In this final article on fishing for sales we are going to examine the final key ingredient to finding success in fishing, and how it relates to the world of retail sales. Thus far we have discussed finding the proper location (finding the hot spots) and using the right equipment (selling skills and knowledge). This month I will share with you the importance of using the right bait. I would like to start off by sharing with you a life-story that will perfectly illustrate what we see going on in the world of sales today.
A few years back we had a family camping weekend at a beautiful state park where my son Austen and I had planned to do a lot of fishing. Based on the history of this fishing spot it appeared that we were in for an amazing fishing experience. However, we quickly found out that this fishing trip was actually going to be a challenge. It was near the end of the first day of fishing that we found ourselves very disappointed because the fish were simply not biting. We could not figure out why we were not finding much success. I had gone to the store and bought the best live worms that were supposed to entice the fish and bring us major success. Ever since I was a little boy it was night crawler worms that had brought us success while fishing in fresh water. Something was clearly wrong and did not add up!
Later that day, in a twist of fate, we picked up the diary in our cabin and began to read the stories of campers before us. After reading a few stories we came across a story of how one family caught many huge catfish by using pieces of hot dogs. A few stories later another family shared how they followed the previous stories advice and found great success. Reading these success stories reignited a our passion and desire to go fishing again with this new bait and see if what they told us was true.
Within the first five minutes of using the new bait my son began to hoot and holler as he had hooked a really big catfish. Over the next hour we caught many more fish and were able to turn a story of failure into a story of family legacy. The thrill and excitement of reeling in such a catch had made a lasting memory that still brings a smile to our faces when we relive the story. All of this success came about because we had discovered that we were using the wrong bait. With the old bait we only caught one little brim over a 5-6 hour period. The new bait produced three big catches within an hour. It made all the difference in the world.
When it comes to sales in the retail world, the bait is equivalent to your selling style. Over the years many of us have been taught the basic selling style of greeting, asking open-ended questions, overcoming objections and closing the sale. It is the night crawlers of selling styles that in its time was very successful. Many use this selling style to this day simply because we were told this is what you must do. This style of selling is not necessarily bad and has been proven to be successful.
However, what if I told you that there was new bait that your customers would love and would not be able to resist? What if you began to read story, after story, of this game-changing bait that everyone began to rave about? Don’t you think you might want to give it a try? Welcome to Modern Day Selling!
The Modern Day Customer (fish) has been turned on to a new type of bait and once they have experienced it they no longer desire the bait of old. What is this new bait or selling style you may be asking? It is getting away from using sales tactics and turning your attention back to giving the customer an amazing experience filled with passion and energy. It is impacting your customers’ lives in a meaningful way that leaves a good taste in their mouth and keeps them coming back for more. When I am assisting my customers I am more focused on serving while selling, creating a show-time experience, and impacting their lives in a meaningful way. My customers leave feeling good about themselves, their purchase and their experience. Over time it has created a very large and loyal customer base that makes selling almost effortless. There are no tricks or gimmicks needed to close a sale. My customers know that I am looking out for them and that I have their best interest in mind.
Now is the time for you to examine my success and read the stories that I have left behind for you to find greater success. Are you tired of laboring hard with very little success? Are the things that used to work not bringing you the same amount of success these days? There is a way to find great success by conducting your business with the core principles of trust, honesty and integrity. Do not let things like fear, selfishness or greed hold you back from creating your own new version of success. Now is the time for the modern day sales professional to be dynamic, new and different.
In closing I encourage you to look within the message of Modern Day Selling and see what is setting the new standard for greatness in sales training. Times have changed and with it so have your customers. Now is the time for sales associates and customers to re-connect and re-establish the bond of trust and communication that has been missing for far too long.
As always, it is an honor to share with you the insight that has made me who I am today. Next month I will be starting a new series titled, “The Modern Day Sales Process.” I can assure you that you will see your sales process in a whole new light. I have always lived by the motto that, “True and lasting success is found when you take what is good and make it Great!”
Brian Barfield is a two-time published author, world-wide, who specializes in offering fresh new insight in retail sales training. Modern Day Selling offers a unique perspective in teaching sales associates how to reconnect with their customers and how to achieve greater success in their sales career. For more information please visit his website www.moderndayselling.com. Brian also offers in-store sales training and can be reached at brian@moderndayselling.com.
