Welcome to the final part of our Sales Course: Mastering Cold Calling, Training, Retail Sales, and Subliminal Techniques!

Congratulations on reaching the final part of our Sales Course! In this part of the course, you will learn valuable techniques for Cold Calling, Training, Retail Sales, and Subliminal Techniques. These techniques will help you establish yourself as a successful and effective salesperson in a variety of settings.

I understand that the sales process can be complex and challenging, and that’s why we’ve designed this course to help you master the skills necessary to succeed. In this part of the course, you will learn the following:

• Cold Calling: Techniques for making successful cold calls and establishing a connection with potential customers.
• Training: Strategies for effective training and development of sales teams.
• Retail Sales: Techniques for increasing sales in a retail setting and improving customer satisfaction.
• Subliminal Techniques: Strategies for using subtle cues and suggestions to influence customers’ buying behavior.

By mastering these techniques, you’ll be able to deliver a more effective and persuasive sales pitch, increase your closing rates, and build a more successful career in sales.

Thank you for choosing our course, and we look forward to supporting you on your journey to success!

Cold Calling

Cold calling is not for everyone, I know some very good salesmen who could close one in two presentations, however, if you ask them to cold call prospects they would freeze in their boots. In my opinion the cold caller or canvasser has the toughest job of all salesmanship. Having the attitude water off a duck’s back comes to mind, a true cold-calling professional knows that it is a numbers game.

NUMBERS GAME

During my early sales career as a life insurance salesman I was taught to play the numbers game, I would walk down a street or a road and cold call, by knocking on every door possible. Each time I had a knock back or a door closed in my face; I would greet this with excitement. Recalling when I was being taught this knowledge by my sales manager he would holler “Yes” loudly every time a door was closed in his face. Looking bemused I asked him why such an exclamation? Because he told me “he knew that he was getting closer to a yes”. My old insurance colleague Peter Lane taught me that if you throw mud upon a wall most would fall away however by continually throwing mud against the wall some of it will stick..

A printer friend of mine had a great sales pitch too, he would simply open an office door or shop business and ask “Printing” although not a grand sales pitch he would certainly get his share of business due the number of people he asked. The more no’s you receive at the door will eventually lead to a yes, and this philosophy is the secret domination to keep in mind, for any cold caller or canvasser; the law of mathematics.

 In the sales industry it is well known that the canvasser is the king, without the first initial contact to a prospective client or customer then most salesmen would depart this life of selling. Of all the companies I have worked the canvasser whether door to door or telesales hold the key to new business, with a good canvassing team the company will be successful. Possibly the biggest turnover of employees within a sales company due to the pressure of persuading other human beings to listen and make the decision of an appointment, having a single minded attitude the cold calling salesman is worth his weight in gold, and many direct sales companies appreciate this fact.

The cold caller has to be direct, at the same time create quick rapport for the potential customer to make the decision whether or not to commit to a salesperson arriving at their door. Having canvassed and cold-called on many occasions in the past I know it takes a special breed of person to be successful in this field of endeavour.  Many a canvasser will use several tricks to secure an appointment, and that is why as a salesman during my fact-finding I will always ask what the canvasser said to them in the course of accepting an appointment.

Some of the answers amaze me, remembering one canvasser saying to a prospect “Please make an appointment as my baby has just been born and before I can finish I need to make just one more appointment” Surprisingly I endeavoured to sell to this prospect regardless, thinking well at least the canvasser got the appointment in the first place furthermore the opportunity for me to make some money in the process, not an ideal canvass strategy, and I have known other salesman not to even bother going through the presentation after hearing this.
 
On another occasion the telephone canvasser made the appointment on the understanding that the company was giving away a free adjustable bed, all the prospect had to do is pick one out from a catalogue. Arriving at the prospects house I was greeted by the neighbours and friends all clapping with approval, they even had helium balloons tied along the fence and around the front door. Greeting me inside the home I was made very welcome, and during the warm-up I asked the question why they made the appointment. They were in fact expecting me to arrange the delivery of a new bed, instead, I had to inform them that if they allowed me to do a sales presentation they would be entered into a prize draw at the end of the month for a new adjustable bed. 

Perhaps one of the most convincing aphorisms a canvasser can use is “A free twelve-month quotation” and as a salesman, I greet this with gratitude knowing that I have a very good close to append with this. Using the gambit of holding the inflated price for twelve months, yet allowing the prospect to order at a special today only price.

Offering something for free is a fantastic strategy for a canvasser; one company I was employed with gave away a free pillow to the prospect just for making an appointment. A security company I worked used the ploy of a free home security survey, as a salesman we would generate a list of unsecure areas and then offer a solution. We also used the strategy of giving away a free burglar alarm system as long as they signed-up to a 24 month surveillance contract. Yes by giving something away for free can definitely increase the amount of appointments concluding in more sales.       
During my time with various sales companies, I am always asked by canvassers if I could go on their leads, probably due to my high rate closing, as the canvasser will earn extra commission on a sale. Nevertheless, it would be unfair to assume that other salespeople could not sell, if the canvasser sets up the correct information pertaining to the product then it does make life easier for the salesman. I often explain to the canvasser or cold call salesman to use a similar sales cycle as the direct salesman would, resulting in far better appointments and sales

This is my sales script when selling Double Glazing:
Knocking on the front door, the prospect opens and with a big Smile….. Looking into the prospects face: I say “Good Morning / Afternoon; Sorry to trouble you..On this fine lovely day, my name is Clive Branson: I represent (Name of Company)

(At this stage get some Banter going …Talk about; The weather, their garden, Traffic etc…such as “I hope you don’t mind me saying you have a beautiful garden did you plant the flowers yourself?) Following on …. You may have heard of us… we are a National Company specialising in Home improvements and with thousands of satisfied customers in the past we are now in the area offering existing and new customers the opportunity to upgrade their old windows and doors for the new energy saving efficient windows as recommended by the Government the EEC and the energy saving trust directive. We are showing homeowners how by upgrading to “A” rated energy efficient windows that they not only save money off their heating bills but by having them installed in their home they won’t cost a penny to the homeowner over a period of time. (This script allows the prospect to ponder how?)

Asking the prospect: Did you install your windows or were they already here? Are you aware of “A and B” rated windows? “B” rated windows are usually the ones like those with the rubber seals showing, Just like those over there!! (Pointing to theirs or a neighbours old windows) Not only can the rubber be peeled out by burglars but Over 40% of the heat from the home are lost through these types of windows. Thanks to local government subsidies we can now offer up too £3,000 off your old windows. If I can I get a representative to come and explain, and show you and your partner all this; with no commitment and with a free 12 month quotation at no cost to you, no obligation?? (emphasising on the bold words) (It is the canvasser’s job at this stage not to offer any more information or sell the product, if the prospect asks questions the canvasser has to sell the appointment and say “Our representative can tell you much more” 

When is it the best time to come and see you Day or Evening”;  (Before the prospect has time to answer get out the appointment card and start writing down asking loudly their Name, Tel number, and Post Code. This quick assertive script has brought in over 20k worth of business weekly to just one canvasser in a company I worked.

When the office manager confirms the appointment over the telephone, either later in the day or same evening, (The prospect should be contacted when they are still hot, thinking about it!!)  

The sales manager or the sales confirmer should always substantiate that both parties (Mr Mrs or partner) are going to be present at the appointment in addition; they are the homeowners; decision makers.

It will always be a numbers game:
 I remember my grandfather telling me about a game he used to play as a young man, he would stand under the town clock and each young lady that passed he would ask for a kiss. Most would tell him off in no certain terms for being cheeky and some would slap his face, yet sooner or later he would get his kiss, now that’s what I call a numbers game.

Training

During my career I have made a point of learning anything and everything possible, I believe training is a vital ingredient in becoming a successful salesman.
The old story about the Old Bull and the young Calf comes to mind when training; “On the hilltop stood an old Bull and a young Bull Calf, the young Bull calf said to the Old Bull, look down there a field of cows let’s run down and make love to one of them! The Old Bull said No son let’s walk down and make love to them all”. (This wise adage has stood the steps of time; not only in my sales presentations but also in my training)
When I first started in direct sales or “field sales” as it is sometimes called; I was lucky to have been taught by some first-class salesmen, people who were also taught by previous successful salesmen all passing on their knowledge. And I do mean salesmen that have actually been in the arena and not from books or manuals; there cannot be any substitute for actually experiencing a transaction and closing a sale, understanding the prospect’s impulses and urges whiles being in the field. Granted learning the basics from books like “My Salesman Bible” or other leading writings and other media including videos and tape recordings are all essential in gaining knowledge, nevertheless these alone cannot help you in becoming a first-class salesperson.

Alas, training is vital for every person in a sales company for their continuous success, in addition, ongoing training; keeping abreast of products, services, and the latest trends, includes sales managers, sales staff, telesales, canvasses, and office staff. It is such an important component in the competitive world of sales, possibly the most important characteristic that can set you and your company apart.

Just like the science in salesmanship; training is also a science that includes NLP (neuro Linguistic programming) teaching an individual can differ from one to another. Depending on their subconscious programming and rate of learning anyone can be taught, however, the degree of retention will depend on the individual desire to learn. Having experienced many firsthand training methods there is only one rule of educating an individual, I call this principle “SCI” (show-collectively-individual)

In other words; I would ask the trainee to watch, learn and listen to how I apply the selling cycle, then jointly go through the same selling cycle (Both involved), eventually allowing the trainee to act out the selling cycle on their own, as an individual.
The science behind this training application; the individual will envision what is being shown and will draw their own conclusion. Upon their perception will theorise their belief, then act out their own initiative.

Analysing the individual performance and actions afterward can determine if they are applying the sale successfully. (This new formula of training is used by most large cooperates)
Of course, I would initially train in a classroom situation before sending an inexperienced salesperson out on the unsuspecting prospect unaccompanied. Allowing a trainee to go along with an experienced salesperson is the best policy, remembering to ask the permission of the prospect for their permission as this is a very important part of training. Unfortunately, I have seen so many good people fall at the first hurdle of becoming a salesperson when thrown into the deep end, sorry to say I have witnessed this so many times during my lifetime of sales when a new salesperson has been sent out on an appointment single-handedly only to fail.

I believe to get the ultimate from any new salesperson is to follow my principle; teach in the classroom and role-play, learn the philosophy of the sales cycle, take the newbie salesperson on an appointment and let them sit in the corner, not say a word during the whole of the presentation. Unfortunately, it is a psychological fact that a prospect will want to deflect from the sales presentation, when there is a third party present (The Trainee) probably owing to the anxiety of the situation, often they would look at the trainee and intimate them into some conversation. Because of this familiar trait, it is very important that the trainee does not respond and get embroiled in any conversation that will deflect from the path of the sales cycle presentation.
The trainee would also expect to present the next sales presentation to the prospect jointly with the help of the trainer (Salesperson) leaving the close to the experienced salesperson. On the third and next appointment, the trainee should take control and the experienced salesperson only listen in, evaluating.

(Unfortunately, most sales companies would not offer the luxury of this type of training owing to the nature and cost) Due to my sales success I was often asked by sales managers if I could teach and train newbie salespeople, often I would oblige however it did hamper my ability to close on a few occasions, remembering when I took a new salesperson with me to an appointment and eluding to him “Do not talk during the presentation” of which he obliged until it was time to close the sale. As I endeavoured to close the sale, the prospect was stubbing, so I lowered his barrier by closing my sales folder and started to pack the sales kit asking “Ok Mr Prospect I will let you think about it” just before I would attempt one of my closing gambits. The trainee must have lost the plan and interrupted this important stage of trying to influence the prospect. Arriving back at the office with no sale, my sales manager accused me of losing my way with the sale, explain to him it was the trainee who lost the way and needed to be retrained.
Remembering another occasion I took another trainee to an appointment and this gentleman was consternating about his new Russian bride upon showing a photo of his bride. Reverberating to him beforehand that he should stay quiet in the prospect’s home, he duly responded until the prospect mentioned that they had been to Russia for a holiday. Not being able to control his verbal diarrhoea, he produced the photo once again showing the prospects I had to wait until the conversation finished, unfortunately, the dialogue completely deflected away from the sales presentation. Unperturbed I left the room and phoned my sales manager asking him to intervene, upon arriving back into the room the trainee’s mobile phone rang, hearing my sales manager tell him off a strip was music to my ears, I think he got the message.
It is vitally important for any new salesperson to keep quiet during a training sales presentation; the salesman must always be in control and lead the customer down the corridors of closing. Always stay quiet during training and do not redirect the important sales cycle.
As a young salesman, I was encouraged to take a small tape recorder that fitted into my briefcases or pocket. Recording the sales presentation, then afterward listening to how the sales conversation developed, learning to change my performance and improve my sale closing for future on success. (However, in these days of changing rules and regulations and disclosure laws you may have to ask permission for any covert recordings to take place)

Subliminal sales

The scientific research on subliminal persuasion.

In a way, what we consciously see is all there is to see, but all there is to see is much more than what we see. What do we perceive on a subconscious level that we do not see on a conscious level? Since we can perceive more with an attentive expectation mindset, is attentiveness consciousness?

Subliminal persuasion explained

Subliminal advertising was made possible only by the invention of motion pictures and sound recordings. Subliminal technology and its power to change people can be read in Vance Packard’s book “The Hidden Persuaders.” The book tells the story of what happened when the words ‘popcorn’ and drink Coke were inserted into single frames of motion picture film. At 25 frames per second, the messages popped on the screen so briefly that they were not even seen by the conscious mind. But, the subconscious mind picked them up. By the time they had flashed on the screen about two dozen times, the impressions they had made on the subconscious caused that part of the mind to send an urgent message to the appetite, You are hungry for popcorn. Before the film was over, most of the audience was munching happily on popcorn and drinking Coke; they had no intention of buying!

Examples of using Subliminal

During World War II, tacticians found that pilots and gunners were unable to distinguish the silhouettes of planes seen at a distance. In some instances, pilots and gunners even shot down friendly planes.

To solve this problem, Air Force psychologists developed the tachistoscope, which is simply a machine that flashes words, numbers or images for varying instants of time on a visible screen. By flashing fairly large pictures of friendly and enemy aircraft at slow speeds, while gradually increasing the exposure speed and decreasing the size of the aircraft image, pilots could be quickly trained to recognize even speck-like representations of different planes when flashed at only 1/100th of a second. In fact, U.S. Navy ship gunners were trained to identify more than 2,000 silhouettes at one sitting without a mistake.

The human brain takes in all the information it needs to build a response from even an image flashed at 1/100th of a second. Keith E. Barenklau at the International Safety Academy, Houston, TX, uses tachistoscopic instruction to teach student drivers to recognize and respond quickly to potential, vehicle-collision situations.

In Time magazine, Sept. 10, 1979, an article ran concerning Secret Voices. The article mentioned that about 50 department stores in the U.S. and Canada have installed a device that commingles the music of Musak system broadcasts with subliminal anti-theft messages (I am honest. I will not steal. If I do steal, I will be caught and sent to jail.).

The words changed slightly every now and then, but the basic message remained the same, and repeated itself 9,000 times every hour. Professor Hal C. Becker invented the little black box to deliver the technique through speeding up, barely audible messages (2 1/2 times normal speed) in conjunction with the pleasant background music of the department store (see U. S. patent no. 3,278,676 by Hal C. Becker). (Using a Variable Speech Controller (VSC), recorded speech can be speeded up without increasing the pitch and sounding like Donald Duck.)

Results indicated that theft and internal, inventory shrinkage was actually reduced by up to 37% in stores using subliminal messages. Using Becker’s honesty reinforcement and theft deterrent system, one department store company saved more than half a million dollars in only 10 months by cutting shoplifting and employee pilferage. The such success prompted other store chains to order their own secret installations of the system as well.

Playing the advertising experts at their own game, Derren Brown explores subliminal thinking!