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

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?
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