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Robert Bell

Channel Your Inner 15-Year-Old Boy and Shrug — Removing Emotion from the Sales Process

Many of you are too emotionally wrapped up in closing deals.

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WHAT IF I TOLD YOU that you shouldn’t care about making a sale? Strange coming from a sales trainer, right? Still, I don’t want you to care about it. I want you to give it the most noncommittal gesture of all-time: the 15-year-old boy shrug.

Of course, I’ll explain.

Several years ago my 15-year-old nephew came to San Francisco to visit me for a weekend. That Sunday morning, I asked, “Hey Sam, do you want to go out for breakfast?” He gave a short shrug. Hmm, ok. But, I was hungry so we went out. At the restaurant, I asked, “What do you want to have… Eggs? Pancakes? Waffles?” Across from me, he shrugged again. “French toast? A partridge in a pear tree?”

Once again, his shoulders rose, his neck condensed, his eyes glazed over… and he held it for a few seconds. I laughed so loud, the people in the next booth turned our way.

It’s the 15-year-old boy shrug! Hey, I was 15 once. I remember my shrug. The most unemotional, noncommittal gesture in the universe. The shrug suggests: “I’m more emotionally attached to lint than I am to your question. I’m not being rude. It just doesn’t matter to me. For chrissake, don’t you understand I’m thinking about whether or not the girl in my 5th period English class likes me? Man, that’s life and death!”

Ok, let’s apply this “logic” to you.

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First off, and I want to be crystal clear on this, I am not suggesting that you actually shrug at your customers. But what I am suggesting is to adopt this “shrug” mentally and I will show you how to articulate it.

Many of you are too emotionally wrapped up in making the sale. Much too often, I see ECPs, and professional salespeople for that matter, get emotionally attached to the outcome of the sales process. As if your entire self-worth depends on if the sale is made or not. And, it’s like that because you did everything you could think of to persuade them. When they say “no,” you’re crushed.

If you’ve been a devotee of this column (thank you!) over the past several years, you know my definition of selling has nothing to do with persuasion. It’s about helping someone acquire what they need.

So, if you’re asking questions that uncover a customer’s pains, you then offer a choice of solutions:

“Solution A does this, this, this, that and this. The price will be $800.
Solution B does this, this and that. The price for this option is $500
Solution C just does that. The price here is $200.”

(Ready to execute the shrug?)

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“What works best for you?”

You’ve done an excellent job. You’ve uncovered the customer’s visual challenges and offered a choice of solutions. Whatever decision they make now is up to them. If you understand this, you won’t be emotionally involved in their decision.

You will, however, have that shrugging kid in your head, whispering, “Hey, whatever you choose is fine by me.”

Robert Bell is the founder of EyeCoach, a Sales & Marketing Practice. He is one of the most inspirational, innovative and effective speakers/trainers in the eyecare industry. His workshop “Don’t Be Afraid, It’s Only Selling” is highly coveted. Email him at eyecoachworkshops@gmail.com

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Robert Bell

Peak Performance Selling Techniques

Plot twist: Robert Bell decided not to teach you a damn thing a long time ago.

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GUESS WHAT? THIS issue of INVISION marks my five year anniversary writing this column for them. That means I’ve written about 50 articles for INVISION on selling philosophies, strategies and techniques. The challenge, for me, has been: How do I teach you how to sell in 500 words?

It can’t be done. So, I decided not to teach you a damn thing.

Instead, my goal was, and remains, to make you think! To make you think in ways you never had before. To inspire you to look at things from different angles or points of view. To encourage you to let go of your traditional ideas of what selling is and to join me in embracing a new experiment in sales strategies and techniques.

So, let me dedicate this month’s column to those of you who want to be Peak Performers in sales with the following:

  • Let go of those traditional selling techniques that continue to fail. Where did you pick up those techniques, anyway? Think about that. Did it come from observing others who are mediocre at selling? Is what you were observing actual sales skill or was is just someone with a charming personality? You understand that’s it’s next to impossible to adopt someone else’s personality and make it your own, right? Sell like you, not someone else (including me). Customers can always pick up on someone being disingenuous and that never bodes well.
  • Read my articles (you can find all of them at invisionmag.com/robertbell) or hire me to come in and train you and your staff. Take the techniques I share and make them your own. It’s easy to do.
  • Lose your ego! Embrace your mistakes and foul-ups. It’s part of the learning process. When you screw up a sale, think about it. Is this a one-time thing or is it a pattern? Write down what it is you think you can do better next time.
  • You don’t have to do this alone. Ask for help. Go to your boss or co-workers and ask them what they think you can do better. Hey Bosses… ask your employees what they think you can do better at selling. Again, lose the ego. Accept the fact that there are no sales courses in optometry school and ask for help!
  • Find an article of mine that has meaning to you. Read and discuss it at your next staff meeting with everyone.
  • Ask your state optometric or optical association to bring in a speaker. I’m available. How cool would that be? We’d get to meet each other in person.
  • Ask one of your top vendors (frame, lenses, labs, etc.) to sponsor a training for your area or, specifically, for your practice. Trust me, they want you to sell more! The more you sell, the more you buy from them. Talk about a win-win.
  • Successful selling is not about you, it’s about the customer. Folks, I’m not going to comment on this as it’s fairly self-explanatory. If you don’t really get this, you’re doomed. If you get this and embrace it, your customers will buy enthusiastically.

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Robert Bell

In Sales There Are Not Two Sides to Every Story.
 There Is Only One — the Customer’s Side

You’re about to get much better at selling.

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YOU MAY NOT REALIZE THIS, but you’re a salesperson. Yes, I know, you don’t see yourself as such … you see yourself as an eye doctor or optician or ophthalmic tech or office manager in an optometric practice, etc. Yet, you are a salesperson as well. Why? Because whether you know it or not, if you’re not selling your eyecare services and products, you’re out of business.

I’m sorry I’m the one who had to break this news to you but, then again, who better than a professional salesperson and sales trainer?

Podcast: What Exactly Does it Take to Become America’s Finest Optical Retailer?
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Podcast: What Exactly Does it Take to Become America’s Finest Optical Retailer?

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries
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Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?
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Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

But, there’s a difference between you and me. I’m pretty good at selling and, you? Well … you’re about to get much better at it.

Do Your Homework

Know what you’re selling. Everyone who works in the business should be familiar with all the services and products offered. Know them inside and out, up and down, and know it better than anyone else … especially the customer.

Know Your Customer

Understand as much as you can about them and how what you’re about to sell them will precisely be of benefit to them.

Know Your Competition!

I don’t mean, “know of them.” I mean, know them!! Know what they’re good at and what they suck at. Know what they offer. When you know this, you’ll understand a lot better how to excel at what you do. You’ll understand what differentiates you from them. How can you expect your customers or patients to understand this if you don’t?

Ask, and Ye Shall Receive

Now that you’ve done your homework, and you’re so incredibly prepared, you’re probably bursting at the seams with all this knowledge and passion for what you do. You can’t wait to tell your customers about everything you know. Yeah, don’t! Why? Because you’ll come off as pushy. You’ll come off as a know-it-all. You’ll come across as it being all about you when it should be all about them!

So, ask them questions. Ask them if they have any concerns. Ask them about what they’re hoping you can do for them. Ask them what their visual and/or style goals are. Ask. Keep on asking questions. Oh, and listen! Listen very carefully.

You’ll gather all the information you’ll need to help them with their specific challenges. You’ll hear about what really matters to them… and this is where “doing your homework” comes into play.

Make a Connection and Establish Trust

Without a doubt, salespeople cannot sell if there is no connection or trust. But, here’s the good news: by asking genuine questions about what’s important to the customer/patient, you’ve already begun making that connection. You’ve showed them you’re concerned about them and not about yourself or “making the sale.”
When you begin to share with them (“share” being the key word) the solutions to their needs, they’ll need to understand how this benefits them. Share with them a story of how this solution was able to help another customer/patient (without violating HIPAA laws, please) in a similar situation. Share with them the success of the product(s) you’re helping them acquire. This is when trust begins to become established.

Are There Two Sides to Every Story?

Not in sales, there aren’t. There is only one side. The customer’s side.

Even though you may, physically, be sitting on the other side of the dispensing table from them, truthfully, you’re really on the same side.

How important do you think it is for your customer/patient to know this? Critically important! Your customers/patients need to know you’re on their side, that you’re partners, together, in helping them achieve their goals and acquire those items to get them there.

When your customers/patients realize your genuine desire to help make them successful, make their lives more dynamic with the right vision solutions, your sales will dramatically increase and it will make you feel incredibly good.

You’re a salesperson? Yes.

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Robert Bell

Stop Educating Your Customer!

You’re just doing it wrong anyway.

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JUST TO BE UPFRONT with you, I want to destroy the concept of educating your customer. Why?

Because it’s likely you’re doing it at exactly the wrong time and your product knowledge and expertise can be intimidating when used at the wrong time.

Podcast: What Exactly Does it Take to Become America’s Finest Optical Retailer?
INVISION Podcast

Podcast: What Exactly Does it Take to Become America’s Finest Optical Retailer?

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries
INVISION Podcast

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?
INVISION Podcast

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

Think about this: Have you ever been in front of a customer and felt they were starting to get uncomfortable when you began telling them about your products or expertise? I know you’re an expert at what you do but people tend to get a little uneasy when you start using technical language and optical jargon when describing products.

This leaves your customers in a situation where they really only have a few options:

  • They can stop you and ask you to explain, in layman’s terms, what you’re talking about … (this rarely happens.)
  • Their eyes glaze over, their listening stops, and they just nod their heads waiting for you to give them an opportunity to say “no” when you mention the price, or
  • They begin to feel so uncomfortable that they look at their watch and say, “Oh, look at the time. I really have to run back to my office (or pick up my daughter from soccer practice, etc.)” and they get the hell outta Dodge! Where do they go? Probably online, maybe to a Big Optical store but they’re definitely not coming back to you. Ouch!

C’mon, you’ve seen this happen … more times than you care to admit. It sucks! But, you keep on doing it. Why? Well, let’s take a look at that and see if we can’t turn this around for you.

When I ask ECPs why they do this, I’m told it helps establish them as the expert, and builds credibility and trust with the patient/customer. But something else, entirely different, is actually happening.

Look, it’s great to finally get to the point when you truly are an expert. It comes from years of hard work. In truth, it’s incredible and you should be proud! So, when you start talking about your expertise and product knowledge, it actually feels good. It’s actually meeting some kind of inner need … your inner need. Yes, it’s important to know your products; it builds your confidence. But, this expertise of yours should enable you to ask the appropriate questions to determine your customer’s needs … and that’s the part that usually gets lost in the shuffle. But, guess what? That’s the most important part of being an expert!

What I’m saying is you tend to shoot yourself in the foot, from a selling standpoint, when you start to use your product knowledge, technical terms, jargon and expertise to make yourself feel better about you. Don’t feel bad about this, it’s common in the selling process. But, now that you’re aware of it, you can correct the situation.

Your value, as an eyecare professional, is in the information you gather from your customers, not about the information you dispense. Once you gather all that info on your customer’s needs, then, and only then, is the right time to “educate” your customer.

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