Few people have what it takes to succeed as a traveling salesman. Stu Larkin is one of them.
As a traveling bronzed baby shoe salesman, Stu has been criss-crossing the country for over 30 years, and claims to close nine out of 10 sales when meeting with prospects.
With so many salespeople hiding behind their desks these days, what can we learn from a guy who’s still out there carrying a bag? I recently had the pleasure of speaking with Stu, and I asked him to share his secrets to closing so many sales.
(‘The Bronzer’ — a 2012 documentary short about Stu Larkin, courtesy of The Documentary Network)
“First and foremost, be confident in yourself,” Stu says. “Even if you didn’t close that sale, or you didn’t write that order, you must immediately analyze what you did wrong and what you could have done differently. Then you must institute the change.”
2. Learn the craft
As Stu puts it, “Selling is a profession. You don’t just declare that you’re going to now be a salesman. The way to become a professional is to constantly read books about prospecting, about your client, about closing the sale, about personality, about how you treat people. That’s what you need to do if you want to become a true professional salesman.”
“You can’t close a prospect who isn’t pre-qualified,” Stu says. He’s seen many salespeople who just want to get the appointment. Since he doesn’t want to waste his time or theirs, he makes sure to qualify potential customers before he’ll meet with them.
Stu starts by asking, “Is this something that you really want?” If they say anything besides a resounding “Yes,” he disqualifies them. He doesn’t want to meet with someone who isn’t sure they want what he has to offer.
Next, he confirms that they want to proceed now. He doesn’t meet with anyone who is simply collecting information for the future. As Stu puts it, “I’m not gonna allow you to be a tire-kicker on my watch.”
After that, Stu will say, “Let me ask you this, and please don’t misunderstand me: Are you the person that could make the decision on this day?” If it turns out more than one person is involved, he won’t meet with one without the other, so he can be able to close the deal in one appointment.
To confirm that his prospect will be able to pay, he asks what method they plan to use by saying, “And, by the way, how would you take care of that? Do you use Visa? Do you use MasterCard? Would you use a check?” If they say “Oh, no, I pay cash.” Stu responds, “Oh, really? You know you’re gonna need about $100 tomorrow. Is that okay?” If they respond positively, great.
“Why would I go to this person who says, ‘I don’t have any checkbook. I don’t have a credit card. And I don’t have any cash.’ What am I doing there? I didn’t qualify them.” They must be able to pay him, to qualify for an appointment.
Whenever you ask your prospect a question, it’s important to be quiet and wait for the answer. Don’t answer your own questions. You have to wait for the answer. According to Stu, “You have to learn how to shut your mouth, and listen to your customer. Listen to the needs that they have and then fulfill those needs.”
“There is no sale when you’re not asking the right questions,” Stu says. He advises that you should ask, “What can I do with my product, my features, my benefits, and how they relate to you. If you fill those needs, the order becomes your order when you listen and solve the problem.”
According to Stu, “anyone can make a presentation and talk about a product.” All too often he said he’s “seen people who had tremendous product knowledge, but kept talking themselves out of the sale.” It’s important to talk about the features and benefits of the product, but you must remember to ask for the order.
As Stu says, “You have to ask a question, and once you ask that question, your key is to shut your mouth and wait for the answer. This is paramount, especially when it comes to closing. The first person that talks, loses.”
That answer is going to tell you how to proceed from there. If you get the answer you want, proceed with the order. If not, you’ll have to deal with the objection head-on. “As a good salesman, you must take that objection and fly with it and turn it into the order,” Stu says. “Take that objection, handle the objection, and then it’s back to closing the sale again.”
6. Get to a win-win
Once you get to the final objection, most prospects are willing to tell you what needs to happen for them to buy. In Stu’s experience, the final objection, “always comes down to price.” He finds out what would need to change to make the sale, then offers them other options to get to a win-win and close the sale.
The goal is to get the sale that day by negotiating, not by dropping the price. Stu says, “a lot of salesmen think that the only way to get the order is by always lowering the price. But what they really need to do is explain the value. That’s why I [close] nine out of 10. I show value.”
If you’re interested in contacting Stu to get bronzed baby shoes, you can reach him at BronzeBabyShoeCompany@gmail.com.
Frequently asked questions
1. How can I effectively qualify leads like Stu Larkin to ensure I’m spending my valuable time wisely?
Stu Larkin’s success hinges on his rigorous qualification process, ensuring he only invests time with serious prospects. To emulate this, you need to go beyond basic contact information.
Nutshell’s Recommendation: Leverage your CRM to create custom fields for Stu’s four key qualification criteria:
Decision-Maker: Is this person empowered to make the final call?
Need: Do they genuinely have a problem your product solves?
Urgency: Is there a compelling reason for them to act now?
Ability to Pay: Can they realistically afford your solution?
By consistently documenting and scoring these factors within Nutshell, you can quickly identify high-potential leads and prioritize your travel schedule, just like Stu avoids “tire-kickers.” Use Nutshell’s lead scoring features to automate this process and focus your energy where it counts most.
2. What are some effective sales closing techniques that complement Stu Larkin’s direct approach in today’s market?
While Stu’s direct closing questions are powerful, modern sales often benefit from a blend of directness and nuanced techniques.
Nutshell’s Recommendation: Beyond Stu’s “Are you the person that could make the decision?” and “How would you take care of that?” questions, consider these complementary techniques:
The Assumptive Close: Confidently assume the sale is moving forward. “Based on our discussion, the next step is to get you set up with [product/service]. How does next Tuesday sound for implementation?”
The Summary Close: Reiterate the benefits and how your solution addresses their specific needs. “So, we’ve established that [Product X] will help you achieve [Benefit A] and overcome [Challenge B]. Does that sound right?”
The ‘If-Then’ Close: Address any remaining objections by linking them to a positive outcome. “If I can show you how to integrate this with your existing system, are you ready to move forward?”
Nutshell helps you track all interactions and notes, so you can tailor your closing technique to each prospect’s unique situation, ensuring your approach is always informed and effective.
3. How can a CRM system specifically support traveling salespeople in managing their pipeline and customer relationships on the go?
Traveling salespeople face unique challenges, from managing scattered leads to maintaining consistent communication. A robust CRM is your mobile command center.
Nutshell’s Recommendation: Nutshell’s mobile CRM is designed to empower you on the road:
Centralized Data: Keep all lead, customer, and interaction data in one place, accessible from any device. No more lost notes or forgotten details.
Automated Follow-ups: Set up automated tasks and reminders for follow-up calls, emails, or in-person visits, ensuring no opportunity slips through the cracks.
Route Optimization: Use Nutshell’s mapping features to plan efficient travel routes between appointments, maximizing your face-to-face selling time.
Real-time Updates: Update deal stages, log calls, and add notes immediately after a meeting, keeping your pipeline accurate and your team informed.
Offline Access: Access critical customer information even without an internet connection, so you’re always prepared.
By streamlining these processes, Nutshell helps you stay organized, responsive, and focused on building relationships, even when you’re miles away from the office.
4. Beyond the initial close, what strategies can traveling salespeople use to build lasting customer loyalty and drive repeat business?
Stu Larkin’s decades of success aren’t just about closing; they’re about building trust. Lasting loyalty comes from consistent value and genuine relationships.
Nutshell’s Recommendation: Cultivate long-term relationships with these strategies, powered by your CRM:
Personalized Follow-up: Use Nutshell to schedule personalized check-ins, remembering key details about your customers’ businesses and personal preferences. A simple “How’s that new project coming along?” can go a long way.
Proactive Support: Anticipate needs and offer solutions before customers even ask. Your CRM’s history of interactions can highlight potential upsell or cross-sell opportunities.
Educational Content: Share relevant industry insights or helpful resources that demonstrate your expertise and commitment to their success, not just your next sale.
Customer Segmentation: Group customers in Nutshell based on their needs, industry, or purchase history to tailor your communication and offers effectively.
Feedback Loop: Actively solicit feedback and demonstrate that you’re listening. Use your CRM to track customer satisfaction and address any concerns promptly.
By consistently nurturing these relationships, you transform one-time sales into a steady stream of repeat business and referrals, much like Stu’s enduring client base.
5. How can traveling salespeople leverage digital tools and data analytics to optimize their routes and sales performance?
Even traditional sales approaches can be significantly enhanced by modern technology. Data-driven insights can turn good salespeople into great ones.
Nutshell’s Recommendation: Harness Nutshell’s capabilities to optimize your traveling sales efforts:
Territory Management: Define and manage sales territories within Nutshell to ensure balanced coverage and identify untapped potential.
Performance Dashboards: Monitor key metrics like conversion rates, average deal size, and sales cycle length through Nutshell’s customizable dashboards. This helps you identify strengths and areas for improvement.
Activity Tracking: Log every call, email, and meeting in Nutshell. Analyze this data to understand which activities lead to the most successful outcomes.
AI-Powered Insights: Utilize Nutshell’s AI features to summarize calls, suggest next steps, and provide insights into customer behavior, allowing you to make smarter decisions on the go.
Integration with Mapping Tools: Seamlessly integrate Nutshell with mapping applications to visualize your leads and customers, plan the most efficient routes, and reduce travel time.
By embracing these digital tools, you can work smarter, not just harder, ensuring every mile you travel contributes directly to your sales goals.
