Many years ago, I heard a tape (and just by using the word tape, you can guess how long ago it was) by business and motivational speaker Denis Waitley.
He talked about how a salesman in a men’s clothing store was complimenting him over a suit he was trying on. The salesman said something like, “That suit is really you. Not everyone can wear that type of suit. But on you, it really comes to life.”
Waitley bought the suit.
When someone compliments you like that, even if it’s a salesman and you’re a bit suspicious of his motives, it does tend to make you stand a bit taller and prouder, right?
I flashed back to that story the other day while at a men’s clothing store. I’m speaking in Australia soon about content marketing and wanted a new pair of slacks and possibly a new dress shirt or two.
I explained that in addition to speaking in front of a group, the presentation would be video-taped. So I was looking for clothes that would look great on the screen and go good with my Washington State tan. (For those who aren’t familiar with the Pacific Northwest, anyone with a tan is either from out of town, or got it artificially. We generally tend to be a bit pasty.)
The salesman brought out some traditional dress shirts, then tossed in a type of turtleneck, not unlike what Steve Jobs of Apple tends to wear. It wasn’t really my style, but I decided to try it on since the guy was insisting I might like it.
When I came out of the dressing room and stood in front of the mirror, he said, “Hey… that makes you look like a distinguished professor.”
He lost the sale on that shirt right then.
I immediately thought of the Waitley story. I couldn’t read the salesman’s mind, but I think he was feeding me a line to make a sale. Or perhaps he was sincere.
But the reason I dismissed the turtleneck was because I had no desire to look like a “distinguished professor.”
Fair or not, here’s what came to mind when I heard that phrase: Someone who has been around a long time in the classroom, not in the business trenches. Someone who tells students “these are the facts,” not a business colleague who says, “this is my experience, but there are no concrete rules.”
In other words, the phrase had negative connotations in this scenario. (And no offense to professors. I know many have lots of real-life experience to share. I’m just relating my initial reaction.)
The salesman had no way of knowing that. And I think that was part of his mistake… he didn’t really take the time to get to know me or bother to ask what type of image I wanted to convey. Instead, he probably made some assumptions based on his experience with other customers.
So here’s my question for you: When you’re talking to a prospect for the first time, are you taking the time to ask questions and really understand what he or she is after? Or are you, in a manner of speaking, trying to talk them into a shirt that isn’t right for them?
It’s vital, if we’re to be respected and called upon for our expertise, that we make sure we understand the true needs of the prospect. We don’t want to rush through the sales process because we’re afraid any delay might give them a chance to change their mind. And we certainly don’t want to give them something that we find out too late wasn’t in their best interest.
Ask questions. Understand the true need. Then make appropriate recommendations that will solve that need. Don’t try to shoehorn the prospect into a solution that isn’t a good fit.
