Every so often a marketer gets an easy sell, someone hwo is already sold on your product, it should be a snap to get the sale right? So why is it that one marketer will get that sale even after several others with the same product did not? The ones who don't get the sale figure its a cakewalk and fail to "read" their prospect.
Remember it's not about the product it's about you. If you don't read that prospect correctly, your easy sell can quickly turn into a "not right now" or a "maybe later". I had an appointmant last evening that was one of these easy sells. It could have gone south very quick but I read my prospect correctly.
Associate #1 is the female half of the couple's cousin. Associate #1 has since dropped out of the business and referred her cousin to me. However this should have been Associate #1's easy sell. This was family and wanted to get the product for a while. Associate number #1 lost out because she did not take the time to sit down with the couple and show them the product.
Along comes Associate #2, a good family friend who actually worked on the couple for a while. Again this associate did not take then time to sit down and show them the product so they lost out. Finally along comes Associate #3, yours truly. I already had figured out where the other two associates went wrong from my conversation with the woman. So at 7:30 last night, I was calling them from a convenience store to get directions to their home. At this point I discovered just how much they really wanted this product as the male half drove a couple of miles to the store to meet me and lead me to the house.
So I'm thinking they are ready let me whip out the pen and paperwork. No not quite. This couple practices that old time deep south idea of hospitality. You come in and sit at the kitchen table, since you are at the table, you eat. She had cooked up a mess of chitlins and collard greens. Some of you know what chitilns are already, for those who don't they are pig intestines. Don't turn up your nose, what do you think was originally used for sausage casings?. Anyway having grown up in the country and actually liking chitlins she did not have to twist my arm. However because of the idea of hospitality that they hold, food and fellowship comes before money and business. We spent a half an hour ejoying our food and making small talk. Followed by an easy sell.
Had I been all about business and getting them signed and getting out of there, chances are good my easy sell would have gone out the window when I offered them offense by refusing to break bread with them, refusing to treat them like people. I took the time to follow their lead and understand what they wanted.
Now I have happy customer on my hands. One that was very pleased that I took the time to sit down with them and show them the product, One that knows I will take the time with my prospects and customers. One that will not hesitate to recommend me to others.