By Steve Lapa
Lapcom Communications Corp
Every performance-driven activity you can think of requires some form of practice. Athletics, the performing arts, public speaking, teaching, bar mitzvahs, all require practice. Even your doctor, dentist, and lawyer required practice before they could open their… practice.
So what about the professional sales rep? Sellers, especially in today’s warp speed changing environment must practice.
Here is a simple exercise I call “The Watch.”
If you have someone to practice with this is a fun exercise. If not, just role-play out loud. Use a voice recorder and save the recordings to mark your progress. All you need are two analogue watches: one inexpensive watch, and one more expensive watch.
Both of these watches do the same exact function and could last just about the same amount of time. They tell time and may show you the date. One watch costs $25, the other can cost over $10,000 and yet basically, they do the very same thing. If you subscribe to the theory of “sell the hole, not the drill”, let’s see how you complete the exercise.
Begin with the less expensive watch. Start the recording device and start selling the less expensive watch to your imaginary client. When you feel you have “sold” the watch to your client, do the same for the expensive watch.
When you listen to yourself, which pitch took longer? Why? Which was more convincing? Is there any reason to own a watch that costs $10,000 when you can buy the same functionality for $25? Of course there is. Or Rolex, and the rest of the expensive watchmakers would be out of business. Yet, a Rolex tune-up can keep you in Timex watches for a long time! Were the value propositions for each watch clear? Did the unique value of owning each watch come through in your exercise? Did you sound convincing on each?
I have never sold jewelry. But when I began selling and made my first sales call on a jewelry store, the owner looked at me and said, “How can you possibly know who buys a Rolex when you’re wearing a Timex?” And that’s when the real selling began!
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com