A lot of questions we get are about sales, specifically closing the sale when other companies are cheaper.
We hired a guy a couple of years ago that just closes sales for our kitchen exhaust cleaning business. He is trained in these techniques and has gotten us about a 40% close ratio since he started working for us.
He knows absolutely nothing about the hood cleaning business, but was able to use these techniques right out of the gate.
If you want to read the whole book you can download this pdf (the book is out of print and copies are very expensive)
https://archive.org/details/big-league-sales-closing-techniques
Here is a summary of the book that I had ChatGPT write up and its pretty good
In the competitive world of sales, mastering the right techniques can set you apart and propel you to success. Les Dane's "Big League Sales Techniques" is a classic guide that has helped countless salespeople refine their skills and close more deals. This blog post provides a comprehensive summary of Dane's invaluable insights and strategies.
Understanding the Customer
At the heart of Dane's techniques is a deep understanding of the customer. He emphasizes the importance of knowing your audience, their needs, and their pain points. This understanding forms the foundation for building trust and rapport, which are essential for successful sales.
Building Rapport and Trust
Dane outlines several ways to build rapport with potential clients. He suggests:
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Active Listening: Show genuine interest in what the customer is saying. This not only helps you understand their needs but also makes them feel valued. -
Mirroring: Subtly mimic the customer's body language and speech patterns to create a sense of familiarity and comfort. -
Empathy: Demonstrate that you understand and care about the customer's concerns and challenges.
Effective Communication
Clear and effective communication is crucial in sales. Dane provides tips on how to convey your message persuasively:
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Simplicity: Keep your message simple and straightforward. Avoid jargon and complex terms that might confuse the customer. -
Storytelling: Use stories to illustrate your points and make your pitch more relatable and memorable. -
Questions: Ask open-ended questions to encourage dialogue and uncover the customer's needs and objections.
Handling Objections
Objections are a natural part of the sales process. Dane offers strategies for addressing them effectively:
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Anticipate Objections: Be prepared for common objections and have responses ready. -
Clarify Concerns: Ask the customer to elaborate on their objections. This not only buys you time but also helps you understand their underlying concerns. -
Reframe Objections: Turn objections into opportunities to highlight the benefits of your product or service.
Closing the Sale
Closing is often the most challenging part of the sales process. Dane provides several techniques to close deals effectively:
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Assumptive Close: Act as if the customer has already decided to buy. For example, you might say, "When would you like to receive your first shipment?" -
Alternative Choice Close: Give the customer a choice between two positive options, such as, "Would you prefer the standard or the premium package?" -
Urgency Close: Create a sense of urgency by highlighting limited availability or special offers.
Follow-Up
Dane emphasizes the importance of follow-up in maintaining customer relationships and securing repeat business:
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Prompt Follow-Up: Reach out to the customer shortly after the initial contact or sale to show appreciation and address any further questions. -
Consistency: Regularly check in with your customers to maintain the relationship and keep them informed about new products or services. -
Personal Touch: Personalize your follow-ups to show that you remember and value each customer.
Continuous Improvement
Finally, Dane advocates for continuous learning and improvement. He suggests:
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Self-Reflection: Regularly assess your performance and identify areas for improvement. -
Seek Feedback: Ask colleagues and customers for feedback on your sales techniques. -
Stay Updated: Keep up with industry trends and new sales strategies to stay competitive.
Conclusion
Les Dane's "Big League Sales Techniques" offers timeless advice for anyone looking to improve their sales skills. By understanding your customer, building rapport, communicating effectively, handling objections, closing deals, following up, and continually improving, you can achieve greater success in the competitive world of sales. Whether you're a seasoned professional or just starting, Dane's techniques provide a solid foundation for becoming a top performer in your field.
Hope this helps and as always reach out through any of our channels if you need help growing your business.