Sales professionals must create magnetic appeal to increase
closing efficiency. Our present global environment creates
numerous obstacles that polarize sales efforts, form the
proliferation of the Internet to advanced media.
Ironically, with the intrigue of technological miracles the
foundation of sales success exists upon 10 principles.
Since the beginning of trade, selling has not changed, nor
have these laws. These principles as they have for
centuries are the laws that attract numerous clients and
create successful selling professionals.
The Law of Preparation
The best selling professionals are always prepared.
Preparation denotes a voracious appetite for information.
Productive professionals attract more clients when they
read information and eventually convert this to client
knowledge. The knowledge output provides client value in
terms of competitiveness, productivity and even
profitability. Value stems from reading newspapers, trade
publications and conducting research. When clients
determine from the value professionals provide they are
more apt to conduct business and moreover, use them
repeatidly. Finally, closing ratios increase when selling
professionals anticipate client needs.
The Law of Selling Methodology
Sales training is critically important to all
organizations. ES Research Group reveals that 90% of all
sales training programs conducted for corporations result
only in a 90-120 day increase in sales productivity and, as
a result, fewer than 20% of companies realize any
sustainable productivity gain that lasts beyond 12 months.
In the United States alone over four billion dollars is
spent per year on training selling professionals with two
thirds of that money ear marked for one day training.
To be competitive, selling professionals must be
competitive. It appears that taking the time to develop a
training program does in fact pay tangible returns. Many
companies think that sales training can help with the
strategic account planning aspect of selling. More
importantly is providing selling professionals with a
methodology they adhere to and more importantly create
attraction.
The Law of Value Proposition
Many professionals are quick to state what they do for a
living. While not much is incorrect with this statement,
the tendency forms stereotype. And, worse yet as an
entrepreneur operating a business, one gets placed into a
pool with competitors. One of the best assets for every
selling professional is a value statement. Be mindful, this
is not an elevator speech. This pithy statement ends the
stereotype and focuses all attention completely on the
prospective client. A value proposition is solutions based
with all benefits focused on the consumer. Customer value
propositions have become one of the most widely used terms
in business markets. These simple statements enable selling
professionals to articulate their company's position into
useful terminology that engages the prospective client.
The Law of Referrals
Proper attraction involves referral acquisition.
Professionals abhor asking for referrals! Business is
driven by the ability to ask for new business. If clients
are happy with your work they will willingly provide others
with your value. The best way to seek referrals is when you
are first engaged with the client and they are at an
emotional high. More importantly you want to ask when you
are in the account, since this is the best time to be top
of mind.
The Law of the Decision Maker
Sales attraction is discovering the true economic buyer.
67% of selling professionals spend too much time with those
that cannot make a decision. Sellers are often duped into
the process because they do not ask the proper questions.
Good detective work means asking the difficult questions.
Selling professionals must be intelligent enough to know
about the organization, the competition to conduct and
intellectual conversation. Research has found that the
title never denotes the economic buyer.
The Law of Value
True selling professionals endeavor to resolve client
issues before the client understands the issue. They have a
passion for converting products and services into value. In
a recent interview with over 10,000 clients, they indicate
their desire for sales professionals that can speak client
language, understand the core issues and get to the heart
of the matter expediently. Ask clients provocative
questions that get them thinking about legacy, expectations
and strategic direction.
The Law of Networking
Truly the best professionals constantly network. Selling
professionals by nature require constant engagement with
others to comprehend business trends and meet new
opportunities. Admittedly, there exist a plethora of
networking associations and organizations, choose those
close to your location and aligned with your business.
Review your local paper for functions that interest you and
attend as a guest, but go! If you do not attend, your
competitors are.
The Law of Desire
Successful professionals love challenges, are exceptional
at overcoming adversity and love what they represent. They
are never shy or non-conversant, and you can sense their
spirit and their passion when they speak. Successful
professionals have an aura of spirit, of love, of passion,
of commitment in everything and anything that they do. The
passion for assisting others is the fuel that bounds from
failure to fortune.
The Law of Faith
Faith is a component of both passion and love. Faith is the
ability to disavow the norms. Thomas Edison did not believe
he failed he had faith to succeed. If Henry Ford, and
Andrew Carnegie did not have faith our American business
system would not be the supreme power it is. And if Abraham
Lincoln did not have faith, African Americans would not be
free and his name would not be associated with America's
greatest president. In fact, faith was so imperative for
Lincoln because his successes did not arrive until after
his 40th birthday. Faith is one of the largest key
components to the laws of selling attraction.
The Law of Success
Professionals have to breathe it, become it and yearn for
it. Success does not come easy. The Reverend Dr. Martin
Luther King jr. stated, Faith is taking the first step even
when you don't see the whole staircase. Take the ladder of
success one step at a time by seeing each step, living each
step and appreciating each step.
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Drew Stevens PhD assists organizations to dramatically
accelerate business growth. He is the author of seven books
including Split Second Selling and Split Second Customer
Service and Little Book of Hope. Dr. Drew is a thought
leader on sales and customer service issues. He can be
reached at http://www.gettingtothefinishline.com Get a FREE
White Paper on Sales Effectiveness or FREE 40 page Business
Builder e-book at http://www.gettingtothefinishline.com
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