Bretts Rule Number 2 – Always assume they’re interest in the next step
I grew up in a military family setting, from the age of 7 my father was in the Army and then at 13 I joined the Air Force Cadets and at 18 the Army. I spent a lot of time in leadership and management training. One of the lessons that has stuck with me through is: Ask for forgiveness, not permission.
On the phones or face to face you’ll never hear me say: Hi Bill, have I caught you at a bad time now? Or Hi Bill, Have you got time to chat?
When people try this on me I say ‘No, I am busy, go away!’
Asking for permission to speak is ridicuous, you don’t walk up to your mates and say ‘Hi Bill, have you got time to chat.’ No! This is the mark of a bad salesperson. I just called you and you picked up the phone so now you’re telling me already by picking up the phone that you want to chat with me. So chat.
Sure, if the guy is on the phone and you’re talking and he’s clearly not listening because he’s distracted, driving or whatever, that’s the witness that has to say: Hold on a second, this guy’s not listening to me. It’s no use me pitching him now. Are you driving or something? Are you busy? Let me give you a call back. When is a good time? Shall I call you this afternoon or tonight? This is where closing and alternative choices are fantastic. We will cover closing later in the book.
So Rule Two is fundamental: Always assume that there interest in the next step, which means that when you’ve done the pitch, you don’t ask them: Would you like to go to the next step! No!
You’d simply say: Your next step is to speak to ABCD. When are you free? Would you prefer this week or next? Shall we book something in for this afternoon? How is around 3 o’clock?
Always Sell certainty…
Hopefully you have started to notic that everything I say and do, I say with absolute certainty. I live my life with absolute certainty. You are never going to hear me going: Hmmm, let me have a think about that. I’m not really sure. You’re not going to hear terms like that. For me because I’ve been doing sales for so long and because I understand the concept of selling certainty you’re only going to hear: Yes do that. You may hear: Actually, let me chat to such and such and I’ll get back to you. Or if you ask me stupid questions I might go: I’ve got no idea about that. But the point is that you’re selling certainty and you always want to assume they’re interested in the next step. It doesn’t matter what it is, whether it’s the initial call where, your next step is to come in and meet with us. It will never be: Would you like to come in? Because actually, going back to Rule 1, you’re not presenting the cookie. You’re saying they hold the cookie and you would love them to come on board. No! You’re not desperate. If someone doesn’t turn up for an appointment: Where the hell were you? I had time booked so I look like a idiot now because my team are looking at me going you had a cancellation or a no-show. Now, are you serious about this or are you just messing round. If you’re just messing around then go and come back in two or three years time when you realise that you’ve messed up and you should have done something immediately. I punish people like that. I don’t think you should be polite about it. Why? Because they messed me around and I hold the cookie. I hold the last cookie – they want it. My product or service is of so much value that I absoluely must assume there interest in the next step.
This is a simple rule to implement as long as you know what the next steps are. This is fundamental if you don’t intimately know the entire sales process then you are kidding yourself. You must know every possible direction.
You just assume that they want to do it and if they object then deal with the objection and assume again. You go through your pitch on your sales. You pitch your product or service then you assume they’re going to buy it.
You won’t catch me asking: So what do you think?
I don’t care what you think – I’m telling you that this is good for you because I’m holding the cookie and I’m assuming that you’re interested in the next step.
Live with passion,