The Non-Pushy Sales Approach

“I’m worried I might sound pushy.”  This is the probably the number one fear I hear from the team members I coach.  Even though my team members believe in our product 110%, they are concerned that somehow by asking friends and family members to host a party or look at a catalog, they are going to be perceived as pushy. 

My top sales people have been able to reframe their activities as offering their customers a gift.  They realize that they are helping their customers with pet behavior problems, aiding their pets in living longer and healthier lives, and offering them an opportunity to save money, not to mention a career opportunity. 

That being said, I have cast about for years for an approach that I could offer to the multitudes of people who have come to me and said “I’m afraid to pick up the phone because I’m afraid of being pushy.”  Then, only a few days ago, my co-worker offered me just such an approach.  I call it the “non-pushy approach for people who are concerned about appearing pushy.”

Pick one product from your kit that you are absolutely crazy about.  For Petlane people, the products tend to be the Everlasting Treat Ball and the Kitty Calisthenics or the Kitty Chianti.  Now, think of one person in your social circle who you think would like that product.  My neighbor for example has a Boxer who I know would LOVE the Everlasting Treat Ball.  Take that product over to your friend/member of your social circle and ask him or her to try the product out and give you feedback.   You can tell her truthfully that you have started a new business and are looking for feedback on your product. 

Best case scenario, the person wants to buy the product.  Worst case scenario, you have some great feedback to share when people ask what the response has been to your product.  I have already started utilizing this technique with the “I’m afraid of being pushy” members of my sales force and they are loving it.  This year, make a resolution not to let fear stand in the way of your dreams.

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The Power of Consumer Choice

Customers WANT choice.  Okay, this is not exactly a shocking revelation.  Shopzilla and about 1,000 other price comparison sites thrive on this fact.  The fact that I can type “disney checks with disney villains”  into Google and have four different sites immediately pop up, all begging for my business, indicates that consumers want choice.  So with all that in mind, I feel a little silly admitting that it took me almost four years to apply this concept to direct sales.

In the past, I taught my sales people to ask for a party.  If the customer said no, ask for a private showing.  If the customer said no, ask for an order.  Seemed like choice to me!  Then one day I was on the phone with one of top sales people.  

“It’s embarrassing when someone says no the first time,” she said ”and it’s hard to continue asking because you start sounding desperate.”  That was eye opening for me.  And as a result, I have started training my sales force completely differently.  Rather than ask for a party, my sales people use the following 30 second commercial: “My name is Tara Nemeth and I am Pet Advisor with Petlane.  As a Pet Advisor I enhance the lives of pets and their people.  My products are available through parties – in-home, online, or catalog, parties offer the greatest amount of reward, I also offer one-on-one private showings and of course you can shop my website 24 hours a day.  I look forward to learning how I can best meet  your needs!’ 

I personally have already been experiencing positive results.  I am a member of a networking group and, prior to using this approach, with the occasional exception NO ONE asked to learn more.  I have been using my new approach at my group for three weeks, and each week without fail, a minimum of 2-3 people have come up to me and asked to see a catalog or purchase a specific item.  The lesson? Direct sales thrives on the concept of duplication – but duplication needs to be backed by the power of choice.