According to Wikipedia, a Concierge’s functions are many: “In hotels or resorts, a concierge assists guests by performing various tasks such as making restaurant reservations, booking hotels, arranging for spa services, recommending night life hot spots, booking transportation (like taxi, limousines, airplanes, boats, etc.), coordinating porter service (luggage assistance request), procuring tickets to special events, and assisting with various travel arrangements and tours of local attractions. Concierges also assist with sending and receiving parcels.” Wow. That’s a lot of different jobs in one. Despite that, there was no mention of trying to convince a guest to buy tickets, convince them to go to a particular restaurant or even convince them to attend a local attraction. Their job is to “assist guests”. That is why, we call our sales training system, the Concierge Selling Method™. Could this method be useful to your organization in order to sell more this year? Let’s find out…
When I created the name years ago it was to rightfully imply that the profession of sales is very much like that of a concierge. Meaning, we are helping people and companies get what they want without applying pressure or trying to convince them to do anything. Sales is a discovery process. When a buyer of any product or service discovers that the product or service can solve their concern then they buy. This discovery process is created by asking good, open-ended questions at the start. Sharing the solution should be given when, and only when, the salesperson discovers themselves exactly what the prospect is looking for. Thus, the discovery process is really a two-way street. The prospect discovers that you can help them, and you discover exactly what they are looking for and deliver that.
Before the Concierge Selling Method™, many salespeople would try to convince the prospect to buy by making wild claims, agree to everything and telling the prospect that their service was the best. This would sound very self-serving, pushy and stereotypical. Immediately the prospect would get turned off as they begun to feel like they were being “sold”. Maybe they felt they were being pushed into a corner. Maybe they felt like they were being lied to as the salesperson told them that they had tons of experience in the field, that they were going to ‘love’ the work they did for them and that the product or service they possess would be perfect for them. In fact, it is likely that we have all been burned by a lousy salesperson that tells us they are going to do a great job for them…and then they didn’t.
From a salesperson’s perspective, there are also concerns that you should have when visiting with a potential customer. Wouldn’t it make sense that without an effective selling system, one like the Concierge Selling Method™, that you may not be in control of a sale? Furthermore, could these issues be facing you as well?
- You don’t have clear next steps
- You take chances with what you suggest
- You assume more interest than exists
- You create an uncomfortable situation for both parties
- You end up ‘telling’ more than you are ‘selling’
Each of these issues can result in a loss. Think about it. If you simply tell people what they should do or even present to them what you think they want to hear, we are taking a chance. We are certainly giving them viable reasons for buying from you, but are they their reasons? When we simply quote and hope they like our numbers, hope they like our solutions and hope they like our timing, is that the right thing to do? Concierge Selling tells us never to do these things without thoroughly discovering what they want, how they want it and when. If we guess, we take a tremendous chance.
Now, some will tell you that they do discover what the prospect wants or needs as part of their selling process. But, upon further questioning we discover that it just isn’t true. As an example, a recent conversation I had with a salesperson revealed that a prospect told them that they we not happy with the communication they had last year with their contractor. Once this was discovered the salesperson actually did a good job asking, “What was bad about their communication?” But, then it went sideways. The answer from the prospect? “They often did not communicate with us about when they would actually arrive on site”. Unfortunately, in this situation, the salesperson then proclaimed that their company never had problems with communication like that. He then went into how they handle communication. What he didn’t know, which he found out later, was how deep the problem went. There were so many unanswered questions that should have been asked. Had he asked more questions he would give the precise prescription needed and would have watched the prospect gradually understand that he knew exactly what was required to prevent the situation from happening. As example, he could have asked questions like these (notice how deep you can actually go with your questions):
How often did the lack of communication occur?
What did they say when you told them it was an issue?
Did it get any better after that?
What was actually happening that made you upset?
Sounds like you couldn't predict when they would show up. What issues did that cause?
Were other people upset? How upset were they?
Do you think they knew the business you were in and how that would affect you?
How were you hoping we could help you?
By thoroughly understanding the issue or concern the salesperson can then craft an accurate solution while building credibility with the prospect. The credibility comes from the questions he asks, how he asks the questions (conversationally) and the level of understanding he has of the job. If you ask enough of the right questions as the salesperson, it is difficult to lose. Once someone sees that you fully understand their concerns and that your solutions are very specific in solving them, the solution to use your company becomes an automatic. As an aside, this is also one way to sell at higher prices (story for another article).
Although you may not know all of the rules, approaches, tactics and language of the Concierge Selling Method™ today, you can certainly start by asking more questions, not assuming you know what they are telling you and offering solutions much later in the process, once you fully understand what they want and need. Although there is more to selling than just that, it is a difference maker to many. As we get closer to the end of the year, and for some, the season, keep that in mind. It might just be what was needed in your process to truly grow sales.