Back to the Basics – The Five Principles of Selling

If you are in the midst of a struggle or trying to take one’s achievement to another level, harkening back to the basics is always a smart strategy. Let me share an experience I had as a teenager where I learned the importance of “going back to the basics.” It was such an impactful experience that while I was a missionary in the Philippines I remembered it and wrote it down. This is what I wrote back then.

In the Winter of 1976 I was preparing for the 1977 Yucaipa High School tennis season. I was a junior at the time and as you might imagine was hooked on tennis. I loved the sport and played it quite competitively for several years. In preparation for the coming season, I had the opportunity to attend a three-day tennis clinic conducted by Coach Verdieck, tennis coach of the University of Redlands tennis team. If you follow college ratings in Southern California you will know that University of Redlands holds their own against USC or UCLA in pre-season competition. Needless to say, they are quite a reputable team.

On the morning of the first day, I and 15 other high school players were seated in the bleachers to receive some instructions from Coach Verdieck. He went on to explain what the next three days would entail. He began by saying, “When my team gets down, or when we lose that important set, or when everything seems a little off and doesn’t seem to click just right, the next day at practice we do something totally different, we go back to the basics.” He continued, “I teach them how to hold the racquet and how to position themselves on the court all over again. We take a look at the forehand, backhand and volley and go over them step by step.”

At the time I thought, this guy was crazy. He was coaching practically professional players and was showing them how to hold the racquet, position themselves on the court and the fundamentals of how to hit the most basic strokes. As he dismissed us to the courts, he said, “And so today, that is what we are going to do; we are going back to the basics.”

At the beginning I was thinking, “I already know how to do all of that.” I was hoping for some deep strategy session or instruction how to hit that top spin ground stroke like Bjorn Borg or that two handed ripping backhand like Jimmy Connors. Maybe we would cover the secret hand signals of some of the top doubles players or the best way to throw a toss over the back of your left shoulder to make the ball hop on your serve.

No such luck, we were going back to the basics! I resisted at first, but then quickly realized that this guy had a much better track record than I did! He was Coach Verdieck of the University of Redlands! I was a young aspiring teenage high school tennis player from a small rather insignificant school. Needless to say, I changed my attitude and followed along. It was a great clinic!

Remembering this experience brings back a lot of memories, especially all of my time on the tennis court that I enjoyed as a youth. Those were great times!

Consider these key questions:

• Do you need to go back to the basics with respect to your agency success?
• Have you gotten a little rusty?
• Are your results not like they were years ago?
• Has the environment changed and you feel a little behind?
• Is your timing a little off?
• Are more of your shots going out than falling in?

Maybe it’s time you sharpen the saw and take a stroll “back to the basics!” I have selected one area that can yield true improvement if you will ponder its effectiveness and implement its simplicity!

The topic is: The Five Principles of Selling

The Five Principles of Selling are:

• Selling is not telling; selling is asking questions
• As often as you can, turn a statement into a question
• Sales is a transference of feelings
• Give them what they want
• Stop selling and start helping people buy

Selling is Not Telling; Selling is Asking Questions – Oh, this is so true! I hate to be too direct but, most of you talk too much! If you would simply ask more questions and listen for the answers you would yield so much more success. Often times it’s not the first question, but the 3rd and 4th that uncovers the true need or client objection. But asking follow-up questions requires true listening. Consider reflective as well as emphatic listening to improve your results. How can you effectively recommend proper coverage unless you have asked a series of effective questions to find out their true need? Never forget the question that starts with the word “why”. When they say they are interested in auto or home insurance ask, “why” and then drill down further asking three more questions to make sure you understand their core motivation! In short, guide the conversation with a series of questions and you will facilitate success!

As Often as You Can, Turn a Statement Into a Question – This is true in most everything you say or do in selling. You can either tell them by making a statement or you can ask questions to guide the same outcome. It might seem the same, but asking questions is much more powerful. This is true because asking questions transforms your prospect into the role of a student. As you guide the conversation with questions you begin to educate your client. Since learning can be fun and engaging, the student often becomes captivated by the process. As you guide the educational process they begin to draw their own conclusions. Because they are their conclusions, they own them! Simply put, quit making statements and start facilitating the learning process!

Sales is a Transference of Feelings – If you don’t believe this then go to the Mercedez Benz lot and sit in a brand new E or S Class. Smell the leather and new car aroma and tell me you don’t get a little excited! Okay, so you are not motivated, then do the new model home tour in your favorite location or stroll to the end of the Newport Beach pier with that special someone and tell me the environment doesn’t move you. The reality is we are all creatures of our feelings. The bottom line is this; people make decisions largely on emotion and then justify them logically. This is why telling a story in the selling process is such a valuable skill. A great agent once said, “Put people at the point of loss, before the loss occurs.” What does this mean? Tell a great story about that tragic car accident or potential house fire. Unfortunately, we all know these terrible events can occur. Help them experience it emotionally and they will make better decisions about their future.

Give Them What They Want - Do you know what your clients want? Most agents haven’t a clue because they haven’t spent enough time asking the right questions and getting to know their clients to find out. Most agents would say, “They want the cheapest price!” Oh really? In the absence of a value conversation you might be right. Studies suggest, however, that people want value and will pay for it if value is effectively communicated. Trust me, they want much more than price. They want a combination of price, service, coverage and a relationship. Find out what they want and then help them buy!

Stop Selling and Start Helping People Buy – As you genuinely get to know your clients and effectively build rapport, you will begin to understand their needs. As you do this, you will start to see the connection between their needs and the specific benefits of the Farmers products. Help them make this connection, through the process of asking questions and you will find that your clients will ask to buy!

Getting "Back to the Basics" in selling is much like the realization of learning how to hold the racquet all over again. I thought I knew the basics only to discover that I knew very little!

Enjoy the process of getting good at the basics!