Getting your foot in the door
People sell all types of things. They sell ideas to family and friends, products and services to clients and even seeking a pay rise is a sales job.
If we were to talk about all the successful and effective sales factors, it could fill a Masters program! A question clients regularly ask me is, “How can I get my foot in the door in the first place?”
There are many models and situations to consider but one simple approach that can work in various situations is the IDA model. I’ve used it in sales training programs for years and, used with a positive intention, it works well.
I = Interest
The bottom line, in creating interest, is that someone won’t consider your idea/product/service unless they’re interested. So this means your discussion must be about them and not you. In other words it must be a subject that interests them. For example “How would you feel about going to the best restaurant in town?”
This is about influencing the person to want what you are aiming to achieve.
A common mistake people make is that they use a script of things which interest most people. That can work and usually results in sales conversion of only about 2-4%.. So if you are looking for a better conversion or a more likely result, then creating desire needs to be about designing benefits which are specific to that individual’s needs.
For example “The prices are great at the restaurant and you’ll save money”
A = Action
This is making sure you ask for and get commitment. Research suggests that 60% of people who are interested and want to buy aren’t asked to buy. So they don’t. For example “When would you like to go to the restaurant?”
Whatever it is you’re selling and whoever your target audience is; partners, friends, family or clients, it needs to be tailored for the person. Whilst a spiel will work sometimes you have a better chance when what you say has meaning for the recipient’s life and then you’ll both be winners
Behind the scenes
Since the launch of the TV show ‘Sam’s Table’ I’ve had many people ask me about how we did it. Well, take a 3-minute break and look at this behind the scenes footage.
It includes footage before taping, many of my gaffs (you’ll have a laugh) and interviews with the guests after the show. If you are interested in behind the scenes shows I think you’ll like this!! Check it out at here.