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Three Stages of the Dummy Curve

In our last blog, we put the “Curve dummy” in action, showing how being a “dummy” can help in the sales process. We showed an example, using a young inexperienced salesman named Carlos, who had great results when he didn’t know much about what he was selling, terrible results after being trained on the products, and then good results when he went back to being a “dummy”. The moral of the story is: Carlos became a better salesman once he reached the final stage, realizing he could use the dummy approach to his advantage.

Carlos went through each of the three stages. The first stage was a real stage of mannequins. Carlo was new, and knew nothing about heaters, but his attentiveness and willingness to listen to the problems of prospects boosted his ability to sell. The second stage was the amateur stage. He went to heating school and became an expert in many different products and was eager to show everyone his new knowledge. Unfortunately, that didn’t work out too well. After some careful self-analysis, Carlos enters the third stage, which we call the professional stage. It’s where Lt. Columbo spends his time solving crimes, and where real sales professionals spend their valuable time.

Remember: In the professional phase, Carlos injected a little Lt. Columbo in his most knowledgeable and qualified approach. He pretended he didn’t know how much he did. Returning to the stage, only this time, it was a specially designed dummy.

What were those “dummy” the things? Act vulnerable, asking questions, admitting lack of understanding, and asking the prospect for help. We call this kind of thing “dummy up”. Each time Carlos played the dummy, he gathered more information, information that led him to the problems, the problems, the goals and, ultimately, the pains of the prospects. This is the meaty stuff that makes for effective sales. What if you did what Carlos did and became a “mannequin” again?

WHAT SOUNDS DUMMY-ING UP – AND WHY YOU SHOULD NOT AFRAID

When simulating during a discussion with a prospect, you may find yourself asking questions like, “Can you help me with this? I don’t quite understand what you mean.” Most of the time, the prospect will be elaborate. You can also say, “When you talk about it, could you explain it to me as a six-year-old?” Try it. If you get into the habit of asking questions like this, I guarantee you’ll start to get a much deeper understanding of where the prospect is coming from, and you’ll be able to establish trust.

Many sales professionals fear using the Curve Dummy because they think they are “in his game” it means having all the answers. In fact, real sales professionals are the ones who are experts in determining how much dummying to do, based on the situation, and what questions they should ask next. The amount of dummy up you do should always be determined by the prospect’s behavior. You always want the prospect to be in a slightly more OK position than you are as the seller. Again, think about what Lieutenant Columbo does. He makes the suspect feel superior to him. You aim to do the same thing, but luckily, there is no murder case to solve.

Curious? Why do you want to make the other person feel better than you? It’s Simple. You feel good because of the empowerment of helping others. In other words, by acting a little more vulnerable than the prospect, you help the prospect feel better about answering questions that uncover their pain.

The degree to which it acts vulnerable, the level of that’s good that you show and act, depends on that of the perspective. Saying something like “Can you help me with this?” You simply say, “Wow, you’re better than me. Can you give me a hand?” Most people respond positively to this approach. If you still have doubts about giving this an honest trial, let me ask you this: What happens if you do the opposite? What happens if you act better than the prospect? I tell you, the same thing that happened to Carlos in the second phase of the Dummy Curve. The prospect hits and closes, leaving you with no sale. What dummy wants this result?

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