If there’s one thing I can point out that causes more salespeople to blow sales, it’s surface selling. Surface selling is a multi-decade expense, costing an unimaginable amount of money in lost sales. Yet, so many salespeople insist on surface selling. They rely on it day in and day out. To many salesmen, it’s the only way they know how to sell.
Surface selling is for amateurs. Sales are not closed based on simple conversations where everything is hunky dory. Sales are closed by finding a real problem and solving it. In order to find the real problem, you must go below the surface. That’s where the real salesmanship takes place.
What is surface selling?
Surface selling is when you try to sell yourself, your products, or your services, instead of uncovering your prospect’s real problem. Let’s use a realtor as an example. If an agent goes over to someone’s home and talks about why they are a great agent, that’s surface selling. A good agent would ask questions to uncover the real reason they need to sell their home.
What are surface objections?
Think of it this way. When a prospect tells you “I don’t have the money,” a surface seller would say, “Man, that sucks. Can you borrow it from someone?” That’s not a real objection. That’s a wordtrack played over and over again in the head of your prospect. If they didn’t have money they wouldn’t be in the conversation with you. You’ve got to dig deeper.
I’ve recorded a sales audio for you called “Surface Selling.” Take a few minutes out of your day and give it a listen. It’s perfect for listening to in the car, gym or in the office. Enjoy and implement!
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