How to Deal With Racism in Sales

Duane Draughon is the owner and operator of VizX Design Studios. Duane has worked and owned various businesses and often times experienced racism in sales. In this episode Duane shares how he dealt with those situations and was able to overcome and create a high-end outdoor living design firm.

Duane’s Story

Duane said people were often surprised when a black guy showed up to provide a quote for a backyard paver patio or deck. In his mind they weren’t necessarily racist but they were always curious. Over time he figured out how to find common ground and learn how to talk to clients. Duane is the sales engine for his business.

Original Chicago Tribune article mentioned in the podcast

What Makes for Great Sales

Sales is not just closing the deal. Too often in car sales, sellers are trying to sell and close when they first meet a prospect. This is too quick. They are not building a sales funnel and a system to close people. Better to build trust and eventually have fans of the business vs clients. He now has a sales generating system.

Fans not Clients

Duane see’s clients as fans or better yet: Cheerleaders. “If I have to give you a discount you have to be my cheerleader.” he will tell them. He now uses Facebook as a sales presentation engine for a nationwide outdoor living design firm that specializes in swimming pools, outdoor kitchens, and fire features. Social media builds fans. His work is so respected his clients get bragging points when it comes to referrals.

It’s important to Follow Up. Too often sales people give up to quickly. The 8th interaction is when you connect. Also, you must believe in your product. How you treat your client is what grows your business.

Closing Techniques

Duane uses the following closing technique to move prospects into clients. He says, “In the end you’re going to have to make a decision. So let’s just make it now so you don’t have to think about it any more.” Then he waits, and waits and often times they will say, OK!

How One Overcome Race in Sales

According to Duane the best course of action to to grit your teeth, work harder, don’t be the victim, it’s a number game, fight!

Duane Draughon Links

You can find Duane all over the internet:

Duane VizxDesignStudios on Facebook.
Here is the website Vizxdesign.com
They also post on @vizxdesigns Twitter

Resources

Duane recommends Gary Vaynerchuk’s book Jab Jab Jab Right Hook for insight on social media marketing