Years ago, I launched a new business that just about everyone told me wouldn’t make it. Eventually, “everyone” was right. The business lasted 6 years, had increasing sales every year, but I shut it down when the first waves of the Great Recession washed up on our beach.
There were many reasons why the business didn’t make it, and the difficulty of making the double sale was a major contributor.
What’s a double sale? It’s easier to explain than define, so here goes. If you’re selling cars and your potential customers don’t even know they want or need a car, you’re trying to make a double sale. If you start with selling a car, you may indeed “sell” them on your car, and you will have made the second part of the sale. But then you have to go back and “sell” them on having a car in the first place.
A lot of sales efforts break down at this point.
Or, you could sell them on having a car (so far, so good!). But then a world of opportunity opens up and your potential client realizes that there are a lot of cars out there for sale. You’ve sold them on buying a car (first sale); but then you have to convince them that your car is the best for them (second sale).
Even more sales efforts break down at this point.
I’m not offering any solutions to the double sales difficulty; I’m just pointing out how hard it is to make the double sale. It is helpful to the sales professional if he or she realizes that they are in a double sale situation.
First step in making the double sale? Realizing that you’re in a double sales situation.