So now that you’ve read the book, and you made it to this page . . .
It’s Time To Learn!
“Green Eggs & Ham” Sales Training
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Although this book was written by Dr. Seuss to teach children to read, it’s also one of the best sales books ever! The protagonist, Sam-I-Am, is the greatest sales person ever! Think about it. He makes it look easy, but he actually made quite a few offers before he closed the sale. Sam-I-Am attempts to have another character, who is never actually named but we’ll call him the creature, eat some green eggs and ham. Sam-I-Am is the master of tactful persistence. He makes it look so easy, holding his tray of food with one finger while in a box, driving a car, on a moving train that skids upside down into a boat with random animals in tow. When Sam-I-Am's offer is rejected, he just continues to make offers. He finds different ways for the creature to try green eggs and ham. He suggests eating them in a house, a box, a car, a tree, a train, and a boat. He suggests eating them with diverse company such as a mouse, a fox, and a goat. Or even in the dark, or in the rain. Sam-I-Am finally makes a classic maneuver. He offers a taste of green eggs and ham. The creature tries it, loves it, and ends up thanking Sam-I-Am! |
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Sam-I-Am doesn’t get put off by the fact that the creature seems to be annoyedNo doubt, you are interrupting your prospect’s day, and they may not be happy to see you. But don’t let this stop you. Keep smiling and moving through your reason for speaking to them.
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Sam-I-Am doesn’t take no for an answer
Sam-I-Am is pleasantly persistent and is not deterred by the creature’s insistence that he doesn’t like green eggs and ham. Sam-I-Am sticks to his strategy and wears down the prospect. This can be tricky. We don’t want to annoy or harass, but we can leave the door open by offering a visit to another exposure. A Cash Flow Game, a Success Webinar, a workshop. Something at a later time, so the current “No” is not the final answer.
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Sam-I-Am uses the Assumptive Close
This is where you presume that your prospect is going to say yes, so you give them options. “Would you like them here or there? Would you like them in a house? Would you like them with a mouse?” “Would you? Could you? In a car?”
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Use assumptive language
Use language that is not if, but when. Talk to your prospect as if they are already a customer. For example, Sam-I-Am says, “Would you in a car?” You might say something like “Would you prefer to participate in your study groups live or online?”
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Sam-I-Am gets the product into his prospect’s hands
In almost every sales situation, you want to get the product into your prospect’s hands. Aren’t we doing this when we run a Cash Recovery Presentation? We give the prospect a taste of the education by showing a segment of Mark Kohler’s class.
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Sam-I-Am maintains his offer
No matter how many times the prospect said “No,” Sam-I-Am never reduced his offer. Many sales people are too quick to change their original offer or drop their price after only one or two objections.
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Sales trainers the world over have used “Green Eggs and Ham,” |
Sam-I-Am did not try to change the creature’s mindSam-I-Am didn’t resist any of the “No’s.” He never tried to make the creature change his mind. Sales people often try to change the “No’s” into ‘Yes’s.” You cannot get people to change their minds. Create new possibilities for your prospect.
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Sam-I-Am makes different offers
Sam-I-am gives multiple offers before the prospect finally tries the green eggs and ham. Make different offers in order to find the one that appeals to your prospect.
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Sam-I-Am offers additional purchase options
Because Sam-I-am gave so many options in trying to sell his main offer of green eggs and ham, at the end, his new “customer” decided he not only wanted the green eggs and ham, but that he would want them in all the various options previously offered. For instance, he “…would eat them in a boat.”
As you make additional offers, consider highlighting additional products to help your prospect become familiar with all you offer. For example, “As you’re taking your classes, you can practice on paper and without risk with our IOS software.” |
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Sam-I-Am continued to build value
After every failed closing attempt, Sam-I-Am introduced new ideas and new ways the creature could benefit from the offer. Sam-I-Am continued to build the value of the product by offering new information
Instead of building the value of the product, sales people often reduce the price or benefits. Understand that while you cannot get someone to change their mind, you can help someone make a new decision based on new information. |
Sam-I-Am had the right motive
What would Sam gain or lose if the creature did not try the green eggs and ham? There is never mention of a commission. Sam-I-Am’s persistence was based solely on the fact the he knew the creature would enjoy the meal. Sam-I-Am wanted to help the creature get something he did not even know he wanted. Sam-I-Am wanted to help the creature solve a problem he didn’t even know he had. What is your motive?
When prospects sense that you are pushing them because you truly believe it is in their best interest, rather than your best interest, your persistence is acceptable, welcome, and even desired. |
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When you’ve got that big sale you have to land, |
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It turns out that everything you ever needed to know about enrolling your prospect into our program was explained to you as a child in a book that uses no more than 50 words! So, now you’re all trained up on “Green Eggs and Ham.” Let’s see how closely you were paying attention. Exactly how many offers did Sam-I-Am make to the creature? If you don’t know the answer, there is a very subtle clue right here in this training. Go back and read it again! Text your answer to Jay at 312-286-1497
Enjoy the 2018 Renatus National Conference
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