I had an incredibly frustrating experience yesterday that really opened my eyes to just how irritating a pushy sales person can be. Having worked in sales most of my life, rarely do sales people get under my skin. That was until I walked into my new dentist’s office.
My wife and I recently moved and with that came the need for a new dentist.
A little background here, my teeth are excellent, straight and bright white. Other than the need for the odd cavity filing and regular cleaning, they are fine.
The appointment started the same as any appointment, general chit-chat, attach dribble bid, recline and open wide. Not two minutes into the examination I was asked want kind of toothbrush I used. “Electric” was my reply. “Which one?” she asked. My answer was apparently incorrect (it happens to be the best selling model in North America) and I was told that I really should buy the one they happen to sell. “No Thanks” I replied; “I’m happy with my current toothbrush.” I was then told that I really should consider switching my toothbrush brand to which I replied, “I’ll pass, thanks”.
Five minutes later I learned my toothpaste wasn’t up to par… sorry, Colgate. For only $15 I could purchase a tube of their best toothpaste. Again “No thank you”; it must have been my blue dribble bib as I don’t believe they listened to anything I said.
The dental technician leaned in closer and very quietly let out a barely audible Hmmm. “Are you familiar with ‘Invisiline’ clear braces?” I thought to myself ‘Braces? What for?’ If you have ever seen my smile, my teeth are straight, really straight. Why would I need braces and if I truly needed braces why hasn’t any other dentist mentioned this to me? Out of curiosity I asked how much they cost. “$6,700 but if you are interested we have them on sale right now for only $5,300”. My gosh over $5,000 for a product I don’t even need. These people have had some hardcore sales training from a retired used car salesman. I was sticker shocked! I again said “No Thank You”, this time with more timber and in an annoyed tone. She thought for a moment and then said, “A night guard for $450 would work until you can afford the Invisline braces”. “I’LL PASS.”
A quiet 25 minutes went by while the technician scrapped and scratched at my teeth. Finally finished with my cleaning she hit the ‘up’ button on the chair and no sooner was I upright that I heard: “We offer oral cancer screening for an added level of security… it’s only…” That was all I could take. “STOP, I’M NOT INTERESTED AND STOP TRYING TO SELL ME SOMETHING! I’ve been in here for one-hour and you have tried to sell me something five times. Please STOP it!” Finally it was quiet, only the grinding sound of the drill punching a hole in my molar. Maybe it was me but I don’t think they put enough numbing agent in, as it was very painful.
Even when I was at the front counter to pay my bill, the receptionist wanted to know when I would like to purchase the services that were offered today. Really? I guess she didn’t hear my last comment over the sound of the drill.
So as sales professional, what can we learn from this experience? When trying to sell something to someone, we owe it to our prospects to be incredibly aware of their responses and reactions when we ask for the sale. Don’t just hear their reply, listen to the tone and timber; watch their body language. After you asked for the sale, did they cross their arms or legs? Shift away from you? Change the tone and timber of their voice? Did their reply shift from a monotone ‘no thank you’ to a louder more assertive reply?
Sadly all the verbal and non-verbal clues I displayed were completely missed or ignored by both the dental technician and the dentist as they continued to focus on ‘up selling’ me something before I left the dental office. I have huge respect for sales people as I know this is how we earn a living but when I have to raise my voice and reply with a very curt and harsh, ‘I’M NOT INTERESTED AND STOP TRYING TO SELL ME SOMETHING’, they stepped over the line and I lost all respect for them and their business. I was so offended by the constant sales pitches, and complete lack of respect when I said ‘no’ that both my wife and I would NEVER go back to them. Instead we will drive the extra hour to visit our old dentist. He never tried to sell us anything.
"... let's continue the discussion! Please join my "Group" Hot Tub and Pool Sales
Cheers,
Marco Longley
Sophisticated Selling Strategies...Simplified
Author of ‘The Ultimate Hot Tub and Pool $ales Book’
Discover how to double your sales in 7 days
Comments