Just because your client calls you about a property you have listed that has an 11,000 square-foot house on five rolling acres doesn’t mean he needs to see all 11,000 square feet or under every leaf and blade of grass. In fact, you won’t know what to show the client until you ask. Then, in your presentation, focus on those things that are most important to that buyer. Shorten your demonstration process to laser focus what will make your product a must-have-now! What are those few things that will make sense of all the other things? What is the senior or dominant buying motive in how your buyer will justify and validate this product as the right thing to purchase? The demonstration of your product is where you build value, create urgency, and increase the desire for your buyer to give you money for the product you are offering.
Cut the demonstration short and you only reduce your chances of making a sale. Spend too much time during the demonstration on things that the buyer doesn’t find of value, and you not only waste time, but also reduce your chances at making a sale.
STEP FOUR: MAKE PROPOSAL
Make a proposal. I always make a proposal. Always. Even when people are not ready, I make an offer. Many people suggest not presenting all buyers with figures, but I believe that if you don’t present them, you can never come to an agreement. I am not suggesting that you make an offer before the presentation of the product, but I am suggesting that you aggressively do what you can to get to figures with every buyer in every situation.
Always position yourself to present a proposal. Our goal is to present to 100 percent of those we greet, and to do so within forty minutes of contact. People need information to make a decision. We recently did a mystery shop of over five hundred similar companies and only 37 percent of them provided the mystery shopper with a proposal. That means that 63 percent never had a chance at the business beyond the shopper walking in. By shortening the sales process and insisting on getting to figures, we have taken companies and increased their sales 35 percent in a thirty-day period. We did this recently with a retail group in Boston, whereby we provided online training daily and drove their sales team toward one objective—presenting a proposal. This alone resulted in $350,000 in gross profits in one month. See www.CardoneUniversity.com.
STEP FIVE: CLOSE THE DEAL OR EXIT
This is where we find out how much game you have. You have to check out two things that I created: Close the Sale app and my Closer’s Survival Guide book and audio program, which train salespeople to be masters at the close.
First, you must be prepared to CLOSE. Closing the transaction is a completely different art from selling. We were all born to sell, but you have to learn how to close. By survey, this is the one area in which professional salespeople demand help. This is where you must become a PRO-NINJA-MASTER CLOSER OF ALL SITUATIONS. A great closer needs hundreds of closes, not just a few. The pro needs a complete commitment to fresh and innovative ways to handle any closing situation that arises.
Stalls, money objections, price objections, budget considerations, better offers, and the like are only some of what you will hear from your clients. Becoming a pro at closing the transaction is critical not just because that is what it takes to get the job done, but also because it will create a confidence in your ability to handle objections, stalls, and problems, which will increase your confidence to do more selling. Salespeople who can’t close will start to avoid all the other vital necessities of selling, such as prospecting, following up, and even having a positive attitude. Basically, why sell if you can’t close? One hundred percent of your income results because of closed transactions. This is where you get paid. Approach this skill like you would if you were attempting to get a third-degree black belt. A couple of crazy closing programs are My Closers Survival book and audio, which I will be expanding from one volume to three. And my website www.CloseOrLose.com. These programs have hundreds of closing responses for EVERY objection you will ever hear in a negotiation.
CHAPTER NINETEEN
SUCCESS IN SELLING
Treat success as your duty, obligation, and responsibility, not as a choice or as a job!
The best advice I can give you about success in any field is to make being successful an ethical issue, not a financial issue or even a technical issue. Almost all people claim they want success, but most people approach it as only a possible option. Approach anything as an option or a maybe, and I assure you that it will NEVER be yours.
Did you know that less than 2 percent of all the households in America made $250,000 last year? Why? Well either the whole system is set up against 98 percent of the people, or 98 percent of the people are treating success as something that may or may not happen. Look, the reality is that the top earners are not smarter than you, nor do they work harder. One of the major reasons more people don’t create success for themselves is because they never commit to it. They leave it to the economy, timing, and other happenstance that they have no control over.