Reducing the cost of sale

I'm sitting in the First Class Lounge at Paddington Station in London after a couple of meetings in the capital. The lounge is designed as a comfortable haven for passengers whilst they wait for their train to arrive.  You have biscuits, cake and coffee available and comfy seats as well. Looking around the place is full of business people, on the phone, using their laptop, filling in their waiting time productively. I guess most have been in meetings today and are travelling home like me. The lounge is First Great…

Read More

We can’t persuade people anymore

I love a good TV commercial advertising cars. Sleek lines, colours, speed, motivational music as the car floats along the highway. But a recent commercial for a major car manufacturer didn't harp on how wonderful the car was, the fuel consumption, the green credentials. No, it directed buyers to a website where they could find hundreds, if not thousands of reviews of the car from other people. People they could trust. In the old days we had to persuade people to buy, to convince people to make the purchase. We'd…

Read More

Secrets to 3 Common Objections

Being a typical bloke, I'm terrible at multitasking, never ask for directions when lost in the car and would never, under any circumstances, ask for assistance in a store. Have you ever been in a store browsing and a sales assistant comes up to you unannounced "can I help you Sir?" When this happens to me I instinctively say "no thanks, just looking" even if I actually do need some help.  This instinctive knee-jerk reaction is commonplace when selling, particularly on the phone. The golden rule with handling knee-jerk reservations,…

Read More