Life is fun. Selling is fun, but some businesses are clearly much more fun than others:
- Real Estate
- Concert/Event Planning
So what about those other gigs - the other professions where a buck-wild pitch will undoubtedly get you nowhere fast?
- Funeral Sales
- Debt Consolidation
- Alarm System Sales
This is NOT fun stuff, or what dreams are made of, but right now, there's a heart surgeon with a background in sales going for the ‘either-or’ close when their patient needs to decide between the transplant or the medication.
If you sell in industries such as these, you can’t be enthusiastic. I’ll gladly do business with an energetic jeweler. The happy-go-lucky travel agent? All day every day! But if I catch a funeral director with a big 'ol smile on their face, forget it. Any sane person would just take their business elsewhere.
So what do you do? How do you work the deal?
Remember, these "un-fun" transactions are in most cases necessities and not splurges of impulse. If you aren’t afforded the luxury of sharing in the thrill or decadence during the sales process like a five-star chef describing the New York Strip, or the sporting goods dealer demonstrating the features and benefits of their top-tier hot tub, follow your steps, and place the focus on building trust.
Quite simply: Help your client. You can still follow up with a thank-you card and a fruit basket after they buy from you.
If the leads are cold, sniff out the interest, and qualify them quickly. Leverage the KISS formula (Keep It Simple, Stupid), and keep the process moving efficiently. If they’re in the market, they’ll listen to you. If it’s a flat out “NO!” in the first three seconds, don’t waste your time barking up the wrong tree.