On this episode of the ROI Online Podcast, sales expert and StoryBrand Guide Allan Langer shares his strategies for breaking away from the persona of a pushy used car salesman and selling more by selling less.
Allan had a natural approach to sales that has helped him excel in sales positions. For close to 30 years, he’s been a top-performing sales rep. He didn’t give much thought to his process. But when an employer told him he couldn’t help fellow reps get better at closing deals because what he had “wasn’t teachable,” he took it as a challenge. He put his process into words and turned it into a book, The Seven Secrets to Selling More by Selling Less.
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Allan’s alternative approach to sales focuses not on a streamlined process but on people. After all, you’re selling to human beings, not robots. His seven strategies are essential techniques based on natural human behavior. They help salespeople understand why humans act the way we do so they can create a sales process that makes humans more comfortable. That, in turn, leads to more sales.
Another issue Allan believes salespeople struggle with is using too much logos in their strategy. While facts and statistics are great, people don’t make decisions based on logic alone. They need pathos: an emotional connection. He explains that you can do this through storytelling, empathy, and body language. Body language in particular can be a tricky thing to nail down, and it’s something he dives deeper into in his book because he understands the importance it plays in creating a friendly environment for customers.
COVID-19 has changed the sales landscape for most of us. Door-to-door sales and in-person meetings have suddenly become obsolete. Allan notes that just because you can’t sit in a room with someone doesn’t mean you can’t have a one-on-one conversation. With the right strategy, a Zoom meeting can feel just as (if not more) personal than a traditional in-office appointment.
Allan is currently working on another book that focuses on the fact that many salespeople struggle to feel comfortable with their job. He hopes this future book will help them see their role in a new light, embrace it, and feel proud of what they do. Your hard work helps keep the doors open, which helps countless other people provide for their families and do what they love.
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You can learn more about Allan here:
https://allanger.com/
Listen to Allan’s podcast: https://allanger.com/my-podcast
Read Allan’s book: The Seven Secrets to Selling More by Selling Less
Read the books referenced in this podcast:
Talk Like Ted by Carmine Gallo
Get your copy Steve Brown’s book, The Golden Toilet. Also available on Audiblefor free when you sign up for a 30-Day Trial Membership!
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