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As a salesperson, I'm always fascinated by how people sell to me. I recently was on the receiving end of a sales call that was so good, I had to share it with you here. The salesperson was Sam Horn (www.samhorn.com), one of the nation's top Communication and Creativity Consultants.
I'm starting to look for publishers for my upcoming best-selling sales book, and I bumped into Sam at the National Speakers Association convention last month. Her reputation as the #1 expert to help brand and market your book, product or ideas compelled me to introduce myself. She gave me her card and offered a 15-minute phone consultation whenever I liked.
When we got off the phone, I realized that I had just heard a perfect-and effortless-sales pitch. I was as intrigued by her subtle, yet effective sales techniques as I was by the services she was offering.
Here is how Sam handled the call:
Immediately cut to the chase. Knowing that our call was only 15 minutes long, Sam didn't even answer my "How are you?" question but asked, "How can I help you the most during this call?"
Asked great questions. She dug into the heart of my book project, what I need help with and where I'm stuck.
Summarized. After my synopsis of the project, she summarized the whole situation back to me perfectly. This showed me she was listening and understood me completely.
Used "we" language. Sam immediately started saying "we" and "us" as if she were already helping me with the book, which she was. "What we would do is create chapter titles that are geared to both the right and left sides of the brain..."
Was very personable and encouraging. Sam knows the importance of building relationships. She made it an easy and enjoyable process.
Used tact. When I asked if we could email in between our premium-priced consulting calls, she tactfully explained, "I wish I could, but because I put so much thought into my work, quick emails end up taking a lot of time."
Gave me a valuable teaser. When I asked if she had a formula for writing book proposals, she gave me a brief but useful version and promised the complete one should we work together.
Gave me LOTS of free advice for writing my proposal, marketing the book, chapter titles, strategizing, working with publishers, etc.
Conveyed her expertise. Sam showed, without boasting, her immense credibility by mentioning some of the successful and famous authors she has worked with and who currently reside in her Rolodex.
Over-delivered. She never mentioned the fact that our "15-minute call" ended up being 40.
Ended on a very encouraging note. When we were getting off the phone, Sam said, "It's great that you are writing this book. Whether we work together or not, finish it. It will help you in ways that you can't even see right now."
Followed up. Shortly after the call, Sam's office responded to my inquiry about an upcoming workshop and made sure all my questions had been answered.
The real beauty of this "pitch" is that it wasn't a pitch at all. Just a free call to help me with my book.
Robert Graham
Robert Graham is the Principal of GrahamComm, LLC (www.grahamcomm.net), a consulting and training company that helps clients increase their sales and deliver outstanding presentations. He can be reached at 415-652-0763 or Robert@grahamcomm.net.
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