Be a Great Salesperson: Powerful Techniques to Make That by Richard Hession

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By Richard Hession

Designed for the person, this sensible textual content presents suggestions for revenues good fortune built from a UK-centred point of view. It comprises chapters on: perfecting a revenues process; studying the artwork of negotiation; retaining the initiative; and out-doing rivals.

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Perhaps the buyer hadn’t thought up to this point how important communication is, but can’t help but agree it should be on the list of criteria. Raising the question of ethics gives you the opportunity to blow your company’s trumpet. Put it to the buyer the supplier has the choice of concentrating on what they’re selling or on the customer. Is the salesperson really interested in providing the best computing system to solve a customer’s problems and achieve their objectives, or are they just interested in selling as many systems as possible?

If the customer doesn’t really believe in the false objection they’ve raised, you’re wasting your time – and theirs – if you enter into a discussion on the subject. So ignore it and concentrate on winning back the customer to your way of thinking. One way of doing this is simply to agree with the customer by replying with an innocuous statement or question. For example, if the false objection is to the effect that their own customers prefer a higher-quality product, you would reply something like this: ‘Yes, Mr Jones, customers can be pretty choosy.

CONVENIENCE – ease of ordering, communication and other facilities. APPEARANCE – design, general appeal. DURABILITY – lasting, reliable, sturdy. ECONOMY – good investment, savings, profit. These initial letters give us another handy mnemonic to aid our memory: ENSCADE. Too many salespeople praise the features of the product, but not the benefits in terms of what’s in it for the customer. So: • List all particular features of the product or service. • Describe all the general features of the backup services available.

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