A sales strategy plan that applies to designers is hard to come by. Even worse, knowing what to say and how to say it can be stressful and daunting. Is there an easier way to approach sales that is less anxiety-inducing? Brian Robinson joins Darla and Natalie to share his 5-step plan for success.
Brian is a best-selling author and sales coach, specializing in helping businesses capture lost marketing opportunities. His sales formula—discussed in depth in his book—is a helpful approach for anyone looking for a better way to sell. He discusses his approach in this episode of the Wingnut Social podcast. Don’t miss it!
What You’ll Hear On This Episode of Wingnut Social
[1:25] John Wick poll and Christmas decorations
[4:30] A sales formula with Brian Robinson
[8:05] Make sales a conversation—not a presentation
[9:25] Brian’s 5-step formula for success
[12:40] The psychological concept of anchoring
[16:25] Takes notes with pen and paper
[20:40] How to discuss solutions for your clients
[24:25] Closing: discounts and deadlines
[29:35] A less aggressive option
[31:30] Money money money, money!
[36:50] What up Wingnut round
Connect with Brian W. Robinson
Get the first 3 chapters of Brian’s book FREE!
Brian on LinkedIn
Resources & People Mentioned
The Selling Formula by Brian W. Robinson
The Compassionate Samurai by Brian Klemmer
The 5-step sales strategy plan
Brian points out that you need to make your sales pitch a conversation—not a presentation. Viewing it that way can take a weight off your shoulders. He lays out a 5 step strategy:
Step #1: Connect with your prospect and set the agenda
Step #2: Master the client interview: ask for permission to question them about their home, desires for the remodel, and so forth. Take notes with pen and paper.
Step #3: Present your solution: based on the client interview, present a solution that solves their specific design problems.
Step #4: Share pricing and guarantees (Brian shares some impressive strategies in this episode).
Step #5: Close the deal. Brian notes, “you must always have an offer—and a deadline.''
Most people struggle with closing the deal because it’s awkward. It’s hard to look someone in the eye and ask them for their business, even when you’re offering an amazing service. If you struggle to ask clients directly if they’d like to work with you, Brian said you can phrase it this way: If I could provide you with an incentive to choose one of our packages today, would you be open to discussing that? Most people are going to say yes. It’s a nice segue into your offer and being able to schedule a follow-up.
Understand the psychological concept of anchoring
Pricing can be another tricky subject, especially when so many potential clients have no idea what the true cost typically is. One tip Brian gives to help mitigate the sticker shock is to have potential clients complete a questionnaire. It should present the client with an option to choose their budget range or write in what their budget amount. This allows you to know their budget mindset before scheduling a consultation.
The other strategy when dealing with pricing is that of anchoring. You present your packages and pricing from the most expensive to the least expensive. This anchors their mindset to the highest price so that anything offered that’s lower is more appealing. Just like in design and photography, make your pricing follow the “rule of thirds”. Anything that is presented in threes is appealing to the eye—and the wallet.
Listen to the entire episode as Brian walks through his strategy in-depth and gives designers a great layout for selling their services the easiest way possible.
Connect With Darla & Wingnut Social
On Twitter: @WingnutSocial
On Instagram: @WingnutSocial
Darla’s Interior Design Website