Pest Control Marketing guru Hal Coleman shares a chapter from his new book, “Bottom Line: How To Grow A Pest Control Business!”
Regarding the Ethics of Selling
Because many of the techniques I teach are so powerful, seductive, hypnotic, dynamic…and highly effective when it comes to getting someone to say YES to you…they are also somewhat controversial and often misunderstood.
Knowing how to get people to say YES to you is powerful. This knowledge is not to be taken lightly. And so I think the question of sales ethics and sales morality is something we should explore. I’m going to tell you where I stand on the issue and it is up to YOU to decide where YOU stand. And I sincerely hope we are on the same side.
I hope it goes without saying that you…
- NEVER under any circumstances lie to, deceive or mislead someone in order to make a sale.
- NEVER make a false promise you can’t back up.
- NEVER knowingly allow a customer to make a buying decision that you know is not in his/her best interest.
It is up to YOU to exercise the utmost in honesty and integrity each and every time you make a sale.
FACT: You really can’t persuade someone to do something unless…at least to some degree…they already want to do it to begin with. Your job as a salesperson is to help make it easy for them.
Understanding buyer behavior and using your knowledge to help the customer make an easy decision that he/she will feel good about later on is what makes a really good salesperson.
The techniques and strategies I teach (and use myself) are based on the idea that, if you give someone enough good information, they will make the right decision. Even though you led them directly to it, they will think it was their idea and not yours. That is the true power of persuasion.
And there is a difference between persuasion and manipulation.
Persuasion, as I see it, is attempting to get someone to do something that would benefit THEM, such as quitting smoking or starting an exercise program and eating a healthier diet.
Manipulation would be attempting to get someone to do something that would only benefit YOU and not them. In fact, it may even be harmful to them. Fannie Mae and Freddie Mac are good examples.
Manipulation is immoral and unethical.
Convincing someone to contribute to a worthwhile charitable cause that you are involved in…well…you can be the judge of that one.
Really great sales people are, by necessity, powerful persuaders and they are loved and respected by their customers.
Manipulators are tricksters and charlatans who are despised by their customers.
For years I’ve studied sales psychology, neuroscience and buyer behavior. I want to know why people do things…specifically why they buy things. And I pass this information along to my coaching clients and then help them implement it so they can become highly effective persuaders also and end up with lots of happy customers who will stay with them for the long haul.
I don’t think there is anyone else in the pest control industry that knows what I know and teaches it the way I do. I believe I am the best at what I do. But don’t take my word for it. Ask my clients.
Bottom line: When it comes to selling YOUR product and/or service, if you truly believe YOU are the best, then it is up to you to see that people say YES and buy from YOU instead of your competitor. If you don’t feel that way, you should get out of the business and choose a different career.
Selling is the oldest and noblest of all professions (Yes…older than that one too. After all, it was SOLD wasn’t it?). Treat it with honor and respect. If you will do that, it will serve you…and your customers…well. I guarantee it!
For more information about Hal Coleman and his coaching/mentoring program for Pest Control Operators and other home service businesses, visit http://www.HalColeman.com/coaching
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