Your Home Court Advantage

Part 3 of 3

(Continued from “Selling’s Best Visual Aid” and "Be Our Guest, Be Our Guest")

If you’re a basketball or hockey fan, you know it’s playoff time. For 80+ games, players and coaches have incessantly preached “home court (or ice) advantage” because history shows there is a benefit to playing in familiar territory - where you’re more comfortable, confident and composed.

We complete this three-part series with some simple but proven ways to ensure the pleasantries of planned prospect visits turn into more profitable efforts. 

E) Show only a limited amount of inventory. Restaurant menus the size of owner’s manuals frustrate diners. Too many choices are puzzling and time-consuming. It may be counter-intuitive to think that withholding inventory actually serves the prospect’s interests, but you only enhance their confusion by showing every possible option. You’ve already prepared intelligent recommendations because you’ve assessed previously. Show confident leadership by disclosing the best options for them available now. Less is more here.

F) Start with your best option. The first item shown leaves the most lasting impression. Start here and work your way “down.” This is not to suggest one should present the most expensive option first. This may not be right for the buyer. Rather, begin with something slightly better than what they may ultimately purchase. As someone once said, “Take a person as far as they can see, and when they get there, they’ll see further.”

G) Use their senses. “If you touch it, you own it” is more than just a sign in the china shop. The reality is, prospects are more likely to buy it if they can envision owning it. That’s why we’re always invited to sit in the car - followed by a test drive - at the auto store. It’s why Costco food samples are so popular - and effective. It’s why sports salespeople should sit beside the seat they’ve picked out for the prospect, pull it down, and invite them to “check out the view.”

H) Paint a picture. Help them imagine a world owning your product. At open houses, realtors stage the home with everyday items so that guests feel it could easily belong to them. In sports, an engaging word picture may begin with, “When you own these seats, this is what you’ll experience…” It stimulates the sales process and transforms the prospect into the game. Use descriptive words that awaken the senses - especially if you’re selling ice hockey in August.

I) Get “back-up” when writing it up. Complete the paperwork in the presence of your support team, your fellow salespeople. If customer doubts creep in or concerns arise, others are near to help reinforce. It’s comforting to the buyer when a salesperson admits, “That’s a good question. Let’s ask some of my colleagues what they’ve found.” The prospect is also less likely to waver when they see active salespeople writing up orders around them. Their decision to buy is reinforced.

J) “Employee Only” zones. Never usher prospects into parts of your office where internal charts, metrics, dashboards or strategy boards are visible. People’s eyes tend to wander when in a strange environment, especially one as intriguing as your office. An organization’s inventory is an in-house matter based on many factors, and how you decide its allotment is not for public consumption. If your culture promotes an open environment, use discretion as to where key data is displayed.

K) Introduce them to someone special… IF that person commands respect or interest. Now they become an even more credible figure in your customer’s eyes. You are exercising a powerful principle called edification. They are seen as the objective expert. This is no reflection on you or your skills, it’s simply a rule of authority and authority figures. Aside from congratulating the client on the wise choice they just made, your colleague should be the first to exercise L:

L) Affirm the decision. With tact, taste, and authenticity, praise the customer for making the right decision. Help them feel a part of your team - no longer the visiting opponent - and make sure they know they’re welcome onto your home court anytime. Never leave them second-guessing their buying decision.

Rob Cornilles is the Founder & CEO of Game Face, Inc., the original “sales coach for sports.” Over two decades, Game Face’s sales training influence has grown with hundreds of corporations as well as sports franchises worldwide. For more information, contact him at [email protected].