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October 25, 2024
Firearm Sales Mastery: 3 Easy Steps to Close More Deals
Want to Have Your Cake and Eat It Too? Use “The Yellow Cake Principle”
We are all in sales. Whether we’re talking to prospective customers on the retail floor, convincing our spouses to go on the vacations we’d prefer or motivating our kids to clean their rooms, the better we get at influence, persuasion and sales, the better our lives will be, the happier we’ll be, the more prosperous we will be.
The Recipe for Success
Selling boils down to three simple steps: Connect. Understand. Present. The first letter of each of those words spells CUP.
In my SHOT University® session at the January SHOT Show,® Turn Prospects into Customers, you’ll learn how to master each of those steps from my book, “The Yellow Cake Principle,” which will sharpen your selling skills, give you a fresh dose of confidence and boost your revenue.
In the meantime, here’s a sneak preview:
Step 1: Connect
What’s the first step of every baking recipe? Preheat the oven. The same is true in selling. Begin by warming up the relationship. That means having the right mindset and being genuinely interested in the other person. People buy from people they know, like and trust, so approach them with a warm smile, a disarming demeanor and a sincere desire to serve them.
Research shows that two of the best ways to connect with people are finding something in common and offering something of value. In your initial conversation, look for commonalities. Do you live in the same town? Shoot at the same range? Have kids in the same school? Humans naturally gravitate toward those who share similarities, so discovering common ground strengthens our connections.
What can you offer of value? A free consultation? A lesson? A booklet? Keychain? Humans are hardwired to return favors, so if you do something kind for them, they’ll be more inclined to buy from you.
Step 2: Understand
Many people think the key to selling is learning how to talk better. The opposite is true. The key to selling is learning how to listen better. Aristotle, the father of influence, said, “Nothing is more affirming to the human spirit than being understood. Understanding is the key to influence.” Your goal with every conversation should be to let the person know you understand them. And that starts by asking really good questions.
There are two types of questions—tactical and strategic. Tactical questions are narrow and focused, such as “What brand? What caliber? What’s your budget?” There is a time and a place for tactical questions, but you’ll be more successful if you begin by asking strategic questions. These questions tap into a person’s emotional drivers, which is where true motivation lies. Ask questions such as, “ What interests you most about firearms? How do you envision using your firearm in your daily life or activities? What concerns or questions do you have about firearms or their use?”
Step 3: Present
The single biggest mistake salespeople make is skipping the first two steps—Connect and Understand. They jump right in and start pitching. Pitch. Pitch. Pitch. This is a major turnoff and gives salespeople a bad reputation. If you do the first two steps well, your prospective customer will like you and trust you. They’ll see you as a friendly advisor, not someone pushing a product on them to make a quick buck.
To ensure your success, summarize the key points they shared with you and present the right product offering. Most importantly, avoid describing the product the same way every time. Instead, adapt your communication style to resonate with each individual.
There are four distinct communication styles, each with its own unique characteristics. Some people prefer getting straight to the point with a few quick bullet points, while others value detailed information. Some enjoy a more playful approach and others prioritize security and safety. By mastering the art of these four communication styles, you’ll enhance your ability to connect and engage effectively with others—and grow your sales.
Happy Baking
So, if you want to have your cake and eat it too, follow the lead of the professionals—practice your craft. Hone, refine and improve your skills.
And remember, if you want to boost your sales, use this easy-to-remember recipe: Connect. Understand. Present. Master these steps and selling will be a piece of cake.
Will you be at the 2025 SHOT Show?
In an age where digital communication often overshadows verbal interactions, refining your conversational skills is more crucial than ever. Don’t miss this opportunity to sharpen your selling skills and stand out in your field. Learn more from Grannis during the SHOT University “Turn Prospects into Customers” session on Tuesday, January 21.
Enroll in this and other educational opportunities during the SHOT Show registration process, or add sessions anytime to your registration. Seats will be limited. Enroll early to get your spot! Enrollment Fees Per Session: $40 NSSF Members | $75 Non-Members. Learn more about NSSF Membership here.
About the Author
Roger Grannis is a sales communications expert. For over 30 years, he’s helped organizations increase revenue, boost client satisfaction and launch new products with flair. His clients, “including GE, Synchrony, UL Solutions, Foot Locker and Symantec,” trust him to deliver exceptional results.
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