Wednesday, October 31, 2012

The ABC's of Sales

Do you have swamp land in the Okefenokee you want to sell me?

Do you sound like you might when you approach buyers you hope will say yes to your pitch?  Let's  talk  plain ole Old School Sales.

There is a special order to getting anyone to say yes to whatever you pitch them.  A date to the movies, an interview closing to land a job or a contract, running for elected office--all require an effort to get the respondent to agree to buy from you.  In Old School Sales, we logically call that  special order, Sales ABC's.

A.  Sell Yourself. You can't sell yourself if you don't know your prospect. Spend time deciding who will buy what you are selling.  Put another way, who is your market?  I can't sell a man a maternity outfit. My market is a pregnant woman.  Her desire is to look attractive as she goes through her nine months expectancy.  What's her hair color? Dresses or pants? What's her budget?  To sell yourself, forget about you and become your prospect. If I don't know at least this much about the lady, I am  going to sell  her zero. I have to show her, relax her to know that I understand and see and feel her need.  She won't trust me enough to buy from me unless I can mirror who she is.

B. Sell Your Product.  Go back to 'Step A'  until you are certain that your buyer is a person with a need that you can satisfy.  Never complicate what sales is. It is filling a need (or a want) at a reasonable price.  You want a Digital TV and I want to sell you the one that I have. This is the high probing and the high listening stage. Whoever closes the deal is the one who probes to learn specific features about the TV  the customers desires.  Television features are fairly competitive among each other. It's a thinking process--I open my pitch only now with the very specifics my prospect has just told me.  Then I toss in other features that clearly support or benefit exactly what she  has told me she wants. Listening is the salesperson's most useful closing tool.  If you want to close your sales, listen for the customer's instruction as to how you can sell  her, specifically.

C.  Sell Your  Company.  Now this is what 'branding' really means.  Why is branding so important? Branding is your product's and "yourself's" warranty.  Salespersons refer to it most commonly as one's "blue sky".   Branding implies your name is established and that you are not fly-by-night. If you don't go through the branding process, your sale could cancel. Let the prospect know that--like you and your product are-- the company you represent is legitimate, honest, fair dealing and available the full length of the product's warranty. Do not skip this  important sales element.

Now go close your prospects.




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