In today’s post , we're going to discuss the OLD model vs the NEW model of selling.
I like to refer to the old model as the "used car sales" model of selling. And I think it's something that most people have had the displeasure of experiencing. (Apologies if you’re actually a used car salesman!)
The OLD Model Of Selling
So the old model of selling looks like a triangle broken into four parts. And the first thing that they would actually try and get you to do is they would do a bit of chitchat, also known as building RAPPORT.
They would try and build rapport with you by saying things like “Where are you from?” or “Nice watch, I've got a watch like that," or "I grew up in your area and I went to that school." That kind of thing. That would be about 10% of what they would spend their time doing.
The next step after rapport is they would do a thing known as QUALIFYING.
They don't want to deal with tire-kickers, so to speak. (That term actually came from used car salesmen) They don't want to deal with people who aren't ready to purchase right now, so they want to qualify you by asking qualifying questions. "How soon are you looking to buy?”, “Is there anyone else that needs to be involved in this decision?". They’re really trying to figure out "Are you worth my time?" They'd spend about 20% of their time qualifying you with questions.
Then they'd go to the next part. This is where they would actually talk about the SOLUTION.
The solution in this example is 30%. This is where they'd start showing you around the car lot. "Ah, okay, great. You're looking to buy now. You should really check out this Mercedes-Benz. We just got it two days ago. I can get you a special deal."
Or, they might say “You know, that one doesn't matter. I'm going to show you this BMW. Beautiful, 513i BMW. German engineering. The best." Anyways, whatever it is that they would say, they would spend about 30% of their time on that solution.
Then, a thing known as the CLOSE.
They would spend 40% on the close. 40% of their time, energy and focus would be on trying to wrap up the deal, to stitch up the deal, to close the deal, so to speak.
This is where they would say stuff like, "I can see you like the paint job on this one," and, "I'm not saying I can get you this particular car right now because we just had the papers done," or whatever they say, "But if I could get you the ability to drive out of this parking lot today with that car, would you be able to make the decision today?"
They're trying to do these things to ‘tie down the deal’ so to speak. Have you ever experienced something like that? Probably, in a used car sales lot.
The NEW Model Of Selling
Now, that was the OLD model of selling. This isn't how it's being done anymore. Especially not online. People are kind of sick of this. I think it had its day. It worked for a while, that's why it became so popular. The problem with this is it has everything upside down. It has everything upside down.
If I look at what we call the NEW model of selling, it's not like that at all. The new model of selling is an upside down triangle. It's still got the four parts, but I'm going to share with you how it's ... like chalk and cheese when it comes to the old model.
The first part of these sequential steps are what we call RAPPORT.
Also known as trust. We spend 40% of our time on rapport. This isn't chitchat, getting to know each other like that. That's a part of it, but this is building credibility and trust that what I'm about to say is worthwhile. Talking about years of experience, other clients that we've helped. Talking about our credibility. Associations that we've been through. Technology we use. Anything so that you know you're more likely to trust us.
Next, what we do is we talk about NEED.
So the need. Some people say, "We lead with the need." In this example, we're not exactly leading with the need. We're leading with rapport. But you want to have the need upfront in the conversation.
See, a lot of people have this thing around selling because they don't want to come across as pushy. Pushing something onto someone that they don't need. The great thing with this is we don't talk about the solution yet.
We've just talked about their needs. If it's not a match, if your prospect doesn't need what you have at this point, because you're asking them about their needs ... "What's the reason you came today? How long has that been a problem for you? In an ideal situation, how would you like this to turn out? What other areas of your life are being affected?"
If they don't have a need, you don't have to go to the next part.
The next part is SOLUTION. This is where we talk about your product or service, the thing that helps them solve their need or their problem they have ... that's 20% of the time. 20% of the time just on solution.
Here's the thing. In the old model of selling, we had 40% on the close. In the new model of selling, the close here is just 10%. It's almost a formality. Some people refer to this method as what we call, "the doctor of selling."
Why is it the doctor of selling? Because I'll give you an example...
If you walk into a doctor's office and if he's in a medical center and he's actually got a certificate on his wall and you know he's a medical doctor, almost half of the sale is done there. You're pretty much going to do what he says because there's massive, massive trust. Does that make sense? Massive trust.
The need. But if you walk into a doctor's office and the first conversation is "Take this pill, see you later." You'd be like, "What? What happened there? You don't understand what I need. You didn't know what I came from."
That's why we go to step two. This is where we talk about the need. "Why are you here today? How long have you been coughing like this? Can you cough a bit harder? If I push here... let me take your blood pressure." I establish a need.
Then we go to what's called the CLOSE.
Sometimes people don't know how to transition to these, but in the sales and presenting skills we go over in Marketing Academy, we go through this. To transition from need to solution, we say, "Based on everything I've seen here. Based on your heart rate, how long you've had this cough for, the way the cough sounds- it's a little bit wheezy. I recommend this particular pill. Protaxon (or whatever this pill is called). Take it twice a day, etc etc. Here's a prescription. Go and buy it and take the pill." That's the close.
The close is a formality. We've already done this. We've got trust, I know your need. I've explained the solution. The close is now a formality.
And any time you've got a problem here in this process, it means you need to go back up to the step before it.
So I'll give you an example. If you're asking people questions like, "How long as this been a problem for?" And you feel like they don't want to answer it, it means you don't have rapport. So you go back up to the top of the triangle.
If you're talking about the solution, how great your product is and what it does etc.. how this pill operates or how your coaching works, and you feel that they're not engaged, it means the problem wasn't big enough. You haven't got them onboard with the problem. The need. Maybe you need to go back to the top of the triangle because they don't trust you. Therefore, they don't care about your solution.
So any time you have a problem, you go back up. If you're talking about your product and you're in the "close" section, where you're asking them to make a decision and they're uncomfortable with making a decision, sometimes you need to go back up to the solution. Sometimes you need to remind them of what the problem is.
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