4 Sales Lessons From a Panhandler

Have you ever struggled to get new clients and customers for your business?  Do your sales calls usually end in a “no” from prospects?

Well, here are 4 lessons I gleaned from my weekend encounter with a panhandler named Mario that will make getting the “yes” much easier.

But…before I give you the lessons, let me first share with you the context in which these lessons appeared…

Standing in my church’s parking lot with my daughter, I was approached by fairly decently dressed man.  Suspecting the reason for his approach, I immediately put my guard up and I’ll have to admit that my first thought was to take my daughter and run for the safety of the church.  But, he was walking too fast for me to pretend like I didn’t notice him.  Plus, I was in front of the church.  That sort of rude behavior just isn’t “Christian-like.”  So, I waited to hear what he had to say.

Surprisingly, the first words out of Mario’s mouth weren’t “can you spare some change?”  Instead, he asked me if I was a member of the church.  When I told him I was, he then went on to tell me how he’d done some work with the crew who’d recently repaved the parking lot.  Stories of the grueling labor in the hot sun quickly transitioned to him telling me that he lived in the neighborhood.  He told me that he lived in an abandoned apartment building with his daughter.  There was no running water and it was not safe for her.

His story really touched me.  After all, I was standing there with my own daughter. The  thought of a young child suffering always gets to me.  At that point, I wanted to give him some money…even more than the normal $2 handout I usually give.  The only problem at that point was that I had no cash.

I was truly heart-broken to tell him this.  I really wanted t help.  But my sympathy soon turned to disbelief with his next statement…”You know the gas station across the street has an ATM. You can go there to get cash.”

I paused for a moment, not sure that I heard correctly.  Walk across the street to the ATM, incur a fee to take money out, and then give him the money?

Quite appalling, right?  I thought so.  It could explain why I turned away and walked hurriedly inside of the church with my daughter.  But…it doesn’t explain what I did once I got inside of the church.

When I walked into the church, I asked everyone sitting in the church’s fellowship hall if they had cash on hand.  I told them the guy’s story and asked if they would help him.  Eventually, one generous soul gave a donation and my daughter and I took the money outside to the man.  He was still outside and very grateful when we gave him the money we’d collected.

Now, I don’t know what he did with the money or if his story was even true.  What I do know is that guy taught some really great lessons about making the sale.

SALES LESSONS FROM A PANHANDLER

1. Let your prospects get to know you.  When Mario approached us, he didn’t just ask for money.  He let us get to know us and established a connection first.  Take some time to let your customers get to know you.  It could be through your blog or newsletter.  It could be a complimentary consultation.  You don’t want your fist conversation with a prospect to be the equivalent of “can you spare some change?”  You want your prospects to like  you and trust you first.
2. Speak to the heart.  Hearing about Mario’s daughter and the deplorable conditions she was living in, my heart went out to him.  My emotions were stirred and I really wanted to help.  Even if your prospects need the products and services you offer, that need isn’t what prompts them to buy.  The buying mechanism is triggered by their wants.  And wants are stimulated by emotion.  When you tap into emotions of your prospects, you’ll have them asking how they can help you.
3. Be prepared to offer alternatives in the face of rejection.  How many times will you hit the word “no” when talking to prospects?  Far many more than you’d like, I guarantee. For most that initial “no” is the end. But it doesn’t have to.  Think of the common objections you hear and come up with alternatives to those objections.  And, not just any old alternative – you need to think of creative ones!  In Mario’s case, I was offered an option I wasn’t willing to take but I have to applaud his creativity.
4. Turn your prospects into ambassadors.  When you’ve done a good job applying the first three lessons, you’ll have prospects that want to become customers.  At that  point, some will buy.  Others, like me, will want to buy but not be able to at the moment.  In either case, however, you want the prospect to become a referral source for you.  Mario did such a great job of establishing a connection, touching my emotions, and giving creative alternatives, that I was willing to solicit donations on his behalf.  Make sure that “would you be willing to share this opportunity with someone you know?”  a part of your exchange with prospects.

Sales tips from a panhandler?  An unconventional teacher, indeed.  But, Mario made his “sale” this weekend and if you apply these lessons, I’m sure you will, too!