What makes a selling process work? The strategy behind it.
And by definition, strategy is not random. Yet I observe lots of salespeople being random in their selling process. And their prospects return the favor by being random back.
In a retail store, the sales representative spewing everything he knows about the refrigerator on a couple. Then he asks if the prospects have any questions. The husband and wife look at each other and say, "No, I think we just need to think about this." End of conversation. Randomness wins. Both the shoppers and the salesperson loses.
At the athletic club, the sales woman gets bullet-point-itus (listing all the wonderful reasons the twenty-something guy should join the club). He takes a brochure home. End of conversation. Randomness wins again. The pounds will not be shed after all, or the heart strengthened, or the muscles toned. And the seller loses his commission opportunity.
In a home, the flooring salesperson brings stacks stacks of carpet samples in to show the prospects. Then he goes out to his van to get more stacks. He jumps from the twist carpet to measuring the room to chatting about his recent trip to Mexico and then back to the carpet samples again. The customers want to shop around. End of conversation. Randomness wins again. The fifteen-year-old carpet will stay on the family room floor for now, and the sales representative will repeat this scenarios at his next appointment.
Randomness is fine when spending time with your loved ones, your best friend, when on vacation or while strolling through the park. But randomness is a losing proposition in selling.
Buying is like walking up a flight of stairs. Each step gets you closer to the top. Walking stairs is not a random act. It's a strategic act. If you want to get to the top of the stairs, get more strategy, and lose any randomness.
If you want to sell more, get more strategic about it. Lose the randomness.
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