Previously in the “Making Bank” with Ben Frank series, we explored three of the four “D’s” for successful selling: Defiance, Design, and Donation. Today, we’ll be exploring the final tip from The Great Persuader: Duel.
Now, I know what you’re probably thinking. No, this blog is not about why you should have the right to shoot a potential customer (Although, let’s be honest. We’ve all been tempted.) “Dueling,” in the context of selling, means being comfortable in silence.
Ben Frank believed that turndowns in the selling process occur when the seller speaks too soon after the request. Picture this: it is high noon at the corral, and you are facing “Ms. Big Bucks,” your potential customer. Ask her a question too soon, and you might lose the deal.
Pause and wait for her answer. Look her in the eye and wait.
If you speak first after the request, you’ve lost her— perhaps forever.
Saying something such as, “We hope you will consider it” or “I’ll call you back next week” has the potential to ruin the sale as well. If you were to say either of those statements to Ms. Big Bucks, you would step down from being an equal to her. It is important for the customer to come to their decision on their own terms.
If Ms. Big Bucks’ response is not a resounding “yes” (i.e., she says she will call back in a week) don’t stand by your telephone! Waiting longer than two weeks could be detrimental to the sale. Send her a call at lunchtime as a gentle reminder.
On the occasion that the Ms. Big Bucks says “no,” you have at least taken her measure as an equal and won her respect. She will remember you as an equal player and as an entrepreneur worth keeping an eye on. (Sounds like a win-win-win to me!)
Take Benjamin’s advice, and you’ll be racking in those “Benjamins” in no time. Get ready to duel.
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For more tips on selling success, check out additional articles in the series, “Making Bank” with Ben Frank:
Sales Tip Series (1 of 4): “Making Bank” with Ben Frank
Sales Tip Series (2 of 4): “Making Bank” with Ben Frank
Sales Tip Series (3 of 4): “Making Bank” with Ben Frank
Source: Humes, James. Speak like Churchill, Stand like Lincoln: 21 Powerful Secrets of History’s Greatest Speakers. Prima Pub, 2002.
testacr22
I like the way that you took the important topic of sales and made it funny within these series of posts. I agree that it is vital to not let turndowns keep you down, and that someone saying no once does not mean it will never be a good fit. Follow up is improtant, and you can move on in peace if you know you have done your due dilligence.