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Oct 27, 2008 
I’m assuming that we don’t want to be considered “used car salesman”?
Instead we want to be considered one of the “good guys”. And the good guys are the ones judged by their customers to have the customer’s best interest at heart when we sell them a product or service.
As “good” salepeople, the end result is that we must learn enough about the prospect’s situation to make a diagnosis that some product or service will improve their condition in some measurable way. And in the end, this item or service must be worth more than the money that they pay us.
“It’s win-win- I sell you a thing, you give me money, we both come out better from the exchange”. — Rob Northrup
Note: If this is done with only written copy, in a sales letter or on a website, then you need to know your target audience well enough in advance to already know the problem…
You start your copy by agitating the problem, and proceed to offer you already determined solution, and those prospects who identify with your pre-calculated problem and solution will self-select themselves to become your customers. Along the way in your copy you need to have already thought through and demolished all of the typical objections to making the purchase…
After you have “sold” yourself on the solution, then sales becomes a task of convincing the prospect that what you are saying is true AND APPLICABLE TO HIS SITUATION. So, I see a good salesperson as being someone who can analyze things and develop justifiable solutions, and then to convince the prospect that he/she is telling the truth. This last part is often the toughest, and one misstep along the way can destroy your chances…
The persuasion part of sales comes in when you are trying to make the prospect believe you are looking out for his/her interests and telling the truth about the solution. This starts at the first meeting and continues throughout. Skipping one step along the way, or dropping the ball by not doing some small thing you promised can set you back a long way.
It is better to setup and achieve many small things along the way that you promise to do and then DO THEM on time, as promised. Each one of these sets you up in the prospects mind as that rarest of people– someone who can be trusted to do what they say they will do. And that is very rare indeed…
Rob
13 Comments 
Sales, Sales Skills, selling
(90 comments)
• Oct 27, 2008 @3:43 pm
(24 comments)
