How NOT to Oversell

How to NOT OversellrnKaren Cortell Reisman, M.S. In the movie, Jerry Maguire, Tom Cruise reaches an epiphany which he has to share with Renee’ Zellweger. After his LONG spiel, Renee’ interrupts him saying, “Shut up. Just shut up.....You had me at hello. You had me at hello.”rnDo you know when to shut up? How often do you oversell? Can you read the signs that your client or prospect already ‘gets it’? In other words, she’s ready to buy, ready to accept, or ready to change; BUT, you keep talking… which may jeopardize the whole deal?rnRecently I was shopping at an upscale boutique clothing store. It was down to decision making time. I stared into the mirror trying to decide whether to purchase the vogue pantsuit. I liked it. However, it was a different ‘look’ for me and I was unsure of how often I’d wear it. Given the pricey price, I wanted to know I’d be pleased with this purchase.rnThe new owner of the store came into the fitting room and she kept talking about the outfit, about me, and about the various ways I could use this pantsuit in my wardrobe. Suddenly, somewhere in her verbiage, she inadvertently stated that this outfit suits someone who is tall. I’m not that short, but I’m not what you’d consider ‘tall’! She had me at hello, and lost me by good bye. I did not buy. Your goal is to form long-term relationships built upon credibility, trust, and service. Overselling detracts from this goal. Why do you oversell? ** Lack of confidence of your product or yourselfrn** Lack of observation of the nonverbal signals of your listenerrn** Lack of business savvyrnHow do you overcome overselling?rnSuccessful selling has to be conducted carefully by assessing your customer. In order to be successful (learning when to shut up): 1. Pay close attention to facial cues. This means that if the listener frowns when you initiate selling towards him, stop selling immediately and simply present the basics. This also means that if the listener stops looking at you, you’re about to lose him. Get to the point. 2. Do not blather ad infinitum with superlatives. I love the adage “Less is More”. Winston Churchill once said, “If you want me to speak all day, I’ll begin right now. If you want me to speak for 20 minutes, it will take me a week to prepare.” 3. Keep the end in mind. Know what you’d like to sell ahead of time. Better yet, know what would be best for your prospect BEFORE you begin. This vision will help you stay on track. 4. Believe in yourself. You have the knowledge and the credentials. You are successful entrepreneurs. You use current technology. Keep this in mind, even when you experience a ‘Murphy’s Law’ kind of day, and you’ll be able to sell with just the right amount of finesse. Your Speak For Yourself® Challenge:rnShut up. Listen. Speak with purpose. © Karen Cortell Reisman, MS