United States – Page 36 – understand-culture

Ten Slides

Imagine the same task given to ten different Americans, in ten different companies, in ten different business sectors. A thousand people. They’re asked to use a maximum of ten slides in a presentation in order to persuade an audience of fellow Americans about the virtues and value of their product, service, idea, concept, recommendation.

On average, how many slides would the Americans use to explain the present (current situation), the past (how the present was arrived at), and the future (the desired situation)?

Break with Tradition

America is a nation of immigrants. Their forefathers and -mothers left everything they knew behind: country, language, customs, family, friends, traditions. Because they broke with the past – their own very personal past – they have less inhibition to further break away from traditions in order to plot a new course.

Between 1881 and 1920 two of the largest waves of immigration hit the United States. In those years more than 23 million immigrants arrived, the majority of them were from eastern and southern Europe. They were a long way from home.

“Mark your man”

Typing “close the sale” in amazon.com led to 282,687 book titles. That tells us how much Americans in sales focus on that one aspect of a customer-supplier relationship. Typical titles are:

Secrets of Closing the Sale. Sales, The Science of Selling! Changing the Sales Conversation. Sales: How to Master the Art of Selling. Close the Deal! The Art of Closing the Sales!

“how to close the sale” led to 3.67 billion hits in Google. Selling in the U.S. is critical to success. Many Americans work in sales. They all have to know how to “close the sale” (or they go hungry).

Closing Techniques

Wikipedia lists the following kinds of closes (asking for and making the sale, getting the order):

Alternative Choice

Alternative Choice close, also called the positive choice close, in which the salesperson presents the prospect with two choices, both of which end in a sale. “Would you prefer that in red or blue?”

Apology

The Apology close, in which the salesperson apologizes for not yet closing the sale. “I owe you an apology. Somewhere along the line, I must have left out important information, or in some way left you room for doubt. We both know this product suits your needs perfectly, and so the fault here must be with me.”

Assumptive

The Assumptive close, also known as the presumptive close: in which the salesperson intentionally assumes that the prospect has already agreed to buy, and wraps up the sale. “Just pass me your credit card and I’ll get the paperwork ready.”

Balance Sheet

The Balance Sheet close, also called the Ben Franklin close, in which the salesperson and the prospect build together a pros-and-cons list of whether to buy the product, with the salesperson trying to ensure the pros list is longer than the cons.

Cradle to Grave

The Cradle to Grave close, in which the salesperson undercuts prospect objections that it is too soon to buy by telling them there is never a convenient time in life to make a major purchase, and they must therefore do it anyway.”

Direct

The Direct close, in which the salesperson simply directly asks the prospect to buy. Salespeople are discouraged from using this technique unless they are very sure the prospect is ready to commit.

Indirect

The Indirect close, also known as the question close, in which the salesperson moves to the close with an indirect or soft question. “How do you feel about these terms” or “how does this agreement look to you?”

Minor Point

The Minor Point close, in which the salesperson deliberately gains agreement with the prospect on a minor point, and uses it to assume that the sale is closed. “Would the front door look better painted red? No? Okay, then we’ll leave it the colour it is.”

Negative Assumption

The Negative Assumption close, in which the salesperson asks two final questions, repeating them until he or she achieves the sale. “Do you have any more questions for me?” and “do you see any reason why you wouldn’t buy this product?” This tactic is often used in job interviews.

Possibility of Loss

The Possibility of Loss close, also known as the pressure close, in which the salesperson points out that failing to close could result in missed opportunity, for example because a product may sell out, or its price rise.

Puppy Dog

The Puppy Dog close, in which the salesperson gives the product to the prospect on a trial basis, to test before a sale is agreed upon.

Sales Contest

The Sales Contest close, in which the salesperson offers the prospect a special incentive to close, disarming suspicion with a credible “selfish” justification. “How about if I throw in free shipping? If I make this sale, I’ll win a trip to Spain.”

Sharp Angle

The Sharp Angle close, in which the salesperson responds to a prospect question with a request to close. “Can you get the system up and running within two weeks?” “If I guarantee it, do we have a deal?“

Pharma Sales Reps

According to a recent estimate, American drug companies spend $4 billion a year marketing directly to the American public, and an additional $24 billion marketing to health care providers. In 2014, a poll showed that 9 out of 10 big pharmaceutical companies spend more money on marketing than on research and development.

The median annual pay for pharmaceutical sales representatives in the U.S. is $66,814, compared to $37,316 for research technicians, $47,279 for research associates, $60,951 for civil engineers, $64,853 for mechanical engineers, $65,388 for physical therapists, and $66,823 for product development scientists.

Lemonade Stand

Many American children are encouraged at a young age to earn pocket money by selling a product or service. The lemonade stand is a metaphor for getting out there and selling something, whether it be used toys, books, or helping older people with their shopping. Sales is believed to be a skill which is always in demand regardless of the state of an economy.

External Factors

Decisions are not made in a vacuum. American decision-making allows itself to be influenced by external factors. External customers, company-internal partners, suppliers, changing management priorities, budgets and manpower all can have impact on individual decisions. American decision making aims to be market-driven.

Market-driven in the U.S. means making decisions based on the market‘s rhythm. If necessary, Americans will skip over steps in their decision making approach.

To turn on a dime: To take a very tight turn, used especially for a vehicle; to change direction quickly. A dime is the smallest in size of American coins.

Experience: To encounter or undergo (an event or occurrence); to feel (an emotion); practical contact with and observation of facts or events; the knowledge or skill acquired by such means over a period of time, especially that gained in a particular profession by someone at work; an event or occurrence that leaves an impression on someone (a learning experience).

Down and dirty: Americans are not perfectionists. The goal is seldom the optimal decision, but instead the most effective decision under the given circumstances. Often timely decisions, even if suboptimal, are the best decisions. They can be corrected.

“Interest not Reason”

“Would you persuade, speak of interest, not of reason.” Benjamin Franklin, 1706-1790, statesman, scientist, and philosopher

“There is nothing in the world like persuasive speech to fuddle the mental apparatus.” Mark Twain, 1835-1910, author and satirist

“People don’t ask for facts in making up their minds. They would rather have one good, soul-satisfying emotion than a dozen facts.” Robert Keith Leavitt, 1895-1967, advertising copywriter and non-fiction writer

“Enchantment is the purest form of sales. Enchantment is all about changing people’s hearts, minds and actions because you provide them a vision or a way to do things better. The difference between enchantment and simple sales is that with enchantment you have the other person’s best interests at heart, too.” Guy Kawasaki, 1954 – , author, venture capitalist, technologist and former chief evangelist at Apple Computer

“Sales-driven cultures can really differentiate you from the majority of your competition. That doesn’t mean being salesperson oriented, just sales oriented: winning deals, smelling the blood and going in for the kill.” Josh James, 1970- , CEO of Domo, was the youngest CEO of a Nasdaq or NYSE traded company

Ecological Awareness

The Germans think ecologically. They not only draw on their resources sparingly, they also try to limit the negative effects of that use. Although Germany has a high population density, it has managed to declare almost 3% of its land as publicly-protected national parks, far above the average within the EU.

Many laws have been passed to protect the environment, including strict recycling laws for bottles, cans and other packaging material. Those who can afford it choose to buy organic food.

The Germans find more and more ways to save electricity and water, both of which are expensive. As of October 2012 only energy-saving lightbulbs can be sold. The stores offer only energy-saving lamps and lighting fixtures.

German awareness of the environment gave rise to the Green Party in the 1970s, which has developed into a major political force in Germany, and recently was the junior partner in the government with the Social Democrats. Ecological concerns have become common in all German political parties.

Aggregate

The more resources – material, budget, time, personnel – an organization has at its disposal, the more likely it will draw on them in order to solve a problem, take advantage of an opportunity, accomplish a task. Especially if the organization needs to move quickly. And conversely, the less likely it will develop approaches which conserve those resources. Americans are not known for doing more with less. Not yet.

Aggregate: formed by the collection of units or particles into a body, mass, or amount; clustered in a dense mass; composed of mineral crystals of one or more kinds or of mineral rock fragments; taking all units as a whole. From Middle English aggregat, from Latin aggregare to add to, from ad- + greg-, grex flock.

Americans aggregate. When the U.S. goes to war it aggregates overwhelming force. The current debate is how to move away from this tradition. American websites aggregate content. When start-up companies “go public” – initial public offering – financial institutions aggregate investors.