I’m Eli Howayeck and I’ve been in sales my entire life but professionally for 20 years, I’ve sold stuff in three industries and been a top sales performer in each one. I coach people now on selling and I’m the head of sales for my firm.
So you want to know how to sell anyTHING to anyONE?
I believe that vulnerability is the strongest foundation to build a relationship on. If you can be (appropriately) vulnerable, your client or prospect may reciprocate and a bond of trust will form. Without this trust, you likely won’t sell a thing. This is not an invitation to overshare – hence the word “appropriate” – that part requires self-confidence and emotional intelligence.
I play within what I see as two separate and co-existing planes. The first one is the one we’re all operating in when we are trying to sell: to uncover needs, provide solutions, overcome objections to get to yes (or the next step towards yes). On the other plane, I pay strong attention to non-verbal cues. I am constantly monitoring the energy of the situation. When necessary, I address the vibe and emotional space with “energy judo” to try to benevolently flip the energy of the person in much the same way that I acknowledge and overcome objections on that first plane.
I’ve found that telling people that you want their business tends to be an obvious but often overlooked thing in salespeople.
“It’s been a pleasure getting to know more about you and your business. I want to earn your trust and your business.”
Say all the good stuff before and after that, but by-golly-geewillikers, ask for the damn business. There are so many ways to do it, but just do it.