A Brief Introduction to Selling

By Frank J. Rich

We are all in sales, in some way persuading others to want to do what we want them to do. We have seen the future and it includes the planned achievement we believe in. And one more thing: we mean to help others make the best decision possible, to help.

A great talker is not the characteristic that persuades; the so-called gift of gab is seldom more than an inability to listen. We learn nothing from talking. And since selling requires that we know what to sell, to whom, these things. A good salesperson is not the proverbial jawbone of an ass that slays a million dollars in sales every time he opens his mouth. Rather, he is the consummate professional, who trades the excitement of personal opportunity for a chance to serve. another’s thoughts. We speak to share our understanding with others, our joy, sadness, hope and longing, pain, and a host of other emotions and desires for others, but always with their agreement— the most powerful tool of social agency.

What makes a persuasive person, someone who can gather others to his unique perspective on things? Someone who can pick through the emotions in then move him to an appreciation of the help you which would suggest that less talk and ego make for more sales. They are not aggressive, fast-talking, and imposing people. Rather, they are low-key, friendly people, who ask good questions, and focus in on the customers’ situation, and who show customers how their business might improve in cost effective prepared, know the competition and the customers’ buying habits.

Failure to serve

Efforts to sell fail for a variety of reasons, but most because sales people are ill prepared. If we accept that battles are won before the war is fought we see clearly that “the plan” is all-important. Begin with outcomes in mind—an introduction and budding interest in the in that both you and your products can deliver the customers your customer seeks, or the solution for which the product was built.

Second, know the customers’ business and how he yours. And be careful to position your products and services in a way that aligns with their “use model” and goals.

Finally, listen to what the customer is telling you, especially when he isn’t talking. You can only discover what’s on his mind if you listen. Listening is not only hearing another, but also everything around you. Check what’s on the shelves, the store location, the organizational model, the reception desk, the energy bility, readiness to serve, responsiveness, the décor, etc. all these things communicate what you need to know in order to serve him best.

Education and information are the sales person’s involved. This can be accomplished even over the phone. Hand them something to review quickly—a graph or colorful promotional. Speak frankly about the customers’ goals cost effectively. And lead the customer into answering his own objections; it’s more believable when coming from him.