Ask HN: How to learn to sell?

Hi there - one of the few pro sellers on HN here.

You're planning on prospecting into one of the most rejection-heavy domains out there with small physical business. These people get dozens of calls per day from companies they've never heard of - many of whom are trying to rip them off - and even the best ones (Groupon, Yelp, google ads, etc.) are basically just rent-seeking. Oh, and most have gatekeepers who don't care the slightest bit about your pitch.

Because of that I'd stay away from all this "smile and dial" advice. You'll have no chance. Go out there and hit the pavement and meet these people at their establishments at off hours. If you catch the owner in there at a good time - do your best to inform them of your products benefits and come up with a really good offer to get started (something that loses you money and time). Free Trial, free month of services, whatever makes sense based on the context of your business. The goal is NOT to make money or build a book of business at this point - it's to get a person happy with your software to sell to later.

If the owner is too busy or whatever - have some stuff printed out for them to read later that you can drop off. Ideally with a small gift (coffee, food, candy, etc.) and come back in a few weeks to see if you catch them at a better time (again with a gift, until they talk).

A solid entry level book would be Fanatical Prospecting by Jeb Blount.

Good Luck.

*edit to fix book name

There's a reason that people still employ door to door salesmen: most people don't like to reject people in person. It's why you normally buy your new roof from a guy you just met and have so much trouble firing employees who used to be good but have fallen off the wagon.

My partner worked as a waitress and had to kick out sales people all the time. It's amazing how many people want to sell stuff to restaurants and show up to "talk to the boss". Of course the boss had work to do and didn't want to see any salespeople...

Ooo, that was their first mistake. Rules for selling to restaurants: (1) go 3 hours before they open on a non busy weekday (eg Tuesday-Thursday) and knock on the back door (or just walk in!). If a breakfast place, buy a coffee just after the morning rush (9:30), then proceed to step (2).

(2) say to the first person you see, “are you the owner/manager?”

(3) either get directed to them immediately or get their phone number

(4) have a 1-2 minute pitch , either deliver directly or on the phone.

(5) if they really do seem to have time and interest keep selling. Otherwise schedule a followup for more info if they are interested

If (4) fails, try again in 1-2 months.

I would escort you off the property with extreme prejudice.

This is slimy. Don't do this.

I came home on Friday to a fake postal slip indicating I had missed a delivery I was not expecting. I called the provided number and provided the “code” to be offered an ADT sales pitch.

THAT is slimy.

Asking to speak with folks the old fashioned way seems quaint to the point that I genuinely am appalled by your harshness here…

EDIT: I asked my wife, a restaurant manager of some 15 years and former chef… this is exactly how folks both make sales pitches and seek work if they do not have an “in” already. This is not slimy, it’s normal course of business.

>Asking to speak with folks the old fashioned way seems quaint to the point that I genuinely am appalled by your harshness here…

I think it was the "just slip through the back door!" part which is more than fair. I turn around with a sharp blade and your dumb ass is standing there and now both our lives are over.