Industry InsightDon’t have a sales pitch, just talk to themThe following is an excerpt from Alan Berg’s latest book, Shut Up and Sell More Weddings & Events:Many of you have a well-rehearsed sales pitch. Every appointment starts out the same way, and you’re very comfortable talking about all of the great things you’re going to do for that couple. Contrary to that, we like to tell every couple that they’re unique. Well, if they’re so unique, why are you doing the same sales pitch, every time? Remember the title of this book, Shut Up and Sell More. The key is talking less, and selling more. When I’m giving a presentation, whether there are 20 people in the room, or 2,000, everything I say on stage, I already know. While I might phrase some parts differently each time, the underlying content is all mine, so I already know it. However, I come up with my new topic ideas by listening, not talking. I listen to the questions that I’m asked. I listen to the conversations that you’re having in person, online, and those that I’m emailed. I listen to patterns to show me what’s important to you, my audience.Since every wedding, and every couple, really is unique, the only way we’re going to find out how to make the sale is by listening. Like me, if you’re talking, you’re only going to hear things you already know. If you ask them better questions, and you’re really listening to their answers, you’ll hear everything you need to know to make that sale. That’s why having a “sales pitch” can get in the way. You’re going through your pitch (talking), instead of giving them a chance to tell you what’s important to them (listening), what they’ve already seen, and even what you should avoid talking about. There’s a phrase, “Selling yourself right out of the sale.” This refers to when you keep talking when the customer is ready to buy. If you talk too much, they start to lose interest, because you missed the buying signals. That means that they’re feeling like you’re not as connected to their needs as you should be.I mentioned earlier about the client who had me sit in on two, actual wedding appointments. Each was with a bride and her mom, one in the morning, and one in the afternoon. This particular wedding pro has a well-rehearsed sales pitch. It’s smooth and polished. The problem is that it doesn’t leave room for questions. It’s a lot of talking, not a lot of asking. While there were parts that I liked, for the most part it felt too scripted. The other problem was that he was somewhat disconnected, and he missed some key buying signals, because he was chugging along with his pitch, like a train on rails. Trains on rails can’t zig or zag around obstacles. They have to keep chugging straight on their path. But sales appointments aren’t straight lines. They’re going to jump around based upon the questions you ask, and more importantly, the answers you get.This applies to all kinds of sales appointments, regardless of what you’re selling. Back when I was publishing two wedding magazines, I had hired a young lady to do sales. She didn’t have a lot of sales experience, so I was trying to teach her to ask better questions. She asked me what some better questions were, and wrote them down. A couple of weeks later she came to me and said that she didn’t think the questioning was working. I soon realized why. She had typed out all of the questions and had them printed as forms on a clipboard. It turns out she was asking every customer, every question. She had totally missed the point. Making more sales wasn’t about asking every customer, every question. It was about asking one good question, really listening to their answer, and then deciding what to talk about next.For instance, instead of telling them about your uplighting, ask them “Have you thought about how uplighting can extend your color scheme throughout your banquet room?” If they say “Yes”, and tell you how much they love the effect, then you can tell them more about what you can do for them. However, if you ask them about uplighting, and they tell you how they hate it, or have thought about it but don’t want it, would you still “pitch” them on your uplighting? I hope not. But that’s exactly what you’re doing when your sales pitch includes those features, before you’ve asked if they want them, or are interested in hearing more. What is it that you’re talking about, that your customers may not want, or need, to hear? Telling, without asking, is like walking into a minefield. You want to know where the mines are before you step in. Let’s look at more ideas for better questions you can use. WPM__Alan Berg, CSP™, www.AlanBerg.com, Kendall Park, N.J.Win a copy!The book Shut Up and Sell More Weddings & Events was written to help wedding professionals, like you, to help couples buy your services. You can get your own copy by visiting www.ShopAlanBerg.com—and to find out more about Alan Berg, visit his website www.AlanBerg.com. For a chance to win a signed copy, please email your name, business name, address, city, state, and zip to editor@weddingplannermag.com. Be sure to put “Win a Copy” in the subject line of the email.