My answer to this is generally ‘no’. I have always felt I’m not a natural ‘sales person’. However, a feature by Ismail Khan, a marketing specialist in UAE made me think again.
Ismail believes there are four key skills a great salesperson needs:
- Effective information gathering
- How that information is used
- Delivering information effectively
- Closing – seal the deal
Ismail believes when you follow this format, you ‘nail sales’. Below is the conversation he outlined using these four components:
‘Sell me this pen’. The mistake here is to go straight into its benefits. Instead, Ismail asked a question..
‘When did you last use a pen’
‘Do you remember what kind of pen you used’
‘Why were you using a pen?’
‘To sign contracts’
‘Would you agree signing those contracts is an important event for the business? It’s a memorable event, which demands a memorable pen. We grew up our entire lives using any pen to get the job done – shopping lists etc. We didn’t give it much thought because they weren’t memorable events. This pen is a memorable pen. It’s a pen to get deals done. It’s a symbol for taking this company to the next level. When you use the right tool, you’re in the right mindset and become more productive. Actually, last week I shipped 10 boxes of these pens to Elon Musk’s office. This is my last pen today. So I suggest you get this one. Try it out. If you are not happy with it, I will personally come back next week to pick it up. It won’t cost you anything. What do you say?’
The framework which can be used in any sales:
Find out how they used a pen (gathering information)
Emphasise the importance of the activity a pen was last used for (respond to information)
Sell something bigger than a pen, like a state of mind to grow the company (deliver information)
Ask for the buy (close the deal)
Sounds simple doesn’t?