By Brian Barfield
In this last article on fishing for sales, we will examine the final key ingredient to finding success in fishing, and how it relates to the world of retail sales. So far, we have discussed finding the proper location (i.e. the hot spots) and using the right equipment (meaning, selling skills and knowledge). This time, we will look at the importance of using the right bait. I would like to start off by sharing with you a story that illustrates perfectly what we see going on in the world of sales today.
A few years back, we had a family camping weekend at a beautiful state park where my son, Austen, and I had planned to do a lot of fishing. Based on the history of this fishing spot, it appeared we were in for an amazing experience. However, we quickly found out this trip was actually going to be a challenge. It was near the end of the first day of fishing that we found ourselves very disappointed because the fish were simply not biting. We could not figure out why we weren’t having much success. I had gone to the store and bought the best live worms to entice the fish. Past experience suggested night crawlers are best for fishing in fresh water. Something was clearly wrong and did not add up!
Later that day, in a twist of fate, we picked up the diary in our cabin and began to read the stories of campers before us. We soon came across a story of how one family caught several huge catfish by using pieces of hot dogs. A few stories later, another family shared how they followed that advice and found great success. Reading these stories reignited our passion and desire to go fishing again with this new bait and see if there was any truth to them.
Within the first five minutes of using the new bait, my son began to hoot and holler as he had hooked a really big catfish. Over the next hour, we caught many more fish and were able to turn a story of failure into one of family legacy. The thrill and excitement of reeling in such a catch had made a lasting memory that still brings a smile to our faces when we relive the story. All of this success came about because we had discovered we were using the wrong bait. With the old bait, we only caught one little brim over a five- to six-hour period. The new bait produced three big catches within an hour. It made all the difference in the world.
When it comes to sales in the retail world, bait is equivalent to your selling style. Over the years, many of us have been taught the basic selling style of greeting, asking open-ended questions, overcoming objections, and closing the sale. It is the night crawlers of selling styles that, in its time, was very successful. Many people use this selling style simply because they were told this is what you must do. After all, it is not necessarily bad and has been proven to be successful.
However, what if I told you there was new bait your customers would love and would not be able to resist? What if you began to read story after story of this game-changing bait everyone began to rave about? Don’t you think you might want to give it a try?
What is this new bait or selling style, you ask? It is getting away from using sales tactics and turning your attention back to giving the customer an amazing experience filled with passion and energy. It is impacting your customers’ lives in a meaningful way that leaves a good taste in their mouth and keeps them coming back for more. When I am assisting my customers, I am more focused on serving while selling, creating a show-time experience, and impacting their lives in a meaningful way. My customers leave feeling good about themselves, their purchase, and their experience. Over time this approach has helped create a very large and loyal customer base that makes selling almost effortless. There are no tricks or gimmicks needed to close a sale. My customers know I am looking out for them and I have their best interest in mind.
Are you tired of labouring hard with very little success? Are the things that used to work not bringing you the same amount of success these days? There is a way to find great success by conducting your business with the core principles of trust, honesty, and integrity. Do not let things like fear, selfishness, or greed hold you back from creating your own new version of success. The modern day sales professional is dynamic, new, and different.
Times have changed, and with them, so have your customers. Now is the time for sales associates and customers to re-connect and re-establish the bond of trust and communication that has been missing for far too long.
This article is based on the book, “Modern Day Selling: Unlocking your Hidden Potential,” by Brian Barfield. For more information, visit his website at www.moderndayselling.com or e-mail him at brian@moderndayselling.com.
