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The Twelve Golden Principles Of Selling
by Jonathan Farrington
I received a call from an ex-student this week, who is designing an induction programme for new recruits about to embark on a career in sales. He asked that if one had to create "twelve golden principles of selling", what would I come up with.
Clearly this is not only a very subjective view but also I found it terribly difficult to reduce my initial list to just twelve. However, mindful of the fact that this exercise is designed to provide guidance to salespeople just starting on the first rung of the ladder, this is what I came up with.
Principle 1: - Always Sell To People
. People are different
. No two sales are the same
. Aim at becoming a people expert
. Professional sales people actually like people
People buy from people - they always will
Principle 2: - You Have To Sell Yourself
. Be interesting
. Develop 'intellect'
. Never be arrogant - never talk 'up' or 'down'
. Respect the buyer and they will respect you
. Develop your empathy levels
. Learn to develop rapport
. Control Your Ego Levels
Principle 3: - You Must Ask Questions
. Develop your questioning techniques
. Remember What? Where? When? Which? Why? Who? And How?
. Continually 'test your understanding'
Principle 4: - Listen To Understand
. God has given us two ears and one mouth, we should use them in that order
. Successful sales professionals talk for 20% of the time and listen for 80% of the time
. Develop your active listening skills
Principle 5: - Features Must Be Linked To Benefits
Remember:
. Features are common - benefits are personal and specific
. Use the 'link phrases' - 'which means that......'
. Be specific
Principle 6: - Sell The Results - 'Paint A Picture'
. Discover 'prime desires'
. Personalise benefits
. Describe end results
Principle 7: - You Cannot Rely On Logic
. 84% of all buying decisions are based upon emotion - not logic
. What are the chief buying emotions? - Ego - Security - Pride Of Ownership - Greed - Health - Prestige - Status - Ambition - Fear Of Loss
Principle 8: -Selective Product Knowledge Is The Key
. Buyers buy solutions and results they do not buy products or services
Principle 9: - Aim To Be Unique - 'Me First' Rather Than 'Me Too'
. Every business, every company, every product has something that is unique
. Look outside the square
. Identify the uniqueness of: - your product - your service - your company - yourself
Principle 10: - Don't Sell On Price
. It is a 'cop out'
. Value your expertise - your products - your service and price accordingly
. Always keep the 'bottom line' firmly in your mind
. Anyone can give business away
. Selling on price means we do not need sales people
Principle 11: - Present Your Solutions - Don't Tell
. When we present our proposals rather than post / fax/e-mail them we increase the likelihood of a sale by.....a factor of ten
Principle 12: - And Finally: Be Professional At all Times
. The greatest compliment a customer can pay you is to describe you as "professional"
. Don't worry about being liked -be respected.
. Being professional is not one thing it is three:
. It is what you do, what you say and how you present yourself,
"When I see a bird that looks like a duck, swims like a duck and quacks like a duck; then I call that bird, a duck" Rudyard Kipling
Jonathan Farrington is the Managing Partner of The jfa Group. To find out more
About the Author
Jonathan Farrington is the Managing Partner of The jfa Group. To find out more about the author or to subscribe to his newsletter for dedicated sales professionals, visit: jonathanfarrington.com
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