Tag Archives: Products

The No Name Game.

7 Feb

“How long can you last without mentioning our product?”

That’s the question my sales manager asked me my first week on the job.  He wanted to know this: in a sales call, how long could I have a conversation with a potential customer without mentioning the name of our product?

When the A, B, C’s of selling are “Always be closing,” this game seemed counter-intuitive.  How could I sell anything to anyone without telling him about my wares?

Only with serious suspicions did I at first play the “no naming our product game.”  By the end of my time as a sales rep, I played it religiously.  It was clearly making me highly successful.

Stopwatch

Nearly every book on sales mentions the importance of establishing relationships.  My sales manager had a deeper insight.  He taught me that as soon as you mention the name of your product, the nature of the conversation changes.  What was once a chat about the customer and his or her needs now at some level becomes transactional.  When you name your product, you’re now a salesman trying to make a sale, no matter how aggressive or pushy you are.

My manager begged me to hold off on mentioning my product because he knew that I needed to get to know my customers before becoming a salesman in their eyes.  He knew that as soon as I mentioned my product, I could no longer ask qualifying questions freely.

In your next sales call, should you bring a stop watch and clock how long you can last before turning the conversation to your product?  Maybe or maybe not.  But I beg you to ask yourself this question:

  • Am I ready to change the nature of the conversation by mentioning my product? 
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