Martial Arts Professional Asks‌ Brian Tracy
Karate Black Belt and Human Potential Expert
What tips can you provide martial arts school owners to help them sell more successfully to today’s more knowledgeable consumers?
W
hat is selling? In its simplest terms, selling is the process of helping a person to conclude that your product or service is of greater value to him than its price. Our market-driven society is based on the principles of freedom and mutual benefit. The parties to a transaction only enter into it when they feel that there are benefits for both of them, as a result of the transaction. In a free-enterprise market, the customer always has three pur-
chase-decision options. First, the customer can buy your product or service. Second, the customer can buy the product or service from someone else. Third, the customer can decide to buy nothing at all. For the customer to buy your particular product or service, he must be convinced that it is the best choice available, and persuaded that there is no better choice to spend the equivalent amount of money. Your job, as a salesperson, is to convince the customer that all these condi-
tions exist, and then to elicit a commitment from him to take action on your offer. The field of professional selling has changed dramatically since World War II. In a way, selling methodologies are merely responses to customer requirements. At one time, customers were relatively unsophisticated and poorly informed about their choices. Salespeople catered to these customers with carefully planned and memorized sales presentations, loads of enthusiasm and
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