Читать книгу Selling - Nick Constable - Страница 6

Let’s start not by considering what you need to do to become a great salesperson, or how good your products or services need to be; let’s start by thinking about customers, and the real reasons why they might spend their money with you: it’s often little to do with the technical excellence of your product, but because they want to change something.

It has always surprised and amused me that there are so many business people out there who think selling is a science, and want to find (or be sold) a mechanical formula which will always work. Actually, although there are indeed proven techniques and methods that you can learn, selling is much more of an art – it’s about behaviours, emotions, communication and people.

Buyers are just people like you and me, and if they are to be persuaded or helped to make a purchase from you, they have to feel that the result for them will be some kind of positive change – in their lives, or in their company’s life.

one minute wonder Remember that in a business context, nearly all positive change will ultimately boil down to some kind of improvement in working practice. Spend a minute to think about how you can help your customers save money or earn more money. How can you save them time, effort or resources with what you’re offering?

Let’s look at a simple example, and imagine that you are thinking about buying a new mobile phone. You’ve seen lots of the latest models in adverts, but they’re expensive, and up until now you haven’t been in any rush. Your current phone still works OK, so why spend money on a new one? That new phone will have to offer something which will improve your life in some way.

For example, you might want to pick up email on the move and you can’t do that today. You’re not buying a phone, but the positive change in the way you can communicate. Later, we’ll look at how a great salesperson might have helped you to see how important that positive change is to you.

Every successful sale happens because the buyer comes to believe the product or service will make a positive impact.