We are all in sales. Whether we’re talking to prospective customers on the retail floor, convincing our spouses to go on the vacations we’d prefer or motivating our kids to clean their rooms, the better we get at influence, persuasion and sales, the better our lives will be, the happier we’ll be, the more prosperous we will be.

 

The Recipe for Success

Selling boils down to three simple steps: Connect. Understand. Present. The first letter of each of those words spells CUP.

In my SHOT University^® session at the January SHOT Show,^® Turn Prospects into Customers, I taught attendees how to master each of those steps from my book, The Yellow Cake Principle, which will sharpen their selling skills, give them a fresh dose of confidence and boost their revenue.

Here’s a recap.

Step 1: Connect

What’s the first step of every baking recipe? Preheat the oven. The same is true in selling. Begin by warming up the relationship. That means having the right mindset and being genuinely interested in the other person. People buy from people they know, like and trust, so approach them with a warm smile, a disarming demeanor and a sincere desire to serve them.

Research shows that two of the best ways to connect with people are finding something in common and offering something of value. In your initial conversation, look for commonalities. Do you live in the same town? Shoot at the same range? Have kids in the same school? Humans naturally gravitate toward those who share similarities, so discovering common ground strengthens our connections.

What can you offer of value? A free consultation? A lesson? A booklet? Keychain? Humans are hardwired to return favors, so if you do something kind for them, they’ll be more inclined to buy from you.

 

Step 2: Understand

Many people think the key to selling is learning how to talk better. The opposite is true. The key to selling is learning how to listen better. Aristotle, the father of influence, said, “Nothing is more affirming to the human spirit than being understood. Understanding is the key to influence.” Your goal with every conversation should be to let the person know you understand them. And that starts by asking really good questions.

There are two types of questions—tactical and strategic. Tactical questions are narrow and focused, such as “What brand? What caliber? What’s your budget?” There is a time and a place for tactical questions, but you’ll be more successful if you begin by asking strategic questions. These questions tap into a person’s emotional drivers, which is where true motivation lies. Ask questions such as, “What interests you most about firearms? How do you envision using your firearm in your daily life or activities? What concerns or questions do you have about firearms or their use?”

 

Step 3: Present

The single biggest mistake salespeople make is skipping the first two steps — connect and understand. They jump right in and start pitching. Pitch. Pitch. Pitch. This is a major turnoff and gives salespeople a bad reputation. If you do the first two steps well, your prospective customer will like you and trust you. They’ll see you as a friendly advisor, not someone pushing a product on them to make a quick buck.

To ensure your success, summarize the key points they shared with you and present the right product offering. Most importantly, avoid describing the product the same way every time. Instead, adapt your communication style to resonate with each individual.

There are four distinct communication styles, each with its own unique characteristics. Some people prefer getting straight to the point with a few quick bullet points, while others value detailed information. Some enjoy a more playful approach and others prioritize security and safety. By mastering the art of these four communication styles, you’ll enhance your ability to connect and engage effectively with others — and grow your sales.

 

Happy Baking

So, if you want to have your cake and eat it too, follow the lead of the professionals — practice your craft. Hone, refine and improve your skills.

And remember, if you want to boost your sales, use this easy-to-remember recipe: Connect. Understand. Present. Master these steps and selling will be a piece of cake.