Authenticity is Key to Successful Sales
Written By: Scott Koepf, Vice President of Strategic Development – Cruise Planners
After teaching sales techniques and processes for the last thirty plus years I probably did not emphasize enough one very important aspect that is paramount to success. All approaches to closing the sale can be interpreted as simply manipulative if you miss this one ingredient. It is the one primary reason people will book with you and even more importantly come back to you and provide referrals. Without it your ability to connect with your customers simply disappears.
As always musical theatre provides the example to draw from for this insight. In the classic musical, Bye Bye Birdie, the lead character shares the simple truth for what it takes to connect with people. Conrad Birdie is the character based on Elvis Presley, and just like Elvis he had all the right moves, good looks and a killer voice. But like Elvis he knew that even with all those skills, if he wanted the girls to scream for him he had to have the magic item. So, he expressed it in the following song:
You gotta be sincere!
You gotta be sincere!
You gotta feel it here,
‘Cause if you feel it here,
Well, then you’re gonna be honestly sincere!
If what you feel is true,
You really feel it you
Make them feel it too,
Write this down now
You gotta be sincere,
Honestly sincere!
Now while I will admit that Conrad may have been artificially sincere in the show, I think the message is right on the mark. If your clients get the feeling they are being sold or that you are simply handling a transaction, then the chance of building a long-term relationship is eliminated. As the song says, ‘If what you feel is true…you make them feel it too’ – your clients will know if you are putting their interests first.
I believe most of you became a Cruise Planner because of your desire to help people fulfill their dreams. If that is sincerely your desire, then just make sure it shows from the minute you answer the phone or send your first email or text.
Just like Elvis needed the basics in his profession, you need the basics in this one. Product Knowledge, Steps to the Sale, Booking Procedures and Customer Service are all needed to reach success but just remember:
Write this down now
You gotta be sincere,
Honestly sincere!