Operations

Everyone Sells!

Bruce Heinrich
Posted on August 29, 2011
Your staff might at first be skeptical on the notion of selling. But if they can sell themselves to get a job, they can certainly sell your company to potential clients they happen to interact with.

Your staff might at first be skeptical on the notion of selling. But if they can sell themselves to get a job, they can certainly sell your company to potential clients they happen to interact with.

Your staff might at first be skeptical on the notion of selling. But if they can sell themselves to get a job, they can certainly sell your company to potential clients they happen to interact with.
Your staff might at first be skeptical on the notion of selling. But if they can sell themselves to get a job, they can certainly sell your company to potential clients they happen to interact with.

What is your mission statement? Is it short, concise and memorable? Do all your team members, chauffeurs and office staff know it? What about your tagline? Your 30-second elevator speech? If not, why?

You may have a salesperson or even a sales team, but if your chauffeurs and office personnel are not able to readily convey your message, you are missing out. Individually, and as a group, they will have more daily opportunities for personal interaction with current and potential customers than you and your entire sales team combined.
Remember the basic premise for every business to stay in business is: “Everyone sells!”

What does that mean? What does that look like? You may have to have a conversation like this:

CSR/Chauffeur: “But I am no good at sales.”
GM: “If you are not good at sales, how did you get your job working here? You obviously sold me on your competence and ability to do your current job. Thus you are able to sell. I believe what you may be saying is that you don’t feel comfortable or confident that you can act or talk like a salesperson.”

CSR /Chauffeur: “That’s true. I can’t and I hate it.”
GM: “Well I’m happy to hear that because nobody wants to be sold anything! People simply want their needs met in a convenient, pleasing way at a reasonable price, ideally from someone they know and like. You are likeable, aren’t you? And we do provide a great service don’t we? We must or we wouldn’t have all the clients that we do. Do you believe that we are their best choice for transportation?”

CSR /Chauffeur: “Yes. We do a great job.”
GM: “Good. Then let me show you a simple way to ‘sell’ without selling.”

The Three Steps of Selling

  • Discovery: Find their pain
  • Prepare: Know your product
  • Present: Feel-Felt-Found

 

Discovery
Discovery is simply finding out who your customers are and discovering what they want. You are on a fact-finding mission to learn about their needs, and most importantly, uncover their pain.
Without some type of pain, there is no reason for them to begin using car service or leave their current provider. Their pain can be found in a variety of areas: tardiness, unprofessional chauffeurs or CSRs, dirty or old vehicles, don’t feel safe, pricing, inaccurate and/or delayed receipts, call trees, answering services, saying no. Any one of these may be the window of opportunity you are looking for to bring greater value to your prospect. It is up to you to discover their hot buttons.

Prepare
Every team member should know your mission statement and elevator speech, and be able to differentiate your product from your direct and even indirect competitors. This includes the solutions and greater value your company can provide based on the prospect’s pain.

Present
Whether your presentation happens right after the discovery and preparation steps, or you have days to get ready, gear it toward their pain using the Feel-Felt-Found method.

Example re: receipts:

  • “Nancy, when we met last time, you told me that inaccurate and delayed receipts were costing you time and money. Is that correct?” (agreement)
  • “I understand how you feel. We too have to deal with that issue from time to time with our national affiliates. We know how frustrating it can be waiting for a receipt and then having to challenge the charges.” (empathize and relate)
  • “Since this is such an important issue and so many of our clients felt the same way, we found that by implementing a triple-check accounting system, we have assured our clients a complete and accurate receipt by the next business day.” (solution)

Use the Feel-Felt-Found method for every area of pain and you become a true provider of solutions — not someone trying to make a sale.

6 Common Mistakes When Selling

  1. Not researching the prospect before the meeting
  2. Not qualifying the prospect
  3. Not asking the right questions or enough of them.
  4. Talking more than listening
  5. Interjecting when the prospect is talking
  6. Presenting before knowing their pain

5 Ways To Gain New Customers

  1. Build relationship first
  2. Ask questions
  3. Discover their pain
  4. Listen 80%; talk 20%
  5. Educate and solve rather than sell

Bruce Heinrich is the founder and CEO of LEADER Worldwide Chauffeur Services in Kansas City, Mo., and a 2009 LCT Operator of the Year. He discovered his passion for great service working at the Ritz-Carlton Hotel in Los Angeles. He and his wife live in Kansas City. Readers can reach Bruce at [email protected]

Related Topics: Bruce Heinrich, marketing/sales, New Operator, salesperson, staff training

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