Interview with a Sales Machine
Sales is sales. When it comes to selling Metalworking fluids and Lubricants, you need to be knowledgeable, you need to get back to people when you say you will and you need to be honest. Jeffrey Gitomer is a sales machine. Here is excerpts from an interview done with him in which he addresses how to sell more and get your customers to love you. For the complete article, click here.
You’ve often said, “People don’t like to buy, but they like to be sold.” What do you mean by that?
Gitomer: If you go into a car dealership, you do not want to be sold. You want to buy whatever the brand of the car is, but the car sales people don’t quite get that. They try to push you into something they’ve already got in stock or that their boss told them to sell.
So what you’re suggesting is kind of the anti-selling. You want to create any opportunity for someone to make a decision to buy, but one that will be a positive outcome.
Gitomer: That’s correct. I want to make the experience so memorable that the customer will come back to buy again and refer others to you. That’s the whole key. If I have a lousy experience in the store not only am I not going to come back, I’m going to post it on Facebook. In the old days, they would tell 50 people if you did something wrong; now they tell 50 million people.”
of political correctness when you’re standing at somebody’s door? You cold call in New York City and “up yours” is a greeting.
Gitomer: The antidote is to be the best sales guy. No one’s going to get rid of you then. There is a challenge among sales people right now that they’re not really willing to do the hard work that it takes to make selling easy. You need to tweet, have a FaceBook business page, have a LinkedIn account, a Youtube channel, a blog and a website where they’ve registered their own name.com and built a personal brand. You have to have 500 people following you on Twitter, you have to have 500 LinkedIn connections, you have to have about a thousand people on your FaceBook fan page and you have to have a least a dozen YouTube videos up where people give testimonies for you or where you are giving valuable information to the market place.That requires work and that time and you can’t do it during your work day.
Your most recent book is The Little Book of Leadership. Why is it so hard to find great leaders in sales especially?
Gitomer: One of the reasons is that a company will normally take their best sales guy out of the field and make him a leader and not give him any training. Here he is, thrust into a leadership position, with zero training; and all the other people on his team hate him because they think that they should have got the job. So number one: Prepare the leader for the job. Number two: The sales leader needs to lead with his people, not from behind [the] desk. Go out on sales calls where the sales guy thinks it’s impossible to get this deal done and close that sale and everyone will talk about you as a supreme sales leader. You can only do it by doing stuff in front of your people that they can’t do themselves.