Most sales professionals take words for granted. Words to the sales professional are like surgical tools to the neural surgeon. If you can use them skillfully, you will be well paid and immensely respected by your peers and superiors. In past articles, we have talked about scripting and how much it can help you be successful in the sales process. Let’s take a closer look at words as if we were approaching sales from the neural surgeon’s perspective. No, we are not operating on the human brain, but we are operating within its psychological recesses.
Before the surgeon begins his or her operation, a great deal of planning goes into the entire procedure and so it is with preparing for the sales process. The selection of the right words, at the right time, are critical to sales success. In sales, this is pre-writing the questions and flow of the sales appointment right down to the opening questions and statements. You could start the sales call with no planning like most average sales people and say something like, “Thanks for seeing me. I would like to spend some time telling you about my company and what we have to offer.” If you were the surgeon, you just cut into someone’s brain and hit a major nerve! Too bad for the patient, he or she might never recover and so it is with the prospect, except we are the ones affected! A well-planned opening might sound something like this, “Thank you for taking time to meet with me today. My purpose for being here is to learn as much as I can about your business and possibly find ways that I might me able to help your sell and list more homes.” You gave the prospect a reason to listen and respond by proposing value.
When the surgeon begins the operation, he or she is never quite sure what will be found, but the possibilities have been explored and the doctor is ready for any surprises through proper preparation. With the great sales professional, all objections have been prepared for in advance and effective question have been practiced to handle anything from the rate objection to the relationship objection. When the prospect says, “Your rates are too high!” The prepared loan officer responds, “Rates are certainly important, but are you talking about the best rate or the best value? I can help you either way.” The prepared loan officer has practiced the major objection areas of price, service, relationship, and time, and knows how to adapt to each situation.
Our skilled neural surgeon knows where to find the problem, how to fix the problem, and keep the patient happy and secure. Great sales professionals not only fix problems, they are skilled at uncovering problems that the prospect did not know existed! “What happens with the company you choose, if they cannot close you loan before you lock expires?” The prospect’s reply is “I’ll lose my rate!” A potential problem has just been created!
Finally, the surgeon has a recovery program outlined for the patient well in advance of the surgery. The best sales professionals have a preplanned follow up program that sets them apart from all their competitors. After all, the greatest chances of gaining referrals from a satisfied client are after the event and the greatest opportunity for a long term client is based on staying in touch. You can be the “average” sales person, or like a great doctor you can be the well prepared sales person who knows the value of being a true professional. Is there a salesman in the house?