My friend, Art Sobczak (pronounced Sub check), President of Business By Phone,Inc. is among the world’s most highly-regarded experts on tele-selling. But, from my years of reading his works, I can tell you he is simply an expert at sales, through-and-through. In this article (excerpted), Art briefly takes us through a terrific sales process where he was the prospect, then adds an exceptionally valuable insight:
I was looking at a couple of pieces of office furniture from different dealers. One was more expensive than the other, but I liked it more, and the sales rep knew that.
After I hemmed and hawed awhile about hesitating because of the price, he said,
“Two years from now, after you have been enjoying this for awhile, and have forgotten what you paid for it, do you think you will have made the right choice?”
Wow, what a great question! Of course I bought it.
In one of my first corporate-life sales positions, a wise trainer said to me,
“There are no price objections, only value questions.”
WOWEE WOW! Now, that was some great advice, from the salesperson, from the trainer, and from Art.
Art, thank you for allowing me to share this.
I find I learn from every article I read from Art’s ezine and recommend it highly to anyone in sales.
So, what lessons did you take away from Art’s teaching?
Enjoy this post? Receive an update when our next post is published by entering your best email address below and clicking Get Updates.
You always post such great information!
Our “job” is to help people make the right decision for them. Used correctly this “technique” is very beneficial in doing so, as in the example Art gives. I’ve had this technique used by some people in an attempt to benefit themselves, and it is obviously manipulative in that context! As you’ve pointed out so many times Bob, it all begins with our intent! My mentor says, “Business techniques may change, but Principles never do!”
Thanks for sharing!
Thank you, Chris. Very kind of you to say. Yes, I agree that is our (salesperson’s) job. In my opinion, sales is simply helping people to get what they want and/or need. I also agree with you that the “intent” of the salesperson is key. When the intent is benevolent it is persuasion. When the attempt is malevolent it is manipulation. The cool thing in this story is that Art was glad he made the purchase. BTW, who is the mentor you’re referring to? Sounds like I’ve read his same material. I know I’ve written that very sentence.
I love the quote “There are no price objections, only value questions.” The more I am reminded that VALUE – which perception has a lot to do with – is more vital than product features the more successful I am in persuading with benevolent intent.
Kayvan Mott
Thank you, Kayan. That’s an awesome quote, isn’t it?! And I love your thoughts regarding how that relates to positive persuasion. Well-done!
WOW, I needed that reminder. Along with patience and integrity comes the ability to see things from your clients mind and offer them ways to uncover their own solutions. Art gave us a masterful example how to help clients with empowering questions.
Thanks (skipping away going I can do that, lalalalala)
Great reminder here. Listen to the customer/potential customer. Then focus on the benefits that fit with the stated values expressed by the (potential) customer. Meet them where they are at. I also love the quote: “There are no price objections, only value questions.” It has been true in my own life as well. Yet, how quickly we forget – and then use everything but this approach to selling our products. And of course lose the sale. Thanks Bob for this great reminder.
Hugs
Marilyn
Great advice Bob,
Ford said – if you are going to be successful you must put your self in the other person’s shoes).
Even more than that we have to be able to entertain both points of view simultaneously -our point of view and our prospect’s.
Lorena Heletea