The first sale is always to yourself

If you aren’t convinced, how can you expect your customer to buy?

There’s an old adage in sales that says – The first sale is always to yourself. Meaning, you have to be convinced that you are doing the best thing for you, your company and your customer by the product or service that you are recommending.

If not, then you need to back up and figure out how to be convinced.

This may require you to change your view of the value you bring.

This may also require you to recommend a different product or service.

If you don’t truly feel you are recommending and selling the best solution to the customer, it will show in your words, your tone and your non-verbal actions.

At a recent networking event, I was talking with a salesperson who sells for an ag retailer. Prices have remained high despite grain markets dropping in the last few years. It’s been a challenge selling to farmers and he was asking for some sales coaching. At one point, I asked him, “What were the last three closing style questions you asked on your last three sales calls.” He paused as he could only think of one and it was weak one at best.

“Why do you struggle to ask a closing question?” I followed up. His answer revealed the problem. “Pricing has been a struggle as farmers are under a lot of pressure with grain prices and I just get nervous asking for the business. When the customer pushes back on price, I don’t know where to go with the sales call.”

I then brought in the old sales adage, “The first sale is always to yourself.” I asked, “If you aren’t convinced and confident in what you are asking the producer to buy, why are you making the recommendation?”

The conviction a salesperson has in their closing question is the indicator of how sold the salesperson is on their products. A weak or fumbling close is an indicator that you don’t believe in your solution.

In sales training workshops, I spend a lot of time on “Asking high-value questions”. Why? Not so you can manipulate the customer. Not so you can “use the information against” the customer. Asking good questions helps you and the customer uncover what they value, what they need and what the best solution for them will be. If it’s your products, then great! You have arrived at the best solution for this customer to invest in and it’s your products! If not, then don’t close!

However, if you “winged it” and didn’t ask the good questions and didn’t uncover the customer’s true value and didn’t find out how your products would meet those values, then you are not sold (neither is your customer). You’re taking a shot in the dark by closing without knowing the true needs of this customer. You’ve actually done a disservice to that customer.

Summary:

Step 1: Sell yourself first, then sell your customer. Ask yourself, “If I was in this customer’s shoes, what would I buy?”

If it’s not your products, then:

Recommend a different product
Ask more questions to figure out the best solution
Or, get to your next appointment!

Step 2: If at any time, you are hesitant about your closing question, go back to Step 1.

Our customers and our industry are going to go through good and bad times. Products and services are going to be priced high and low to accommodate these situations. Selling into tough times like now, makes this step even more important than ever. Your customers are making tough choices about where to spend their precious money as in some cases, farmer’s input costs are exceeding revenue. Be confident in your solutions for your customer, before ever asking them to open their wallet!

Want to learn more about the critical skills of being an Ag Sales Professional?

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Closing Skills

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High-Value Questions

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