Hard sell: solutions to the 21 biggest sales problems

Entrepreneur, August, 1997 by Robert McGarvey

16 Failing to get referrals from customers

Tony Alessandra is a sales trainer and motivational speaker in La Jolla, California, and author of The Platinum Rule (Warner Books). His solution:

Getting referrals is as simple as asking for them. Here are steps for getting and making the most of referrals:

* Ask for specific referrals. Many salespeople ask for referrals by saying "Do you know anyone else who might be interested in my product?" This often provokes the answer "Not off the top of my head, but if I think of someone, I'll let you know." And that's where the process ends. Instead, ask the customer for a more specific referral that deals with a need your product or service addresses. For example, "Steve, at your last chapter meeting of the American Legion, did you talk to anyone who was thinking about moving or selling their home?"

* Gather as much information about the referral as possible.

* Ask your customer for permission to use his or her name when contacting the referral.

* Ask your customer to help you get an appointment with the referral.

* Contact the referral as soon as possible.

* Inform your customer about the outcome of the contact.

* Prospect for referrals just like you would for sales leads.

* Always follow up on referrals.

17 Not listening

Author of Negotiate With Confidence (American Media), Ed Brodow has taught negotiation to executives at American Express, Microsoft, Chrysler and more. His solution:

Many years ago, my sales territory was the Canal Street area in New York City - a tough place to try selling door-to-door. I learned quickly that if I tried to make a flowery presentation, I'd be thrown out. But if I let my prospects tell me what their problems were, they would buy from me. Listening is not a difficult art to master - the hard part is shutting up. Here are some suggestions for developing your listening skills:

Let the other person do most of the talking. Follow the 70/30 rule: Listen 70 percent of the time, and talk 30 percent of the time.

Don't interrupt. There is always the temptation to interrupt so you can tell the buyer something you think is vitally important. When you are about to speak, ask yourself if what you're about to say is really necessary.

Ask a question . . . then shut up. This is a foolproof way to listen. Think of yourself as an interviewer be another Barbara Walters.

18 Not using customer endorsements

Barry J. Farber, author of State of the Art Selling (Career Press), owns a saks management, personal development and motivational training company in Livingston, New Jersey. His solution:

Testimonials - endorsements from customers - are a selling tool any business can use. How do you get testimonials? After customers buy, interview them about why they purchased and the benefits they've enjoyed. Ask them to write a testimonial letter - most happy customers will gladly do this - and put your letters together into what becomes a very powerful tool with new prospects.

19 Losing angry customers

Here are Tony Alessandra's steps for creating moments of magic from moments of misery: