I recently interviewed sales expert Marvin Montgomery.
And I don't use the word "expert" lightly....Marvin has 30 years of sales training experience, served as director of sales for one of the country's largest jewelry store chains (where he trained over 1,200 associates in 95 stores) and is the author of the book "Practice Makes Perfect: The Professional's Guide to Sales Success."
Marvin gave me tons of great sales tips during the interview, but one thing really stood out to me.
He told me he'd been invited to the weddings of people to which he has sold products and services. Now, these were NOT people he knew beforehand. But people that he met when trying to sell them something.
Imagine that for a moment. Inviting your salesman to your wedding. You get a phone call from a salesperson. Or you're at the department store and a salesperson is trying to sell you a vacuum. And, then, a few short months later, you're inviting them to your wedding!
Marvin and I both agreed that this is the ultimate sales test - if your prospects and/or customer invite you to their wedding, you are truly a great salesperson!
Now, to accomplish such a feat, Marvin explained that you need to start by having a "servant mentality" and really listening to and serving the needs of your prospects. By doing so, you create real, lasting human-to-human bonds, which will massively increase your chances of making the sale.
Remember, people (not companies if you are selling to businesses) make buying decisions. And a key part of a person's buying decision is how they feel about the salesperson. Your job is to make the prospect feel good about themselves, which will make them like you more!
In the interview, Marvin focused on the "3 R's" of selling: Repeat business, Referrals, and Requests.
You can listen to the full interview here, but here's a key point that he mentioned for each.
Repeat business: repeat business starts by satisfying the customer the first time. And a key to satisfaction is to eliminate buyer's remorse. Marvin explained that re-affirming the person's buying decision helps here. A simple phone call or letter starting with "you made the right decision and here's why...." can eliminate buyer's remorse, increase satisfaction, and set the customer up to buy from you again.
Referrals: Once you know your customers are happy, you need to ASK for the referral. Marvin differentiates between "planting a seed" and actually asking; and explains that specifically asking is key. A great idea that he mentioned was getting the customer to visualize who they can refer. For example, he gave this example: "I know that you're in the local rotary club - are there any other members of the club that you think could also benefit from this service?"
Requests: Requests are when a prospect specifically requests to work with you, rather than anyone else at your company. When someone specifically requests you, clearly you have a much greater chance of making the sale. One of his keys here was "lagniappe" which is defined as a small, unexpected extra.
Does this work? Well, I'll give you a personal example here. Every Monday I bring bagels into the office. There are two stores from which I can buy bagels. A while back, one of the workers at one of the stores gave me 2 extra bagels at no charge. Since then, I only go to that one bagel store and I always wait for that worker to serve me. Yes, it works.
In the interview, Marvin gave a ton more insight into the 3 R's and also talked about keys to sales team management, how to hire sales staff, and how to get more customer leads and prospects.
You can download or listen to the interview here: http://www.growthinkuniversity.com/members/427.cfm
Or listen to a short clip in the player below: