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1-Page Summary of Hardball
Selling Sales
Most people have a negative perception of salespeople. This may be because of the old days when shady salesmen would sell false products to make money. Whatever its origin, this stereotype has caused many people to think that salespeople are always nice and polite when dealing with customers. However, if you want your factory or other business to succeed, then someone must sell an awful lot of things! It’s also important not to treat your customers poorly. However, there is a time and place for high-pressure selling in order to close deals with hesitant buyers.
Hardball Selling
Closing a sale is not dependent on the quality of your sales presentation. It’s also irrelevant if the client needs your product or service, because you can make a great sales pitch with fine products and services, but still fail to close the deal. The reason for this is that there are four underlying principles in professional selling:
People tend to put off buying decisions because they don’t want to make them. Generally, the more expensive an item is, the longer people will wait before deciding whether or not to buy it.
Everyone wants to make decisions quickly, even if it’s about spending money. However, indecision can be frustrating and humiliating. There is a story about an ass who couldn’t decide which pile of hay he wanted to eat from so he died of starvation. Salespeople should close deals with their clients instead of letting them delay the process unnecessarily.
Some customers are obviously upset about their decision to hold off on buying, even as they tell you they want more time to decide. However, they don’t want to feel pressured by salespeople. This puts you in a difficult position because it is hard for you to know if the customer wants more time or if he/she is just stalling and doesn’t really intend on buying from your company.
“High pressure works best when it’s subtle” – When people are hesitant to make a decision, but don’t want to feel pressured, you should find ways to help them reach a purchasing decision without their ever realizing what you’ve done.
Don’t Be Adversarial
You may think that high-pressure sales tactics are when the seller is pitted against the prospect, but it doesn’t have to be like that. There’s a way for you and your prospect to work together towards a common goal. You should establish harmony between yourself and your prospect by treating them as equals in this process.
You must develop a nurturing attitude. You have to remain focused on the customer and care for them. * You need to act in their best interests, as trust will reduce resentment against high-pressure techniques. * You should motivate your customers to buy by pointing out the urgency of making a decision quickly.
You want to help the buyer make a sound decision. You can show them that you’re willing to take action and get things done right away by closing on the sale now rather than delaying it.
Stick Your Foot in the Door
Gatekeepers are paid to keep you from your prospect. Don’t be apologetic about setting appointments and making sales calls. Superstar sales professionals all have one thing in common: they walk into their prospect’s office as if it was theirs. Imagine Gary Cooper or John Wayne walking in for a sales call – that’s the way you should present yourself. When prospects see that image, they’ll respond positively to your appointment requests and warmly greet you when you arrive at their offices. You won’t be left sitting outside waiting rooms any longer wondering why other visitors get ushered inside ahead of time while you wait there with old magazines, just because the gatekeeper doesn’t know who else is coming for an appointment with the same person as you are.
