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The most important part of the sales process is the salesman. When we are convinced on our product we are convincing. When the customer buys into us they buy into our products.

Selling is nothing more than a transfer of feeling. It’s why we close then and there when the feeling is present. It’s also why we are most persuasive when we don’t tell but rather ask.

As sales people (and we all are) our job is simple. We must prove value. Most customers will assign cost as their primary objection but this is rarely true. It merely shows that value has yet to be established. When the benefits are stacked high enough the sale is effortless.

We must also learn. When somebody won’t buy it is not enough for us to solely pinpoint the reason why they won’t. We must also pinpoint the reason for which they will.

As consumers our fear of loss naturally outweighs our desire for gain. We instinctively turn to ‘no’ because we feel safe doing what we are already doing. Yet, most people don’t know what they want because they don’t know what’s available.

Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses.” Instead he brought cars to the middle-class.

Don’t get hung up on the notion of sales being sleazy. When we create a genuine product to solve a genuine problem, it is our responsibility to bring it to the people.