The Rule of Three in Sales Managment

By Gerhard Gschwandtner

Three is a magic number. We all remember three words easier than two or four. Our national flag has three colors. Our political system is based on three powers, executive, legislative and judicial.

We all know that a three-legged stool offers the best balance. We’re living in a sea of time that is divided into three parts: past, present and future.

In the world of sales management, the rule of three has special significance. It contains the key to winning three ways: professionally, financially and psychologically. The rule of three is so simple that most nagers hardly recognize its impact on our daily lives. For decades successful people have recognized and used the rule of three as a leadership and management tool. A few examples include Sigmund Freud who based his prescription for mental health on three abilities: to love, to work and to play; Albert Einstein developed his theory of relativity by studying the relationship between three essential components: time, space and speed. In Buddhism, three types of learning are required for those who seek enlightenment: moral conduct, meditation and wisdom. Every profession has its own rule of three.

In psychology, we learn about the three ego states; in art, we learn about the three primary colors and in education we talk about the three R’s.

In the field of selling, there are several applications for the rule of three:

1. The rule of three for managing time: Before you tackle your next project ask yourself three questions:

(1) Is it urgent? (2) Is it important? (3) What’s my time commitment?

Put off assignments that aren’t urgent. Delegate unimportant tasks. Make sure you have enough time on your hands before you say yes to a new project.

2. The rule of three for goal setting: Set goals that are (1) realistic (2) attainable and (3) measurable.

People without goals drift aimlessly through life. Don’t confuse goals with dreams. Goals will bring your life’s energy into focus. Dreaming without ever focusing will dissipate your precious energy.

Think of goals as dreams with a deadline.

3. The rule of three in nonverbal communications:

All nonverbal expressions communicated by prospects can be divided into three major signals according to your selling strategy: Red, Yellow and Green. Green signals mean that your buyer is open and you may move on with your selling strategy. Typical green signals are: friendly face, relaxed and open postures, body leaning toward you.

Yellow signals alert you to exercise caution, there is an obstacle preventing your progress. Typical yellow signals are: averted eyes, closed postures and self touching gestures. Ask open questions to uncover the obstacle. Stop presenting and start listening. Red signals mean that you’re about to lose the sale. Your customer has become either increasingly withdrawn or increasingly aggressive.

4. The rule of three for sales training:

Cut your sales training time to one-third by using three-word reminders for all vital selling tasks. Here are a few examples:

Planning: 1: Plan each sale. 2: Plan each day. 3: Plan each market.

Opening calls: 1: Qualify needs thoroughly. 2: Remember customer names. 3: Confidence spells success.

Presentations: 1: Dullness is deadly. 2: Features and benefits. 3: Emotion and logic.

Showmanship: 1: Show and sell. 2: Seeing is believing. 3: Touching means owning.

Handling objections: 1: Objections are questions. 2: Use empathy cushions. 3: Explaining prevents complaining.

Closing the sale: 1: Three “Yeses” win. 2: Close with stories. 3: Three closes win.

Winning sales attitudes: 1: Enthusiasm sells more. 2: Honesty creates long lasting customers. 3: Learning increases earning.