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The Dummy Curve in Action
In our last blog, we talked about how you can have “Beginner’s Luck” forever, being a dummy. Well, a clever dummy, just like our favorite detective, Lieutenant Columbo. If you’ve ever seen the hit TV series, Columbo, you know he was a master at disarming his suspects by looking and acting like a mannequin. And Columbo still has his killer. You can do the same thing in sales by disarming your prospects when you play mannequin seller
Mastering u Dummy curve it takes time and practice. It is a process that develops over the course of your sales career. When you get better with use Dummy curve approach, you will accelerate your growth as you learn to put your prospects at ease and discover their pain. Let’s look at an example of Dummy curve in action:
Carlos is a salesman and works in the heating section of a large warehouse. Carlos is a college kid working a summer job in New England. As you know, New England summers are pretty hot. There are not many people to buy home heaters in July. Carlo waits patiently for a customer to pass, but because he has had no prospects for hours, and tired of standing, he sits on a bucket to rest.
Finally, an old woman approaches and asks: “Do you have heaters?” Carlos gets out of his bucket and says: “Why yes, we do.” He brings her to the heaters and they pass them together. They read the boxes and pull out the instructions. He learns right next to her, which strengthens their bond and establishes a relationship between them. After a while, the lady says: “I’ll take that. Now, where do I pay, son?” Carlos says, “Well, right here, let me guide you.” She takes the heater to the register, someone calls her, and she goes on her way happily.
Three weeks later, the corporation calls the store manager and says: “Hey, your heater sales are up 300% over the same three weeks last year. What’s going on down there?” The manager replies, “Well, we have this kid named Carlos, he sits on a bucket.” Corporate then replies, “Well, send him here to the warming school. He’s doing well. We’ll do even better.”
So Carlos goes to heater school and learns about BTUs, radiant heat, and more, increasing his knowledge of the heater product. When he returns to the store a week later, he sits on the bucket, only this time he leans forward. Another old woman comes in the heating department. Before she can even say anything, Carlos jumps out of the century and says: “Can i help you?” “Well, yes,” she says, taking a step back, “I’m looking for a heater.” “Oh boy, we got heaters!”Carlos says enthusiastically.
Carlo shows him all the products and gives him the dog and pony show, talking about the fifteen types of heaters he has in the store. It goes on and on, layering the features on the benefits, bombarding the woman with all the information she learned at the heating school. Finally he stops and asks: “Do you have any questions?“She says, “Only one.”Carlos answers “Yeah? What is it?” She says meekly, – Will it keep an old woman warm? Carlos is not sure what to say. Frustrated, the old woman walks away and does not buy a heater.
Over the next three weeks, Carlos’ sales plummeted. As he sits on his bucket, he begins to wonder why his numbers have dropped. “I did so well,” he thinks to himself. “So I went to the heating school. When I came back to present my knowledge of the product, I did worse. Hmm. I’m going to go back to what I was doing at the beginning. Ask a lot of questions, listen a lot, and don’t talk so much” .
Carlos returns to doing some of what he did before product training, on purpose, like asking questions instead of delivering product and feature monologues. Suddenly, he notices that his heater sales are on the rise again. Carlos answers the prospect’s questions very politely with his questions, and in the process discovers the true intent of his questions. Carlo discovers the pain. He notices that more people link to him and more people buy instead of apologizing by saying: – I’ll think about it. He does even more of these “dummy” things on purpose, and crashes into his goals from previous weeks, at which point the corporate office calls to congratulate him. Carlos finds that he is not working so hard, and sells more. Pretty stupid huh?
Oh, one more thing: Stay tuned for more about the Dummy Curve. In our next blog, we will cover the three phases of the Dummy Curve.
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