Executive Sales Training Day-9

In this executive sales training course, I would say, by far, the most important part of the high profit sale is to establish rapport with the client. Here is a perfect example...

I use a C-PAP breathing machine to sleep. On a Sunday, mine went out. I just can’t sleep without it. I called several companies, only one answered. Tony was his name. He came over Sunday night with a machine loaner till I could get to a doctor. He called Monday morning to make sure it worked for me, and it did. He also recommended some Doctors that I called.

See, he has become more of a consultant, a person that I trust. After going to my Doctor and getting a prescription for my machine, whom do you think I called? Right. I called Tony.

He promptly came over with my new machine and picked up his loaner. He fitted it and told me to try it out for a few days to make sure the Dr. was right and decide if it was the one for me.

He quoted me $1,400 and said he would bill me if all went well. After the first night I told Tony that I had a problem with my mouth opening causing air to escape. He said he would be right over and brought me a chinstrap to try. Everything worked great after that.

Over the next few days I checked on the Internet and found that I could buy the same machine for about $800 plus shipping. Guess what I did?

a. Called him up and negotiated price or else?

b. Bought from the Internet and returned His equipment?

c. Bought from Tony and felt good, no GREAT, that I got a steel of a deal for my $1,400.

You see, Tony established rapport with me. He seemed to truly care about me and I believe he was sincere about assisting me to meet my goal. He must have had executive sales training. He took extra time and it didn’t matter to me that he was making a couple of extra bucks.

The point here is that 99% of sales people think small or poor minded about their product and service. They get beat down in the world of price wars and negativity. However, a few, about 1% to 3% believe that their product and service is the best and that no one could possible beat them, no matter how cheap they were. This is something that Tony understood. He realized that he was the best, the BMW of C-PAP.

You may say that sure, but it took him more time than normal to make the sale, and he probably doesn’t sell as many machines as the other salespeople. You would be right! The average C-PAP salesman sells about 30 machines per month and makes $100 per machine. This means that they bring home around $3,000 or so per month. Tony, on the other hand sells about 18 machines per month, simply because his sales cycle is longer and he only has enough time for these 18.

But instead of making $100 per machine, he makes $600 per machine and brings home $10,800 per month. When I figured this out, I knew I had to include Tony in this executive sales training page 1. That’s over $120,000 per year! Hmmm, let me see. What do you think?

Ask yourself these questions:

a. What can I do to be the best, caring, consultant for my client?

b. How can I better establish rapport?

c. How can I make MORE, not less, visits with my client?

d. What can I offer to become more important to my client?

e. What are things I can do that my competition will not?

Remember, that 99% of the sales people are price sellers and will think your crazy; making extra visits, offering more of your time. Most sales managers are so busy beating up their sales people to make more calls, spend less time, less visits, close early, close more….HA! This is good for us that know the secret. Let them have the cheap deals. Be the best for the client and price it, they will buy!

To study rapport building techniques, visit our Sales-Class about Building Rapport.

Don't Nickel & Dime the Client

In executive sales training, the ultimate first goal of your sale should be a WIN for your client. Your client must feel they is getting a great value for his money. Believe it or not, most clients like to deal with someone who is successful and don’t mind paying for this extra service they provide.

Here’s a great example: The company I worked for once bought a copier. They did the usual trial of 3 machines and got 3 proposals. Here they are;

Executive Sales Training Example A:

Company A installed their machine for 3 days. The rep did training and the machine worked well. On the 3rd day he returned with a proposal that reflected a discount if we kept it. His quote was $7800, less a $500 Discount for keeping it there. There was a $200 per month maintenance charge that included toner also. There was also a $75 delivery charge. He basically shot too early. Trying to keep the others out was a battle not worth the fight. Companies usually will not buy the first one just because the rep wants to keep it. He didn’t close for the right reasons, they were his reasons, not ours. We didn’t count him out, but he left the machine there 2 more days and tried to close us twice more.

Executive Sales Training Example B:

Company B installed their machine for 3 days. The rep did training and the machine also worked well. On the 3rd day he returned with a proposal that was similar in price as the first. $6,995. Plus a $200 installation, set up charge. Also a $200 per month maintenance charge that included toner as well. We told him we had one more to look at and we would be in contact with him directly. He also tried to close us and left his machine there for 5 more days. We finally had to unplug it and push it aside to make room for the next one. He finally did send a truck to pick it up.

Executive Sales Training Example C:

Company C installed their machine for 3 days. The rep did training and the machine also worked well. On the 3rd day he returned with a proposal that was very different from the others. His had visited us during our trials and was very attentive to what the competition was doing. When he came to give us the proposal, his delivery people were there picking up the equipment. His proposal was a whopping $9,800. His machine, however, came with a standard one-year warranty that included toner. There was no $200 per month charge during the first year. There was also no installation charge.

He said that they would monitor the meter and after the first year quote us a plan for the second year comparable to our usage. He told us that if we decided with them that he would bring us a new machine instead of trying to leave us his demo one. He thanked us for our time and consideration, stood up, shook our hands and said He appreciated the opportunity to allow him to show his product, and was ready to leave unless there were any questions.

This guy should have been doing his own executive sales training. The boss looked at us and said, “Unless anyone has anything different to add, I think we found our copier, when can we expect our new one? You could tell he had executive sales training.

You see, he new how to close us based on knowing the competitions misguided close attempts. He included the set up charge, the maintenance charge all in the price of the equipment.

What if you went to the dollar hamburger store and ordered a large hamburger?

When you got to the window the drive through attendant asked if you wanted a wrapper, for 2 cents. Maybe a pack of ketchup for a Nickel, or a bag to put it in for 10 more cents, Napkins for 3 cents each, how many?

Wouldn’t you just rather pay $1.25 and have it all included? People don’t want to know they are paying for peripheral items; they just want them. May be you never thought about it but all of those things are added into the cost of a hamburger.

But when you go buy a copier, car, or any big-ticket item the nickel and dimes start flying. Documentation fees, origination fees, delivery fees and so on. Trust me, executive sales training teaches us; don’t charge for the wrapper, just included it in your price.

When in Rome

I worked for a very large Fortune 500 company for 8 years and went through extensive executive sales training. I enjoyed it but never fit in to the corporate profile, you know, the robot. After several years of successful selling they promoted me to major accounts rep. and gave me a list of high profile clients they wanted to get equipment in to.

One account they had tried for over 20 years with no results, so of course, I made that my first target. It took less than 2 weeks and I came back with a 10-machine deal with very high profit. The District manager wanted to fly down and meet me so the appointment was set for us to have a round of golf. My manager tried to give me executive sales training on how to act, but I couldn’t resist.

I was sitting at the clubhouse, already in the cart when he drove up in his rental. He walked right by me and didn’t even speak. He had never met me before so he didn’t know whom to look for. The pro desk told him I was outside waiting in the cart per my instructions.

Here’s the deal: I was wearing cut-off blue jeans, a white T-shirt, revealing a fake tattoo on my right arm, it looked real. I had one of those baseball caps with the fake ponytail hairpiece out the back. He was completely shocked and we spoke very little for the first couple of holes.

Finally, he couldn’t stand it any more and asked “How in the world, with all of your executive sales training, can you sell with hair like that?, I answered “well sir, for 20 years you have been sending your best sales people to get into this account and they have been kicked out every time.” I took off my hat and revealed my true hair, short and tight. Then I finished “When I called on the client they looked just like I do now, long hair, tattoos and rough clothes.

I was accepted because they felt comfortable dealing with me.” He understood and laughed as he handed me a nice bonus check for closing the Harley Davison MFG. Plant.

The executive sales training lesson here is don’t try to be anything other than what your client is. If you dress better you are positioning yourself to look down on them. If you wear a suit and they are casual then unbutton your collar and chill out. If they are in suits, then dress the part.

When in Rome, do as the Romans do.

To continue go from Executive Sales Training to Day-9 Page-2

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