Comparison

Here’s a quick and simple way to improve your sales, markedly. Not too long ago, I was listening to a rookie salesperson make several calls over a period of time. He really wasn’t having much “luck” on the phone. And silently, I even doubted this was the job for him, but it wasn’t for me to say.

I noticed him saying things such as “you’ll get some more coverage but your cost will go up $15/mo.” and “it’s a little better coverage for the increased cost.”

Seasoned salespeople will pick up on this immediately as the reason this person was struggling with sales, but to the rookie, he was just being as honest as possible according to his own perception of the benefit/cost.

I persuaded the rookie to think about this in terms of each decision being made by comparison. And, if the comparison doesn’t show enough of a difference between what they’ve got now and what you’re offering, the prospect/customer most likely is not going to decide in the prospect/customer’s favor. In other situations or contexts, the decision may be between doing it now vs. later. Or, product A vs. product B. Or, with you or without you. Or, any combination of who, what, how, which, or when.

After the rookie changed his internal comparison of the real difference between the choices (sometimes the improvement was, in fact, more than double the current benefit!), he changed his language, as well. Now he’s explaining the decision as a “huge improvement for a little more money” (in comparison to what they’re already getting and paying.) And stating, “it’s more than double what you’re getting now.”

The rookie has since reported, much to his astonishment, that his sales numbers have significantly improved. Hey, sometimes change is easy!