Round 4 - “Who Should You Sell To?”

 Listen to the Podcast Here

Have you ever found yourself on the phone with someone who isn't the actual end-user of your product? "I'm calling for my husband," or "I heard the ad and wanted to find out more for my sister," are common refrains in sales. This situation, while frequent, throws a wrench into the traditional sales process. How do you effectively sell to someone who won't directly benefit from your product?

This episode tackles this very challenge: selling through one person (let's call him Fred) to meet the needs of another (Wilma). Imagine Fred calling about a pain relief product for Wilma, who suffers from chronic back pain. A common mistake salespeople make is focusing solely on Wilma's needs, neglecting Fred's perspective. This usually results in a vague promise from Fred to "discuss it with Wilma," leaving the sale hanging.

The key to success lies in a simple yet powerful principle: sell to the person you're talking to. In this scenario, it's Fred.

Here's how to do it:

1. Establish Rapport and Gather Information: Just like any sales call, start by greeting Fred, building rapport, and asking probing questions. However, instead of solely focusing on Wilma's pain, delve into Fred's perspective.
2. Uncover Fred's "Hot Buttons": This is where the magic happens. Explore Fred's emotional motivators. How does he feel seeing Wilma in pain? How would he feel if her pain was relieved? How does her pain affect him personally?
3. Build Value for Fred: By understanding Fred's emotional stakes (e.g., wanting to see Wilma smile again, or enjoy dancing together), you create a personal connection. The product's value becomes meaningful to him, even though he won't use it directly.
4. Personalize the Pitch: Frame the sale in terms of Fred's impact on Wilma's life. "Imagine Wilma feeling better because of you, Fred. Helping her get her life back is what matters most, isn't it?" This approach makes Fred an active participant in the decision-making process.
5. Close the Sale: By addressing Fred's emotional needs, you've turned him into an advocate for your product, leading to a successful close.

Why does this work?

People buy based on emotions, and Fred is no exception. By tapping into his feelings, you create a powerful incentive for him to make the purchase.

The "One Two Punch":

• Sell to the person you're talking to.
• You'll make more sales.

Don't let the proxy sale intimidate you. By understanding the emotional dynamics at play, you can turn these challenging situations into successful sales.

Have you had any experience dealing with proxy sales? Share your tips in the comments below!