How Much Membership Time Does A Old School Bond Give The Dummy Curve in Action

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The Dummy Curve in Action

In our last blog, we talked about how you can have “Beginners Luck” forever, being a model. Well, a smart dummy, much like our favorite detective, Lieutenant Columbo. If you’ve ever watched the hit TV series, Columbo, you know he was a master at disarming his suspects by looking and acting like he was a model. And Columbo always had his killer. You can do the same in sales by disarming your leads when you play the dummy seller.

Master the Dummy curve takes time and practice. It’s a process that takes place throughout your sales career. As you get better with using the Dummy curve approach, you’ll accelerate your growth by learning how to put your prospects at ease and uncover their pain. Let’s take a look at an example of Dummy curve in action :

Carlos is a salesman and he works in the heating department of a department store. Carlos is a college student working a summer job in New England. As you may know, New England summers are quite hot. Few people buy home heaters in July. Carlos waits patiently for a customer to walk by, but since he’s had no prospects for hours and is tired of standing, he sits on a bucket to rest.

Finally, a little old woman approaches and asks: “Do you have heaters?” » Carlos gets out of his bucket and says, “Why yes, we do.” He takes her to the radiators and they walk through them together. They read the boxes and pull out the instructions. He learns alongside her, which strengthens their bond and establishes a relationship between them. Soon, said the lady, “I’ll take this one. Now where do I pay for it, son?” Carlos says, “Well, right over there; let me accompany you.” He carries the radiator to the checkout, someone calls him and she continues on her merry way.

Three weeks later, the company calls the department store manager and says: “Hey, your heater sales are up 300% compared to the same three weeks last year. What’s going on there?” The manager responds, “Well, we have this kid named Carlos, he’s sitting on a bucket.” Corporate then retorts, “Well, send him here to heating school. He’s doing great. Let’s make him even better.”

Carlos therefore goes to heating school and learns about BTUs, radiant heat and much more, thus strengthening his knowledge of heating products. When he returns to the store a week later, he sits back on the bucket, but this time he is leaning forward. Another little old woman enters the heating section. Before she can even say anything, Carlos jumps out of the bucket and says, “Can I help you?” “Well yeah,” she said stepping back, “I’m looking for a heater.” “Oh my God, do we have heaters!”Carlos said enthusiastically.

Carlos shows her all the products and does the dog and pony show, talking about the fifteen different types of heaters he has in the store. He goes on and on, layering features on benefits, bombarding the lady with all the information he learned in heating school. Finally he stops and asks, “Do you have any questions?” She says, “Only one.”Carlos responds, “Yes what is it?” She says softly, “Will that keep a little old lady warm?” Carlos doesn’t know what to say. Exhausted, the little old woman leaves and does not buy a radiator.

Over the next three weeks, Carlos’ sales are down. As he sits on his bucket, he begins to wonder why his numbers have dropped. “I was doing so well,” he thinks of himself. “Then I went to heating school. When I came back to present my knowledge of the products, I did worse. Hmm. I’ll go back to what I was doing at the beginning. Asking a lot of questions, listening a lot, and don’t talk so much.”

Carlos is going back to doing some of the things he did before product training on purpose, like asking questions instead of delivering monologues about products and features. Suddenly, he notices that his radiator sales are increasing again. Carlos responds very politely to prospects’ questions with his own questions, and in doing so, he finds out the real intent of their questions. Carlos discovers the pain. He notices more people linking to him and more people buying instead of apologizing saying: “I will think about it.” He purposely does even more of these “fake” things and crushes his goals from previous weeks, at which point corporate office calls to congratulate him. Carlos finds that he doesn’t work as hard and sells more. Pretty silly, huh?

Oh, one more thing: stay tuned for more on the dummy curve. In our next blog, we will cover the three stages of the dummy curve.

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