July 6, 2009
The ACE Newsletter
How to Sell Your Art Product
Below is an article originally written by Mike Brooks, “Mr. Inside
Sales.”
The original title is actually How to
Sell a Pencil and you might be wondering what in the world it has to do with you selling your Art Product? But
there are some great points within this article. As you read it, see what areas may apply to you. Do you talk too
much? Or too fast? Or try to squeeze your explanation into 30 seconds? Or say nothing at all? If you take the
time to see where you can improve upon your technique when speaking to a potential client, then you are well on
your way to successfully selling your own work!
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How to sell a
pencil
-Mike Brooks
If I gave you a pencil and asked you to sell it, how would you go about
it?
This is one of the most basic of
interview questions for sales reps, and the answer reveals so much about your previous training, your understanding
of the sales process, and ultimately about what kind of sales rep you are.
So, what is the most effective way to
sell a pencil? Well, first let’s look at how most sales reps go about doing it When I’m interviewing
sales reps I love using this technique. After letting a rep tell me how good of a closer they are, I
pull out a pencil, hand it to them, and tell them to sell it to me. And off they go!
80% of sales reps start the same way –
they start pitching.
“This pencil is brand new, never used. It has grade “2” lead and a bright yellow color so it’s
easy to find. It comes with a built in eraser,” etc.
Some reps can (and do!) talk about it
for 5 minutes or more before they ask a question or ask for an order. As the sales rep rambles on, I begin to yawn,
roll my eyes, etc. Amazingly, this just makes them talk even more! “What’s wrong with these people?” I
think.
Now let’s look at how the top 20% go
about selling a pencil. As soon as I give a top rep the pencil, they pause, and then they begin asking me
questions:
“So how often do you use a pencil?”
“How many do you go through in a month?”
“What other locations does your company use pencils at, and how often do they order
them?”
“What quantity do you usually order them in?”
Besides yourself, who’s involved in the
buying decision?”
Quite a difference, huh? I’ll tell you
right now, I listen to hundreds of sales reps in a month and they can easily be separated into these two
groups:
Those who pitch, pitch, pitch,
and
those who take the time to understand
their prospect’s buying motives, and properly qualify to understand the entire selling
process.
Now let’s see which category you fit
in. When you speak with a prospect for the first time, how much of your script is focused on describing and
pitching your product or service as opposed to questioning and uncovering buying motives?
If yours is like most scripts I review,
then it’s filled with descriptions of what you do and how your product or service helps them. Most scripts
attack the prospect with a barrage of “value statements” that turn people off and make them want to get you off the
phone as quickly as possible.
Want a better way? Then take a
tip from some of the best “pencil sales reps” and change your script and opening to focus more on questioning -
discovering whether you’re dealing with a qualified buyer, and what it might take to actually sell
them.
Without knowing this, you’ll just end
up with a lot of frustration and a lot of unsold pencils at the end of the month.
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