TELLING IS NOT SELLING
What’s that old saying that we’ve grown up on as salespeople and heard so often it’s next to nauseating? Yes that’s the one, “Telling is not selling,” and it’s not only true, it is engrained into the mind of every professional salesperson I know. And the supersellers I am in contact with almost wear it as a symbol of professional pride.
Professional salespeople, in the main, are aware that they only really selling when they are asking questions and giving the prospect the opportunity to tell the seller what they’re looking for, what they want, sometimes they know what they need, and when they do they will tell you that too, what they’re concerned about, what their right now challenges are.
Salespeople are only really selling when they are listening attentively, thoughtfully and courteously. They are aware that the more questions are asked and considerately listen to, the more likely the prospect will say, “This is exactly what I’m looking for.” To them this the key point, and it’s what will bring them to a point where they find themselves in a buying mode. Moreover, there is a key point that will influence them to look more closely at every product or service of interest to them when they feel like this, that will get them to seriously consider owning whatever it is that has engrossed them this way.
It’s the same mental state that as a prospect that will look for must receive assurance that they are making the right decision. And until the prospect hears or sees that key point of influence, the prospect is most unlikely to make any buying decision.
Ask different questions. Start by asking questions that don’t include “Ahs” and “Ums.” It’s something that’s almost impossible to do when your questions aren’t prepared prior to the sales call. A clear indication what you’re asking isn’t a very good question, is when you ask a question and the customer responds “What do you mean?” The whole concept of asking fabulous open-ended questions is what good selling is all about. The better the question, the better the response will be.
Dominant Power Control
When presenting to two people, most salespeople quickly establish which is the dominant decision maker and concentrate on them. What they overlook the majority of the time, is that the non-dominant decision maker still has veto-power. Never avoid or ignore them, the price of an oversight such as this is far too high.
Don’t Wing It
Ask questions. Have a prepared and rehearsed product presentation. Have a prepared and rehearsed response to common objections. And have a prepared and rehearsed way to ask for the order. It’s called being a salesperson, and it’s what sets you apart from the run-of-the-mill average seller that just wings it under prepared.
And if Doom and Gloom Taking Over
These are not the easiest days for people in the selling profession. If doom and gloom has become the norm in your work circle and it’s turning into one huge pity party, look elsewhere for inspiration, and when you find it, treasure it.
Above all it’s about Business Respect
The more you care for and/or respect your prospect, the better job you end up doing for them. Don’t believe me? Then the next time you present to a high-profile personality be it in business, the arts, sports or social scene, just monitor the level of care you extend. The fact is, if you put the same effort into every call you make, your sales (as well as your income) will soar.
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This Article is by Peter Collins – In a sales career spanning more than 53 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 68 business books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. Peter had his first book published in 1969 and now has over 133 books in all, including Business, Marketing, Sales, Free Publicity, Body Language, Music and over 30 Christian books to date. Peters books have sold over 2.5 Million copies of his books over 49 years. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
© Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 2002, 2007, 2011, 2015, 2017, all rights reserved. Peter can be contacted through his website – profitmakersales.com
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