It's no secret: Most sales professionals are unhappier and unhealthier than ever
before. Why? Because they're operating in hostile, unwelcome selling
environments where many of their customers are out for blood!
There's no denying it: The average consumer is bombarded with more sales
messages than ever before: billboards, radio commercials, TV, magazines, the
list goes on.
And whether you're a small business owner, retail clerk, dentist, lawn care
specialist, chiropractor, hairdresser, CPA, or door-to-door magazine
salesperson, there's something you need to know:
Yesterday's sales training no longer applies to today's fast-paced environment.
What once worked for your predecessors won't work for you!
In fact, some sales trainers promise results that can't be delivered in any 21st
century selling environment. If you're planning on investing in any new
programs, at least know what you're getting yourself into...
Here are a few "myths" you DON'T want to learn in any new program:
Myth #1: You need to be a "good talker"
Otherwise known as the blabbermouth syndrome.
Blabbermouths don't sell; they merely annoy people into handing over their
money.
They assume if they can fill every second of silence with useless (or useful)
chatter about how great their products are---then every objection in the
prospect's mind will magically disappear.
This isn't selling; it's irritating.
Anytime a salesperson is talking, the client is formulating objections. That's
just the way the human mind works.
Anytime a salesperson is listening, the client is probably still formulating
objections...but at least the salesperson will have an idea about what those
objections might be.
Myth #2: You need to be a "good listener"
Most salespeople are good listeners...but good at listening for what THEY want
to hear!
If you say to a salesperson: "I really want to buy your product..." Chances are
they'll hear every word.
But if you say to that same salesperson: "Oh, I've changed my mind...I don't
want to buy this product." You'll suddenly notice their eyes glazing over as
they hear something completely different than the words that came out of your
mouth.
Many sales trainers teach their students to ignore objections and to listen
instead for psychological "hooks" or "openings" that the prospect may either
verbally or non-verbally pass along.
The salesperson is then taught to use these hooks to manipulate or cajole the
prospect into buying what he or she has to offer.
Does this approach work? Of course it works.
It's worked for hundreds of years with interrogators and psychological bullies.
Does it work over a long-term relationship with your client?
That's something every professional salesperson should be asking themselves.
Myth #3: You need to have a lot of self-confidence
You only need a lot of self-confidence when you don't know what you're selling.
If you "think" you're selling a food dehydrator or an insurance package or
cars...well, then, of course you need a lot of confidence. (It takes confidence
selling anything you can't really sell).
Once you know what you're really selling and gain some skill in selling it over
and over again, you'll never even consider needing any confidence...you'll just
BE confident.
Myth #4: You need the ability to quickly size people up
An old teacher of mine once said:
"The fool is a master at judging other people and only the wise man is a master
at judging himself."
If you spend most of your time searching for your prospect's weakness and then
exploit it to your own advantage, you may end up making the transaction, but
there's no way in the world you'll ever make any sales.
Myth #5: You need to "dominate" your prospect
You probably know when you're being manipulated or lied to...most people have a
sixth sense for this kind of treatment. Some sales professionals think they can
fool their prospects with charm, flattery, and dramatic appeal, but these
behaviors only mask the underlying motivation behind every word the salesperson
utters.
Kierkegaard said: "A fool can always find a bigger fool who admires him." But
there is no bigger fool than the salesperson who manipulates and strong-arms his
prospects.
Most people are smart, they're not tricked by "covert" forms of
subtle-persuasion. It doesn't matter how clever or disguised you think these
kinds of strategies are: traditional sales methods send up an immediate red flag
in the mind of every prospect you see.
Myth #6: You need to be one step ahead of your prospect
Here's a short dictum to keep in mind:
Anytime you're one step ahead of your prospect...
..your prospect has fallen twenty steps behind you.
Myth #7: You need special credentials
Some people will waste four years at a university getting a fancy degree in
sales and still not know how to sell.
Think about it: Entering an expensive university program won't make you a
salesperson anymore than entering a music store will make you a musician.
The only credential you need for sales is the knowledge of what you're selling.
When you know what you're selling and possess the specific skills of selling it
over and over again---credentials or not---you'll know how to make the sale!
==================
Len
Foley is the 2002 recipient of the distinguished Newspaper
Association of America® Award for his innovative training
strategies taught at the Atlanta-Journal Constitution
Newspapers. His work was selected as one of the NAA's 60 Best
New Ideas and remains a standard in sales training for hundreds
of professionals from all walks of life.
His
book: Sales Without the Sucker Punch! is the result of over
eleven years of experimentation and research and offers simple,
cutting-edge strategies that can be applied to any business that
sells directly to the end-user.
Mr. Foley operates a private sales consulting/publishing company
in Atlanta, Georgia and conducts seminars and workshops for
individuals and businesses alike.
http://21stcentrysalestraining.com
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