The Laws of Sales Success
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. First,
preparation begins with grooming and clothing. Like many, I
am repulsed by numerous organizations that partake in
casual clothing. To be successful one need look successful.
A selling professional cannot attend an appointment in a T-
Shirt and jeans. To be successful you need to dress
successfully. Statistics for this article with over 1000
representatives illustrate that those dresses
professionally closed 87% more business than those that
didn't.
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.
The Law of Selling Methodology
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. More
importantly is providing selling professionals with a
methodology they adhere to and more importantly create
attraction. The true competitive professional employs a
methodology that stems from start to completion.
The Law of Value Proposition
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. Moreover, it denotes brand. A
value proposition is nothing more than a benefit statement
that offers to the client to improve their condition.
Customer value propositions have become one of the most
widely used terms in business markets. In 2006 the Harvard
Business Review "Customer Value Propositions in Business
Markets" discussed how corporations use them in the
branding process. Value propositions are a powerful
marketing tool that are powerful and help gravitate the
buyer to your direction. 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
that can need to receive your value. There is a story of an
insurance professional that would visit clients and not
leave without three new referrals. Even if the client
provided one or two, the agent would not leave until he
received three or more. Needless to say, the agent retired
an extremely wealthy individual.
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.
Detectives enjoy seeing the discomfort of others as they
squirm to reply. 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. 87% of
respondents in a research survey stipulated they
underestimated the decision maker by virtue of title.
The Law of Value
There is a wonderful detective show in syndication on
television entitled "Monk". The analytical detective works
vehemently to resolve the case quickly. He eludes numerous
hurdles yet in the end as the cliché states, "he always
gets his man". The same must hold true for selling
professionals. True selling professionals endeavor to
resolve client issues before the client understands the
issue. 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. There is a South
African word called unbutu, meaning "from the spirit."
Successful professionals have an aura of spirit, of love,
of passion, of commitment in everything and anything that
they do. The more you can create unbutu in your sales
presentations and your sales, the more energetic and
inspirational you can be to your clients. The passion for
assisting others is the fuel that bounds from failure to
fortune.
The Law of Faith
There is no better nourishment and attraction then faith.
Faith is a component of both passion and love. Faith is the
ability to disavow the norms and continue. 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
I recall a young man that had limited athletic ability. He
was reared in a dysfunctional home and loathed by family
and friends. After much discovery he found an outlet in
track and field. After years of searching he found a tool
that displaced the discontent in his life. With much
practice he got better and began to appreciate the sport.
His success brought about future success. He visualized
future success. Within months he became the captain of his
team and a four-time school record holder. He also enrolled
and graduated from a prominent university. 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.
These laws are simply a roadmap to creative success. These
laws function similar to a GPS system. They become
guideposts to recognize and live by. Our spontaneous world
leaves little time to reflect, we must act quickly. The
best professionals absorb, collate materials and create
action. To live by these laws, do not procrastinate, act
quickly, your next sale might depend on how you fight or
side with the laws!
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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 . Obtain a
FREE White Paper on Sales Effectivenes - !0 Rules for
Selling Success. Email Drew at
info@gettingtothefinishline.com