Do Stay At Home Moms Have The Secrets To Sales Success?
Three weeks ago, I was conducting a sales training program for a client who sells kitchen cabinet accessories via in-home appointments.
What makes the company so interesting is that their most successful salespeople are not seasoned sales pros but rather stay-at-home moms who sell part-time.
This merry band of women crush the sales results of the professional salespeople at this company.
By crush, I mean these moms have over 90% closing ratios, 50% higher average ticket sales and 62% higher referral rates than their full-time counterparts.
After doing some deep analysis, here is what we found that made these women so good at sales:
Passion for the product – One of the most important factors in the success of the selling moms is their complete and total belief in the product they sell. They don’t just like it; they love it, in every sense of the word. That love comes across in their passionate descriptions of how prospects can use the product in their own homes. The prospects can feel the truth behind the sales pitch and it makes them want to feel that passionate too.
No commission-breath – You know exactly what I mean by this. Every salesperson has, at one time or another, been guilty of calculating the commission they will earn from a sale before they walk into a prospect’s office. This turns the focus of the meeting from a desire to help the prospect into a path to a fat commission. And your prospects can smell your commission breath a mile away. The selling moms are focused on helping prospects enjoy their products and the commission they earn is a just a secondary bonus for helping.
Deep understanding of the prospect – If you’ve read anything I’ve written before, you know that I believe strongly in focusing your efforts on one group of prospects and learning everything you can about them (we call it Bull’s Eye Marketing). The stay-at home-moms are such great sellers because most of their clients are also stay-at-home moms. The ‘salespeople” really, truly understand how their product will help their clients in their daily lives. By understanding that connection between the prospect and the use of the product, the moms are able to show their prospect how their lives will improve after a purchase.
A desire to help – Probably the most powerful force the moms have is that they want to help their prospects improve their lives. Whether it is that “mom gene” that makes them caring people or just because they are nice folks, they really want their clients to be happy and they work hard to make sure they are. They take time to ask insightful questions and really listen to the answers. Their recommendations for purchasing are made based solely on wanting to delight their clients.
So, what can you do to become like these wonderfully successful salespeople? Ask yourself the following questions:
- How much do you love your product?
- What do you love most about it?
- How much do you really, deeply care about your customer’s experience?
- What will change in their life by using it?
- How much do you understand about your customer?
- What are their deepest desires?
- If you didn’t get paid to do so, would you still recommend your product to others? With how much passion?
A quick evaluation of your commitment to your product and customers will help you refocus your energy away from earning a living and toward helping others improve their lives in some way. As soon as you do that, you’ll find your sales and income soaring.
More importantly, though, you’ll find your sense of satisfaction at helping another person be happy soaring too. And as every mom can tell you, that feeling is priceless.