By Steve Ashkin, The Ashkin Group

Over the next several issues of DestinationGreen, I would like to share with you some “personal” sales strategies.  These are strategies that will set you apart as a “green” salesperson, and has little to do with the products or services that you sell. 

In the end, it is you who customers buy from and whether you like it or not (or perhaps willing to admit it) your competitors also have products that work, priced competitively, can be delivered on-time, and often sell exactly the same products as you do --- including green ones.  YOU make the difference.

I have to acknowledge that my ideas on this topic were influenced early in my career from a book I read from what most might consider an unusual author --- Ed McMahon, sidekick to Johnny Carson of the Tonight Show.  The book titled Superselling: Performance Techniques for High-Volume Sales helped me understand that being a sales person did not define my character, it was merely a role that I played as if in a movie, play or on TV.

The book empowered me to “choose” the kind of salesperson I wanted to be and to make conscious decisions that would affect the audience (my prospects and customers).  This in turn affected my sales and income, as well as my job satisfaction. 

It empowered me to choose the role I played and decide if I wanted to play the “nice guy” always there to serve (and please) my customer, or the “used car” salesperson who always had a deal, or a persistent arm-twisted where the customer would buy just to get rid of me, or the “good ol’ boy” who always had a joke to tell, or the expert that could be relied upon for the best information possible.  (I bet you can guess which role I auditioned for.)

Please know that the above list is not intended to be complete or scientific, nor is there a single right or wrong role.  My point is that McMahon’s book helped me understand that there were options regardless of my natural tendencies, and that my prospects/customers might respond differently to each.

Regardless of natural disposition --- whether I am a “pleaser”, wear plaid jackets and gold jewelry, or the life of the party --- these were all choices with consequences and I could consciously mold my sales style by playing the role that made it easiest for the customer/prospect to buy.  This in turn ultimately helped me accomplish my sales objectives --- and make a difference on health and the environment.  And I believe it can do the same for you.

As you read this you might feel how incredibly manipulative this might seem.  I could dress, look, give a speech, and act the part that perhaps wasn’t really me.  But this is perhaps naïve.  We all do things that help us build and maintain relationships.  And I’m sure you have heard the old adage “don’t judge a book by its cover.”  The reason that this adage is true is simply because we in fact do judge people by initial impressions and other simplistic visual and other clues.  We may not like it, but it is a fact of life and it does affect our sales and success.

So over the next few issues of DestinationGreen I am going to discuss some of the things you might consider if you want to play the role as the Green Cleaning expert.  This role will differentiate you among all the competitors in your marketplace as the most capable to help a customer implement a Green Cleaning program.  Are you ready to audition for the part?

Remember that we will use the analogy borrowed from Ed McMahon, so let’s begin by talking about your “opening monologue” or your introduction.  This is your introduction that should take 30 second or less.  It is your “first impression” and it doesn’t need to cover all the details, but rather create an impression in the mind of the audience (customer/prospect) that they will carry with them throughout the rest of the presentation and influence your relationship with them going forward.

So let’s use an introduction that creates interest.  Perhaps even a little intrigue.  And hopefully one that will elicit some questions.  Let’s think big.  Let’s be bold.  Let’s be the proud representative of the cleaning industry and help the customer/prospect feel that they are meeting with someone important.  Trite?  I actually believe that what we do is important and if you agree, let’s tell them:

“I work in a $140 Billion industry that consumes 6 Billion pounds of chemicals, 4.5 Billion pounds of paper and 1 Billion pounds of tools and equipment.  Plus, we employ 3.5 Million workers and touch people in every building in America.

I am working to use the marketplace to create healthier buildings that reduce our impact on the environment and create a more sustainable future.”

And if you think this is too corny, think about your current opening line.  Does your current introduction go something like “I work for XYZ Company and we’ve been in business for over X years.  We carry the leading brands of chemicals, paper and equipment.  And I’d like to show you how I can help you save some money.” 

Or maybe you have a special deal for them today.  Or maybe a new product.

Please know that I am not trying to be negative or insulting, but for just a second put yourself in the place of the audience (customer/prospect).  How many times do you think they’ve heard the line about saving money, a special offer or new product?  Be realistic.  They are bombarded by these sales pitches from every salesperson and it’s not just other jansan salespeople, but insurance agents, car salespeople, internet providers, telephone services, credit card companies, and the list could go on.  And they read it in every newspaper, magazine, see it on TV, hear it on the radio, and get pop-up messages on their computer!

So be different.  Be a leader.  Be proud of our industry.  Help the audience know how important we are.  Act the part and watch your sales grow because this is the person that Green buyers are looking for.

Thank you Ed McMahon and please let me know if you try the role of the expert and use this opening monologue.  Let me know what works and how together we can make a real difference.  And remember, customers/prospects are going to buy green products from someone and we’d prefer it’s from you.  Good selling!

 

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About the Author:

A 25+ year veteran of the cleaning industry, Stephen Ashkin is the author of Green Cleaning for Dummies and a tireless advocate for environmentally preferable cleaning products. Often referred to as the “father of green cleaning,” Ashkin has played a pivotal role in setting industry standards, promoting environmentally preferable products, and advocating for socially responsible practices.

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