OH NO! Not another ‘How to Sell’...

Yes I know Millions of words have been written about sales and they have shrouded the subject in mystery. Over complicating what is in fact an art that really isn’t rocket science. If it was then the world would have ground to a halt centuries ago.

Selling is really, in its basic form, a transfer of enthusiasm and providing you have gained rapport with your buyer and are communicating with them so that they understand you, you will be 90% there. This in fact is the foundation to build your sales technique on.

The key phrase I used earlier was communicating with them so that they understand you. Many sales people are only focussed on their own objectives, their questioning techniques reflect only the answers they are looking for i.e. lead them towards their own objectives, their listening skills are tuned only in to hearing the answers they are looking for that lead towards their own objectives. It’s interesting that on Average people normally:

• Listen for 45% of the time trying to work out what they  are going to say next
• Spend 45% time waiting for a GAP so that they can say what they want to say
• LEAVING! Only 10% for actual / Real Listening!

Not surprising then when it comes to closing the sale they find themselves with an uphill battle having to overcome objection after objection. THEY REALLY ARE, HAVING TO SELL, rather than getting the buyer to BUY FROM THEM. Think about the definitions of the two words,...

Buying:  is the act of willingly acquiring for money something that you want or need.  The buyer generally leaves the transaction feeling happy and satisfied.

Selling: on the other hand Is attempting to convince another that they want or need your product or service despite the fact that they may not.  The purchaser typically leaves the transaction with a strong feeling of buyer's remorse.

Buyer’s remorse can often be translated into buyers saying, “leave it with me I’ll think about it” and when you try to contact them for a decision they mysteriously disappear, not returning your calls and generally being very evasive.

If people feel they are being SOLD to then they raise barriers, you and I do it, we ALL do it, however on the other side of the coin, everyone loves to buy, just watch my wife try to walk past a shoe shop, despite the fact she has a wardrobe full of them at home.

Watch this space and I will start to explain exactly how we get buyers to BUY from us rather than us having to sell to them.