Here
are six guidelines that will definitely improve your gross sales,
and quite naturally, your gross income. Look them
over; give
some thought to each of them; and adapt
those that you can to
your own selling efforts.
1. If the product you're selling is something
your prospect can hold
in his hands, get it into his hands as quickly as possible.
In other words, get the prospect "into the act". Let him feel it, weigh it, admire it.
In other words, get the prospect "into the act". Let him feel it, weigh it, admire it.
2. Don't stand or sit alongside your
prospect. Instead, face him
while you're pointing out the important advantages of your product.
This will enable you to watch his facial expressions and determine whether and when you should go for the close. In handling sales literature, hold it by the top of the page, at the proper angle, so that your prospect can read it as you're highlighting the important points.
Regarding
your sales literature, don't release your hold on it, because
you want to control the specific parts you want the prospect
to read.
In other words, you want the prospect to read or see only the parts of the sales material you're telling him about at a given time.
3. With prospects who won't talk with you: When you can get no feedback
to yours sales presentation, you must dramatize your presentation
to get him involved. Stop and ask
questions such as,
"Now, don't you agree that this product can help you or would
be of benefit to you?"
After you've
asked a question such as
this, stop talking and wait for the prospect to answer. It's a
proven fact that following such a question, the one who talks first
will lose, so don't say anything until after the prospect has
given you some kind of answer. Wait him
out!
4. Prospects who are themselves sales people,
and prospects who imagine
they know a lot about selling sometimes present difficult
selling obstacles, especially for the novice.
But believe me, these prospects can be the easiest of all to sell. Simply give your sales presentation, and instead of trying for a close, toss out a challenge such as, "I don't know, Mr. Prospect - after watching your reactions to what I've been showing and telling you about my product, I'm very doubtful as to how this product can truthfully be of benefit to you".
Then
wait a few seconds, just looking at him and waiting for him to say
something. Then, start packing up your
sales materials as if
you are about to leave. In almost every
instance, your "tough
nut" will quickly ask you, Why?
These people are generally
so filled with their own importance, that they just have
to prove you wrong.
When they start on this tangent, they will sell themselves.
The more skeptical you are relative to their ability to make your product work to their benefit, the more they'll demand that you sell it to them.
If you
find that this prospect will not rise to your challenge, then
go ahead with the packing of your sales materials and leave quickly. Some people are so convinced of their own
importance that
it is a poor use of your valuable time to attempt to convince
them.
5. Remember that in selling, time is money! Therefore, you must
allocate only so much time to each prospect. The prospect who
asks you to call back next week, or wants to ramble on about similar
products, prices or previous experiences, is costing you money.
Learn to quickly get your prospect interested
in, and wanting
your product, and then systematically present your sales pitch
through to the close, when he signs on the dotted line, and
reaches for his checkbook. After
the introductory call on your prospect, you should be selling
products and collecting money.
Any
callbacks should be only
for reorders, or to sell him related products from your line. In other words, you can waste an introductory
call on a prospect
to qualify him, but you're going to be wasting money if you
continue calling on him to sell him the first unit of your product.
When faced with a reply such as, "Your
product looks pretty
good, but I'll have to give some thought", you should quickly
jump in and ask him what specifically about your product does
he feel he needs to give more thought.
Let him explain, and
that's when you go back into your sales presentation and make
everything crystal clear for him. If he
still balks, then you
can either tell him that you think he product will really benefit
him, or it's purchase be to his benefit.
You
must spend as much time as possible calling on new prospects. Therefore, your first call should be a
selling call with
follow-up calls by mail or telephone (once every month or so in
person) to sign him for re-orders and other items from your
product line.
6. Review your sales presentation, your sales
materials, and your
prospecting efforts.
Make sure you have a "door-opener" that arouses interest and "forces" a purchase the first time around.
Make sure you have a "door-opener" that arouses interest and "forces" a purchase the first time around.
This can be a $2 interest stimulator so that
you can show
him your full line, or a special marked-down price on an item
that everybody wants; but the important
thing is to get the
prospect on your "buying customer" list, and then follow up via
mail or telephone with related, but more profitable products you
have to offer.
If you
accept our statement that there are no born salesmen, you can
readily absorb these "commandments".
Study them, as well as all
the material in this report. When you
realize your first successes,
you will truly know that "salesmen are MADE - not born".
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