Book take aways:
Selling is not something you do “to” someone. It’s doing something “for” someone. In athletics, you look for the opposing team’s weaknesses so you can exploit them and take advantage. In sales however, you look for your prospect’s weaknesses so that you can strengthen them. If you’re truly a sales professional, you’ll seek every legitimate means of having them take action toward a purchase because you truly believe it’s for their own benefit.
Five reasons someone won’t buy: 1. No need 2. No money 3. No hurry/urgency 4. No desire 5. No trust. Typically when someone uses the reason of not having enough money, it simply means they haven’t prioritized for it. They haven’t seen the real value in what you have, and it’s your job to make them realize the importance so it becomes a financial priority to them. Don’t try to close the sale before you’ve established the value. Remember, you don’t sell what it is. You sell what it does- so focus on the benefits.
Selling Success Formula= The right person selling the right product using the right technique with the right motive. (The most important thing is that that know you’re a person of integrity and are trustworthy). People are persuaded more by your conviction, than by your knowledge. If you truly believe in what you have to offer, you are doing a disservice to someone you don’t offer to who is in need; your motive must be to help your prospective buyer no matter what.
During a sales presentation, start with the most powerful points first. Use your 2nd best material last. People don’t often “hear” what’s in the middle as much as those two time frames (although it’s still important). You must also first open the mind of the prospect by getting them to agree with you, nod their head, respond “yes” to a question, etc. This creates trust, and that is the first essential. They first buy YOU. Prospects also don’t buy cold, hard facts as much as they do warm, people benefits. Another important factor in selling is your voice. You must learn how to say what you need to say in the most effective manner. It’s best to record your presentations, record yourself handling objections, analyze your words & voice inflection, and repeat over and over. Sound confident. Get to the point. Realize that your voice tone and pitch change the meaning of what you say.
The following are words that help sell, so incorporate them into your presentations: understand, proven, health, easy, guarantee, money, safety, save, new, love, discovery, you, security, benefits, right, results, truth, comfort, proud, profit, deserve, happy, trust, value, fun, vital, advantage, positive.
The following are words that “unsell,” so avoid: deal, cost, pay, contract, sign, try, worry, lose, hurt, buy, death, bad, sell, sold, price, decision, hard, difficult, obligation, liable/liability, failure
If you have passion for what you sell, do not hesitate taking it to the public with enthusiasm. If you don’t OWN what you have to offer, you will never be effective. You must transfer your feeling of excitement to others ~ but the salesman must first have it. IMPORTANT: YOU CANNOT SELL WHAT YOU DON’T USE OR BELIEVE IN YOURSELF. Can you think of some things that you try to persuade others to do, but don’t do yourself & lack leading by example? You must improve that.
Because of poor self-image & lack of confidence, 65% of sales people simply do not ask for the sale. Instead they simply wait for someone to supposedly walk to their front door and say, “I’d love to buy what you have!” (which never happens…) This is sadly the common mind frame to avoid rejection and damage of the seller’s ego. Your self-image will only improve when you become a master at your trade. People who procrastinate have self-image issues because they sit and allow fear to grow inside them. It’s up to YOU to decide who to let inside your mind, tell you how to think, act or feel. (The old saying goes…people cannot hurt your feelings without your permission.) It’s very important to not project yourself prematurely into future events. Don’t plan the outcome in your mind negatively; detach yourself from it.
Your attitude towards others: Are you there to make a quick buck? Or are you there to help fill a need they have. On average, a company spends 6 times as much to get a new customer as it does to hold a current one. A disgruntled customer tells an average of 11 people of a negative experience. Losers focus on replacing customers, when winners focus on maintaining customers. When you make a sale, you take the driver’s seat. However, when you take your eye off the road (customer) and your foot off the gas pedal (service), competition starts selling the idea that they’re better drivers and have more gas. Your attitude towards yourself: some of the leading causes of failure include improper use of time, lack of self-confidence, lack of direction, and negative thinking. The most effective people are balanced physically, mentally, and spiritually. If you have a spiritual reserve, you’ll be able to deal with your own personal problems and then focus successfully on your career. If you’re hurting and empty in one area of your life, it’s very hard to be productive in other areas. You haven’t failed unless you let temporary defeat negatively swamp your mind.
Handling Objections in Sales: Handle objections on the offense. Before they’re verbalized by the customer, handle the objections you think they may have. This avoids defensive conversation as much as possible. Think of objections you may have had in the beginning and relate that to you potential customer as much as possible. Price objection formula: “The price may be high, but when you add the benefits of quality, subtract the disappointment of cheapness, multiply the pleasure of a good buy, and divide the cost over a period of time, the math comes out in your favor.” Prospects don’t want to say “no” because no is final and deep down they want a problem solved just as much as you want to help them solve it. Realize objections aren’t a reflection of you, and don’t take them personally. With any emotional objection, respond logically. With any logical objection, respond emotionally. The two kinds of people that will ruin your sales career are the people you never talk to, and the people who leave you hanging with “I’ll think about it.” There’s nothing wrong with prefacing a presentation with asking for a “no” if not interested…fair enough?
Ask questions, be genuine, fill a need, solve their problem, build trust and remember: it’s better to use one effective procedure if that’s all you know that it is to know all of the techniques and not use any of them (analysis paralysis). Thanks for reading! This was my first Zig Ziglar book, and I can’t believe it took me 29 years to check him out. I learned some unforgettable points and I hope you did too.
Feature photo credit: kaboompics.com