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    How to Sell: Even When You Don't Want To
    How to Sell: Even When You Don't Want To
    How to Sell: Even When You Don't Want To
    Ebook221 pages1 hour

    How to Sell: Even When You Don't Want To

    By Michael McCarthy

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    About this ebook

    Everyone likes to make money, but the act of selling can be uncomfortable and even stressful. By focusing on helping your customer rather than selling to them, you can overcome your resistance and turn a potential customer into a lifelong relationship.
    LanguageEnglish
    PublisherBookBaby
    Release dateJul 12, 2018
    ISBN9781543936957
    How to Sell: Even When You Don't Want To
    Author

    Michael McCarthy

    Michael D McCarthy served as a Senior Officer in the Logistics Branch of the RAF, including 3 years as a specialist instructor to Officer Cadets. On leaving the RAF he moved into the management of Customer Support in major Aerospace Companies in the UK and in Sweden. He has wide experience of customer support activity throughout the European aerospace community, covering both major contractors and suppliers. Following early retirement, he has recently spent 2 years working in a support role in a University Library in order to obtain ‘hands-on’ experience of the demands of customer care in this particular environment.

    Read more from Michael Mc Carthy

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      Book preview

      How to Sell - Michael McCarthy

      Remember

      Section I

      YOU

      Chapter 1

      I Don’t Like Selling

      Do Statements Like These Describe You?

      Selling is slimy.

      Selling is low class.

      Selling is beneath me.

      I didn’t go to college to sell.

      Selling is pushing stuff nobody wants.

      Selling is rude.

      Selling is aggressive.

      Selling is obnoxious.

      I don’t like salespeople.

      If I do my work well enough, I don’t need to sell.

      Only price matters … selling does not.

      I’m shy about selling.

      Salespeople have a bad reputation.

      Selling isn’t for me.

      It’s unseemly to ask for business.

      People buy my company … not me.

      I don’t have to sell because clients hire me based on how smart I am.

      Can you relate?

      If so, GREAT! I can relate, too. I wrote this book for you.

      More Good News

      I’m going to help you increase your business without selling.

      Chapter 2

      Do You Like to Help People?

      Selling Is Helping

      Helping others is one of the most satisfying experiences a human can have.

      Do you feel better about yourself when you’ve been kind to others and offered your help? Even if it’s just a smile to someone who needs it?

      What if …

      What if I offered you the opportunity to grow your business through helping others, so you don’t NEED to sell?

      Interested?

      If so, keep reading. Let me show you how to be successful through helping.

      We make a living by what we get, we make a life by what we give.

      —Winston Churchill

      Making money is a happiness, making other people happy is a super happiness.

      —Nobel Peace Prize recipient Muhammad Yunus

      Scientific Research

      Altruism (helping) is hardwired in the brain and it’s pleasurable. fMRI technology provides evidence that giving stimulates the same parts of the brain stimulated by food and sex.

      So, forget selling …

      We’re not going to be salespeople, we’re going to be helpers. Helping will make you happier, will make clients like you better, and by the way, will help you sell more.

      You don’t have to sell to your clients … YOU DO HAVE TO HELP THEM.

      Read on…

      Wisdom from John Westman’s Top 10 Best Selling Tips of All Time:

      Customers are more likely to buy when they know that you have their best interests at heart and that you put the task of helping them before your selfish concerns.

      EXERCISE: Selling is helping!

      Make a list of three WAYS that your product or service truly helps people:

      1. _______________________________________

      2. _______________________________________

      3. _______________________________________

      Make a list of three PEOPLE who would truly benefit from your product or service:

      1. _______________________________________

      2. _______________________________________

      3. _______________________________________

      Chapter 3

      People Don’t Care What You Know

      … Until They Know That You Care

      Have you ever gone to a store for help and the salesperson just saw you as an annoyance?

      And did they help you, but you were so angry and resentful at how you were treated that you decided to buy somewhere else?

      If so, you didn’t care what they knew, because they didn’t care about you.

      And have you ever had the opposite experience?

      When I took my first UberPOOL ride-share, my Uber driver was new to the experience as well.

      She was so excited to be a driver! I loved her friendliness and enthusiasm.

      The problem was she didn’t know how to use the Uber app very well, and she kept picking up new passengers and not dropping me off.

      My 15-minute ride turned into 2 hours!

      She was so apologetic and did everything she could to make it better. She played with the app, tried to contact customer support, and even gave me a protein bar and a bottle of water!

      While she wasn’t successful at getting me to my destination quickly, she was successful at showing me that she really cared about me having a good experience.

      I took UberPOOL again, because that driver really cared about me.

      I bought from Uber again, not because the service was great, but because I believed they cared.

      Questions Show You Care.

      You can demonstrate that you care by asking good questions and listening and remembering the answers.

      Challenge-based questions

      Ask questions to make sure that you understand their challenge. It’s okay to keep asking questions to truly understand what they need. Get into the nitty-gritty detail questions.

      Can you walk me through the process step-by-step?

      What is the first sign there is a problem?

      Which areas of the company are affected by the challenge?

      How much is this challenge costing you?

      What solutions have you already tried?

      Feedback-based questions

      Once you think you understand the challenge, repeat it back and ask for adjustments and feedback.

      May I repeat back what you’ve explained to make sure I understand?

      Please stop me if I’m getting this wrong.

      The clients will be more impressed that you care to invest time into understanding their problem than the fact that you keep asking lots of questions. Ask away!

      Solution-based questions

      After you are clear on the challenge, move into asking questions to make sure you understand the type of solution they are seeking.

      I was recently asked to help a substance abuse group in California help treat the opioid crisis in the United States but to do so for 70% less than the current costs of $20,000 to $50,000 for treatment. Here are some of the solution-based questions I asked:

      Does the solution need to be covered by insurance?

      Would clients be willing to accept an online recovery program?

      Do most clients have access to the Internet?

      Would an online recovery program be covered by insurance?

      Can you stay compliant with patient privacy laws with an online recovery program?

      Do you think clients prefer online or in-person recovery?

      Could online recovery add an added layer of privacy that the client might prefer?

      Remember, these are solution-based questions focused on helping AND helping in the WAY clients want that help to look. Here are some generic solution-based questions you can modify for yourself:

      Does the solution need to be within a certain budget constraint?

      Is there a deadline for the solution to be implemented?

      Who in the company needs to approve of the solution?

      Should we include the decision makers in this stage of the conversation?

      What does success look like for you?

      Does the staff or your clients need to be a part of this stage of the process?

      What are the ‘must haves’/‘nonnegotiable’ parts of this solution we need to be mindful of?

      Feel free to make up your own questions that fit your needs. Remember,

      BE SPECIFIC

      REALLY UNDERSTAND YOUR CLIENT’S CHALLENGE

      REALLY CARE ABOUT YOUR CLIENT’S SOLUTION

      These types of questions will show that you care.

      Make sure you paraphrase what the customer said so they know that you heard their answers.

      OR

      Propose a next step and make sure they agree that the next step works (and implicitly shows that you understand what they said.

      Once the client knows you care, then they will care about what you know.

      Chapter 4

      How to Be of Great Value

      The Three Value Levers

      You are not selling. You are helping. Helping delivers value to your client. There are three distinct ways your client will see the value you deliver. If you’re clear on the value you deliver, chances are your client may see it as well.

      Value Lever 1: Increasing Revenue

      Increasing revenue is pretty straightforward. The help you provide increases sales for the customer. You can help your client

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