your product, finding out what the clients’ needs are and how you can have a conversation around those needs.
Now it’s time to present your product.
By now, you have learned about your customer’s needs and you are preparing to make your pitch.
You will want to build on the questions you have already asked. Each question, and its answer, will help you clarify your customer’s problems.
Throughout the process, remember that you are not pushing a product; you are matching up the customer’s needs with the right advice, or the problem you can solve for them.
Before you begin to give your advice, you need to be absolutely clear with your customers that the product or service you are going to offer them is the right one.
Getting clear on this is often called qualification. I also call it checking in.
You can use a simple system to “check in” with clients to make sure the advice you are giving is what they need and want to hear.
Checking In
Step 1: After asking your clients several questions about what they want to know about your product or service, you check in.
This means you actually feed back to them your understanding of their problem.
Your queries may include questions like:
“What you are telling me is?”
“I understand that is what you are wanting? Is this correct?”
“So, what you are asking me is?”
“What you are wanting as a result of using this product is? Correct?”
“If I understand you, is what you want to do? Yes?”
As you can see from the prompts above, you are clarifying before you give any advice. Checking in is really an extension of what we have been doing all along, which is asking lots of questions, finding out about a need, and getting clear on the problems and their solutions.
Now the conversation needs to lead to giving the right advice to move the sale forward.
The Presentation
This is where many salespeople fall down. They forget to qualify.
Salespeople tend to think that if a client walks in the door or phones to ask about their service, then this customer must want to buy. These days we know that our consumer is better informed than ever, so it is vital that you check in or qualify your client.
I have seen hundreds of salespeople waste their time simply because they did not ask qualifying questions.
They missed exactly what the client was wanting. We often assume we know what a person wants. Feeling confident, we launch into “sales spiel” mode.
The client hears it and thinks, “Here we go. I sense a salesperson here, and I am being sold.” they shut down, put their defenses up, stuff their wallet back in their pocket, and say things like, “thanks, I want to think it over.”
Then they’re gone. Qualify hard and do it early enough that the sale practically closes itself.
Qualifying a client early in the process makes the closing part super easy because the path has been so well groomed, that you expend little extra effort to travel the last mile. Try the check-in exercise at the end of this chapter to see what I mean.
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. His products and services are now sold in 23 countries and in 11 languages generating $350 million annually in sales for his clients. Mike sold the company in 2015 and now spends his time following his passions which include rugby, travel. His promise: “I can find thousands of dollars in your business within minutes – GUARANTEED” TRY ME!
A successful sales relationship hinges on the ongoing conversation you have with your customer. The dialogue starts, strangely enough, with the conversation you have with yourself. You can listen to others more effectively when you know how to listen to yourself. I first learned this years ago at my first media company job.
They sent me to a conference in Houston, Texas. I had just come out of a long-term relationship, and to be totally honest, I felt a little bit lost. I remember sitting in a hotel room and coming across an infomercial featuring a very youthful Tony Robbins promoting something he called “personal power.”
I was intrigued enough to buy what Robbins was selling. When I got back to New Zealand, there was a box waiting for me with Tony’s signature on it.
I devoured the material; it re-ignited my love of knowledge and showed me how to improve my outlook and my self-talk. I did all of the exercises and kept a journal. One skill I learned was how to ask quality questions of myself.
It started with questions recorded in a journal and culminated in a completely new focus that brought better results. The disparity in the quality of people’s lives often comes down to the difference in the questions they consistently ask.
You prime your mental computer to look for a particular type of answer. If you’re asking, “What’s wrong with me?” Your mind will come up with an answer – you are stupid or you don’t deserve to do well.
On the flip side, if you ask questions like, “How can I take this experience and use it to contribute to others’ lives?” Your brain will come up with much more constructive answers.
You will be able to see the path forward, rather than feeling like you have reached a dead end. Here are some examples from my long-ago journal:
What am I happy about in my life right now?
What about that makes me happy and how does it make me feel?
What am I most excited about in my life right now?
What makes me excited?
What am I grateful for in my life?
What am I committed to in my life right now?
Asking these questions helped me see clearly how positive questions lead to a growth mindset, which leads to better results down the road. When you think in terms of constructive, positive questions, your brain goes off and works on them even when you’re not thinking about the answers consciously.
For example, consider the difference between “Why does this always happen to me?” and “How can i learn from this experience?” They are simply worlds apart in terms of choosing your next step.
Develop a pattern of questions that empower you. If you seek a shift in your life, make this part of your daily routine. Over time, asking these types of questions changes how you question your clients. Here are some sample business questions that evolved from my personal questions:
What am I most happy/excited about in my business?
What am I most proud about in my business?
How does it make me feel to employ other people?
What am I committed to doing to improve sales systems?
How/why do I value my customers?
Set up systems to formulate these questions for your sales team, so their conversations with customers flow more naturally from a foundation of self-knowledge.
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. His products and services are now sold in 23 countries and in 11 languages generating $350 million annually in sales for his clients. Mike sold the company in 2015 and now spends his time following his passions which include rugby, travel. His promise: “I can find thousands of dollars in your business within minutes – GUARANTEED” TRY ME!
In my last blog, I talked about the importance of knowledge, of knowing your products and your clients’ products strengths and weakness better than your competitors.
If you did the exercise, you will now be armed with more tools to sell your product or service.
So far, in the selling journey we have had Mindset, Insight, and now the Path-Evaluating clients’ needs.
The next stage in the selling journey is the Path.
Every sale involves some type of discovery. At this point, you have adjusted your mindset and achieved solid insight into your product or service. You are now ready to get on the path to a sale.
The next step is discovering what your clients’ needs and wants really are. You are not ready to seal the deal, but you are looking down the road ahead of you, mapping out the territory that will lead to the sale.
You will cover this ground alongside your client, by focusing on your clients’ needs and how you can move together down the path toward fulfilling them. Think of “the path” as the discovery process behind every sale, where we find out how we can match up our product with the needs of the customer.
I sometimes put it another way – “Stop selling your solution, and find out their problems.”
We should understand that the intersection is not reached all at once, and the journey is seldom the same twice.
Clients’ needs differ depending on many variables, including timing and general willingness to buy. Our job is to discover the underlying need or want, and to be there when the timing and willingness converge.
We can do that by creating events and taking actions that position us in the clients’ path, so we are there when they are ready to buy.
You can only be truly ready to provide solutions to your clients’ problems if you develop a deep understanding of their wants and needs.
In the first instance, you do this by asking questions. We’ll explore that some more in the next blog.
Evaluate emotional needs
Remember this: Every one of your clients has a need for your product, usually at an emotional level.
What I want you to do is a simple, quick exercise.
Either spend some time with a notepad, or just answer these in your next sales meeting, or do them now on your own.
Why do my clients buy this?
What result does it give them?
What does it do?
What am I really selling? (Are you fulfilling a pent-up desire?)
How do they feel when they buy it?
What emotions trigger a sale?
What are the motivations for them buying your product or service?
There are several more exercises you can do to construct valuable tools and these are found in Chapter 5 On the Path: EvaluatIng Clients’ Needs (Link). Selling is not optional – How to master the most important skill in business and life.
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. His products and services are now sold in 23 countries and in 11 languages generating $350 million annually in sales for his clients. Mike sold the company in 2015 and now spends his time following his passions which include rugby, travel. His promise: “I can find thousands of dollars in your business within minutes – GUARANTEED” TRY ME!
