CHAPTER 3

Master the Art of Selling

A PARTY PLAN BUSINESS IS ABOUT SHARING the products you love, but you are paid only when someone buys them, and in any language that spells selling.

So let’s take the fear factor out of selling, especially the sticky parts, such as handling objections and closing the sale. Whether you’re selling a product, booking a party host, or signing a new recruit, the principles stay the same. It’s only their application that changes.

Selling is about connecting. You won’t connect with everybody, but that’s not your goal. You’re looking for people who are perfect for your products, party, and business opportunity because your products, party, and business opportunity are perfect for them.

The more people you talk to, the more likely it is you’ll find them. “No’s” are part of the process, and I know party planners who count the no’s so they know how close they are to hearing the magic word: yes!

Ask a thousand party plan superstars how they reached the top, and they will all say their success came from being consistent and persistent. Discipline is the essential ingredient in success. There are no shortcuts, magic tricks, or secret formulas. Talking to people is the only way to generate business.

You cannot control other people’s decisions. You can only control how many people you reach out to and how well you represent your business. If you match honesty with enthusiasm and treat your prospective customers, hosts, and recruits with respect, you will prevail.

Many party planners say the hardest part of the business is learning to handle questions and objections. But don’t be unsettled by questions and objections. They reveal what your prospects are thinking.

You have a bigger problem if they are not asking questions as you will have absolutely no idea what they’re thinking. When you have confidence in your products and your business, you will see objections as an invitation to share more information.

Assume every question is a genuine attempt to find answers. Some questions are leading up to a no, but you have to sort through them to find the yes. If your prospects say yes with unresolved issues hanging in the air, they won’t be happy. And guess whom they’ll blame? If there isn’t a fit between your prospects and your business, don’t force it.

Handling Objections

The way not to handle objections is to argue. Let’s say your prospect says, “I just don’t see myself as a salesperson.”

If you respond, “You’d be great,” you are being insensitive by ignoring a genuine concern.

If your prospect says, “I couldn’t do that …,” it may be a signal your prospect lacks confidence. Countering with “I’m sure you could!” dismisses her fear with no attempt to address it.

Saying, “It’s not selling” is dishonest. If it looks like a duck and quacks like a duck …

A simple way to remember how to handle objections is to think of the vowels A, E, I, O, U.

“A” for Agree

Agreeing shows respect for your prospects and their concerns. It tells them you’re listening! If your prospect says, “I don’t see myself as a salesperson,” say, “I agree. You don’t come across that way at all. Do you want to know why I approached you?”

Now that you’re talking about them, your prospects will be interested in your answer. The magic word in selling is “because.” Try saying, “I approached you because you come across as genuine. The fact that you love the products will always be more credible than a sales pitch.” Or you could say, “Because you’re fun and this is a fun business.”

If you give a genuine compliment and respond to their concerns, your prospects will feel flattered that you approached them and, even if they decline, will be happy to hear from you the next time you call.

“E” for Empathy

You can show empathy by saying, “I know how you feel.”

If your prospect says, “I’m not sure I can sell,” you could say, “I know how you feel. I’d never sold anything before and I wasn’t sure I could do it. But once I saw how enthusiastic people were about the products, I got excited. What scares you the most? Is it demonstrating the products or asking for the order?” Your question shows genuine interest.

Or you can say, “We all feel nervous at first. But I promise that does wear off!”

Let’s say your prospect says, “I’m too busy.”

Your reply could be, “With two kids under the age of five, I imagine you have very little time for yourself. I know how it feels. Both of my kids were under five when I started. But I basically began by selling to friends and family. The extra money has made a huge difference to us.”

Or say, “I know how you feel. I was working full-time when I started. Starting small is fine. I did only one party a week at the beginning and I treated what I earned as our family fun money.”

When prospects raise issues about not having enough time, explain any time-saving innovations your company offers. For example, if it sends out personalized newsletters on your behalf, tell prospects about the sales these generate with little effort on your part. If your company ships direct to customers, let your prospects know how much time that saves. Prospects who had parents in the business may not realize how much the business has progressed in a generation.

Someone who has difficulty finding a babysitter will be interested to know that training is available online, on CDs and DVDs, and through Webinars, podcasts, and conference calls. They can access the trainings live, or download them from the corporate training archives at whatever time suits her.

A frequent question you will hear is “How do I learn about it all?” When that happens, say, “Good question. I didn’t know very much about selling when I started. We get fantastic training and, for me, learning was the interesting part.”

Sometimes people raise an objection to fend off a highpressure pitch. If you are hearing too many objections, try toning it down a little. Chances are that what you think is enthusiasm others will read as a high-pressure sales pitch. When you’re relaxed, your prospects will relax.

Empathy will take you further in this business than trying to convince prospects that their doubts or fears are unfounded.

When I first started my business, I was so nervous my knees shook when I stood up to speak. Someone suggested I go to Toastmasters, an organization that helps people become confident speakers in a supportive clublike environment. I summoned up the courage to go to a meeting.

Ten minutes after walking into the room, I knew two things: One, I would die if I was asked to speak, and two, I was never coming back. This was going to be my first and last experience with Toastmasters.

Everyone in the room was so confident and polished. Where were the people like me who needed help? I sat low in my seat and tried to make myself invisible until I could make my escape.

When the break came, I seized my chance, but before I had a chance to leave, a man walked up to me and said, “I know how you’re feeling. The first meeting is tough. But you should know that everyone came here because they needed help. The only difference between you and the rest of us is that we’ve been to more meetings.”

One person’s empathy stopped me from making one of the biggest mistakes of my life. By sticking with it, despite my fears, I eventually learned to control my nerves. Joining Toastmasters was one of the best decisions I have made in my life. And to think how close I was to walking away.

“I” for Invite

A lot will be revealed when you invite people to open up to you. The more questions you ask, the more responses you will attract. Treat the process as you would any conversation. You can never go wrong by asking people to talk about their favorite topic: themselves.

Learn to ask specific questions. Let’s say you are selling nutritional supplements. If you asked me a general question about my diet, I would most likely say, “I try to take care of myself.” That answer takes you on a fast track to nowhere.

If you asked me the one thing I would change about my diet, you take away my wiggle room and it’s highly likely that I will confess to eating too much chocolate. Now you have something specific to talk about, and you can even use my answer to build empathy: “My worst habit is soda. If I could kick my soda habit …”

By asking specific questions, I guarantee you will get revealing answers: “I’d eat less junk food” or “I’d eat less.” Now you know exactly what to say next.

My nominee for worst question of all time is “Would Tuesday or Thursday suit you best?” It’s self-serving and so artificial. If you don’t respect your customers and prospects, they’re not going to respect you!

“O” for Offer Your Concerns

If your prospects are silent, that doesn’t mean that they have no questions. It’s more likely that they have concerns they’re not expressing. Start the ball rolling by offering a few of your own concerns.

Let’s say you are approaching a host about becoming a consultant, and you ask if she has any questions. If she says, “I don’t think so,” and you leave it there, it’s game over.

Instead, you could say, “The biggest concern I had was whether I knew enough people. But when I saw what our hosts get for helping me get started, I couldn’t wait to call my friends.”

You can bet that your prospect is thinking about whether she knows enough people. If a sticking point exists, ignoring it won’t make it go away. Once you raise it, you can start working on how to remove it.

Don’t be shy about raising potential problems. Many aspiring consultants will have concerns about whether they could master the product knowledge. Reassure them by saying, “The main reservation I had was whether I could learn about every product, but at training I learned to focus on just a few key products and build from there.”

There can be a very fine line between a yes and a no. Leaving a prospect’s concerns unresolved will diminish your chance of hearing “I’m ready to order,” “I could host a party next month,” or, even better, “Where do I sign?”

“U” for Use Objections

Make sure the conversation travels in the same direction as your prospect’s thought processes. If she says, “How much money do you make?” she is most likely thinking, “How much will I make?” so that’s what you talk about.

Talking about your earnings per party will have more meaning than a monthly or annual figure. You should say something like the following:

“I average $500 a party and earn 30 percent of that, or around $150. It’s good money.”
“I’m still working full-time, so I’m only doing one party a week and earning $500 to $600 a month. But I’m working up to doing three parties so I can quit my other job.”
“I average two parties a week and earn around $300 for six to seven hours of work, and that includes preparation time. It works out to about $45 or $50 an hour.”

The question “How much does it cost to start?” indicates that your prospect has concerns about the expense. Never say, “I’ll get to that part later.” Your prospect is already thinking about joining or she wouldn’t ask the question.

Answer the question and end it with a commercial: “You pay $149 for the Basic Kit or $299 for the Business Builder Kit. The good news is that you receive at least twice that in products and business supplies so you’re ahead from the start.”

Respond to Booking Objections

You will almost certainly encounter objections when you’re asking for bookings. If you’re not hearing objections, you’re not approaching enough people.

If you treat the objections as a genuine desire to resolve a sticking point, you will handle them with confidence. You can mix and match these responses to most common objections:

Objection: “I don’t need the hassle.”

Response: “I can understand that. I have a special program just for my busy hosts. All you have to do is choose a date and make up the guest list. I will mail your invitations for you and bring the refreshments. We even deliver guests’ orders directly to them.”

Objection: “My house is so small.”

Response: “I enjoy doing small parties. I can give everyone extra attention. All we need is a small table, and I have a fold-up one that I can bring.”

Or say, “One of my favorite parties is my party-in-a-bag. How it works is I bring a few of our most popular products in a bag and the rest we do from the catalog. It’s a little different, there’s no mess, and it’s a lot of fun.”
Or say, “How about bringing your friends to my house? I have everything set up and you still get the host rewards.”

Objection: “I’m not interested in having a party right now.”

Response: “That’s fine. Would you like an invitation to one of my open houses?”

Objection: “I work full-time.”

Response: “Have you ever had an at-work party? I give you a basket of products to take to work for a week to show your coworkers. All you have to do is bring it home on Friday and I will collect it from you Saturday morning with any orders. You still qualify for the host rewards.”

Objection: “I don’t do parties.”

Response: “I understand. It’s not everyone’s idea of fun. Have you ever thought about having an open house? It’s very relaxed because your friends can come and go as they please and you still get all the host benefits.”

Objection: “I’m too busy.”

Response: “Kelly told me about how demanding your job is. But it sounds exciting. Can I do anything to help? I’m happy to mail out the invitations for you and I can also bring a plate of goodies. That way you can relax and catch up with your friends without any pressure.”

Objection: “I don’t think I can do it for a few weeks.”

Response: “We can do any date that suits you, but I don’t want you to miss out on the extra gifts we have for hosts this month. Is there any chance you can do it sooner?” Or say, “I have two dates before then that I’m hoping to fill, so if you can possibly book your party sooner, I will give you a special gift [or 10 percent off your order tonight] as a thank-you.”

Objection: “I need to check with my friends.”

Response: “That’s a great idea. Let’s pick the best date for you first. We can always change it later, but if your friends are like mine, everyone will suggest a different date and then you’ll have to call them all again.”

Objection: “I don’t think my husband would agree.”

Response: “I can understand that. What if I brought along a DVD and popcorn for him and the kids and I promise that we’ll be finished before the movie ends?”

Objection: “We’re partied out.”

Response: “You must hang with a fun crowd. I think everyone’s having parties because the rewards are so great. Why should you miss out?”

Handling Difficult Questions

Not all questions will be easy ones. I am sure you have had a customer ask, “What makes your products better than others?”

It may be a valid question, but it could equally be a test. Either way, here’s what not to do:

Use general phrases, such as “best quality.” Those words are so overused they no longer have any meaning.

Make exaggerated claims, as in “We are the fastest growing [we pay the most, our products work better than the others].” Extravagant claims are unprofessional and mark you as an overenthusiastic amateur.

Show blind faith, as in “They are the best!” Unless you’ve tried every product that is available you can’t make such a bold claim.

Your potential customers have to buy you before they will consider buying your products. Think of the times you have walked away from a purchase because you didn’t like the salesperson. Think of the times you intended only to browse but ended up buying. That’s why you must make your answer personal, for example, “The reason I chose this company is …”

If you sell linens, say, “The designs are different from anything I’ve seen in stores and being able to see them in your own home makes a huge difference.”

If your products are health related you can simply say, “The products worked for me.”

If you sell plastic containers, say, “I think they look a lot more stylish than anything you can buy in stores, and mine have lasted for years so I know they stand the test of time. That’s why we offer a lifetime guarantee.”

If you have ever had a guest interrupt your presentation to say, “You can buy similar products at [name a store] and cheaper, too,” you will know how frustrating it can be. Keep your cool and say, “They have amazing sales, don’t they?” and move on. Treat the comment as a statement, not a question. Remember the golden rule (“Do unto others as you would have others do unto you”) and never argue an objection, however unreasonable or mean-spirited it sounds. You might win the battle but I guarantee you will lose the war.

My first business was selling midpriced skin care products. At one of my first parties, a guest interrupted me with “I only use [she then named an expensive brand].”

In response, I mumbled something about how good my products were. Big mistake. It was a battle of wits and I lost. Over the next week, I kept going over the conversation in my head and thinking what I would say if it ever happened again.

Sure enough the question came up again, but this time I was ready for it. I smiled at the guest who had just named an expensive brand and said, “Your skin looks fabulous” and moved on. The compliment completely took the wind out of her sails and stopped my antagonist in her tracks.

Staying cool under fire shows more confidence and professionalism than weak protestations, such as “My products are as good.”

In challenging situations, it’s not what happens but how you respond that counts. Your difficult customer is unlikely to buy much anyway, so why waste your time trying to win her over when you can use your energy more productively on others? What’s so great about party plan is that the numbers are always going to be on your side.

The key is to stay relaxed, no matter what the objection is. If a business prospect says, “I want to think it over,” it could be a brush-off, but she might reconsider if you play your cards right.

Show confidence by saying, “Of course. It took me a few weeks to make up my mind because I wanted to be sure.”

To take the pressure off say, “You are right not to rush into a decision.” Then, in a relaxed voice, ask, “Are you concerned about how much time you can commit?”

If she says yes, you have something to work with. You can then say, “I know how you feel. I wasn’t sure I could put enough time into building a business while I was working full-time. But the rewards have more than made up for the extra hours I work, and because it’s such fun, I don’t feel as though I’m working harder.”

To try to resolve a prospect’s concerns, you could say, “This [book/DVD/CD] helped me answer a few questions I had about the business. You can borrow it if you like. I’m coming back this way next week anyway and I can pick it up then.”

A worst-case scenario would be that your prospects were not communicating. If you were interested, wouldn’t you have a concern or two?

Time to Close

If you’ve shown a genuine interest in your guests, answered their questions, and addressed their concerns, you’ll know when it’s time to close. If you don’t end your presentations by asking them to buy, book, or sell, you have wasted your time and theirs.

Closing the sale doesn’t have to be complicated. It can be as simple as asking, “Who has already decided what they want?” or, “Who wants to go first?”

Assume guests are ready to order by saying, “Let me take you through the order form.” If they’re not interested, they’ll put the form aside, but you have to make it easy for the ones who are interested.

Show the same confidence during your one-on-one time by asking:

“What are you thinking?”
“Do you have any questions?”
“Have you decided what you want to order?”
“I can’t wait to see what you’ve chosen.”

When they place an order, make them feel good about their decision. Depending on what you sell, you could say:

For skin care products: “Your skin is going to love you!”
For health products: “You’re going to have so much more energy.”
For vinyl wall expressions: “I can’t wait to see photos of the new nursery. It’s going to look fantastic.”

There are many ways to close on the business.

The invitation close: “I hope you join. I’d love to work with you.”
The assumption close: “Do you need help filling out the agreement?”
The recommendation close: “I think you should do it. You would be a natural.”

Or say, “I wouldn’t be doing my job if I didn’t invite you to join. This is the best job I have ever had and I know you’ll think the same. We can even go online right now and get you signed up so you can come to our orientation workshop this Saturday.”

Or use the “top-down” close: Work your way down through each of your offers, starting by inviting guests to join. If they say no, invite them to host a presentation. If they decline, ask for the order. Who could possibly say no to you three times in a row?

Once you have closed, say nothing more until the guest responds. You may talk yourself out of a sale, booking, or business appointment by chatting while they are trying to think. Ever heard the phrase “She who talks first loses”?