Mastering the Art of Salesmanship
From The Masters of Success Video Training Series
Featuring J Douglas Edwards
In the world of sales, the ability to control a selling situation is what sets
the great salespeople apart from the mediocre ones. This technique, often
overlooked, is crucial for achieving success in any sales endeavour. Let’s
delve with the editor, David Jackson, the Sales Doctor, into the concept of
controlling the sale and explore how you can harness this powerful skill to
elevate your sales game and outcomes.
The Power of Control
Control in sales means having command over the entire selling process,
from the initial contact to the final close. Great salespeople maintain
control throughout, ensuring that they guide the conversation and steer it
towards a predetermined conclusion. This control is not about
manipulation but about understanding the dynamics of the interaction and
using them to your advantage.
They use a game plan that starts at the time of meeting and finishes at the
time of closing the sale and follow-up. Great salespeople are very
organised, methodical and use game plans that guarantee them positive
result.Your Brain: The Ultimate Computer
To effectively control a sale, you must first understand the power of your
brain, which functions like a computer. This computer controls everything
you do, from automatic functions like breathing to active information
processing during a sales presentation. By programming your brain through
practice, drill, and rehearsal, you can ensure that it operates at peak
efficiency during critical moments.
Programming Your Brain
Unlike electronic computers, which can instantly recall programmed
information, the human brain requires repeated programming to retain and
utilize information effectively. This means memorizing, practicing,
drilling, and rehearsing sales techniques until they become second
nature.
Vince Lombardi, the legendary football coach, famously said, “Practice
does not make perfect, only perfect practice makes perfect.” This principle
applies to sales techniques as well.
Qualifying: The Key to Control
One of the fundamental aspects of controlling a sale is the ability to qualify
your potential clients. Qualifying helps you determine what your clients will
say yes to, allowing you to tailor your presentation to their specific needs
and desires. Without qualification, you cannot effectively control the sale.
KEY … Remember, treat everybody is the buyer of your product or service.
Selling What They Want to Buy
Great salespeople understand that selling is not about pushing a product
but about fulfilling the client’s desires. For example, if you are selling a
product that provides profit, don’t just sell the profit. Instead, convert that
profit into something tangible that the client wants. Ask them what they
would do with the additional profit and focus your presentation on that
vision.
“Always do your best. What you plant now, you will harvest later”
Og MandinoSelling in Multiples
Even if you are selling a small-ticket item, you can achieve great success
by selling in multiples. This approach involves bundling products or
services to create a more attractive offering. For instance, a florist who
started selling flowers in bulk to businesses significantly increased their
sales and became very successful.
Getting in the Door
Control starts with gaining access to your potential clients. Referrals are
the best door breakers, but there are other techniques you can use. For
commercial and industrial sales, a simple yet effective approach is to walk
in confidently and state that you were sent to see the boss, using only your
last name. For residential sales, bringing a sample product to the client’s
home / office can be a powerful way to gain entry and start the
conversation.
Ask yourself … Do you have a game plan that sets out each step of the
sale for your product or service? If you don’t, now is the time.
Conclusion
Controlling the sale is about mastering the art of salesmanship through
practice, qualification, and understanding your client’s desires. By
programming your brain with the right techniques and maintaining control
throughout the selling process, you can achieve greatness in sales.
Remember, it’s not just about selling a product; it’s about selling a vision
that your clients can connect with and want to own.
ACTION STEP … We are in control to the degree that we
make the decisions. To affect the outcome of anything, we
must control the action at the point of decision-making. If
we let others make decisions for us, we have no control.
When we control the decisions, we control the actions.“If
not you, then who? If not now, then when?” … Hillel
QUESTION … As a result of reading this Blog, how you
could improve your closing ratios by being more in
control??
Good selling!