I won’t theorize about time management or sales here. I’ll simply talk about cause-and-effect relationships and how they are present in any discussions about time management. Then I’ll show that, honestly, the key in sales is to learn how to analyze chains of events “on the fly.”
So, let’s consider a simple task: You need to be in… Ensk on April 13th. What do you do? Buy a ticket and fly? Not quite! You actually start by planning, and you plan “backwards.” Here’s your reasoning: the flight is at 6:50 AM on Tuesday, which means you need to be at the airport by 4:50 AM, so you should get into a taxi by 4:00 AM. This means you need to a) wake up at 3:00 AM, b) pack your suitcase the night before, and c) order a taxi the night before. Since you’re flying, you’re limited by the size of your containers for toothpaste, deodorant, and perfume. So, on Monday morning, you need to check if you have everything in your “travel kit,” and if you’re out of toothpaste, you need to buy it on your way home. And so on (or rather, earlier). In other words, you manage your time by allocating the right amount at the right moment for each task that needs to be completed in order to be in Ensk on April 13th. Note that if you go into a bakery on Monday evening instead of a supermarket (or pharmacy) because you were tempted by the smell of fresh pastries, you won’t be able to fly (assuming toothpaste is critical for you).
However, in sales, the opposite happens! Salespeople, when asking the customer a question or telling them something, only think about the “taste of the buns,” the immediate impression, rather than the final question that will be asked, such as “Where would you prefer us to arrange the delivery?” or “How soon can we expect the money in our account?” In response to what phrase from the client will this question come up? Huh?A?.That’s exactly why “closing” is such a complex skill for salespeople. It’s not just that they “fear” or “feel shy” about closing; they don’t do anything to create an opportunity to close the deal(!).
Let’s take a look at an example, and I’m curious to know if anyone can come up with a continuation of the dialogue below that would lead the customer to the checkout:
- Good afternoon! Thank you for visiting the Audi showroom, home to the best cars in the world!
- Thank you, your Audi cars look great, but I prefer Mercedes!
- Could you tell me why you prefer Mercedes over other brands?
- I love his 8-cylinder engine!
- But Audi also has an 8-cylinder engine, which, by the way, won the top prize in 2009 for the quality of its injection system!
- The fuel injection system isn't the most important thing!
- Why?
- (irritated) Because all the components are important as a whole!
Dozens of sales books teach sellers to ask the question “why.” After all, it’s an “open question,” and therefore, by definition, useful. The idea is that after asking “why,” the client will reveal what truly interests them and share what touches their emotional strings. Yet, we are surprised when we struggle to make sales. The reason we struggle is that by asking this mindless “why,” the seller fails to see the ultimate goal and doesn’t plan from the end! It’s like reading in a 10-page book titled “Everything About Chess” that castling is a great move, and then trying to execute it even when facing checkmate in two moves, right after such a “smart” castling.
Now let’s look at the same scene “from the end,” but this time properly organized (I’ve intentionally simplified a lot). Let’s play the film “backwards”:
- Please, turn left at the end of the corridor!
- Where is your cash register?
- If you can make the payment today, we will arrange your registration within a day, and you will be able to pick up the car the day after tomorrow.
- How quickly can I pick up the car after payment?
- Almost 150 Nm at 3000 RPM. What other questions do you have?
- What can I say? This little red A3 is clearly perfect for my needs. She will really like it. It has a wonderful interior, a good warranty, and a lovely set of features. It has a quiet and economical engine, which, as you mentioned, provides what kind of torque?
- Let's go take a look! (after the tour and presentation) So, can you tell me what you like about this car so I can answer your questions or discuss other models?
- No, come on, she needs a small car, like that one over there, the little red one!
- You're right, this is Audi's pride today. Do you see a car with such an engine for your wife?
- Yes, for example, the sensational V8 model with its unique award-winning injection system!
- You said "overall," so is there something in Audi that you would like to have in your Mercedes?
- Well, I thought that Audi is more feminine than Mercedes, although I generally prefer Mercedes.
- But, excuse me, why Audi? *
- I'm looking for a car for my wife.
- I noticed you arrived in a Mercedes. What are you looking for at the Audi dealership?
* Please note — no sugary phrases like “You made the right choice! Our salon will meet all your needs!” Just “why,” but at the right moment and, most importantly, in the context of the “chain” of events leading to the checkout. We made the person sell themselves the Audi, rather than us having to explain, counter objections, and try to… to shoot back It seems that the text you provided is incomplete. Please provide the full text you would like me to translate.
What should you learn in sales? While the client is speaking, think quickly and clearly about the next option in the “chain” that leads to the checkout, in case your conversation strays from that chain. The next thing that comes out of your mouth should be part of that chain, not just random words. Respect the client’s time and guide them along the shortest path. After all, they are paying you for this.
By the way, did you notice any hint of using any “closing techniques” in our last conversation? The best closing technique starts with the words “Good afternoon.”