Saturday, April 24, 2010
LIFE SUCKS, THEN YOU DIE -- ON THE STREET
The first lesson you learn in selling
anything is that it's never the price,
never the market, never the product.
It's always about the SELLER.
The BUYER is the focus of the
interaction, but NOT the focus of
ATTENTION of the seller.
The seller must remain focused on the
actual purpose, not the sale of the
What is the actual purpose of the
The actual purpose of the interaction
is the interaction itself.
Mostly the interaction consists of
helping the buyer overcome his or her
own objections, superstitions and
self-limitations that prevent the
The seller must learn to LISTEN to the
buyer to actually HEAR what the buyer
is saying, what the objections SEEM to
be and to try to listen between the
lines, behind the shadow-show, to
understand what the objections really
The buyer will try to say "no" but
will be unable to be honest, and will
thus invent reasons why he or she can't
or won't buy the product.
All those invented reasons MUST be
answered by the seller, even though
they are not honest, not real. They
are the shadow-show that helps the
buyer say "no".
The product is a souvenir of the
interaction. It's something that the
target can take away from the event,
but only works this way if the
interaction is pleasant and positive.
Every "no" is a stepping stone toward
Every failure is a stepping stone to
A good seller learns from experience
and eventually sales are made on a
No seller ever makes a sale every time
they try to sell. Rejection takes
getting used to.
Rejection is not personal. It is about
the buyer, not the seller, if the seller
is using the Basic Rules of Sale.
If the seller breaks the Rules of Sale,
the rejection is about the seller.
What are the Basic Rules of Sale?
1. Listen to the buyer.
2. Listen to the buyer.
3. Listen to the buyer.
The whole idea is not to bombard the
buyer with dogma and rationality, but
to LISTEN to the buyer's objections
and GET THE BUYER TO ANSWER THEM himself
How you do that is an art, not a science,
but there are definite scientific
principles behind the art.
1. The buyer is on his or her way
elsewhere and you were never a part
of their plan to get wherever they
are going. You are an interruption
in their plan, an obstacle on the path,
2. You must within a small fraction of
the first second of interaction
demonstrate clearly that what you have
is what they want. In your hand should
be something they automatically desire,
that makes the mouth water with
anticipated self-gratification and
3. The interaction MUST be short. They
are on their way somewhere and you
must not be the cause for their delay
or failure to make their way to whatever
it is they are attracted to or driven
4. Get and maintain eye contact. Do
NOT let your vision stray toward the
product. The product is secondary to
5. Do NOT block the buyer's way. Stay
on the side and keep moving with the
6. Follow the simple rule of "spare
change" and realize that you are
actually asking for spare change and
giving a chocolate bar in thanks.
7. Thank the buyer and be sure to say
"you won't be disappointed" after the
sale is completed.
8. Make certain that you don't
concentrate on the money, the product
or the price. It's about meeting and
chatting and having a good interaction,
not about the product, price or marketplace.