Selling is not a mystery; it’s a total understanding of your fellow man
that will improve any company’s closing ratio and increase its bottom line.
Most of you cannot imagine the challenges that I—an African-American in the remodeling industry—had to overcome during the 1970s, ’80s and ’90s to be successful as a canvasser, salesman, sales manager, general sales manager, and remodeling company owner. I encountered homeowners who absolutely refused to open their doors; others who opened the door but only let me in so far. Reaching the kitchen table was often simply out of the question. I had to learn to do my sales pitch and close deals where prospects were most comfortable. Most of the time my deals were made on the front porch—but I have made it to the living room.
These challenges were not covered in any of the sales training programs I ever attended since about 98% of the remodeling sales force is Caucasian. I was on my own and had to learn how to overcome cultural differences if I wanted to be successful.
Flash forward to the present. There are many more prospects now who come from different cultural backgrounds. If remodeling companies would employ a more diverse sales team, sales and profits will increase.
Now, as a sales trainer, I teach others how to respond to customer needs in a way that will best mesh with their cultural norms. Empathy and listening skills are at the top of the list. They are the beginning of cross-cultural selling success.
Life Lesson Learned:
Set aside personal agendas, beliefs, and concerns and focus on those of the client and genuinely show your interest. My experience taught me that all sales scenarios can’t fit all people.
Grant Winstead and his Associates want to show you how your sales can improve immediately with the researched-based and proven selling system that they use! You can contact Grant at email@example.com or call him on his direct line at 703.459.3855.