Nowadays, most customers are smarter and more educated on the product or service than the sales associates.
It was a Tuesday morning. After our sales meeting, our sales manager had just finished yelling at us, saying that we needed to make more sales and increase our numbers because his manager was breathing down his neck about the business doing badly.
I saw an older lady walking into the showroom. She was probably between 60 and 70 years old. I did what most new sales associates do, I approach her and started following the cheap dealership script that was thrown at me on my first day as a sales associate.
This was my first time selling vehicles. So I had faith in the cheat sheet.
I greeted the lady and immediately went into selling mode. Offering all the different styles in the showroom, mentioning all the features and benefits of the vehicles I had mentioned to her, etc.
Then she said...
Do you have a (she named the vehicle’s model), and I said, no ma’am, I don’t think we sell those vehicles here! She looked at me and said... What? Can you say that again? So my dumb a** said it again...Yeah, I don’t think we sell that model here.
She stared at me for a couple of seconds and said...
Son, are you sure you’re in the right place? Do you even know who you’re working for? I suggest you go home and do your homework. Yes, you sell that model here, and yes, I am leaving.
I felt so embarrassed that day. My ego took a hit, and as a consequence, I went home empty-handed because I didn’t close a single client that day.
That evening, I went home and started studying the different models and features that I could offer to my clients. Not too long after that, I was selling a bit more than the average sales associates sells.
The Mistake
Despite the fact that I was new in the industry, I made a couple of mistakes. One was very obvious – I didn’t know my product, but the second mistake was the biggest. I didn’t know how to communicate and connect with people.
You see, people do business with people they trust, but trust can’t happen if there’s no connection between the sales associate and the future client. When I rushed to greet the lady, I had one thing in mind, “Make the sale” instead of " What problem can I solve for my client today?”
The Reason It Happens
The reason this happens is that most sales associates lack the skill of communication and connection. When I approached the old lady, my intention was not to connect but to sell. Big mistake!
This mistake not only isolates present clients, but it also kills future commissions when your pipeline stays empty.
How to fix it
The best way to fix this mistake is to become an intentional communicator and connector. This automatically raises your status as a sales associate, making you more confident.
The title for one of my mentors, John C. Maxwell’s book, is “Everyone Communicates, Few Connect” – I love that title because it’s one hundred percent true.
Most people believe that just because they are talking, people are listening. Nop, people listen when they feel connected to you. If you’re not a good communicator and connector, you’re just talking to the wind, and no one is listening. I know because I made this mistake for many, many years.
So here’s something to help you communicate and connect with your clients faster and easier.
Learn about “The Maxwell DISC Method of Communication”
D – The Dominant Style: Clients who are very direct and hate to waste time.
I – The Influential Style: Clients who are super friendly and love to talk.
S – The Stable Style: Clients who are very focused on safety features.
C – The Compliant Style: Clients who love details.
What’s next!
Over the next few weeks, I will be sharing more about the Maxwell DISC method of communication to help you close more clients and create incredible, profitable long-term relationships that can lead to referrals.
Stay tuned for next week’s newsletter, we are going to break down each DISC style to help you understand your future clients in a way that most people don’t.
We DISC trainers have a saying, and it goes like this...
People are different, but they are predictively different!
See you next week, my friend. It’s going to be awesome.
Don’t forget to leave your comments and questions!
Before You Go, This Is How I Can Help…
If you want to sell more and be ahead of the game, become a great communicator with the Maxwell DISC Method.
Take a DISC Assessment and have a one-on-one DISC debrief of your report with me via Zoom. Text me directly and put your name and the word “DISC” so I know who you are. (281) 839-0200
I’ll help you find your communication style?
D - Dominant
I - Influencing
S - Stable
C - Compliant
Sign up for my upcoming communication training with a 100% money back guarantee!
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