Let Them Sell Out


by Brandon Steiner August 21, 2013 0 Comments

Selling out is not always bad.

I'll explain what I mean in a sec.

Remember when I talked about the smart sell vs. the soft sell?

Today I want to talk about another key sales technique: the undersell.

I learned it from my old high school friend, Cliff Savage. Cliff is a seasoned sales executive; in the 90s, when I was just starting Steiner Sports, he helped me out a lot by hooking me up with sporting goods stores he had connections to. He was invaluable.

Cliff is a great salesman, but his style is very different from mine. While I’d try to sell an A-Rod meat puppet to a vegan from Boston, Cliff goes with more of a “soft sell.” In that way, we’ve learned from each other.

My favorite sales lesson from Cliff:

“It’s not what you sell the customer; it’s what the customer has left.”

In other words, don’t oversell.

If you convince someone to buy more than he needs, there’s a good chance his inventory will be overstocked the next time you call on him. He won’t buy from you on that call, and he might even look for a new sales rep – one who is more attuned to his needs.

Better to sell the client just enough, or even a little less than that.

Give him a chance to get that “It sold out!” feeling.

You know, leave them wanting more!

Not overselling is an underrated very underrated part of selling.




Brandon Steiner
Brandon Steiner

Author

Brandon Steiner is the founder and chairman of Steiner Sports Marketing and Memorabilia, the largest company of its kind in America. Considered a sports marketing guru, Brandon is a permanent fixture in the media as a regular on ESPN NY Radio 98.7 FM and as host of "The Hook-Up with Brandon Steiner" on YES Network. He has appeared frequently on CNBC, CNN, MSNBC, ESPN, and in newspapers including the New York Times and the Wall Street Journal. The author of The Business Playbook: Leadership Lessons from the World of Sports and You Gotta Have Balls: How a Kid from Brooklyn Started From Scratch, Bought Yankee Stadium, and Created a Sports Empire, Brandon lives in Scarsdale, New York, with his wife, Mara and children Crosby and Nicole.




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