The aggressive, pushy salesman is a well-known stereotype, and as such, is reflective of a good deal of reality.\u00a0 I never had formal sales training, but I sure knew what type of salespeople rubbed me the wrong way and was determined to never use the \u2018hard sell\u2019 approach at Gettysburg Flag Works.<\/p>\n
I do not consider myself a salesman, and I have been able to build my business from selling flags out of my car trunk into a multi-million dollar retail enterprise without resorting to many of the sales processes and tactics that others adopt.<\/p>\n
Our secret? To try, in every customer interaction, to understand the customer\u2019s need, and to be gently curious and always respectful in determining that need.\u00a0 In other words, we are more facilitators than typical salespeople.\u00a0 Here\u2019s story that illustrates our sales approach:<\/p>\n
One day, John, a new hire for our sales team and I went out on a call to a local retirement community, hoping to secure an order for an flagpole as well as American and other flags, and to scope out other possibilities.\u00a0 He came from the online mortgage industry and was well-versed in many sales processes and sales tactics.\u00a0 I asked him to join me to observe and to give pointers on how we could improve on our process and approach.<\/p>\n
When we entered the facility, we were greeted by \u201cMabel\u201d the facility manager, who gave us a tour, during which John asked many questions, trying \u2013 as he later told me — to ascertain her \u201creadiness to buy.\u201d\u00a0 Mabel was friendly, and handled John\u2019s product pitch and seemingly bottomless reservoir of questions about their flag-related needs with grace, but without committing one bit. I could see John\u2019s interest waning.\u00a0 There was no easy sale to be had today.<\/p>\n
As we walked along, I noticed the staff setting up for what seemed like a birthday party\u2026\u201dWho\u2019s birthday is it, Mabel,\u201d I asked.\u00a0 \u201cOh,\u201d she replied, \u201cIt\u2019s our Monday Cake Social.\u00a0 We throw a party every Monday for our seniors.\u00a0 They come and listen to music, dance and eat cake.\u00a0 We have a lovely time.\u201d<\/p>\n
\u201cWould you like some cake, Mike,\u201d Mabel asked?\u00a0 \u201cHow about you, John?\u201d<\/p>\n
John declined, citing his diet.\u00a0 \u201cWhat kind of cake,\u201d I asked.\u00a0 \u201cRed velvet,\u201d Mabel answered.\u00a0 \u201cMy favorite,\u201d I replied.\u00a0 And off we went to the party, while John sat in the lobby checking his email.<\/p>\n
They were lovely and the cake was great.\u00a0 I listened to Mabel\u2019s sales pitch: \u201cMike, you look like you could be getting ready to consider retirement options.\u201d\u00a0 \u201cThat\u2019s true,\u201d I said, \u201cbut I\u2019m still enjoying my business.\u201d\u00a0 She nodded:\u00a0 \u201cMe too,\u201d she said.<\/p>\n
After about 30 minutes with Mabel and the seniors, I left the party with an order for a 50\u2019 foot fiberglass flagpole, several flags, a solar light and other accessories.\u00a0 A solid, four-figure order.\u00a0 John was shocked.\u00a0 \u201cBut she wasn\u2019t ready to buy,\u201d John exclaimed.<\/p>\n
\u201cNo, John, she was ready to buy, but she wasn\u2019t willing to be sold,\u201d I replied. \u201cThere\u2019s a difference.\u201d\u00a0\u00a0 I could see John trying to work out what I meant. \u201cThat\u2019s sure a different approach than the mortgage business,\u201d John said.<\/p>\n
\u201cWe are a people business, John. We have to connect on a genuine level, not just go through a sales process.\u00a0 Everyone comes to us for their own need, not ours.\u00a0 We have to find our what that is.\u201d\u00a0 It was only after I had shown genuine interest in her and her business, and invested time in her that Mabel told me what she needed.\u00a0 After that, it was just a matter of guiding her through the process.\u00a0 Trust had been built.<\/p>\n
A large percentage of Gettysburg Flag Works\u2019 business comes in from the phone or internet.\u00a0 You would think that would necessitate a different approach that used in face-to-face sales.\u00a0 Not so.\u00a0 No matter how our customer comes to us\u2026in person or via cyberspace, we treat them all as individuals. I believe that our highly personal, no-pressure approach has been a key to building our business over the last 20 years.<\/p>\n","protected":false},"excerpt":{"rendered":"