I really enjoyed the Wolf of Wall Street, but now I see people sharing the movie and the characters as role models for sales people. However, I think you can learn a lot about what not to do from the movie.
Let me explain…
In the scene 'Sell me this pen' you’ll see a quick example of how to create a need by manipulation. Here are three examples of how it works:
- When your prospect is explaining something, ask 'Could you draw a sketch of that?' and see what happens.
- Ask a rhetorical question: 'How would you remember an important number right now?' or...
- 'Could you please write your name for me?' for no reason but to sell the pen.
These might just work, but your buying customer would feel tricked afterwards.
What I would suggest is to be aware that prospects don’t necessarily need what you are selling and to remember that if they do the reason for the need is individual.
A great way to see this, is the SPACED-model, listing six typical buying needs, you’ll find most of your customers reason(s) for buying in one or more of those six.
SPACED Benefits and how to sell a pen better:
- Safety: 'What would happen if that pen in your pocket leaked?'
- encourage the prospect to imagine a leaking pen disaster of a big blue spot on the shirt
- Performance: 'What kind of paper do you use?'
- to investigate if a better performing pen would be better for the prospects' kind of paper
- Appearance: 'What would you like your pen to say about you?'
- to let the prospect on his or her image and how a pen should match this
- Comfort. 'How does your hand feel when you sign Christmas cards with the pen?'
- to motivate your prospect to think about situations where comfort is important
- Economy. 'How often do you buy ink and what's the price tag?'
- to have your prospect do the maths
- Durability. 'What will your pen look like in 10 years time?'
- encourage your prospect think ahead
These questions will not sell anything, but they will persuade your prospects see if they need what you are selling.