The #1 Reason Why We Don’t Sell More

Years ago, I wrote a column piece on an experience I had while buying a car. A friend of mine and I went to a Saab dealer south of Boston to look again at its inventory. It was my second trip. The salesman did not remember me.

Strike one. Dude, I’m 6’6” and have a unique last name. Seriously?

Anywho…there we were looking over $25,000 cars and giving off more buying signals than a crack addict who needs a fix. The sales rep was, at best, indifferent, and let us walk out the door without so much as an offer to go for a test drive. I was so dumbfounded that I dedicated my monthly column to the experience, identifying the company only as a “Saab dealer south of Boston.”

Fast forward two months.

My phone rings. Caller ID says, “Shaw Saab.” To my surprise, someone had sent the article to the owner and it landed on the desk of the clueless sales rep. He was calling me to ask what he did wrong. We had a laugh and a good conversation and, yes, I gave him an earful on what he did wrong. I’m honestly not sure what more I could have done in the dealership at the time to get his attention and let him know that I was ready to buy.

Are you missing signals?

Want to know the number one reason why we don’t sell more? The answer is simple: If you aren’t asking for the sale, you won’t get it.

Now, it could be that you—like my car friend, Dave*—are missing buying signals. But I’d bet the key to your increasing your sales comes in your closing skills, or lack thereof.

(* Not his real name. His real name is Mark.)

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
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  • Mary Beth Smith

    Great post, Bill – cracked me up that at 6.6 with a memorable name, you were just dust in the wind to him – been there, done that!

    In fact, one of my favorite pastimes is grading the sales people when I’m out shopping. I encountered a similar car salesman is Watertown, MA about 15 years ago, and I’d swear he was the same kid who dissed me at Best Buy in the early 90s ago when I bought my first computer.

    On the other hand, it’s a delight to watch someone hit all the marks. I’m shopping leather recliners right now, and I’m thinkin’ La-Z-Boy is gonna be real happy they hired Ray Jones on their sales floor in Frisco, TX. He didn’t miss a beat – told me when they could be delivered, gave me an incentive to buy within the week, didn’t pressure me too hard when I told him I was going to think about it a couple of days, but specifically told me when he’d be back on the floor, and asked me if I was going to ask for him as he handed me his card and circled his phone number. Smiled the whole time, called my husband by name, and will get my business. Besides my 2 big chairs, I’m gonna buy a couple of tables that he doesn’t know about yet! Good on ya, Ray Jones – you turned me from a prospect into a customer!

    :) mb