I get a ton of emails from people seeking insight or asking me to solve sales dilemmas. Here are a few that may relate to your job, your life and, most important, your sales thought process right now:
Jeffrey, Your seminars and books have been highly therapeutic to me in my budding sales career, but I have a question I’m having a hard time answering on my own. My wife is building a Mary Kay business, loves what you do, and is dying to put your methods to use. Her business is 80 percent selling product and 20 percent recruiting. A lot of the recruits typically come from the product buyer’s group. How does one combine those two activities without turning off the “makeup buying” customers who are not interested in a sales career? Does someone like her put up a “beauty tips” social media presence to promote to her “makeup-buying customers” and then a separate one for recruiting people to a team? Or do you pepper one in with the other? My concern is turning off the “product-buying public” that IS interested in beauty tips but NOT interested in being recruited. I appreciate your guidance, Matt
Matt, Here’s the wisdom I would share with your wife: Luckily, the product you’re selling has been around for years and enjoys a great reputation. I recommend you interview some of recruits who have embraced the opportunity to sell and let some of your more successful people post on the website about how they started out loving the product and ended up reselling the product. If the message does not come from you, it will not be a turn-off. The key is balance – and your job is to balance beauty tips with beauty money making opportunities of at least 5:1 in favor of beauty tips.
Jeffrey, How do buyers decide, and what are buyers looking for? Alana
Buyers are looking for 4.5 things: 1. A perceived difference of your product and service – and that of your competitors. 2. A better perceived value in buying what you have versus buying from a competitor. (Notice I did not say “lower price,” I said “better value.”) 3. Little or no risk in purchasing from you. The buyer must perceive that the gain of ownership is greater than the risk of purchasing the wrong thing. 4. The buyer must like you, believe you, have confidence in you, and trust you. But it begins with liking you. 4.5 Lowest price. Many people (maybe even you) will think I have done them a disservice by not focusing on price concessions or winning a bid.
But, if you present the first four elements outlined above, price will go away as an issue in 60-70 percent of the sales you make. The key is this: Buyers and decision-makers are looking for “comfort,” not just a “deal.” The decision-maker has to feel that it’s a good fit for their company, or they will pass no matter what the price. The decision-maker is also going to take into account past dealings and word-of-mouth advertising. All buyers and decision-makers in any given industry know one another. Your job, besides having a great product, is to have a great reputation. Having a great reputation reduces the perceived risk and oftentimes is the very key to getting the order.