As you may have heard in a previous episode, Kevin is currently reading multiple books to increase his knowledge in sales and to grow Array Digital. One of these books, which he has been reading with our Sales Manager Glen, is called SPIN Selling. In episode 197 of Journey to $100 Million, Kevin shares a big tip that he came across while reading the book thus far.
In SPIN Selling, the author, Neil Rackham, gives a lot of advice on a sales method proven to work through research studies. Within this method, he talks about how “closing tactics” do not work on larger sales. In smaller sales (at a couple hundred bucks), closing tactics can come across as pushy, but because they have the product you want and there will be no need to interact with them again, you still buy the product. For larger sales, you are dealing with companies that have to trust you. Because of this, closing techniques just do not work. You must develop a relationship to find the problems facing the company and discover solutions in order to make the sale, without being too pushy or aggressive with closing techniques.
Kevin agrees with this completely and it’s how he has always operated. He has always had conversations with people and genuinely tries to understand their business. If the business is not a fit or they don’t want to go forward, he’s not going to force himself upon them. This may take a lot of meetings and brainpower and may not always end in a sale, but it is what is necessary if you want to make the big sales!
Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups.
Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is the also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups.