I have never seen the movie Glengarry Glen Ross, but I have seen the famous clip where he pretty much chews out the mediocre performers and pretty much tells them that there is no second place and if you play, you play to win with his most famous line being “Always Be Closing”, the ABC’s of sales. If you’re not closing, then you are not making money and money is what makes the world go around.
Glengarry Glen Ross is a stern guy who is basically an asshole (you want to be an asshole to survive; just don’t be a douche bag, there is a difference), and he’s definitely not a man you would want to f*ck around with simply because he doesn’t mess around and he doesn’t take any bull sh*t from anyone. There are pretty much no excuses with this guy and he takes his work seriously. What I learned from him is that nice guys don’t just finish last; nice guys don’t finish at all.
There is a difference between giving great customer service and the ability to close a deal. Not all deals can be closed by just being nice and nice people are usually are too timid to ask for the sale. In order to make it happen, you have to be aggressive, you have to be knowledgeable, you have to be persuasive and you have to be an asshole, because most people are timid and you need to make them want what you have.
1. Be knowledgeable about the product or service you are offering. If you don’t know “Jack Schidt” about the product or service you are offering, then how the hell are you going to be able to convince anyone else to buy it? While there’s nothing wrong with asking questions, the only way you can be an expert at anything is to experience it and do it yourself. Learn the system and find out all its capabilities and limitations because you don’t want to look like a dumbass when the customer asks you questions now do you? The more you know, the more you will be able to push for the deal to happen.
1. Be aggressive and ask for the sale. Don’t be confrontational, don’t be pushy, just be confident and maybe slightly cocky about your product or service and challenge the buyer to find something better. Argue your point, but be polite and tactful about it. Make sure you don’t back down. This is where knowledge of the product or service comes in handy. If you don’t know what you are selling, then you will never be able to rebuttal everything that is holding them back. If price is an issue, let them know you can still make them a deal. As long as you don’t lose too much on the profit margin, it’s better to make a deal than to have no deal.
3. Be persuasive and be able to empathize with the customer. Selling is all about being able to develop a relationship with your customer and your customer will probably be willing to make a purchase from someone they like than someone they dislike. You don’t have to like everything the customer likes and you can fake it if you have to, just don’t let them call you out on bull sh*t, because that will hurt you more than anything. The ability to persuade is the ability to relate, which is why I put these two together. The more a customer or client can relate to you, the more persuasive you become.
4. Be willing to accept defeat and learn from it, but don’t dwell on it. Even if you are the best salesman, the best speaker and the most knowledgeable person in the world, you can’t win every battle because it’s just not possible. Just remember to keep a good track record and a good rapport with your customers. Even if they chose not to make the purchase from you, they may still recommend you customers. Now I know I said nice guys don’t finish and most of you are probably thinking: wouldn’t being nice get me a better relationship with the customer? Well, yes and no. I’m going to stick by my original answer that nice guys don’t finish, because as a sales person, you are not being nice, you are being polite, you are being courteous and you are being charming. Leave niceness out, because it will get you nowhere.
5. Don’t be a nice guy. Nice guys don’t finish because they will always let the customer go. If someone tells you they will be back, chances are they won’t. Never let them walk out the door and even when you have exhausted all your tactics, don’t let them leave without a card and don’t let them leave without giving you their contact information. You need to eat and you are hungry for it today. At this time, I would ask “what can we do to make it happen TODAY?” Because if it doesn’t happen, you don’t get to eat… Once you rebuttal all their excuses and they still have to leave, you have no choice but to let your prey escape, but you will hunt them down… You are an alpha-omega wolf who is going to close the deal. You are not some pussy ass beta who is going to lose and you are also not a pure omega as to be completely anti-social. You will follow up with the customer and you will close the deal no matter what it takes.