Excerpt from https://www.salesgravy.com/sales-articles/automotive/five-lessons-i-learned-at-starbucks.html
“Lesson #1 – Make sure you ask for the business. I have just watched a beggar collect at least $5 worth of donations in the last half hour with a sign that says – “I am saving up for a hooker, weed, wine and a steak dinner.” Not one of the people bothered to read his sign and know what they were even donating for. Not the family man with his wife and children, not the group of older people probably in their 80s, not the business man in the suit, nobody. The beggar obviously learned the power of asking, no matter what.
Lesson #2 – It’s not the money. People pile into Starbucks one after another spending three and four bucks on of a cup coffee. Obviously you can get a cup of coffee at a diner down the street for a lot less money. But yet, people willingly spend a $100 per month or more at Starbucks. Why?
People are buying the experience and the perception of the brand. I am sitting here writing this article in a busy Starbucks and people watching when I could be in the quiet and seclusion of my nice hotel room. The person in the seat next to me is listening to music on an iPod when they could obviously do it for free in the Square with a less expensive cup of coffee. The gentleman in the big living room type chair is reading a novel. People want the experience. Understand your customer and the value they want and the money will become less important. The big three U.S. auto manufacturers give huge rebates, and imports are still kicking their butts. It’s not about the money.”
I'm always surprised with agents who are failing at business discover that it was because they were not asking for the business. They would present options and then just leave it, never politely suggesting that the client move forward with an application.
And, if you feel the product costs too much, it's too hard for them to sign up online with you, or it's crazy for you to ask for their personal information over the phone – so will they. YOUR objection will become their objection. It's true! You have to be convinced, first, that the sale is in their best interest. When you are convinced, get out of your own way – ask for the sale and deserve it and you'll have it.
