Positive thinking is key to creating enjoyable outcomes. However, sometimes it's refreshing to look at things from the other side and think about the few things you should never do during a cold in-person sales call. Some are obvious, but all taken from the range of responses (countless more nos than yeses) I’ve experienced. Again, each item on the list is prefaced with NEVER.
Stare at Your Shoes
Confidence is key. Why would someone believe in your product or service when you barely believe in it yourself? One rapid way to establish yourself as a person with value is to make strong eye contact. I'd err on the side of too much that it's uncomfortable vs. so short that you lose credibility, respect, and self-confidence.
Wear Suits & Carry A Big/Thick/Black Binder
Stores deals with salespeople frequently. More often than not, those salespeople do a shoddy job, which results in your target having a generally poor opinion of sales. Therefore, once she recognizes you as another peddler, she'll prejudge you negatively. While you can work back into her good graces, it's much easier to be subtle from the very beginning. As Peter Thiel explains, he will not invest in a business with anyone who dresses in a suit. Sorry, Willy Loman. A suit and briefcase can be perceived as compensation for a weak product, regardless of the tie you pick. Funky socks are an exception.
Stop Trying After the First Visit
When I receive a “Yes. Let’s do it.” on my first visit, I usually have to conceal my surprise and elation. Dan, cool down. Act like you’ve been here before. Creating results from the first interaction is wonderful but rare. The majority of agreements come after multiple touch points and after familiarity is developed. There's a fine line between persistence and nuisance - tread it boldly.
Forget the Value of Empathy
I get excited about the spiel I give. What store owner wouldn't want to use a sustainable method to improve their bottom line while building brand loyalty? Oh, actually a lot. These nos occur for a range of reasons (misunderstanding, fear of change, ignorance of potential value) and it is your job to determine which one it is. Asking ‘Why’ is valuable. Being a step ahead by squeezing your toes into the shoes of the challenging owner is even better. Address concerns before they’re answered. As Honest Abe said, "When I get ready to talk to people, I spend two-thirds of the time thinking what they want to hear and one-third thinking about what I want to say." Empathy is key - don't forget it.
Leave Once You've Piqued Their Interest
You've given your pitch and they like it. Now you can set broad plans for a follow-up and rest easy knowing you did your job. Wrong. You've done nothing. Once you've established that rapport, finish the job by closing. My go to is, "Is this something you'd be interested in?" Yes. "Great. Why don't we sign you up now to get rolling?" Even if there's push back due to current time constraints, you have just created a future meeting with the clear intention of closing the deal.
Take it Personally
If you allow it to get under your skin and believe that it is you and not the product that they’re saying no to, then your psyche will crumble. You'll begin to fear nos. Once you fear nos you'll fear rejection and will avoid approaching stores. It all goes downhill from there. Look at nos as a new opportunity to grow. Each pitch is a chance to learn something new and refine your technique. Alter your wording, your gestures, your eye contact and body language; all are small variables that can tip the scale. You are awesome, hardworking, and wonderful. Know that and no nos will ever rock your foundation.
Memorize and Recite
No one wants to be on the receiving end of a one-way conversation. Memorizing a script then spitting it back is robotic and boring. Create a conversation - listen to your target’s responses and build rapport. It's an element that will guarantee a positive response. Even if the answer is no, when you show up again they won't be bothered because they'll like you. Your product may have awesome differentiating features. None of these matter if your target can't relate to you in a positive way. Know the script but sell your personality. As a buyer, I'd rather hear 'I don't know' from someone I like than a crafted retort from a boring drone.
Forget Your Limitations
Sales is an energy-sapping, high-intensity role. You have to be on. When I lack energy, I also lack the persuasiveness and charisma that make me effective. Know when you're at your peak, but also when to call it a day. First impressions are key - if you can't be at your best, then hold off until you are. Tips for quick energy highs: headstands and apples. Separately, they are effective energy boosts. Done together? Tweet a photo and I'll send you a PareUp shirt. To prove how serious I am, I’ll reiterate. Send us a photo doing a handstand eating an apple & I’ll send you a free PareUp shirt.
