Monday, October 8, 2018

The brick wall sales people build

The odds are against you - you may not make it.

Why do so many people come into selling and after a year or two they are gone? Why do sales people fail?

Here are the reasons that sound good. These reasons justify, in the failures mind, the decision that selling is not for them. These reasons justify their failure.

"This is not worth it."

"There must be a better way to make a living."

"I'm going back to school and get a real job."

"All the good territories are already taken."

"The competition is ruthless."

"I'm going to try selling a different line."

"They expect too much."

"How can they expect me to sell anything at these prices?"

The light at the end of the tunnel went out for these "would-be" sales people. They sold themselves on the idea that they were not "cut out to be in sales."

They saw only the glamour of being independent with opportunity to earn "easy" money. Do any of these reasons sound familiar? Yes- of course they do. We have all had these thoughts at some point.

So why does one person become an outstanding success at selling while another, with the same potential, fail?

You are parked behind a restaurant sitting in your car waiting for your appointment time. The person you are going to see is probably much older and more experienced than you. He is more than likely going to ask you something about your product line that you can’t answer or don’t know. As you are waiting, the anxiety grows. It is the middle of summer and the August sun is beating down on the pavement. As you get out of the car the heat and humidity are so thick you can cut it with a knife.

You walk past the dumpster and the smell practically makes you sick. As you open the door the heat from the kitchen hits you like a blast furnace. The person you are going to talk to is busy working. You know he sees you but he does not make eye contact with you. He is making you stand there as if you are invisible. At this moment in time the truth will reveal itself – are you, or are you not, going to succeed in a business with such a high failure rate? At this moment you will know how well you understand the principles and psychology of the buyer/seller relationship, or simply “The Principles of Selling.”

If you DO NOT understand the PRINCIPLES your reaction is predictable. You get humiliated. Upset. Embarrassed. Mad. You take the prospects rudeness as a personal insult.

Your ego gets wounded and your mind starts filling up with negative thoughts. When he finally turns to talk to you, your attitude is reflected in your face. You try to get control of your attitude – but it’s too late. The prospect won in the first round!

If you DO understand the PRINCIPLES your reaction is also predictable. You understand that you are a sales person and the prospect is on the defensive. They are afraid you are going talk them into something they do not want.

They are afraid you have a certain power over them and that is why they are ignoring you. By understanding the PRINCIPLES you know that the customer is simply setting the stage and sending you a message – a message that says he is important, his time is valuable, he is in control of this meeting. By understanding the PRINCIPLES you do not let the situation turn negative.

You say to yourself “I really love what I do – I love my profession.”

“I really love playing the selling game.”

"He’s made his first move and he is doing it quite well."

"When he does acknowledge me I will greet him with a smile and an attitude of appreciation for letting me talk to him."

Do you see the difference? So, what is the reason so many sales people fail? Here is the reason – read it carefully.

The person who fails usually has been thoroughly trained in the products and services they are going to sell - they have NOT been trained in the psychology and principles of selling.

Sounds simple, I know.

Most non-selling managers and business owners believe that successful sales people are born that way. This is simply not true. A sales person needs professional training just as much as a doctor, lawyer, airline pilot, accountant, carpenter or chef. Why should selling be any different?

Successful sales people learn the principles of selling and apply them. Sales people who fail do not learn the principles of selling and rely on their ability to “wing it”, which ultimately lets them down. We have already touched on an important principle.

ATTITUDE MANAGEMENT.

Not just having a positive attitude – but managing your attitude under all the various selling situations. Programming your mind to react in a certain way in a specific situation. It does no good to read about something as important as attitude management and then do nothing about it.

To manage your attitude you must monitor your thoughts and feelings under every selling situation. Approach it as if you were doing a scientific study. When you find that you are reacting negatively to a specific situation, you have found an opportunity to sharpen your skill.

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Cutting your price before you are asked

What percent of sales people volunteer to cut their price without being asked and why?

Seventy percent of sales people will volunteer to cut their price without being asked. When a salesperson needlessly cuts price, they're liquidating their company to benefit the customer. It is your customers' responsibility to get the best possible price from you, and it's your responsibility to sell your goods and services at maximum profit.

In the real world it is necessary to make price concessions; however, you should be aware of doing it and not lower your price out of habit or fear.

The reason sales people hesitate to ask for what they want is fear of rejection or fear of not knowing how to handle it.

If you don't make the request the customer is already ahead!

You've made things easy for them! They made the pitch and you bought it!

You've eliminated the possibility that they might say yes or agree to a compromise solution that is equally desirable.

If you are dealing with a person who is not afraid to ask for what they want and you have only a vague idea of what you want, it is like going into a gun fight with no bullets in your gun.

Set your sights high. When you ask for a higher price you allow yourself room to move--trading for other items in the sale you might want during the presentation.

The essence of selling is to make your request loud and clear so the customer hears it.

Don't be afraid to do just that.

Don't be embarrassed to ask for the business.

The compelling attitude of unshakable confidence and positive expectations on your part is the result of a feeling in your heart that what you have will benefit the customer.

As our conscience guides us in conduct, so does CONFIDENCE intuitively steer our course at the close, directly to asking for the price you want. If, from the time you made your original approach you were careful at each step to ask the buyer questions which indicated your progress, questions which built up favorable admissions, which committed the buyer to positive stands for your proposition, it is then harder for that buyer to begin backing up when you start closing than it is for him to go forward and easier for you to keep him moving than for him to start all over again.

The next time you have an opportunity to watch a new sales person under fire, observe that his or her inexperience is most evident in asking for the price they would like to get.

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