Welcome to this issue of e*Vision! Volume II - Issue 2002-12-10
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The e*Vision ezine is specifically focused on the online
marketing of information products. We hope you find the
information presented in The e*Vision ezine valuable,
and that it helps bring you online success.
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*** The Top Five (Most Idiotic) Sales Techniques!***
- by Len Foley
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I'm a professional sales trainer. Every day I'm on the
Front lines, experimenting and testing every principle
I teach. If something doesn't work, I toss it aside and
look for something that will work. I can't afford to
waste time on idiotic ideas. Here are just a few of the
"idiotic" ideas that many sales courses teach:
1. The Porcupine Close
This is the equivalent of ramming a red-hot poker into
the ear of your client. The porcupine close goes
something like this:
A woman walks into a store and asks the salesperson,
"Does this dress come in blue?"
The salesperson nods, asking, "Would you like the dress
in blue?"
Put simply, the porcupine close is answering a question
with a "leading question" that forces the client into
the direction you want him or her to go (in other words,
it predisposes the client to say "yes" to your offer).
I once witnessed a "smooth" salesman using the porcupine
close on a woman looking at stereos. She asked, "Does
this model come with professional sounding tape-to-tape
dubbing?"
The salesman smiled, and asked: "Would you like a model
that came with professional tape-to-tape dubbing?"
The woman looked at him like he had three heads, and
said: "Of course I want professional tape dubbing...
WHY ELSE WOULD I BE ASKING YOU ABOUT IT?"
The salesman got caught using one of the most widely
used, moronic closing techniques ever devised. It's
so blatantly manipulative and underhanded that I'm
amazed it's persisted for so long in so many sales
training methods.
Could you imagine a wife saying to her husband,
"Honey, would you mind taking out the trash?"
And the husband responds, asking, "Would you like me
to take out the trash?"
Or imagine asking a hot dog vendor, "Do your hotdogs
come with relish?"
"Would you like your hotdog with relish?"
It just doesn't make any sense. Why not simply answer:
"Yes, our hotdogs come with relish... relish, mustard,
sauerkraut, and onions. Would you like me to make you
one now?"
This leads into the 2nd most idiotic sales technique:
leading questions.
2. Leading Questions
A leading question isn't really a question at all; it's
a command that bullies the client into thinking about
something in a particular way.
In his best-selling book, How to Master the Art of
Selling, Tom Hopkins uses these examples:
"You're interested in quality in the product you're
looking for, aren't you?"
"Working with suppliers who value their reputations
for reliability and integrity is important, isn't it?"
"A reputation for professionalism is important, isn't
it?"
Essentially, you're asking the client a question that
you know they already know the answer to. Who's gonna
say they want products that are of poor quality or
dishonest suppliers with poor reputations? It's an
absurd waste of time (both for you and the prospect)
to ask these kinds of questions.
The reason why salespeople still use this technique
goes back to the Dale Carnegie principle which assumes
if you get the client to say "yes" to something at
least three times they'll be more likely to say "yes"
to your offer.
So does that mean if you ask your client three simple
"yes" questions and then ask him if he'd like a punch
in the nose, he'd be more likely to welcome a good jab?
Of course not. Leading questions quietly inform your
clients that you think they're idiots. Why else would
you ask them pointless questions that you don't care
to hear answered?
3. Matching and Mirroring the Client
I once saw Tony Robbins in a nationally televised
interview.
The host of the program (Barry Nolan) seemed very
Impressed with Robbins and quite pleased with the
way the interview had turned out... but when the
footage arrived at the editing suite, Mr. Nolan had
another story to tell.
One of the editors working on the Robbins piece was
familiar with some of Tony's "sales techniques" and
spotted Robbins mirroring the host throughout the
entire interview. (Mirroring is simply a process
whereby the salesperson "mimics" the clients body
movements, breathing patterns, and voice tonality,
pitch, tempo, etc. in an attempt to gain rapport and
make the client feel as though he's talking with
someone "just like himself").
When the host learned of what Robbins had done... he
replayed some of the footage after the interview
(which obviously made Tony Robbins look ridiculous,
and the entire interview a sham).
I'm not sure what Tony Robbins was thinking to do
something so obvious on national television. Robbins
is a very powerful communicator and uses the A.I.
Principle exceptionally well. But unfortunately, he
sometimes goes a bit far with some of his abilities.
I'm not against mirroring or matching per se. I find
myself unconsciously matching my breathing and voice
tempo to people all the time... but the key here your
degree of subtlety. Obviously, if a client speaks three
words per minute, you'd come across like an obnoxious
boob if you raced along like an auctioneer. But you'd
also come across like an annoying heckler if you matched
the person's identical tempo. A little common sense is
required for the appropriate use of this technique.
4. The Tie-Down Technique
Again, our old friend Tom Hopkins has a whole arsenal
of Tie-Down Techniques you can use:
Scenario A:
Client: "I like green."
Salesperson: "Isn't green an emotional color? We're
offering a choice of three new shades of green on our
latest models. Which do you prefer, Bali Mist, Irish
Sea, or Acapulco Spring?"
Client: "I go for Bali Mist. It looks like the most
restful shade."
Salesperson: "Doesn't it?"
Scenario B:
Client: "Quality is important."
Salesperson: "Isn't it?"
If you ever chewed on tin foil you'll have a reference
for how irritating this close can be.
The Tie-Down Technique is nothing more than a tag-along-
line the salesperson throws in whenever the client says
something he or she agrees with.
You can usually identify a Tie-Down in sentences ending
with words like: Isn't it? Don't you? Couldn't you?
Wouldn't you? The list goes on. It's particularly annoying
to hear a salesperson using this technique over and over,
isn't it? I'm sure you've heard this down many times,
haven't you?
5. The Erroneous Conclusion Technique
The Erroneous Conclusion Technique is an intentional
blunder on the part of the salesperson that gets the
client to reveal information he or she may not have
otherwise shared.
For instance, a salesperson may overhear a couple talking
about a stove they're considering buying: "We need this
stove by the fifteenth of June," the woman says, "that's
the day before your parents anniversary and we need to
prepare a lot of food..."
The salesperson makes a note of the remark and then later
says to the clients: "So your parents are coming on the
tenth of June, aren't they?"
"No," the woman responds, "they're arriving on the
fifteenth..."
The salesperson then asks: "So you'd need the stove
delivered by the thirteenth?"
"Yes," she says.
"Good." The salesperson pulls out an order form and
starts filling in the delivery date.
The Erroneous Conclusion Technique begins with a
deliberate lie that evolves into a ham-handed ploy
to get the order form filled out.
The salesperson using this technique believes it's
more difficult for the client to resist once his or
her words are committed to paper. Of course, this
reasoning is misguided... and more often than not,
ridiculous.
Deliberate deception is no way to begin a life-long
relationship with your client. In fact, it's no way
to begin any kind of relationship.
I'm astounded to hear sales trainers when they first
teach this technique; many trainers not only teach
this technique but they also consider it one of the
best ways to have a "good time" with their clients.
As Tom Hopkins notes, "If you make a mistake and they
correct you, write it down and they own it. It's fun...
and there's nothing to it." Maybe I'm a little old
fashioned, but it doesn't sound like much fun to me.
Note: There are so many idiotic techniques masquerading
as professional sales tools that it took considerable
restraint to limit my list to only five. Other idiotic
techniques that I could have included in this report but
didn't: the Nail-Down Close, the Half-Nelson Close (the
name says it all), the Hat-in-hand Close, the Five-
Dollar-Trust Technique, Reflexive Closing Questions,
and of course: the Deliberate Mistake Technique.
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*** How To Become A Global Internet Tycoon ***
- By Allen Says
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If you buy Only ONE eBook for the Year 2002,
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The e*Vision eZine is published by Tom Hua
Copyright (c) 2002, all rights reserved.
No portion of this publication may be reproduced
or transmitted without the express written consent
of the publisher or contributing editors and or writers.
DISCLAIMER: We disclaim any liability for the use of
Any contributed information contained herein.
I hope you've enjoyed this issue of the e*Vision ezine.
Please let me know if you have any questions, suggestions
or requests.
All the Best, until next time!
Tom Hua - Editor & Publisher
eVision@UStoday.net