S A L E S // M A R K E T I N G
WHY YOU MUST BELIEVE IN WHAT YOU SELL S TO RY T I M M c R A E
extbooks and online articles are loaded with strategies and tips on how to effectively sell goods and services. Many of them have valid, useful information. However, arguably, no factor has a greater impact on your sales success than a genuine belief in what you sell.
T
SINCERE PASSION
Passion for the solutions you sell shines through in your verbal and nonverbal communication with prospects. When you have a strong belief that your goods and services are a
great match for a buyer’s needs, it is easy for your communication to support your belief. Prospects feel inspired by a passionate representative as opposed to one going through the stepby-step motions of selling that they were trained to follow. The passion coming through in your sales presentation will reflect in the eyes of your prospect.
CREDIBILITY WITH PROSPECTS
Unless you are okay with lies or deceit, it is difficult to sell something when you don’t believe in the value. How can you
convince someone else to see something you don’t see yourself? Nothing proves your belief better than buying and using the product. When you do, the prospect knows you “put your money where your mouth is.”
CONFIDENCE WITH CONCERNS
Handling buyer concerns or objections is one of the most difficult elements of selling. It is the step in the process where otherwise decent salespeople crumble under pressure. Typical buyer concerns include questions about
need, quality, source, pride, and timing. While specific approaches apply in responding to each concern, your sincere belief in your solutions contributes to overall success in putting a prospect at ease. If you sell on the benefits and value first, price will become secondary. For value-added or high-end sales representatives, the price is often the barrier to a sale. You must persuade a prospect to spend more money on the premise that the solution is bigger, better, and different than lower-cost alternatives. Getting prospect buy-in is much easier if you have 100-percent conviction that your company and solution are well worth the price you seek. In some cases, salespeople find themselves in a job or working for a company in which they don’t believe. Avoid this situation to whatever extent you are able. Take your time and find an employer and/ or solutions you can confidently and honestly sell to targeted prospects. Not only will you find greater sales success, you’ll also enjoy your job as a problem-solver and partner for your buyers.
46 LAKE B US I N E SS MAGAZ I N E.COM