Imagine That . . .

I’m very predictable when I’m selling; I do the same thing every time.” The speaker smiled as he continued, saying confidently:

Because I always treat each prospect differently.”

After an uncomfortable silence from the audience, the penny dropped when he said, “And you will too, once you realize this simple truth.”

“No two clients are the same.”

I could see that this was not going to be one of those seminars where someone just rehashes the same old tired themes. The speaker certainly got our attention, woke us up from our arrogant slumber, and got us thinking.

Imagine that . . . I thought to myself.  “Maybe this group of seasoned veterans could learn a few tricks after all.”

He continued, “If you can’t adjust your sales procedure to the customer you’re losing at least 50% of your sales closes.  A pro can seamlessly shift from one selling style to the next, depending on the prospect in front of them.

The neophyte forces the customer to adjust to the salesperson rather than the reverse.  And anytime you push a client to do anything, you’re asking for trouble with the sale because the customer can always say, “no.”

In 1964, philosopher and author, Abraham Kaplan, wrote:

Give a small boy a hammer, and he will find that everything he encounters needs pounding.”

Such is the case with the amateur sales rep that has very limited means to work with. No two clients are the same. If you don’t have the tools to adjust to them, you’re losing sales. End of story.

If you can change with the pace and patterns of the prospect, your chances of reaching the stage of closing the sale are increased by at least 50%!

Now here’s the kicker that every experienced salesperson learns eventually.

Every client is different, but you’ll never find that out until you stop talking and start listening. Imagine that . . .

daniel w. jacobs
(c) 2009-2030, all rights reserved


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