The Analogy Close!

A few of you have seen this before, that’s OK revisit your analogy story and make it better! The rest of you are new to my blog and I welcome you! If you have a great close or sales tip that’s worked for you in the past please feel free to share in the comments.  I’ve saved all the sales tips I’ve used in the past and I’d love to add to the catalogue. If it’s worked for you, it will work for others. Let’s all make our SaleFu stronger together!

This is a bit of verbiage trickery. Think of it this way… You are in a UFC match and you start giving jazz hands with your left hand. That’s kind of distracting right? Then you start to Jab with your right and win the match. Boom.

An analogy in this case is usually a story that is personal to you and likely has nothing to do with your product or service. In the story you must describe 2 scenarios, one must clearly represent your product or service and the other would be the “Bad Guys”. At the end of the story you have to ask the customer what they would choose given that scenario. The Choice MUST be obvious for this to work. Once they choose in the Analogy they will choose in real life based on that decision. It’s simpler than it sounds. Below is my standard Analogy Close-

STEP #1  Suspend Belief. Let the customer know that you are about to deviate from the conversation. “OK, Mr. Customer, I can understand it’s a tough choice between us and option xyz. Before you make your decision, let me tell you a quick story that might help you.”

STEP #2 Tell your story.  Here is Mine- I used to go to Honolulu for Business all the time. (I know rough right? But SOMEONE had to do it!) I hate driving in metropolitan areas though, so the first couple of times I took a cab from the airport to the hotel in Waikiki. The cab company services always estimate that it will cost about $40 to get from the airport to the hotel, but I tell you what, I never once paid $40 for that trip. If I had a bag or trade show supplies with me it always cost extra, if traffic was bad or there was construction I always paid more. If we caught a red light or it is was raining, who knows, but I never once actually paid $40. It was almost always over $50 by the time I got to where I was going. After doing this for about the 6th time I finally noticed that there was another line for transportation at the airport, it was for the Black Car Service. I had never thought about a Black Car Service before, I assumed that those were for executives with much larger Expense Accounts than I had as a Sales Rep. This time there wasn’t a line and I figured I’d at least talk to the gentleman at the podium and see what this was about. Turns out the Black Car service there has standard fees based on the destination. From the Airport to Waikiki was $50 no matter how much luggage I had or what the traffic was like. It was clearly posted and the fee was agreed to ahead of time.  Seriously? I could have been paying the same $50 I had been paying for the Cab ride all this time? I rode in the Black Car that day. It was actually pretty sweet, there was a TV in the Back and an assortment of Magazines and some refreshments and snacks-  All included in the $50 and the interior was nice and roomy. (The driver was also great and I got his card and only use him when I go to Hawaii now!)I got where I needed to go and the ride was absolutely great! So my point is this… with that brokerage shop the advertised rate and costs can sometimes change and they’ll give you good reasons like the traffic is bad or there was a closed off street but the end result is likely to be the same as mine. The Difference is my product/service is like the Black Car services of our industry. We offer excellent service, you have personal relationships with myself and my team, we are like your tour guides and we disclose everything to you upfront. So do you really want to take your chances with the Cabbie? Or wouldn’t you rather ride the in the Black Car? IF it’s the same price what would car would you choose?”

STEP #3 Close.   The customer says that they’d take the Black Car and then I say “GREAT! I’ll make sure that we take good care of you and I seriously want you to think of me as your (Product/Service) Tour Guide!… I need to ask some questions and put a credit card on file and send some documents to you for review, signature and return.”

A couple of Tips and Tricks-

  • Don’t use my exact story. Make it your own , just make sure that the outcome is obvious.
  • Practice the story a few times. Telling a story isn’t natural for everyone.
  • Begin with the end in mind. A lot of folks lose their way half way through the story. It can’t go on longer than about 2.5 minutes before you stretch the attention of a client. You risk them tuning you out.

Happy Selling and if you have any questions about this feel free to reach out to me! For specialized Sales Training Options and more tips follow me @salesfumaster

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