| What is the Ratio of Ears to Mouth? |
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Most Salespeople Talk Twice as much as they Listen
However a Professional Salesperson learns to Listen
Twice as much as he or she speaks because they understand
-TELLING IS NOT SELLING-
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Nobody likes to be told what to do. In fact that's why most people don't like "pushy salespersons" (people who try to talk them into something they don't need or want).
However, all of us "sell" every day of our lives. For better or worse we are "selling", "convincing", "sharing" our ideas and ourselves with others in the family, the work place, school, community or church.
Parents try to "sell" their ideas, concepts, and the need for their children to obey them. Children try to "sell" their parents their need to obey them. The boss tries to "sell" his or her employers on better work performance, and in turn the employees try to "sell" the boss a wage increase or a new job.
Whether or not each of these people will be effective with their "sell" job will depend on their sales skills.
That's right! Whether we like it or not, we can't escape selling. It's part of our survival. Selling is simply transference of beliefs - nothing more.
PRINCIPALS TO REMEMBER
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1.
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You're not really selling the product. What you are selling is the idea behind the product. The product is the vehicle that brings satisfaction to the customer. It has fulfilled a need, healed a hurt, or solved a problem.
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2.
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For a product to be saleable it must relate to certain basic needs. Needs can be aroused and developed, but they can't be created. The basic needs that people respond to are: -
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- Self-preservation: The desire to live, the desire for food, shelter and clothing, to enjoy good health, to be protected from sickness and poverty.
- Sex Drive: The desire and need for emotional and physical love. To be more desirable and appealing.
- Companionship: Humans need to belong to other people, or groups of people, to have friends and family ties. They need to be able to like others and want to think that others like them.
- Curiosity: A thirst for knowledge, discovery and experimentation.
- Comfort and Security: Protection against anxiety, loss, pain or risk.
- Acquisition urge: To own, collect, to earn and achieve. Buying and conquering.
- Self-Actualisation: A need for influence, social status, recognition, self-respect, success, and prestige.
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3.
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It's very rare that a product is sold exclusively on rational considerations, or on quality, or simply because of price. The client’s needs and desires must be connected with the right benefit of the product in order to consummate the sale.
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4.
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Be a dynamic salesperson. Overtly aggressive and high-pressured salesmanship should be avoided. ENTHUSIASM is a must. If you believe in your product or service the best way to transfer that belief, is by asking the right questions.
The potential buyer must recognise your product or service meets their need/s and desires, before any sale is made.
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