stepsto SuccessfulSelling...24Scott SadlerGroup Sales Manager<strong>Thalgo</strong> Group (UK)What is selling?Some fear it, some loathe it and othersrelish it. Selling is a fundamental part ofour industry, it’s everywhere. So why is itthat when it comes to asking therapiststo sell I always hear “I’m a therapist, nota sales person”?Fear not, I have seven simple rules tosuccessful selling...
Rule #1:There is no such thing as a person whocannot sell.We all do it; whether it’s in our personalor professional lives, we are alwaysselling. It could be a product or aservice, an idea we’re trying to convincesomeone of, or even ourselves – throughthe branded clothes we wear, the mediawe read, or the car we drive.Rule #2:Tackle the “I am not a sales person,I am a therapist” objection.Every member of your team shouldbe comfortable with recommendingtreatments and retail products to theirclients. If they are not, then endeavourto understand what it is that they are notcomfortable with. Nine times out of tenit will be that they don’t want to be seenas too pushy. It’s important to emphasisethat this is not the case. They are notforcing the client to buy, they are simplyrecommending, which is part of theservice the client expects.Rule #3:What are your client’s hot spots?One of the most important parts of thesales process is the consultation. This iswhere you discover why your client hasbooked a treatment and you uncovertheir concerns. When you master thispart, everything else becomes effortless.The treatments become more effective asthe client is confident that the therapistknows exactly what their needs and wantsare. Recommending the correct productsbecomes straightforward. If you try torush through this process you risk losingthe repeat business. Take your time, andreally get to know your client.Rule #4:Understand your client’s way ofbuying and your way of selling.One size does not fit all, and thesame goes for selling. It’s importantto understand that the way you like tobe sold to can be different to the wayothers like to be sold to. Being able torecognise your client’s way of buyingis important; some like lots of detailand information, others like to shareexperiences, some like a friendly andwarm approach and others just wantyou to give it to them straight.Most people stumble at the first hurdlebecause they haven’t completed Rule#3 properly. Add to this their fear ofbeing too pushy and you have a messyconcoction where nothing quite goesright. Identify a person in your team whosucceeds at recommending treatmentsand products and model their approachto suit your personality.Rule #5:Failing to plan, is planning to fail!It’s worrying to see that some businessesdon’t have a monthly sales strategy;working out what they need to turnover for the month, week and day. Theyshould be ‘gaining and retaining’ at alltimes. By this I mean that they shouldbe looking at how they can attract newbusiness and looking after the businessthey currently have.What do you have on offer this month?You could be offering special treatmentsor products of the month, discoverydays, discounts on treatments andproducts, loyalty cards for your regularclients or a ‘bring a friend’ referralscheme to gain new business.It’s crucial to have something going ononce a month to keep your regularscoming back and to entice new clients totry you out.Rule #6:Coach your team for success.Companies don’t succeed unless theirpeople do. A successful company canonly be built one satisfied customer ata time; however, to do this you needhappy, motivated employees.Set a monthly goal/target, and review iton a weekly basis. Instead of lighting afire beneath them for not achieving thatweek’s target, work with them to builda fire within them so that they succeedfor the following week. Success breedssuccess!Rule #7:Attitude is a little thing that makes aBIG difference.Maintaining a positive, ‘can do’ attitudeis imperative. I call it the P.I.E Theory.It’s simply being Passionate about yourproduct, having Integrity in everythingyou do and most of all, giving all theEnergy you can. If you are not soldyourself, then why would you expectyour fellow team members to listen toyour advice if you are not setting theright example?Follow these little golden nuggets andI can assure you, you will see your teamselling like there is no tomorrow.Why not have Scott visit your businessfor the day and help coach your teamto become sales athletes?For further information please emailssadler@thalgo.co.uk or call07970 600121.25
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