Marketing Salesmanship in Something Directory

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No Bull Selling by Hank Trisler in Something Directory

 

Selling isnt very complicated. Its not exactly nuclear physics. We all know people less intellectually gifted than we are who consistently sell at high levels. Selling is hard work, but its simple. People selling well know that customers buy based on two principles: People buy on emotion and justify the purchase with fact, and People buy for their reasons, not ours, Armed with this information, we go see a lot of people, select only those people who might benefit from our product or service and ask them questions about why they might need whatever it is we sell. The best salespeople talk twenty percent of the time and listen eighty percent of the time. When its our turn to talk, the best salespeople ask questions to keep the customer talking. When the customer talks, he will say things that take us closer to our sales goal, in which case we agree with him and support him in his astuteness. He will also say things that take us away from our sales goal, in which case we withhold support and let him have his own opinion, all by himself. Experience tells us that most objections, in the absence of support--positive or negative--from the salesperson, will simply go away. The best salespeople know that we never argue with a customer, as in arguing, the customer locks himself on the idea that he is right and we are wrong. His objections become hurdles impossible to overcome. When we have firmly established in the customers mind that he has a need for our product/service, we demonstrate the benefits of our program to help him fill his need and satisfy his wants. We need to establish a position of NET GAIN,where we have something the customer needs and wants and cannot get from anyone else. When we have created a net gain, we have largely eliminated problems like price, color, delivery and other objections. They just fade away into relative unimportance. We then obtain a commitment from the customer to do business with us. Please notice I did not say close the sale. The best salespeople do not close. I hate to be closed and so do you. When someone closes you, you feel that you have abrogated control over your life to someone else and that is a very uncomfortable feeling--rather like a turtle on his back. In fact, in my later years, Ive grown to dislike the word close. Close is a final sort of word, meaning the ending of things. I fly a lot and hate it when they call those buildings airline terminals. The pilot says, We are now on our final approach. Dont tell me that. No, I dont believe in closing, but I do believe in opening. If we can open enough relationships of sufficient quality, we need never worry about closing again. Our success is assured. The best salespeople then follow up with the customer to nourish and cultivate the relationships they have so painstakingly built. This relationship selling minimizes the necessity of prospecting and eliminates any need for closing, overcoming objections or the trickery and chicanery that have so long sullied the reputation of we salespeople. Every time we make a sale, we make a friend and make all the following sales just that much easier and faster. I find the preponderance of time at any sales meeting, or conference, is dedicated to increasing product knowledge. Product knowledge is important. If we dont know what our product does, how will we know what sort of questions we should ask? Product knowledge is only about twenty percent of a salespersons effectiveness, however. Eighty percent is people knowledge and thats what our programs work on.

 

Address: The Trisler Company, Inc. 1813 Kirklyn Drive San Jose, CA 95124-1234
Telephone: (408)978-6000
Fax: (408)978-6080
Website: http://www.nobullselling.com/