Tried selling by walking in the door and telling them what you have? Lots of us have, here’s a thought though, try selling by not selling. Oh yeah you say how would that work?
Let me give you an example, two artist friends of mine want to be represented by an art gallery, so on a recent “gallery crawl” we discussed tactics while driving from one gallery to the other. I put forward that what people are doing is the same old, same old. Walk in the door and pester, or email and pester. Result… zero.
So we tried a little experiment, I call it the “Research Method” walk in and have the usual “hi how are you” chat, then walk up and start a conversation that is a bit more in depth, perhaps it’s about a particular art work… then let the questions flow further (flatter them a bit with, this is such a nice space) and get into the meat in the sandwich (stuff about how they hire new artists.) the information they share is amazing!
Then maybe ask what puts them off new artists… (this discovers what annoys them, then you know not to do that) All the while you are building rapport (learn to fake that and you’ve got it made!) Before long they are asking you what you have to offer and the relationship is now on a different footing altogether. Note; now they are asking you, not you offering.
The idea could work well in a range of industries I am sure. Go on make a few comments about this topic using the comments link at the bottom, I want to hear if you have an ideas on selling that could use this approach. Or tell us if you have used a similar method before.
Oh the artists… I hope they do well in the future, but we had a great time learning that day. The conversation on the way home was brilliant, discussing how things went and what worked better.
P.S. The other thing we noted was the three of us together gave a more rounded and interested front to the discussion and the gallery owners were more than willing to chat to us. At first they possibly thought we were art investors rather than artists.
#1 by Michael Crooks on September 28, 2006 - 4:43 am
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Steve,
You’ve got it all right.
People don’t like to be “sold.” But they do like to buy. Whether it’s passive or overt, people are control freaks. When they’re being sold they’re not in control as much as they are when they’re buying.
Your approach allows the target to decide if they want to buy.
I also believe your concept works because people, if given a choice, would rather enter into things gradually.
On the other end of the spectrum, the biggest reason people won’t take your advice is because they feel it takes too long. But we both know that very little in life that’s great, wonderful and worthwhile is done instantly. Point: gestation period is far greater for a human than a rodent. The end result is much different too.
Great Insight, Steve.
#2 by steve gray on September 28, 2006 - 8:44 am
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Thanks Michael,
I have seen on rare occasions a sales rep waking in to a business with his manager, doing the usual ‘I’m on the road with the guys, aren’t I great routine” they took a really casual approach with the person they were visiting in the business, aiming to build or ‘cement’ the relationship. It worked, the less they focussed on selling the more sales they got that day.
#3 by Kerrie Warren on September 28, 2006 - 9:18 am
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Hi Steve,
I resonate with your Research Method – I am an artist myself. What I could add to this would be that when you have put yourself into that positive position and are then in turn ‘asked for further information or contact details’ that you are well prepared with a business card to hand to them. You do not want to appear unprofessional at this point – it is so vital as you may easily be forgotten in their busy day when you’ve walked out the door. Great topic for further discussion!
#4 by steve gray on September 28, 2006 - 11:47 pm
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Thanks for that Kerrie, yes being prepared is a great thing, the boy scouts are big on that and so should we be. However at times it may be more useful to get the galleries details, email them a thankyou for chatting to you on that day, then in your signature line have the link to your site. Then you are developing the relationship further. It’s far too easy to see the relationship end if they file the card in the bin. The email address gives you a leverage point to work with.
#5 by Michael Crooks on September 29, 2006 - 3:09 am
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Steve & Kerrie,
Here’s an approach I use regarding business cards. I’ve ALWAYS got a pen on me. If someone asks for my card and I don’t have one (Often depending on the setting I leave them in the car on purpose) I say, “I don’t have my cards with me. What’s your mailing address? I promise I’ll send you one.”
I then write “As Promised” on my card and mail it to them. Thus, the relationship has begun with Promise made. Promise kept.
#6 by steve gray on September 29, 2006 - 8:50 am
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Michael
Great idea, I have learnt over the years to carry a pen more than I do my cards. My darling wife says in situations like this “How on earth did you forget your cards! Look at the opportunity you missed out on.” In a case like yours you made it have a greater possibility of being more of an opportunity. And besides how many cards Have we all given out over the years to discover that the lead was a dud, or did not go anywhere.
“Promise made, promise kept”, great line to use.