Helping Young Salespeople Become 'Closers': The Third-Party Technique

My first job as a company employee was as a store manager for a shop dealing in health foods and equipment.
Shortly after joining the company, my sales performance soared. Before I knew it, I had the top performance in the Kyoto area.
However, at one point, I suddenly thought to myself:

'To step on the gas from here, I need more substance.'

So, I studied before and after work and obtained a health management certification.
I added this new line to the poster in the store:

'A certified health manager will provide you with thoughtful advice.'

I spent my days using my certification to provide customers with detailed explanations and health advice.
'This will surely earn me more trust and increase sales!' I thought, but...

Surprisingly, my sales performance came to a complete standstill from that point on.

Anxious, I consulted with the director. He grinned and said this:

'ROYAL, I was actually a bit worried when you got that certification.'

'Huh?' I looked up, and the director continued.

'Your customers are much older than you, right? They aren't looking for a 'teacher' figure in someone who could be their child or grandchild.
Besides, you're a bit rough around the edges, aren't you? Even if you try to force yourself to act like a proper teacher, it feels unnatural.
You were at the top because you were a <mascot> who was energetic, kind, and comforting to talk to.'
Ouch! That hit a sore spot...

'But I studied so hard...' I lamented, and the director said:

'Knowledge won't go to waste. Try changing the subject from yourself to someone else.

'Like, 'A teacher mentioned this at a seminar the other day...' or 'I saw this information on TV...'
But the best way is to share the voices of other customers with the next customer. Like, 'A previous customer also had this concern...'
That is what reaches a customer's heart the most.'
Following this advice, I decided to make the 'third-party technique' my weapon.

Keeping my own energy and kindness, I would deliver the 'substance' I wanted to convey as the words of someone else.
Then, strangely enough, my sales performance began to grow again.
After that, I spent eight years as a store manager before changing jobs.

I moved to China and became the head of global sales.

My clients were corporations, and I was dealing with management and purchasing managers. It was a different game from my previous B2C experience.
However, the 'third-party technique' was surprisingly effective here as well.

It was particularly effective with customers like these:

1. Clearly uninterested 2. Comparing with other companies 3. Only looking at price 4. Wanting to finish quickly 5. Not planning to implement anything soon
By skillfully using the third-party technique even with such people,
there were many cases where I actually turned the tide and closed the deal.
Currently, I am independent, providing sales support and profitability improvement consulting for small and medium-sized Japanese companies.

Thankfully, all the clients I am currently contracted with are seeing improvement results.
Among them, this is a common sentiment I hear from multiple business owners:
'I want my young salespeople to have better closing skills.'
Looking at the sales structures of my clients, many have only one or two young salespeople in their 20s or 30s.
The reality is that the president often has to go to important business negotiations personally.
Since training salespeople takes time, I charge an additional fee to take it on.

I feel that I have a good rapport with young salespeople.
The reasons are the following three points:

● Narrow down the issues Even if four issues are found during a sales call, I choose only the most fundamental one and focus on improving it. Practice is also narrowed down to that.
● Don't preach Young salespeople just have 'less experience and skills,' it doesn't mean they have 'nothing.' I respect the experience they already have while adding skills. I value this attitude.

● The third-party technique is perfect for the young Young people sometimes lack dignity or credibility. That is precisely why, by conveying things as 'someone else's words' rather than 'saying it myself,' the persuasiveness changes significantly.

And yesterday, I received happy news from Mr. H, a salesperson I am mentoring!

A customer I accompanied him to visit four months ago.
'3. Only looking at price' above

This was the type of negotiation that fit that category.

Our price was third in the overall ranking.
So, Mr. H incorporated the third-party technique and argued that while it might not be a short-term gain, our proposal would be cheaper in the long run.

The result was an initial rejection.

The customer said, 'Please do your best next time,' and we had completely forgotten about it, but...
Yesterday, Mr. H suddenly received a call.

'Actually, we decided on a cheaper manufacturer once, but our policy has changed. Please let us have another detailed meeting, including my boss.'

Mr. H, you did it! 🎉㊗️
If used well, the third-party technique sticks to the customer's 'hippocampus'.

It has the power to make them suddenly remember even after time has passed.

When I go to Japan next, let's have a celebratory drink!🍻🥂
* If there is an opportunity, I would like to introduce specific examples of the third-party technique.