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Selling is Simple - almost anyone can do it,
including you
21 Feb 2005
Whether you know it or not, you have been selling all your life. You knew how to do it as a child, so to sell with ease, maybe you just need a more childlike attitude.
'Why do you think we are in this business?' This question that arises with tedious regularity at interviews and appraisals. The answer that delivers maximum kudos is, 'to meet our customers' needs and expectations'. This is a definition of 'selling'.
Any organisation, including yours, could have the best products or services of all time. But, until they are sold, that is all you have. Selling is the vital ingredient that pays your bills, creates your profits and allows you to grow.
All children learn how to sell their parents on their demands by using 'pester power'. They just go on and on and on -until the fond parent decides that 'yes' is preferable to a tantrum in the supermarket aisles. At school you learned to sell yourself to be selected for a team, to win praise and awards or, to simply avoid trouble. When you found the boy or girl of your dreams your selling skills reached their zenith, powered by passion until you achieved your objective.
You did it then, you can do it now
As a child and lover
you persisted until you reached 'yes' and would accept no alternative.
In a selling situation you must be equally clear about the outcome that you want. Your desired outcome is to make the sale. Your potential client's desired outcome is to have a need or want met. Focus on your own outcome before you reach for the phone, write a letter or attend a meeting. Whether you expect an order, or expect a rejection, you will be right. Your expectation will colour your tonality, physiology and presentation.
Then direct equal focus on your client's expectations. Ask how you can resolve their problem. State how the benefits of your product or service can help them. Save the technical stuff until they ask for it. Let your passion and enthusiasm energise your words.
Use any past difficult or negative encounters to help you formulate positive and complete answers which you can rehearse in your mind. Then, when questions arise you can answer them fairly and truthfully.
Practise asking 'open questions'. These cannot be answered with a simple 'yes' or 'no'. Use words like 'how', 'why', 'where', when' and 'who' to open up the conversation and offer opportunities for you to reiterate the benefits and discover what your client really wants ... which may not be what they initially thought they wanted.
Acquire and develop your skills of rapport building. Learn the basic Neuro-Linguistic Programming [NLP] techniques of mirroring, matching and pacing. These procedures are simple to learn and to use. They are based on the truism that 'people buy from people who are like themselves'.
- Selling is a noble pursuit that creates profits
- Don't pester but do persevere
- Be passionate and enthusiastic
- Know your own objective with absolute clarity
- Keep focused on your clients' objectives
- Talk about benefits - the 'what' rather than the 'how'
- Rehearse your truthful answers to questions
- Ask open questions
- Learn rapport building skills
Two massive stumbling blocks and one presumption
There
are two massive stumbling blocks in selling. They are both in your
control, so you have the power to turn them into stepping stones.
The first block is being judgemental by assuming that the client cannot afford your products or, even worse, that they do not represent the best value in the market. Never make such judgements.
The other stumble occurs when you keep talking. Stay alert to 'ready to buy' signs and then ask for the order and shut up. Beware of talking through the sale and out the other side.
- Never assume that your prospect cannot pay
- Always assume that your product or service is the best
- Ask for the order and then shut up
Help is available
If you feel uncomfortable in a selling
situation, these top tips will help you to review your attitudes and
beliefs. To move on to the next stage, where selling can become enjoyable
with positive results, HRM Coaching Ltd offers a wide network of experienced
and qualified coaches, including many specialists in the art and science
of selling and rapport building.
Your initial call is in absolute confidence and free of cost or obligation. This will allow HRM to select the business coach who is most appropriate to your needs.
Call Hannah on 020 8544 8024 for more information. Take a look at www.hrmcoaching.com where you can also sign up for Hannah's regular business coaching newsletter.
ENDS 796 words
Notes for Editors:
Hannah McNamara is available for telephone interview by appointment
Photo available on request
Contact details:
HRM Coaching Ltd, Delta House, 175-177 Borough High Street, London SE1 1HR
E: hannah.mcnamara@hrmcoaching.com
W: www.hrmcoaching.com
T: 020 7939 9910
M: 07702 075421
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