No matter what kind of business you are involved in, someone, somewhere along the way is going have to sell something.
And, if you are an entrepreneur just starting out, the chances are it is going to be you.
I recall when I stated my sales career 20+ years ago. I was scared to death. I had no idea where to start and was absolutely convinced that I was bound to be rejected harshly.
Fortunately, the sales department of the company I was with had a wise manager who mentored is new sales people personally to develop a refined set of sales skill that, frankly, continue to serve me well today.
Just like so many other things in life, there are a number of rudimentary laws of selling.
When you understand these, selling becomes a pure joy. I learned the majority of what made me a successful selling professional from Max Sack International.
Here is my list of the top 14 selling principles I learned in their program 20 years ago. Whether I was selling high-end multimillion dollar solutions or introducing a new prospects to a new network marketing opportunity, these 14 princples have always served me well.
Whether you are starting a home- based MLM business or launching a venture-backed corporate enterprise, observe these principles and you will enjoy great success:
No one is born a salesperson.
Selling is a profession.
Similar to every other profession, highly skilled sales professionals have studied and learned their trade.
Just as a doctor, attorney or accountant isn't "born” neither is a salesperson. Abandon this myth and learn your trade.
Research reveals that regardless of age, race, gender or experience, a novice salesman with effective sales training can become as successful as his veteran counterpart.
A professional salesperson makes a sales call for one reason and one reason only: To be of service to the customer.
If you're making a sales call to meet quota, earn a higher commission, move the "special of the month" or get a deal for any reason not arising from your customers' true needs or desires then it's time to check your integrity.
One of the main reasons selling has a negative public perception is too many salespeople sell for their reasons, not their customers' reasons.
Approach every interaction with a prospect or customer with one eye open to helping them in some constructive way. Even if it is outside the scope of your product or service offering.
People prefer talking to listening
I doubt you've ever heard anyone complain: "Darn, she's nice but just listens too much."
Most people, your prospects included, want to be heard and understood before being asked to understand.
Effective salespeople are listening 60 percent to 80 percent of the time, depending on the complexity of their offering.
They accomplish this by becoming highly skilled at asking the right questions at the right times. Your job is to get them talking and listen to what they have to share. I promise you, you will find a way to be of service to them.
View this need as a fundamental rule of communication.
People don't care how much you know until they know how much you care.
Selling is first and foremost about relationships.
Your prospect must believe that you will do everything possible in his or her interest. Without this trust, all the facts, figures and discounts don't mean anything.
Once you gain the prospect's trust, however, you become much more than a supplier -- you become a trusted counselor and partner not easily replaced, despite your competitors' lower price, supposed faster delivery and so on.
People buy emotionally and justify logically.
Contrary to what many salespeople believe, this reality actually works in your favor if you've done a thorough job of helping your prospect buy.
It's imperative that you reinforce your prospect's decision to buy with sound reasons for the purchase.
Show them how your product or service actually delivers the value they were seeking when they purchased it.
Set a clear intention for every call or contact with your prospect.
Know why you and your prospect are investing the time to meet.
Be clear about what your prospect’s intentions are and be prepared to help them achieve them.
Be clear about your intention before you arrive on the sales call and communicate it clearly as you start your discussion.
Discuss benefits, not features.
This law has become cliché during the past decade, yet most salespeople still don't apply it.
Consider this: There are more than 1 million half-inch drill bits sold annually, but people don't want half-inch drill bits. They want half-inch holes. Show your prospects the benefits of your product or service.
Sell value, not price.
Surveys reveal that price concerns often are as low as sixth in the order of importance of prospects.
However, it's always one of the first objections raised. If you have qualified the prospect thoroughly, you will be able to clearly demonstrate how your product or service provide value.
Always ask “Has anything has changed?”
Use within he opening dialogue of every interaction, this simple question minimizes surprises. Never assume things are where you left off.
Asking this offers you protection and the opportunity to help the customer know you're working in his or her interest. You might discover the budget's been revised, there's a new time frame or, even that your prospect's company has been sold and all deals are off.
Treat every person like a VIP.
It has been said that the true character of a person is revealed in how he or she treats someone who can do absolutely nothing for him or her. Nowhere is this truer than in selling. This makes good sense. There' is the rare possibility the receptionist will someday become CEO.
More likely, you'll encounter many employees who aren't decision-makers but quickly can become part of the decision-making process.
You'd be surprised how many deals salespeople have lost by being rude or elitist.
Every prospect makes five buying decisions in precise psychological order.
Ø You, the salesperson, including your integrity and judgment.
Ø Your company.
Ø Your product or service.
Ø Your price.
Ø The time to buy.
Know these buying decisions, pay attention to which have been made, and tailor your presentation accordingly.
Every prospect buys for one, or more, of six buying motives.
Knowing and appealing to the motives will help motivate your prospect emotionally and logically, moving you closer to a sale. They are:
Ø Desire for gain.
Ø Fear of loss.
Ø Comfort and convenience.
Ø Security and protection.
Ø Pride of ownership.
Ø Emotional satisfaction.
There are seven steps to every successful sale. And they always occur in order.
Ø The Approach
Ø Qualification
Ø Agreement on need or want
Ø Sell the Company
Ø Fill the Need
Ø Close
Ø Cement the Sale
Send thank-you letters.
Does this really need an explanation? Send thank-you letters to anyone and everyone -- from the receptionist who set the appointment to each person present for your presentation.
Short notes take a little time but show a lot of class. This professional courtesy can open an apparently closed opportunity.
Steve Little: Business Success Coach, Miraculous Retiremen Coach, Professional Fitness Coach, Champion Bodybuilder, and Entrepreneurial Multimillionaire. http://championsuccess.com
