Some principles should not and do not change. In the late 1950s, I was briefly in the hospitalization, health, and accident insurance field. I was living in Columbia, South Carolina, and frequently drove to Newberry, South Carolina, to work. Mostly by accident, I learned that Newberry had an extremely large number of single schoolteachers (female) in their forties and fifties who were the sole support of their mothers. As you realize, many things were different in the 1950s. There were very few nursing homes, and governmental aid was not as readily available as today.
As silly as this may seem to some of you, we sometimes freeze up, burn out, or just “blow it” when the time for the close is near. This is such a common mistake that I wrote an entire book called Secrets of Closing the Sale. It has sold hundreds of thousands of copies because we all want to close more sales more often.
Answering the question "What do you do?" seems like it would be easy, but it's more difficult than you think - especially if you haven't put much thought into how you would respond. Here's one common sales pitch example that will send prospects running for the hills.
The Rambler Sales Pitch
Much as I dearly love most Ramblers, they do drive me (and most everyone else) crazy. As you can imagine, Ramblers babble on-and-on, seemingly unaware of their effect on prospective buyers. Based on my observations, there are two types of Ramblers.
We never lead with product; we lead with need. Everyone listens to the same radio station, according to my friend and fellow sales trainer Don Hutson. Don says, and I agree completely, that every one of us listens to radio station WII-FM—and those call letters stand for What’s In It For Me? We must relate to the prospect in terms of need, not in terms of product.
You are now ready to present your sales solution. Now is the time to stop asking questions and begin presenting solutions to needs.
It takes work to become a professional salesperson or to substantially improve your closing percentage while building customers instead of just making sales. Work–a lot of work–is required if you are going to fully develop your sales potential. Putting the work in is especially important because if you know how to do something – and then do it – you will always have a job. But if you know why it is done you can become the boss.
World conditions were horrible when the settlement of America started and people were desperately needed to populate the new, uncharted wilderness. Sir Walter Raleigh toured the coffee houses of London, persuading people who were living in distress that there was a better land and a better way to live. The people were ignorant, fearful and superstitious, so it took a lot of selling on Raleigh's part to persuade them to leave the "security" of their homeland.