Whether one is in business for himself or works for someone else,
or whether someone works for a business or a non profit organization,
or whether one is a laborer or works in a profession, everyone sells. We
either sell a product, a service, or ourselves. Many individuals like
to visualize that they are "above selling," and that they simply perform
a valuable service. However, the reality is that regardless of what one
does, chances are someone else does either the same thing, something
similar, or some other alternative. Therefore, after more than three
decades of training people from all walks in life about the basics of
salesmanship, I am completely convinced that everyone needs to
understand the basics of selling.
Many years ago when I worked in the financial services, the top representative had a sign and a cartoon hanging above his desk in his office that read, "Selling is like shaving. If you don't do it every day, you're a bum." Obviously, an individual selling investments and being paid on commission fully understands the importance of "closing" a sale. Yet, it is my assertion, that we should all learn from this example. I have observed many individuals who could give great presentations, but rarely got the exceptional results that one might anticipate based on the presentation. The basic reason was generally that they did not ask for the sale.
You may be thinking that this doesn't relate to you, because you don't sell! Well, you do! Whether it involves a personal situation, or a work - related one, how you proceed dramatically impacts your life. For example, everyone thinks of the real estate or financial professional as the salesperson, but, you, as either customer or client, must sell that individual on what's important to you, and determine, for yourself, which individual best serves your essential needs and priorities. It is significant and important to realize that the entire process must begin with a commitment to absolute integrity, in every aspect of your life and activities!
If one merely presents an idea, without ending with a call to action, there is very little chance that there will be any decision made by the individual being presented to. Human nature is that most people will not volunteer making a decision, unless a decision is actually requested. That means that after a sales presentation, someone must end by saying something like, "In light of what I just said, doesn't it make sense to..?"
While it is fairly obvious how this relates to the actual formal selling of a product, many overlook how this equally relevant in other situations. For example, if a dentist feels that a particular treatment plan is in the best interests of a patient, and that one particular treatment is superior to other alternatives, if all he does is present it, chances are that the patient will not fully appreciate the sentiments. However, on the other hand, if this practitioner then says, for example, "I have presented the various alternative treatment plans. Do you understand them?" It is essential at this point that the dentist wait and say nothing further until he gets a positive response, indicating understanding by the patient, as well as assuring that the patient is actually both listening and paying attention. Once he gets that positive response, the dentist might proceed as follows, "While there are various possible ways to approach this issue, I strongly feel that Alternative A is the best for you because.. " After explaining why, the dentist, should continue, "In light of this, doesn't it make sense for us to begin this treatment? Doesn't it?" Again, the dentist must wait for a response. Once there is an affirmative response, there should be a discussion of fees, payment plan alternatives, and then scheduling both appointments and agreeing to which plan the patient decides upon. Please understand that this is the optimal selling situation because the seller (the dentist) is "selling" what is in the patient's best interest, and bringing forth action by the patient. This is known as "win-win" sales.
Every situation, be it in business, or when a leader of an organization feels strongly about a course of action, the presenter (seller) must motivate the listener to important action. Please understand that there will be no action without "closing" the sale- that is, asking for a specific action, and waiting for and receiving definite agreement. Just as there are specific steps in giving the presentation, there are specific steps in closing the sale. Without the "close" being performed adequately and thoroughly, there will rarely be a "sale." Thinking of selling and sales as a compelling call to action.
Many years ago when I worked in the financial services, the top representative had a sign and a cartoon hanging above his desk in his office that read, "Selling is like shaving. If you don't do it every day, you're a bum." Obviously, an individual selling investments and being paid on commission fully understands the importance of "closing" a sale. Yet, it is my assertion, that we should all learn from this example. I have observed many individuals who could give great presentations, but rarely got the exceptional results that one might anticipate based on the presentation. The basic reason was generally that they did not ask for the sale.
You may be thinking that this doesn't relate to you, because you don't sell! Well, you do! Whether it involves a personal situation, or a work - related one, how you proceed dramatically impacts your life. For example, everyone thinks of the real estate or financial professional as the salesperson, but, you, as either customer or client, must sell that individual on what's important to you, and determine, for yourself, which individual best serves your essential needs and priorities. It is significant and important to realize that the entire process must begin with a commitment to absolute integrity, in every aspect of your life and activities!
If one merely presents an idea, without ending with a call to action, there is very little chance that there will be any decision made by the individual being presented to. Human nature is that most people will not volunteer making a decision, unless a decision is actually requested. That means that after a sales presentation, someone must end by saying something like, "In light of what I just said, doesn't it make sense to..?"
While it is fairly obvious how this relates to the actual formal selling of a product, many overlook how this equally relevant in other situations. For example, if a dentist feels that a particular treatment plan is in the best interests of a patient, and that one particular treatment is superior to other alternatives, if all he does is present it, chances are that the patient will not fully appreciate the sentiments. However, on the other hand, if this practitioner then says, for example, "I have presented the various alternative treatment plans. Do you understand them?" It is essential at this point that the dentist wait and say nothing further until he gets a positive response, indicating understanding by the patient, as well as assuring that the patient is actually both listening and paying attention. Once he gets that positive response, the dentist might proceed as follows, "While there are various possible ways to approach this issue, I strongly feel that Alternative A is the best for you because.. " After explaining why, the dentist, should continue, "In light of this, doesn't it make sense for us to begin this treatment? Doesn't it?" Again, the dentist must wait for a response. Once there is an affirmative response, there should be a discussion of fees, payment plan alternatives, and then scheduling both appointments and agreeing to which plan the patient decides upon. Please understand that this is the optimal selling situation because the seller (the dentist) is "selling" what is in the patient's best interest, and bringing forth action by the patient. This is known as "win-win" sales.
Every situation, be it in business, or when a leader of an organization feels strongly about a course of action, the presenter (seller) must motivate the listener to important action. Please understand that there will be no action without "closing" the sale- that is, asking for a specific action, and waiting for and receiving definite agreement. Just as there are specific steps in giving the presentation, there are specific steps in closing the sale. Without the "close" being performed adequately and thoroughly, there will rarely be a "sale." Thinking of selling and sales as a compelling call to action.
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