Retired Sales Trainer and College Professor Reveals Secret To Successful Sales

After I graduated from college with a BA in Speech/Theater, and a Master’s Degree in Speech Communication, my life proceeded on two tracks. The first track was 20 years in academia as a college Speech Professor and Director Of Theater at The State University Of New York. The second track was in sales. The sales track began shortly after accepting the position at SUNY, and ran, much of the time, simultaneously. I sold memberships in the United States Chamber Of Commerce to companies, businesses, and other establishments. I was a consultant and salesperson for a theater lighting, drapery, and supply company and additionally as a Century 21 sales agent.

I took a leave from academia in 1985 to spend 24 years in the resort industry as a salesperson, sales manager, Director of Sales, Project Director and from 1994 until 2009 operated a consultant and sales and management training company, specializing in high-end Fractional Ownership. In 2009 I returned to the classroom teaching Public Speaking, including Persuasion Communication, at Valencia College in Orlando.

It is rare, if ever, that these two tracks converge, academia and sales. It is the convergence of these two tracks, however, that is the secret to successful sales. A technique for organizing persuasion that inspires people to take action was developed by Alan H. Monroe in the mid-1930s. Monroe was a Speech Professor at Purdue University. Monroe’s Motivated Sequence, a simple formula based on psychology, builds on John Dewey’s work on psycho-logic. Additionally, Monroe’s sequence draws from Maslow’s Hierarchy of Needs. After combining these theories with his own, Monroe founded Monroe’s Motivated Sequence. The Motivated Sequence has five parts: Attention, Need, Satisfaction, Visualization, Action.

Understanding and applying Monroe’s Motivated Sequence can supercharge a salesperson’s persuasive communication.

Attention Step:

Before doing anything in a sales situation, one has to gain the customer’s attention. There is no way of knowing what may be going on in a customer’s head or what their situation may be that might be distracting. In Speech, we call this “Noise”. It is important to eliminate or minimize the “Noise”.

I was trained in a dramatic example of an attention-getter when I was selling memberships in the United States Chamber Of Commerce. The challenge was to be able to get in to see the decision maker. The Chamber, in Washington DC, provided a unique opportunity. I dressed in a grey vest suit with a grey or tan trench coat and a fedora hat. Keep in mind that this was in the 70’s. I carried an ID card in a flip-open wallet, much like an FBI agent might carry. On one side was my ID photo. On the opposite side was a very impressive seal of the United States Chamber Of Commerce. Picture this. Upon entering a company or business, I would walk up to the receptionist or secretary, flip open the ID, and present it at arm’s length toward the business gatekeeper, with a very serious tone, the following attention getter.

“Hello, my name is Tom Goetschius. I have been instructed by the Board of Directors of the United States Chamber of Commerce to speak to the owner about issues pending in Washington DC that will have a profound effect on your business.”

It was not uncommon for the gatekeeper to run into the office and say, “There’s a G man here to see you”, or “There’s a guy from Washington who says he needs to speak with you.” Seldom was I not able to get in to see the boss.

This technique, while a little over the top in its dramatic presentation, is an example of a startling statement. It is one of the several types of attention-getters. Other attention-getting devices are rhetorical questions, quotations, stories, or even a demonstration or photo. In the case of the resort salesperson, an example of an attention-getter upon meeting a customer might be, “Hello, my name is Tom. With your help, together I hope to enhance your vacations or travel in a meaningful way.” While in the category of a startling statement, it is probably more of a promise. Either way, it would get the customer’s attention.

Related: Commitment and Accountability: The Cornerstones of Organizational Success

The Need Step:

It is this step that requires the most skill on the part of a salesperson, especially in resort sales. Salespeople heed this admonition. “You cannot create need”. Any attempt to create a need will be viewed as manipulative and therefore damage the salesperson’s credibility. Need can be discovered, or uncovered, and only by skilled and thoughtful questioning. It is important that the questions not be an interrogation but asked in an exploratory manner, much like an investment counselor. The purpose is not so much for the salesperson to uncover customer needs, but for the customer to get in touch with their situation that may require taking some kind of action. Ask High Gain questions. These are carefully prepared that encourages the customer to provide insight and valuable information about their situation. Avoid yes or no or short answer questions. Ask a question like, “Can you talk about the number one best vacation you have ever taken?” OR “Can you share the absolute worst vacation you have ever had?” Questions should explore Who? What? When? Where? Under What Circumstances? The Best? The Worst? The Most? The Least?

Nicole Wallace on the MSNBC show, “Deadline: Whitehouse” effectively uses thoughtful High Gain Questions like, “Could you please describe the number one thing you are most concerned about regarding the current situation?” The guest usually takes a quick pause to process the question and replies. The follow-up is just as important as the question. Many times, Wallace then says, “Talk more” and the guest elaborates and reveals more significant information.

Skillful questioning is the most important part of the sales situation. Only the most skillful salespeople master this step. If done sincerely and thoughtfully, it should reveal the “Why” that requires action to take place later. The customer, thoughtfully guided by the salesperson, comes to the awareness that there are gaps in their vacation and travel lifestyle or that they may be missing out on opportunities. The greater the “Why” the easier it is to pull the trigger on a positive decision later.

Related: The Secrets to a Successful Resort Renovation

The Satisfaction Step:

If the Need Step has been successful, then the customer is ready to hear the solution. Your product is the solution. Know your product inside and out. Make a compelling presentation. Keep it easy to understand and customize, trailing back to what was discovered in the Need Step. Great salespeople avoid a memorized boiler plate recitation. Further, we know that people take in communication 70% visually, 25% audibly and the remaining 5% through the other senses. Using visuals in your presentation is better than asking them to listen to you for whatever period of time. Most likely they will just tune you out, but, making a presentation that uses auditory and visual together is very effective.

Visualization Step:

This may be the second most important part of the sales situation. Not only would it be wise to use visuals, but, in addition, use masterfully vivid language. In retail sales, it is an axiom that you give the customer possession of the product. Have them hold it, handle it, smell it. The Visualization Step gives the customer virtual possession. Let them “try it on for size”. Help them to imagine using your product, to the point where they cannot imagine not having it. Once again, only the most skilled salespeople master this important step.

Action Step:

If you have skillfully accomplished the four previous steps, your customer should be able to make a positive decision, but remember, only if the “Need” has been sufficiently uncovered. It is here that the objections may surface. Handle the objections before they arise. Make it easy for the customer to say “Yes”. Don’t forget.

Ask for the sale.

Last word about this process; your product may not be right for everyone. Your customer may not have a need or maybe the timing may not be right. The customer has the right to say, ”Not for us”, but, maybe, the Satisfaction Step ignited something not discovered in the Need Step. More than one salesperson has been surprised when they asked for the sale.

You will not close the sale every time, but mastering the 5 steps of Monroe’s Motivated Sequence will make you a sales leader.

The Motivated Sequence is a psychological approach, thus the name.

The following diagram illustrates the psychology.

Attention Step: They are OK. Not bad.

Need Step: Now they feel kind of low as awareness becomes apparent and the “Why” surfaces.

Satisfaction Step: They feel better when they learn that there is a solution available.

Visualization Step: They are moving up the psychological scale and feel quite good as they see themselves enjoying great vacations and travel.

Action Step: They feel exhilarated and are at the highest point when they decide that they can do it and look forward to great times.

Monroe’s Motivated Sequence may not be a secret after all. Maybe great salespeople have, instinctively, more or less, been using an effective and psychologically sound process all along. Now, however, the process not only has a name, but it has a front of mind structure to apply to successful sales. Thank you, academia.