E-NEWSLETTER – August 2012
This Month’s Selling Principle:
How to be a Winner!
It is uncanny how often professional trainers include Dale Carnegie on their list of people who had significantly influenced their careers. It’s remarkable that his impact is as far reaching and important today as it was when he first published “How to Win Friends and Influence People” back in 1937. This month, I thought I’d pass onto you the following summary of his recommendations for becoming a friendlier person, winning people to our way of thinking, and being a good leader.
Become a Friendlier Person
1. Don’t criticize, condemn or complain.
2. Give honest, sincere appreciation.
3. Arouse in the other person an eager want.
4. Become genuinely interested in other people.
6. Remember that a person’s name is to that person the sweetest and most important sound in any language.
7. Be a good listener. Encourage others to talk about themselves.
8. Talk in terms of the other person’s interests.
9. Make the other person feel important – and do it sincerely.
Win People to Your Way of Thinking
10. The only way to get the best of an argument is to avoid it.
11. Show respect for the other person’s opinion. Never say, “you’re wrong.”
12. If you are wrong, admit it quickly and emphatically.
13. Begin in a friendly way.
14. Get the other person saying, “yes, yes” immediately.
15. Let the other person do a great deal of the talking.
16. Let the other person feel that the idea is his or hers.
17. Try honestly to see things from the other person’s point of view.
18. Be sympathetic with the other person’s ideas and desires.
19. Appeal to the nobler motives.
20. Dramatize your ideas.
21. Throw down a challenge.
Be a Leader
22. Begin with praise and honest appreciation.
23. Call attention to people’s mistakes indirectly.
24. Talk about your own mistakes before criticizing the other person.
25. Ask questions instead of giving direct orders.
26. Let the other person save face.
27. Praise the slightest improvement and praise every improvement. Be “hearty in your approbation and lavish in your praise.”
28. Give the other person a fine reputation to live up to.
29. Use encouragement. Make the fault seem easy to correct.
30. Make the other person happy about doing the thing you suggest.
Until the next time, be well, do good work, and keep in touch!
Michael D. Hargrove
“A leader must make people want to get things done. From their desire come initiative, drive, creativity, and persistence.”
Objection of the Month: “I don’t want all this back and forth stuff.”
These are just a few of the most common strategies shared at the workshops we’ve conducted all across North America and attended by thousands of the top sales people in our field. Please keep in mind that nothing works all the time, and no one thing will work for everybody. Each of these strategies, of course, need to be tailored to the individual user, to the specific customer, and the particular situation. Also, this is by no means the definitive work on overcoming this particular objection and it’s not intended to be.
a. “Mr. Customer, there are several different ways we can fit whatever vehicle you choose within whatever budget you had in mind. What I’d like to do, if you’ll allow me to, is to put all the ways we can accomplish for you side by side and in writing. This way you can see for yourself one after the other, after the other… and after reviewing them all, you can tell us which way works best for you. Sound fair?”
b. “I hate that too. Fortunately, with all the information that’s out there these days, the only time I end up having to do the back and forth stuff is when I’m helping a customer who’s either misinformed, uninformed, or totally unrealistic. Now, it’s obvious to me you’ve already done some of your research, right? And you do know we aren’t a library or a nonprofit organization, right? See, you’re realistic … we won’t have to go through all that, will we?”
c. “Our obligation at this dealership is to show you the best way to own this vehicle. Now, the best way, of course, is to pay cash, however, most of us aren’t able to do that. The next best way is to finance as small a balance as possible for the shortest amount of time. After showing that to you, if we need to make adjustments to suit your particular situation, we’ll do it together. Sound fair?”
d. “Let’s do this. Right now, let’s just agree to disagree in an agreeable fashion. That way no one will ever have to get upset. Does that sound doable? ”
e. “Mr. Customer, please remember that no one can spend YOUR money for you. And rest assured that I know this too. With a little bit of patience, I’ll help both you and the sales manager reach an agreement on terms. Okay?”
f. “Okay, that’s why I’m here! There are two parts of my job. One is to make sure we find the right car for you. The other is to help you and my manager agree to terms. I’m really good at both parts of my job. Will you allow me opportunity to prove this to you?”
g. “Negotiating with an amateur can be very unpleasant, I know. But I’m a professional. With a little patience and flexibility, I’ll have you out enjoying your new car before you know it! Sound good? ”
h. “Don’t you hate that? Me too! Whenever I’m forced to negotiate that way I always feel like a clown in a circus! So I’ll tell you what. If I end up doing that today, you have my permission to reach out and squeak my big red nose! Fair enough?”
Next month’s objection will be: “I’ve got you beat” or “I can get a better deal somewhere else.” We need YOUR input! Please forward your ideas on this one, or your suggestions on which objection to cover next, to email@example.com.
“If you want to learn about fear, whatever it is you fear doing, that is the very next thing you need to do. Fear is not a wall; it’s just an emotion. Walk through the fear.”
John-Roger and Peter McWilliams
On Success: Fundamentals
by Lou Holtz, Winning Every Day
Whenever I stress the importance of fundamentals, I like to tell the story about the guy who walked into the pet shop to buy a bird.
He noticed several of them were listed at $1.90. When he went to buy one, the pet store owner said, “You don’t want those birds, sir. I have the ideal bird here for you and it’s only $692.”
The guy looked at the bird and said, “Why it’s just like all those other birds. How come it’s so expensive?”
The store owner replied, “Ah, but this bird is different. It can talk and sing. The other birds just sit there.”
The guy thought for a minute and said, “Gee, it’s a lot of money, but I live alone and would love to have the company.” So he bought the bird for $692.
The next day the customer returned to the store, found the owner, and complained, “I paid $692 for that bird and it doesn’t talk or sing.”
The owner said, “Well did you buy the bird a mirror?”
The guy says “No”.
The owner said, “if you buy the bird a mirror he will look at himself in the mirror and I guarantee he will talk to you, I’ve got a mirror here for only $23.” So the customer purchased the mirror.
He returned irate the next day and complained, “My bird looked at himself in the mirror, but he still doesn’t talk or sing.”
The owner replied, “That’s impossible. I have the same type of bird as you. Why, just today he got up, looked at himself in the mirror, and then ran up and down his ladder.”
The guy stopped him and said, “What ladder?”
The owner said, “You mean to tell me that you didn’t buy the ladder! That bird won’t talk or sing unless he first gets his exercise on the ladder. We have a ladder on sale today for only $27.” The guy bought the ladder.
Over three days the storekeeper sold him a parrot, a mirror, a ladder, and a swing.
At the end of the week, the customer returned in tears. He told the storekeeper, “My bird looked at himself in the mirror, climbed up and down in his ladder and swung on his swing, and then he keeled over in his bath. Just before he died, he looked over to me and said, “Don’t they sell any food at that store?”
“How we use our mind is crucial to our finding and getting what we want out of life, and giving what we want to it.”
Upcoming Public Events:
Retail Automobile Sales: The Professional’s One Day Workshop
“Excellent pace and presentation. Fun and very useful. Keenly tailored to today’s customer behavior and tendencies. Stuff I can use. Orphan service customer prospecting process will prove to be most useful.”
Mike Percival, Sales – Lexus of Portland
“Worth his salt. He is very professional and courteous even when asked certain questions others might find easy. Overall he shows a genuine interest in helping.”
Marshal Schaefer, Sales – Toyota of Gladstone
“Seventeen years experience in the Auto Industry (Sales), and I still learned tons! Great Job!”
David Moore, Sales – Wilsonville Nissan
“I learn something new every year and I appreciate the collaborative nature of the class. Michael says that what he does is accumulate best practices and I agree with him. I will be back for more best practices next year.”
Gavin B. Mardis Jr., Sales Associate – Town & Country Dodge
Date(s): September 4th & 5th, 2012
Location: Shilo Inn Airport Hotel
11707 NW Airport Way
Portland, OR 97220
Date(s): October 16th & 17th, 2012
Location: Shilo Inn Airport Hotel
11707 NW Airport Way
Portland, OR 97220
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