What Are You Doing Right?

Here are 25 basic ideas that form the bedrock of all selling activities and you must be conversant with all of them.

But you don’t even need to know all of them to get started, as a careful study of just a few of them will confirm what you’re already doing right.

I believe that you’ll find many of the 25 fundamental principles are already familiar to you. If so, this will affirm the reasons for your success. If not, they will provide a foundation for building a successful career.

Note: A short answer follows each question.

25 Basic Selling Principles

  1. What is the basic purpose of sales? (To bring about a willing exchange between two people to their mutual benefit)
  1. What is the working definition of sales: (To help the prospect achieve a purpose they once had, one they have now, or want to set up for the future)
  1. What is the action definition of all selling? (The effective use of communication to cause an increase in desire and to enhance the value of a product or service in the eyes of the customer resulting in a willing exchange of something of value for the thing wanted or needed to the benefit of both parties)
  1. What is the most important thing to establish before you start the selling process? (Get them to know and trust you)
  1. What is the most effective way to get the prospect or customer to trust you? (Trust yourself first and find a way to add value to the customer)
  1. What is the easiest way that to get someone interested in you? (Be interested in them, care about them and know something about their business that they don’t already know)
  1. What is the best way to get someone’s attention? (Tell a story and surprise them)
  1. How do you know when the other person is ready to listen to what you have to say? (They start to get interested in you and begin to ask questions)
  1. What is the one thing that every customer must see before they will buy? (A benefit for them)
  1. What type of person is almost impossible to sell to? (Someone with no imagination)
  1. What is the best way to ruin your selling future? (Blame the customer)
  1. What do customers remember least about your presentation? (What you say or do)
  1. What do clients never forget about your presentation? (How you made them feel)
  1. What is the surest way to create sales resistance? (Forcing the customer)
  1. How can you get the client to reach for you? (Surprise them with a question about something they need to know)
  1. What is the simplest way to defuse an objection or an argument? (Clarify, simplify and align to their purposes)
  1. What is the proven easiest way to close any deal? (Remind them of their purposes and how you can help them achieve it)
  1. What do you do when the prospect only tells you how something can’t be done? (This is a symptom of past failures to achieve some purpose. Remind them of what they originally were trying to do and show how you can help them get it).
  1. What if the prospect can’t make a decision? (There is something they don’t understand)
  1. What if the client is stuck on an old solution that doesn’t work anymore? (It is a solution to some earlier confusion; address the earlier confusion)
  1. What are the three post-closing steps that must occur for the deal to stay closed? (The sales close; the legal close; and administrative close)
  1. What do you do when they say it costs too much? (Don’t argue with them. Instead, acknowledge and then ask them: “How much too much is it?  What were they prepared to pay for it?” Remember, they never expected to get it for nothing)
  1. What is the best way to handle any complaint? (Listen carefully and use the tried and true, “feel, felt, found” principle. If still unhandled, then ask, what would you like me to do about that?)
  1. What are the easiest steps to sell anything?  (Tell them a story, show them, let them experience it)
  1. Once you have obtained all the information necessary for a perfect presentation that addresses their purposes and needs, what are three easy questions to close the deal? (#1 “Have we covered all the points you were interested in?”  #2. “Does the program make sense to you?” #3.“When would you like to start?”)

There are many more principles and methods to learn and practice to become a sales master. But these twenty-five basic steps alone can “rapid-launch” your career. Even the seasoned veteran can read through the list and pick up a thing or two.


daniel w. jacobs

(c) 2012-2030, all rights reserved


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