Obviously a salesperson is going to try to convince people that whatever they are selling is worth the purchase. Even with building up trust and a relationship, some people still will not completely follow the salesperson into a sale. I am one of those people who remembers that a salesperson is still trying to sell me something after all of that conversation. I normally walk away from the sale and do a little bit of outside research to see if the business is really that good and what I want. I will ask other people who have made the purchase to see what they think, and also check online for reviews.
What if we could encourage that as a salesperson? As long as whatever I am selling has quality and a good price I would encourage people to ask around for other opinions on my business. Don’t take my work for it, but listen to all of these other people who are happy to do business with me. That is a strategy that Coach Dreves uses when he recruits players for the men’s soccer team.
Anytime a recruit comes to campus, Coach will give his pitch for why they should come here to play and study but then he sends them off with a few players. He has them hang out and interact with the team for two reasons. First it is to get a small glimpse of what being on the Grove City soccer team is like but also for them to talk with us about the decision to come to Grove City. It is in this spot where a lot of players are sold on coming here, and Coach knows it. Having the recruits talk with the team allows them to talk to someone about the decision without feeling the pressure from a salesperson. In reality, as active players we are also salesmen but to the recruit we are just customers with reviews.
If you believe in your business and are trying to sell to a new client, utilize your existing customers to help sell. Their satisfaction can be a better selling point, than anything said in a sales pitch.
BoweryJE22
This is really good! I think this technique is underutilized. I think that especially today, people are so sick of “being sold to,” so they want an “unbiased” opinion. The opinions of customers seem a lot more objective to us than the opinions or words of salespeople.
This is great, not only is it so applicable to business, but as a consumer also. Talking to current or former users of a product or service speaks volumes to the decision you as a buyer make or how you view a business. I love knowing that that is how Dreves sell’s guys on coming here, not only is it smart, but as a prospect I would want that time to spend with individuals I could potentially be calling teammates. Great post, so applicable.
Excellent points! It’s less intimidating when you’re talking to someone close in the same situation as you than having to talk with someone perceived as the head honcho. It’s great relationship building as well.