The stars must have been aligned this past Friday night. Why? Well, because I don't watch a great deal of television, but on this night decided to watch "The Shark Tank." I am sure that many of you are familiar with the show where entrepreneurs provide four millionaire investment "sharks" a presentation with the objective of convincing at least one of them to invest in their business. The show was interesting, but what happened next was both sickening, astounding and in the end, enlightening.
After the show ended, I didn't turn the television off, as I normally do. The next show was the "news" program, 20/20 and it was titled, "The Sell Game." Being in the profession of sales, they had me hooked on watching this episode. I am always trying to learn more about the sales profession, so I thought it would be worth the watch.
The first segment of this show involved one of the stars of the show "Shark Tank" Robert Herjavec. Robert is a multi-millionaire who owns an internet security company. They interviewed Robert and asked him about sales. He informs the interviewer that he can teach "anyone to sell anything." I am thinking, "Wow! Now I am really hooked! He has to be providing some nugget of information that I can learn and use!" I didn't realize how disappointed I would be.
Robert trains five people to sell and then picks the top three to sell a product from a company that was on the show he has invested in. What do they sell? Ugly Christmas sweaters. So, these salespeople receive training on using flattery, reducing price and convincing customers as to the quality of the product. Then three of them are chosen to compete on the street to see who can sell the most out of a street booth in New York. Well, it was about this time of the show that I was so sick of it that I was about to loose my dinner.
My blood pressure was climbing faster than current sales of Christmas trees.
Really? One of the sharks best advice on how to be a professional salesperson involves the use of flattery and the discounting of price? During the competition between the top three, Robert was watching the competitors via camera from a motorhome just a few yards away from the booth.
Each salesperson had an ear piece in so they could hear his advice as they tried to sell ugly sweaters. At one point, as he was giving sales advice, he even used the phrase "Always Be Closing." Yep, you guessed it. I had to run to the bathroom and there went a very fine dinner. All Robert did was help solidify the image of salespeople as fast talkers and tricksters.
This really had my blood boiling...and just when I thought it couldn't get any worse, they went to the next segment.
The next segment involved the CarMax chain of auto dealerships. I won't go into great detail as to this clip, but suffice it to say, they solidified the current marketplace view and image of the used car salesperson. This really makes my blood pressure jump another few points for two reasons; one, I have family in this industry who are as honest as the day is long; two, other sales professionals, those that are really interested in helping their clients (you and me), get grouped in with these shysters.
At this point, I am thinking I should have a home blood pressure kit...and they move on to the next segment.
This one involved how door-to-door home security salespeople were using underhanded tactics to sell people on home security systems. This one also hit close to home as I used to sell home security systems. I still know many people in this profession and they are the most honest and caring people that you could ever know. This 20/20 show provided a glimpse into the seedy side of the home security business. Some of the business owners highlighted were willing to sell their soul for a dollar. We all know they are out there. We know that there are people in every walk of life, and every profession, that take advantage of people when they are at their most vulnerable. One of the owners of a security company was even on tape during a sales training session saying, "nice people don't make money in this business." Well, I can tell you from personal experience that this is definitely not true. This guy will get his in the end. Remember, don't ever sell out when chasing what you want. It won't ever be worth it. And one additional hint; don't buy a home security system from someone that knocks on your door and you haven't researched!
Now, at this point in the show, I am starting to think I should have invested in a home AED unit.
And then they move on to the last segment. A story about an 11 year-old girl who is the CEO of her own company. How did they introduce this young girl? As a "super seller without using any tricks." She is the subject of the most watched video off the ABC Facebook page with three million views, and growing. A little girl by the name of Asia who has started a business called Super Business Girl in Detroit. She sells homemade candles on the street and in markets to help clothe and feed other children as well as for her own school supplies. She has caught the eye of a business incubator by the name of Bamboo Detroit who has been providing her with internet access and business coaching. In fact, one of the principles of Bamboo Detroit says that Asia understands business concepts a lot better than most adults he interacts with. I would say that she understands sales concepts better than anyone else in this entire episode of 20/20. Yes, that includes the Shark.
Why do I say this? Because she starts by connecting with people emotionally before trying to appeal to their logic. She asks people to make an investment. She doesn't talk about discounting. She exudes confidence in herself and her product. But best of all, and most importantly, she understands her "WHY." She knows her purpose. The purpose of the salespeople Robert trained was to make money. That's a mistake because making money is not really a purpose, it's an outcome. The purpose of the security and car salespeople was to cheat people to make money. Again, a mistake because sooner or later you will be exposed and your not trying to help anyone but yourself. But this little girl, the 11 year-old who has no fear of making cold calls on the street, showed everyone the first step in becoming a sales professional, a real salutary sales pro. She knows her WHY and she demonstrates it in every sales presentation. She does not get deterred when people tell her "no." She moves on to her next prospect with the same enthusiasm and joy as the last. Out of all the people in this episode, she was the real pro.
So, if you really want some good tips on how to sell and become a salutary sales professional, watch this video about Asia, the 11 year-old CEO of Super Business Girl who has a better understanding of her "WHY" than most adults I know. http://abcnews.go.com/2020/video/meet-11-year-ceo-entrepreneur-detroit-27575213
In fact, Robert, if you want more success in your company, you may want her to train your sales staff.
Good Selling!
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