Making Your First Million.pdf - Association of Net Entrepreneurs and ...

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Making Your First Million In order to make your first million you're going to have to sell. Nothing happens without sales. How do we do it? The key is to look at it from the perspective of the customer. Sales people almost always look at the selling process from the perspective of their own needs, focusing on profit margin and commission and so on, and rarely enter into the mind of the customer. When we can enter into the psychology of the customer we have an enormous advantage in selling. On our last trip to Hong Kong, Pauline and I bumped into Kathleen, a friend who lives a few streets away. This caused some spontaneous mirth with discussions on coincidence and chance and she invited us to walk with her as she went to keep an appointment with a tailor on Bristol Rd where she was having a fitting. I figured this was sacred women's business so I kept a respectful distance and when they went into the shop I stood outside in the doorway ogling the passing parade and keeping out of the rain. Within 30 seconds a respectful sales person stood before me: "Good morning sir. Are you looking to purchase some tailored clothing?" "Ah, no mate. I'm just waiting for the wife and keeping out of the rain." I announced in my best, dismissive Aussie tourist tone of voice, and fixed my gaze elsewhere. Undeterred, he took a bolt of material and draped it over my left shoulder. "I could make you a beautiful shirt in this material sir." "Look, I'm not interested. I have to wait here. My wife's in there." I was becoming a little peeved but he seemed not to notice and draped a bolt of blue material over my right shoulder. "Would you prefer the blue?" "Look, I don't want any shirts, okay?" "I understand, Sir. You may not have known that our shirts are renowned throughout the world for fit and elegance. Your Prime Minister has a standing order with us. But I can see you are dubious. Do you mind if I propose an offer. I will make you six shirts for $30 each. If you are not delighted with them you won't have to buy them. If you like them I will make you a suit of your choice for free." Free? Um, Hmm. Well. He won me. I was in the door and a bevy of lackeys were taping me up. SiteSelling.com 56
Making Your First Million "Which suit material do you prefer? That one. A very wise choice sir. By the way, my name is Prakash. I will be your personal assistant. Your name is? Thank you Mr Parry. Have you considered a charcoal grey. Yes, I can do that. Normally we charge $400 a suit, but as you are now having two suits made you qualify for our favored client rates. I would like to personally offer you two more suits for $180 each. Wonderful. Thank you. Let's have a look through these bolts of material. We will keep your details on file and at any time in the future you can fax us an order." At the end of my first visit I'd ordered 9 shirts and 4 suits. On my return for a 'fitting' he continued to upsell. A sports jacket, a dinner suit, sports slacks. Each time I came back to collect my clothing there was always a little alteration needed, which presented him with a further opportunity to sell me more. An hour before our flight was due to depart, the fifth time Pauline and I had visited his store, we finally prized the bundle of tailoring from him, stuffing it into a large new suitcase, purchased for the purpose. Seven thousand dollars lighter. Prakash is a fantastic salesman. He regards protestations as the normal smokescreen of selling, ignoring them, and focusing on what the customer wants. He simply fails to acknowledge 'no'. He smiles, knowing that 'No' simply means 'Not yet'. Once he's exhausted his sales repertoire and the answer is still 'No', he's happy. Nothing flusters him. He never oversteps the mark into pressurized selling. But he does persist with just the right seasoning of humor and intelligence. We need to understand the psychology of the buyer. What does he want? What does any of us want? Recognition, respect certainly. But we also need to be sold. We need to be drawn into this dance of seduction where we are parted from our cash and each leaves smiling. Most sales people make the mistake of letting the product sell itself and are thus unsuccessful. Focus on your prospective customer. What does he want? When you know that you've already made the sale. Selling is understanding the wants and desires of the customer. Prakash fully understood from my body language that I disliked shopping and distrusted sales people. And he knew he had a limited opportunity to overcome these barriers by getting in close enough to hit me between the eyes with an offer I couldn't refuse. He also fully understood, as I did, that once I was in I might as well be in for the lot. This is an important concept. It's hard to get someone to open their wallet but once it's open, it's child's play to get them to keep it open. Okay, it's time to make some sales. You've got your business plan. You're focused. You know what you're going to sell. You've tested the water and it's safe. There's been a good response from your test market runs. Where to from here? SiteSelling.com 57
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