A Different Approach to Selling

I just started reading a book called:  Got Sales? The Complete Guide to Today’s Proven Methods For Selling Services by Lenann McGookey Gardner.  So far, so good.  Many of the concepts the author discusses about service sales can also be applied to any sales, including direct sales.

Lenann talks about the 90-10-90 rule.  Ninety percent of the time the client should be doing the talking.  Of the remaining ten percent that you are speaking, ninety percent of the time should be used asking questions.  She also speaks much in favor of YOU-YOU-YOU over I-I-I (or me, we).

For example, at a home party demonstration, imagine how your presentation would go if instead of talking about the wonderful candles or kitchen gadgets, you allowed the guests to talk about the [kitchen or home décor] challenges; or favorite recipe, scent or tool?  Instead of company history or your story, what would the climate be like if you allowed party-goers to voice their frustrations, challenges or objections? (Perhaps you have a solution that would make their life easier, better, smellier).

Instead of saying:  “I am so and so, and I want to tell you about these fabulous widgets”,  imagine starting off  with “Susie Hostess tells me that y’all like to cook but don’t have time after a busy day.  Share what you would do if you could prepare a meal that …”

The first example is I-I-I and the second is You-You-You.  The first one is a monologue and the second is a dialogue.

I realize this goes against some company handbooks.  I’ve seen party scripts that tell new consultants to: 1. Introduce yourself and your story.  2.  Introduce the company.  3.  Play a game.  4.  Talk about the wonderful product offering.  Meanwhile, the guests are checking their watches or the inside of their eyelids.

If you’re new to direct sales or want to recharge your business, check out Lenann’s book, Got Sales? I think you’ll find her insight enlightening and somewhat unconventional from typical direct sales protocol.