Sales Burgers

Somewhere in the mid-1980’s I was enlightened to learn about the consultative sales process. Someone gave me a Brian Tracy cassette tape and the message opened my eyes to something better. The beauty of consultative selling is that your prospect does the talking. You lead them along with probing questions and they will tell you what, why and when they are going to buy. This style is brilliant. I became a consultative salesperson at that moment and have never looked back.

The Way it Used to Be

I formally learned to sell based on an old fashion method of product demonstration, value building and a subsequent close. I learned this method in 1970 at a series of Dale Carnegie Sales Training classes. This method worked well when done right. The key to the success of the product demonstration system is to build a number of small cases for your product or service during your presentation to get your prospect saying yes. After a few yeses, you get to ask for the order. If they say no, overcome their objection(s) and start again. We refer to the key tool of this sales method as “Sales Burgers”.

Sales Burgers?

OK, a burger has three parts. A burger is two parts bread and one part meat. When making a sales presentation the three parts of the Sales Burger represent 1.) Feature 2.) Benefit 3.) Trial Close.

Here’s how it Works

Let’s assume you have cornered some innocent, unsuspecting victim who has no idea of what you are about to do to him (or her). For the sake of this posting let’s do a man-to-man event.

“Bob, I’m Dave from Acme Sales.”
Bob: “What? Who? Why?”
“If you have a moment I would like to talk to you about our new security device, a personal money protector, or PMP.”
Bob: “What?”

Get Ready, Get Set, Sell

Sales Burger # 1:

Feature: “Bob, have you ever carried a large sum of money on your body and worried that your pocket might be picked or you would lose your wallet and your money?”
Benefit: “That type of theft or loss can easily be stopped.”
Trial Close: “Wouldn’t that be a great relief?”
Bob: “Yes” (If he says, no, ask “why not” and bring out news articles and statistics to scare him)

Sales Burger # 2:

Feature:”Crooks are everywhere Bob.”
Benefit:”They can pick your wallet clean and you would never know until it was too late.”
Trial Close:”If I could show you and easy, inexpensive way to protect yourself from that kind of loss would you be interested in learning more?”
Bob: “Yes” (If he says no, you answer with “Why not” and let him defend his position. He’ll talk himself back into yes eventually)

Sales Burger # 3:

Feature:”Bob, our product is a money belt that you wear on your pants just like an ordinary belt. It has a zippered pocket on the inside that you put your valuables in.”
Benefit:”It would be next to impossible for a crook to know where your valuables are and even if they did, they would not be able to steal them.”
Trial Close:”Would a product like that put your mind at rest and give you peace of mind and security?”
Bob: “Yes”

The “For Real” Close

“OK Bob, what size waist do you have?”
Bob: “40 inches.”
“Would you prefer black, brown or one of each?”
Bob: “I would like one of each.”
“Will you pay with cash or credit?”
Bob “I’ll pay with cash.”
“Great I’ll write it up and from this moment forward your money and valuables will be a lot safer. You’ve made a great decision. Thanks. By the way, could I have the names of a few of your friends and associates that might be interested in speaking to me? Thanks again.”

My Challenge

Those sure were simpler times. The beauty of the “Sale Burger” process is that it really worked and still works. Have some fun, give it a try and find out for yourself how sales were made in the old days.

No Tricks Allowed

By the way, there is still no tricking or lying to people allowed in sales. The money belt or whatever your prospect buys from you represents real, tangible value and when they do buy they are better off. Remember, real salespeople solve problems and help others.