Tag Archives: Relationships

Subtle Cues And Crabs

15 Apr

If you tug too quickly on the string, the crab drops the chicken and sidesteps away.  If you drop the net in the water too aggressively, the ripples frighten off your prey.  It’s only when you pull the string in one finger width at a time, when the crab realizes it’s being hunted only after it’s in your net, that you land your catch.

Crabbing

Click to see some crabbing on a string!

I recently began using an iPad in sales calls.  It’s a powerful tool for product demos, but it scared away my prospects.  Why?

To ensure I could quickly launch into a demo, I flipped open the case cover and logged in before sales calls.  In an industry where prospects give sales people a very limited amount of time to present their wares, I thought having my iPad ready for action would be a strategic advantage.

But as soon as I walked into a prospect’s office, his eyes shifted to my open iPad and his pupils dilated in fear.  The iPad was my net, and I had clearly dipped it into the water too early.  Before I even got to qualify, nonetheless demo my product, the prospect darted away like a crab.

Revealing our sales tools too early and rushing to make our pitch is a sure way to scare off our catch.   And sometimes, it’s just a subtle cue, a signal of the demo to come, that alarms our prospects.  In my case it was the open iPad.

As soon as I realized my mistake and closed the case before walking into offices, my prospects opened up to me again.

Are you scaring away your crab?

Advertisements

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? 
%d bloggers like this: