What Salespeople Can Learn from Starbucks

When I first went to the Starbucks counter to order my coffee (plain, no cream or sugar), the barista asked if I wanted a delicious cookie for some sugar energy. I politely declined (thank you, myfitnesspal.com)—but only after thinking about it for a few seconds.

Why did I pause? She didn’t just ask, “Would you like a cookie with that?” She asked, “Do you want a delicious cookie for some sugar energy?”

I don’t know about you, but I like ­delicious things, sugar and energy.

As I began my work at a table nearby, I overheard the barista asking one customer after another if they wanted a “warm roll,” “yummy treat” or “bigger drink for only 30 cents more.” About half the people agreed. There was no pressure, no pushing and no hard sell. The barista simply asked the question—and framed it in an exciting way.

It got me thinking: Why do some sales professionals have such a hard time just asking for a sale? I believe it’s for three main reasons:

1) Sales professionals don’t believe 100% in their product or service. They often feel a slight resistance in the back of their minds—which makes them feel a little pushy.

2) Sales professionals are afraid of rejection. Let’s face it—if you’re in sales, you probably get rejected multiple times a day. Why subject yourself to one more possible dismissal?

3) Sales professionals are lazy. Yep, I said it. I don’t mean salespeople are always lazy, but I know sometimes it’s easier to just be content and not take that next step.

So how can sales professionals overcome not asking for the sale? First, you have to believe your product or service is the best in the world—not just because someone told you it is, but because you feel it in your gut. It has to be so strong that you feel you are doing a disservice to your client by not asking them for this sale.

You also need to believe that rejection only means no for now, or that the person rejecting you is simply not the right customer for your product or service. That’s OK—your product or service is not for everyone.

Finally, you have to understand that you owe it to yourself and your company to be the very best. To be the best, you have be on top of you game at all times—not just when it’s convenient for you.

As my favorite sales trainer Jeffrey Gitomer says, “people love to buy, but don’t like to be sold.” Starbucks has a great name, reputation and product. But its employees also know how to ask for the sale. So should you.

Brent Kelly is CEO of BizzGrizz Marketing.