[SALES CONNECTION] Sales 101 in Three Simple Rules

By Mike McDole

I have a bone to pick with most of the so-called sales techniques floating around today.

In a real customer-driven organization, everyone should be a “salesperson.” The trouble is, there’s no time to teach everyone the numerous steps to a sale, how to deal with many, many objections or the various supposed surefire closing statements.

You have to keep it simple. That’s why I distilled the sales process into three rules anyone can learn. However, as always, the tough part isn’t learning the rules but following them.

Rule #1: Listening is Always Better Than Talking

A while back, one of our drivers was making a delivery into Connecticut. Sal wasn’t 10 minutes over the border when he got pulled over. He sized up the situation and realized he was dealing with an aggressive, fact-oriented personality type.

The trooper barked orders, shouted and conducted a thorough inspection of the truck. Sal did exactly the right thing. He listened carefully and did not argue. He was sure the trooper would eventually see his side. After all, the truck was only a year old, and it was in perfect condition.

But when the trooper brought out his portable scales, Sal couldn’t resist making his pitch. “Check if you want to, officer, but the load was weighed on my way out, and the truck is rated for 1,000 pounds more than the load,” he said.

Unfortunately, the load wasn’t balanced over the axles and had too much weight over the back axle. The trooper happily wrote Sal a $3,500 ticket.

Rule #2: When Making a Sales Presentation, Always Support Your Case with Facts

Naturally, as is my nature, I decided to fight the ticket. But I wasn’t about to hire an attorney. I didn’t need to. I had Ken. He was my assistant general manager, and he had the “gift of gab.” I figured he’d either win the court’s sympathy or, more likely, wear them down.

When Ken got to court, he did both. He told the judge how a lumberyard operates, offered detailed specs on Sal’s truck and listed the various unit weights of lumber. He explained moisture content, reminded the judge it had rained that day and calculated the estimated weight gain from the rain. Finally, he explained the history of our family-owned business.

Rule #3: When It Looks Like the Customer is Going to Say, "Yes", Shut Up!

The judge took it all in quietly. But as he was about to speak, Ken stopped him. “Wait a minute, Judge,” Ken said, “I need to tell you one more thing.”

The judge angrily stared and loudly said, “You really need to learn when to quit talking, as it may cost you more money!”

Thankfully, Ken took the advice and shut up. The fine was reduced to $1,200.

Mike McDole has 40+ years of experience on the firing line for pro dealers in the LBM Industry and is the principal of Firing-Line LBM Advisors. He also partners with Greg Brooks of Executive Council on Construction Supply and his learning management system. Mike can be reached at (774) 372-1367 or Mike@ FiringLineLBM.com.