| There are just a multitude of things vying for | | | | Always make it clear, in all conversations, how |
| your prospect's attention, so good sales training | | | | their lives will be improved, not how you or your |
| material to use as a guide is critical. | | | | company are the one who is going to do it. Keep |
| It is a good idea to ask yourself how your | | | | the emphasis on the prospect. |
| approach is going to break through all of those | | | | Find A Need, Then Fill It - Not Anymore, My |
| mental constructs. Your prospect has what I | | | | Friends! |
| would call a dual business identity. One of those is | | | | One of the oldest rules in selling is that the vast |
| "business social", the other is "business chronic". | | | | majority of people don't buy products at all, they |
| The business social identity comes with the public | | | | purchase how they are going to feel once they |
| relations toolkit, social machinery and conditioned | | | | have ownership. They also do not buy what you |
| responses. The business chronic identity comes | | | | think they need, but what they know they need - |
| with absolute honesty and candor, emotional | | | | also called a 'want'. That is why you should make |
| baggage from prior battles, and a sincere desire | | | | a point of showing what the benefits are to your |
| to make things better. | | | | product, once you discover what they want. It |
| In your communications with a prospect the | | | | invites them to contemplate how they will 'feel'. |
| beginning becomes the most important thing here | | | | So, the revision is, Find A Want And Fill It. |
| - it lays the foundation, and determines if the | | | | Good sales training material, that is current with all |
| response will be social or chronic. If they don't | | | | of the changes over the past five years or so, |
| hear you and if it does not resonate with the | | | | can be a treasure trove of data. Do not be like |
| correct (access codes), they are not going to | | | | the ad I recently saw on Craig's List that said, |
| really listen further, and instantly slide into the | | | | PERSONAL SELLING SKILLS cassette 12 part |
| business social machinery. | | | | training course. New, never used. $15.00 firm. |
| The key then is to grab their attention right | | | | What can one say? It made me laugh. 'Never |
| away, and direct them to the business chronic | | | | used', indeed. |
| identity - or lose. | | | | Average people do not understand the amount of |
| One piece of magic is to use something that can | | | | communication skills and psychology that the |
| be found in most sales training material that asks | | | | everyday sales consultant has command over. My |
| a question about them, something that they have | | | | view is that every human being should be trained |
| to look 'inside' to get the answer. | | | | in sales, as all of us regardless of job description |
| When they have an answer for your question, | | | | are selling everyday. |
| make sure that you keep the focus strictly on | | | | In sales, we have never been given the reasons |
| them. Also, be sure that there is something in it | | | | that we do the things we do. As a result, a lot of |
| for them - a benefit, a joke, anything, as long as | | | | what was very successful over the years has |
| there is something gained by listening to what it is | | | | gotten lost and is Missing In Action. People cannot |
| that you want them to hear and understand. | | | | do, and will not do what they do not understand. |