News Flash: Selling is not about you, it's about me!

Not too long ago, I was in the market to refresh my wardrobe; a couple of suits, some ties, shirts. While I am not anti-Wal-Mart, I always like to try and support the local shops that are battling to stay afloat. That is why my first stop was to the local men's store in a shopping centre nearby.

Sadly, when all was said and done, I went to one of the larger stores (not Wal-Mart, actually) where I could pick and choose by myself.

Why?

Flash back to Jerry Maguire: Tom Cruise's character lays his heart out only to have Renee Zellweger stop him cold with 'you had me at hello.' The first words the salesman said hit me just as hard, though in the opposition direction. "Hi. How can I help you today?" "Just looking, thanks." He shies away, victim of the textbook brush-off.

From that point on, all his timid questions and comments were centered on what he had to offer, what his product looked like, how great the quality of the suit was. The only question that was really about me was what I thought of his suit. And, of course, in his opinion, they were all going to look great on me.

I left.

What could he have done differently? Why do so many salespeople have to recover from that opening, failing miserably as they go along?

He forgot that as a customer my needs, tastes, expectations and yes, budget, are unique in relation to the buying process. He was looking at the sale from his perspective without trying to learn about mine.

No matter what industry you are in, the fastest and most effective way to make a sale and create a repeat buy is to make the process all about them, and have fun all the way through. You have to ask questions that engage the potential client, what my mentor Jeffrey Gitomer calls 'power questions' (Gitomer is the writer of the sales guidebook – 'The Sales Bible.' If you don't own it, go buy it). These will guide the customer to their own realization that the best product for them is yours, and you are the best person to buy it from.

As hard as it is, that first question should not be "How can I help you?" but rather something that captures their attention and gets the customer engaged in the process of buying right away.

Adapt these to your industry and try them the next time you are working a sale. There's nothing wrong with starting with a "Hi there!" and a smile, just follow it up with something new. - "So, how many suits are we looking for today?" - "What event are you buying your suit for?" (BOOM! Sales process begun!) - "Thanks for coming in today, are we shopping for ourselves or is this for someone else?" - "Did you know that if you buy 60 suits today, your next 10 are free!?!" (Humour is a great engager.)

Once the process is in high gear, you are now a team, so use language that creates that feeling. "What else do we need?" "How many different options do we need in terms of shirts and ties?" "What colour belt and shoes are we going to be wearing?"

You have to capture their attention from the start and continue to follow up with questions that are going to lead you to really knowing your customer's needs so that you can either fill them, or thank them, hand them your card, and let them know that about a great place where they can buy what they need (always know your competition!). Believe me; that last line will surprise them, but suggesting that they go elsewhere will only bring them back to you the next time they are looking. In their hand will be your card as they walk through the door, looking for you.

And remember: the result may not always lead to a sale in the traditional sense, but if you can sell the customer on you by focusing on them, then while it may only come later, the reward is sure to follow.

This week's 'Cold Call': Think of 8 – 10 new, engaging, open-ended questions that will capture a customer's attention and open the lines of communication that lead to a sale. Write them down. Then use each one of them over the next 3 - 5 days, tweaking them as you go. Then write down the improved version again. Master them. And build on that list as you go since every good salesman should have at least 20 Captivating Questions in their arsenal.

Have a successful sales week! -- Paul Simard is a Pointe Claire native who has worked in sales and as a sales coach in the Montreal area since 1989.