A, B, C's and 1, 2, 3's of Selling

As children we all learned the "A, B, C's" and "1, 2, 3's". They were the foundation of our early education. Later, some of us (wink - not me), graduated to Latin, the origin of the 5 Romance languages, and complex Mathematics like calculus. Regardless, we all had to start with the basics, the building blocks.

The A, B, C's of Selling

At some point in time you've probably heard this adage: "Always Be Closing." It's universally known as the "A, B, C's of Selling". I'm here to tell you that is WRONG (or at the very least, NOT the full story.)

The "building blocks" (what I'm calling the A, B, C's) -- the foundation -- of selling are

• Ask

• Be quiet

• Consider

First, ASK an open ended question (one that requires more than a simple "Yes" or "No" response). This engages the buyer and allows a seller to learn important information: about the buyer's wants/needs, about the budget, about history (what worked or hasn't), about the obstacle requiring a solution. Only after qualifying the buyer's interest and problem can a seller begin to (possibly) offer solutions.

Next, BE QUIET. Ask a question then shut up! Give the buyer time to think about what they want to tell you and to actually tell you. No need to further explain the question (unless the buyer asks you to do so). No need to fill the air with useless jabber. No need to distract the buyer from their own thoughts. In some sales training circles, this technique is called a "Pregnant Pause" -- a silence full of potential akin to the forming of a new human being. Use of a pregnant pause by a seller demonstrates their anticipation and the importance of the buyer's response, just like a pregnancy is full of excitement about the forthcoming baby.

Then, pause again to CONSIDER what was said. Too quick of a reply will say to the buyer that you are more interested in what you think (or what you think they were going to say) than what they actually think or said. Don't be in "fix it" mode when a buyer (like most people) first wants to be heard and understood. This builds trust and helps to form a relationship.

Tip:

It is often helpful to cycle through the A,B,C's several times before progressing on in the buying journey.

Here’s how... the 1, 2, 3's:

1. Ask: "What's one thing that you really need a solution for today?"

2. Be Quiet (the buyer must speak next)

3. Consider - count to 3 slowly, say "Thank you for that insight."

4. Ask a follow-up question: "How do you think I can best help?"

5. Be Quiet...

6. Consider...