SELLING – AN AWESOME RESPONSIBILITY
The dictionary describes PROFESSIONALISM as: “Engaged in, connected with, or worthy of the standards of a profession.” If you think you’re safe because your “Engaged in”, or “Connected to”, lets look at the second part which states “Or worthy of the standards of a profession.” The dictionary goes on to describe PROFESSION as: “An occupation requiring advanced education”. And without the appropriate education, you won’t understand the basics and therefore have trouble learning the more advanced concepts.
The problem with sales in the 80’s and 90’s is we were turning out SALES-WISE REPRESENTATIVES. The ones Industrial Psychologists call “Comfort Zone Sellers”. People who are always going after new and innovative selling techniques before they’ve mastered the true and tried methods that have always worked.
Now we’re in the 21st century, those past years have now begun to haunt us, because in so many ways standards have dropped. Not because those levels cannot be taught, far from it, it’s because so many of the supersellers in sales are no longer prepared to pass on vital information.
So many have tried time and time again, only to be ridiculed because of what they’ve said, or to have a non-performing salesperson publically taking them to task because they “disagree” with the one with the runs on the board.
So many salespeople today want instant fixes, in place of sound training. They experiment, rather than apply that which is know to give results. Their language contains phrases such as “Trust me”, “She’ll be right mate”, “This is best for you” and a host of other easy to learn one-liners. To achieve results, their presentation has been rewritten to include phrases that exaggerate, overstate and manipulate. And rather than advise, they impress. In time they harden their attitude towards their prospects, their peers and their companies.
But the irony is – people who promise great things to get the sale, fail more often than those who bungle their way through a bad call.
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I’ll probably be riddled for writing this book, by those that have achieved very little in sales and disagree with what’s written here, for no other reason than they have never seen or heard it before. But the truth is, the contents of this book will be dynamite in the hands of the true professionals, because it will remind them of how to fine tune certain things to get them on track. It will also move so many others to a new level in sales, giving them a new status and higher income. Yet I know others will dismiss it outright.