Professional Salespeople don’t “Pitch” – they “Present”
The subject I want to share with you is Professional Salespeople don’t “Pitch” – they “Present” There is a word that is rife in a few industries, but it appears to be rampant within the car industry more than any other, and that word is “pitch.” Yet in the 1980’s, around 20 years into my sales career I was taught, no perhaps a better way of saying that was, I was warned never to “pitch,” but to always to “present.” And I guess you want to know why my mentor at the time, a man called John Auciello, who headed up one of the largest direct sales, door to door, companies in Australia at the time.
John not only warned me off using that word “pitch,” but also know he demanded his new recruits, in whatever part of Australia they worked in, to avoid the word at all costs. And the reason he gave was in his opinion, those that use the word “pitch” as a part of their sales vocabulary, generally didn’t think as highly of their prospects and customers as those that used the word “present.”
John’s philosophy was that selling all about how much you care about the prospects, and those that become your customers, as to how good the referrals you get from them will be. Again he stressed it was the quality of those referrals and not how many referrals you got that was important. And once I got hold of what John had said, my closing ratio improved from around 60 or 70% on the first call to around 90% on the first call. And in the nine years I worked for John, I had four cancellations – or in other words a cancellation rate of 0.02% of all my sales over the nine years
I can only add, that in my opinion, and what I have taught in my sales training sessions since then, is that the professional salesperson should know, only too well, to never pitch a prospect but to present a potential customer.
Why, because most people can sense if you like them, and in so many cases what you think of the prospect and the regard you hold them in will come across even before you meet with them. And these days I firmly believe it’s simple changes to our words from “pitch” to “present” that makes a enough of a difference for the prospect to sense you care about them and will care for them.
Bob Proctor talk about the vibrations that are sent out into the universe every time you think well of others, but I personally think it goes deeper than that, because in my opinion people can sense those that have respect for others.
Now for the best part. Once the salesperson accepts the difference, and then makes a point to try it for themselves, inevitably they will notice how much better their call is accepted.
So why not try it for yourself and see the difference first hand. Thank you John Auciello. This and many other legacies you left to the sales world live on in your memory. You were a great leader and even a greater salesman.
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