75 - How to Close 90% of Your Sales w/ Sherrine Washington


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Closing sales can quickly become a daunting task if it’s not your forte. Sometimes, wrapping up a sale can be the hardest part of a conversation and can make or break your outcome. This week on She Sells Radio, Elyse is sitting down with a mastermind in the art of closing. A former Mental Health and Cognitive Behavioral Therapist, Sherrine Washington developed a system that allows her to consistently reach an 85-90% same-day closing rate on sales of $25,000-$55,000 through the psychology of selling. Today, she’s breaking down how exactly she does that.

Sherrine’s approach to selling has always been against the grain. By leading a conversation with her client’s needs first, as opposed to her own goals and expectations, she saw a massive increase in closed sales. She has a Master’s degree in the counseling field, which she applies to her sales philosophy, deeply rooted in the psychology of selling.

Sherrine’s methodology of selling is designed to remain authentic while making a sale. By building an organic relationship, she is able to move the client forward in the sales process without an ask and close the sale naturally. Through her personal journey surviving obesity, Sherrine learned that by leading someone through a process, you allow them to make decisions unimpeded. She uses a simple transitional statement: “The next step in the process is…” Because you’ve shown them the steps and built a rapport, the close happens organically.

Sherrine takes us through the high-level steps of her R.E.A.L Talk Selling™ System. She primarily works in the elective surgery field, which can be difficult in many cases. This means getting them an appointment and scheduling the procedure.

With her system, she begins her sales process at first interaction, which is often over the phone. This is where you get to know the client. It needs to feel that you have all day--unlimited time--to talk with this person. Most people don’t expect that level of engagement over the phone. There is an emphasis on tone, silences, and the quest to find who that person is. From there, the next step, getting them in the office, is natural. Between those moments, you make yourself readily available for that person as though you’ve known them your whole life. By the time they’re in the office, you’ve become friends and they’re looking for you.

These genuine acts of care set you apart in a crowded field. Sherrine believes in sharing stories. When she talks to potential clients and there is a challenge, she refers to a memory of a similar situation and the solution. People like to know they are not alone in the hurdles they face. It’s about asking “what else?”

Sherrine reminds us to not hold back due to fear of rejection. The reality is there are people out there that need you. Be fearless in your questions and be curious about who the person is. It’s all about building relationships and slowing down.

There can be an immense amount of pressure to put food on the table, hit metrics from corporate, and sustain your income. It can be even harder when you’re good. This happened to Sherrine--especially with pressure from higher-ups. She fed her mind and soul to combat the noise. Setting the tone of her day with positivity is a difference-maker. Lifelong education and having a pathway to constant improvement is essential.

In closing, Sherrine’s advice is that everyone should have a coach. In order to take it to the next level, guidance is essential. Invest in improving. You can either stay where you are and do nothing, or you can be fearless.



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