Most of us in the sales and marketing game are familiar with permission marketing. Any time you put in your email online, you give a company permission to market to you. But permission selling is a little bit different, in that a salesperson gets permission from the buyer to sell to them, after they have opted in and accepted the opportunity to be pitched to. Mike Bosworth, interviewed by John Golden, explores how permission selling can increase sales and create more successful salespeople.
This expert sales interview explores:
- The process of executing top-down permission selling
- How to use customer using statements
- Why permission selling eliminates defensiveness
The Steps of Top-Down Permission Selling:
Permission selling is a series of questions. The goal is to get your potential buyer to say yes to your questions, and continuing the process of the sales conversation by asking subsequent questions.
Customer Using Statements:
A customer using statement is a sample statement from a current customer that conveys how they feel about using the product or service, and how it has helped them be successful.
The Benefit of Eliminating Defensiveness:
Part of why this question-answer process is so successful is because it doesn’t make the customer feel like they are being sold to.
Short but Sweet:
Find stories that have a hero, have emotion, and have a vision of using the product. The stories that you use in permission selling have to be deliverable human beings to human beings in a conversational way, usually in less than 60 seconds.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.