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How not to lose a sale

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    Learn why Peter Bregman commands the room every time he walks into a meeting

  • Duration 6:20
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Now is Peter Bregman leadership expert CEO advisor from -- and an author is well -- contributor foxbusiness.com.

Thank you for joining us.

So what -- what -- the mistakes people make when they think they have a sale and they lose it.

Where you know it's not just people's need to right now to -- I'd I face this kind of stuff all the time and I think.

The main mistake people make.

And by the way this is true not just for sales it's true in relationships it's true with your spouse -- partner it's true -- In general when you're trying to influence -- -- -- the seat down and get yelled at the sales done that -- -- copyright -- -- and and Dan Dan -- -- a great -- I'm -- to -- -- human.

And and the the the premise of up look at everyone's themselves by every single one of us that all the celebrity -- -- a celebrated job interviews and and which movie to go to were also.

And the number one mistake I think that we make is that we think in order to sell we have to convince someone something.

Some -- right it's it's not dumb mistake to make a mean it's it's typical active if you need to know enough about me -- -- -- services.

It's the assumption we -- going into the into the the relationship with Emma exactly -- sitting down on the cell and I got a create a compelling pitch that makes you say well how that's just.

Course I mean do what you want me to get I suspect you're about to tell -- that in most cases people come to the table ready to -- -- Went -- what I would say is that they come ready to be heard.

Not to listen but they come ready to be heard.

So the challenge that we have has become and we have come -- tell you all about my great Prada ultimately all about my great -- -- an influence you and they're sitting there and they're saying.

I have no relationship for this guy I don't know this guy I don't.

I don't have a reason to necessarily trust -- yet and he's telling me all of the stuff but he doesn't hear anything for me.

And it's counter intuitive because you think if you're selling something -- to convince someone of something.

But in reality if you're selling something what you have to do is create a relationship and the way you create that relationship.

Is by listening not speaking to -- come into itself actually what extrovert often have a harder time in -- Right because.

Do you you think traditionally typically an extrovert greatest sales.

But in reality the committee talked about what excuse me what I'm hearing you say is that the core dealers actually do this very well they never at least -- I've always dealt with.

It's not -- hard -- -- -- here's my card let me know how I can help you right that's it at the opening question -- not going to listen right that's exactly right and and it.

And in fact you know you look at job interviews and where people get hired a job interviews it's when the interview where has been doing most of the talking.

And they talk and the interview you listen to and they walk out of a conversation going.

I don't know what it is but -- like something about the person that you -- And it's because they were attentive they -- attentive to the relationship there attentive to the needs of the interviewer and even that you would think in an interview and job interview you know I've got to -- -- -- -- selling myself.

That turns people OK so how ahead you've got some pointers on how not to lose -- salient fact -- go through -- with full full screen up and show people.

You mentioned here get together -- your associates before the meeting.

But is this gonna be carried to it'd -- fifth it's the relationship with the client -- the associates yes so.

You know I would say that getting together with your associates first -- -- to make sure that everyone on board with how we're gonna end up during the -- -- how.

That we're not out there -- just.

Go through -- -- stack we're not out there to just convince other people were out there to listen and make sure that everyone's on the same page that.

Because you could be listening your colleague might not be listening and then you've lost your -- I would say that that's sort of one of one of the first things the number to prepare yourself -- the key points I know that in media training.

That one of the things that people who trained those who will be interviewed by people like me that they should do -- always anticipate.

The questions I might be asking so when you -- prepare yourself with the key points but they -- media training is the key message is this the same thing yeah.

And I would sort of say prepare yourself to listen to.

And here the key points.

That you're the person you're selling to is gonna make for instance if I were trying to sell you coffee mugs by and we going to a discussion and you start saying you know I sell a lot of coffee -- in your coffee brewer and I've got months to sell.

And you tell -- you prefer paper over China.

But I've come to sell you these that's precisely the point I'm gonna have to shift -- -- the congress as you may not know that I'm really you know strongly against the ceramic -- lobby that's been -- -- -- -- -- examined right right and so and so you're talking about how great the -- compass and I immediately write off so at that point.

When you say is level hopefuls -- again cut right to the chase.

Well my cases I only make ceramic cups of does that mean I got to leave -- what I did yeah I mean if you only makes ceramic cups and you're selling to me and -- vehemently against the ceramic cup lobbying it will probably wasting both advertise but perhaps but I -- that you wanna sell to someone.

-- ultimately fails is not a sleazy.

Deal right now that all is.

I've got some stuff that if it meets your needs.

I think it would be great for you know about and let's talk about it in order to that I -- to figure out what your needs are.

Then so are you saying yeah.

I would imagine most sales from your experience and from what you know is -- is it really repeat customers and because we're not -- about the situation where its first meeting for meeting -- -- look at -- first meaning for its medium I think that.

90% of the work should probably happen.

In terms of knowing you're in the right meeting before the -- right you don't wanna get to the meeting and find that you know you're selling ceramic cups of some of -- -- right.

So you need to know a little bit about -- enough about your prospect but the trick is if you know too much and you go in with this lack of humility.

But I know what it takes to.

You know to sell to you and I know exactly what your needs are and I'm gonna prove it to you.

Then you probably already lost the sale -- need to understand enough about what someone else's needs are.

But you can't go in there thinking you know what their needs are because you lack the humility than to have the right kind of -- so are you -- about this and isn't on the blog got today that's on the blog today and cut and -- let's not do we have the website too weak and we showed them the website and and you can read that got.

And there it is.

Peter Bregman thank you very much how not to lose a sale.

My grandfather was a car dealer at a junkyard my -- -- cars I I like to think sometimes a little bit of it rubbed off -- I think sales is a very it's not an easy business not an -- business thanks for being with us about.

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