Why some Sales people consistently outperform others.
Transferable Selling Skills are not COMMON sense.
If the skill is just “COMMON” in Sales then it is usually “Common Nonsense.”
“The last thing the Sales Manager saw and heard
before the Salesperson won the business was the Salesperson Asking for the Order.”
The Sales Manager used inductive reasoning
and made note of what he had seen.
He saw it again soon after.
Then, again and again.
Considering the “evidence” he had seen, the only conclusion he could draw,
by INDUCTIVE REASONING, was Asking for Orders, CAUSED Buyers to Buy!
He labelled this Sales Behaviour “Closing” –
Closing the Sale or Asking for the Order.
The Sales Manager left his job and became an independent Sales Trainer.
He called himself an “Expert” and claimed to have discovered the “Secret of Selling”.
“Close the Sale!”
So sure was he about his “secret” that he offered a money back guarantee, if you did not win more sales by learning his secret!
Some people tried to claim their money back.
But, he simply said “It works for everybody else!”
And, then he added
“You are not doing it properly,
with great confidence and a positive mental attitude”.
So, he did not refund their money.
But, he did carry out some more research.
He found that Closing did NOT always work, the first time,
so he altered the “secret” and said you have to ‘Close’ FIVE TIMES to win the Business.
His Training now said “you can’t close too early and you can’t close too often!”
He developed many ‘types’ of Closing to give variety to the repetitive close five times!
The Assumptive, and the step by step,
The direct ask, and the indirect ask,
The alternative, and the trial close,
The Ben Franklin, and the Half Nelson close,
The Sharp-angle close, and the Positive-negative close.
His original 2 hour session was now a TWO DAY Sales Workshop called:
“101 ways to Close the Sale, the SECRETS to Sales Success.”
He performed in larger and larger venues.
He was a Rock Star, and the show went from Teaching to Theatre.
He trained over 200,000 people.
His Sales Training ‘heirs’ have passed his secret on to Millions of Salespeople,
through several generations of Salespeople.
But, He never conducted the simplest of all research, a behavioural experiment:
“Do Salespeople who Close MORE often, SELL more,
than Salespeople who Close LESS often?”
If he had conducted that experiment,
then he would have uncovered that:
People who ‘Close’ LESS often SELL MORE, and
People who ‘Close’ MORE often SELL LESS.
What he had been selling as “The Secret to Selling”,
was in fact, a DYSFUNCTIONAL Selling Skill.
THE MORE YOU DO, then THE LESS YOU SELL.
If he had used Evidence Based Research, simple behavioural research,
instead of Inductive Reasoning, then he would have found that:
The most likely Buyer response to an “Early Close” is an OBJECTION.
He would have also been able to observe that:
the more often you close, the more objections you get!
And, he would have been able to empirically measure that:
the MORE Objections you get then, the LESS YOU SELL!!