| Learning how to sell, as you know, offers the | | | | subtle questions and price will never be an |
| biggest financial reward in any industry. Top | | | | objection. |
| salesmen will always write their own terms, and | | | | 4. Deep benefits sell subconsciously |
| make what they're worth. The problem that | | | | Most people involved in sales and marketing know |
| seems to plague the sales ranks has nothing to | | | | that you sell the benefits not the features. But |
| do with the rewards of selling, but the process. | | | | what separates the salespeople who are just |
| The 'how" becomes elusive to the majority, and | | | | getting by from the sales sharks that are million |
| fearful to the rest. Most sales training conveniently | | | | dollar producers... can be summed up as 'Deep |
| forgets that professional level selling requires a | | | | Benefits.' While the shallow benefit of a exotic |
| great deal of persuasion and negotiation, gently | | | | German car might be "the soft, hand stitched |
| masked with finesse. Here are five ways you can | | | | leather seats provide full back support, that make |
| immediately make your sales situations more | | | | your commute as comfortable as possible." The |
| persuasive (and more profitable): | | | | deep benefit will always trump the shallow one |
| 1. Talk less | | | | because deep benefits almost always "stroke the |
| Have you ever encountered the slick, sleazy | | | | ego." And you know all too well that desires of |
| salesman that won't stop talking while giving you | | | | the ego have 100x the power of all other |
| the fake smile? More than likely you have. When | | | | emotional desires (Well, almost all other desires...). |
| salespeople get nervous... they tend to talk and | | | | The sales professional knows this and will use it to |
| talk without ever giving the prospect a chance to | | | | make the register ring. Our German car example |
| respond. Some sales training out there actually | | | | becomes emotionally charged with the deep |
| suggests to talk more! The training stated "telling | | | | benefit of "imagine offering that new temp that |
| is selling." Nothing can be further from reality. It | | | | has been on your mind a ride, and the look on her |
| was explained to me years ago that our creator | | | | face when she opens the door and notices the |
| gave us two ears and one mouth... meaning the | | | | luxurious fine leather seats..." Logic is no longer an |
| prospect should be doing the talking 2/3 of the | | | | obstacle. |
| time. | | | | 5. Know thy prospect |
| 2. Stop trying to close...ABC is Wrong | | | | To really improve your closing rate, there is no |
| Some of the old school sales trainers used to | | | | better way then learning about who exactly you |
| emphasize closing as selling gospel. The term | | | | are selling to. This often forgotten foundation of |
| "Always Be Closing" was coined and a whole | | | | sales and marketing produces a crystal ball into |
| generation of closers were born. What someone | | | | the world of your prospect. Put together a |
| forget to tell this breed of salesman was the | | | | complete picture of your typical customer. Find |
| internet kinda changed the game. And by "kinda" I | | | | out her fears, his desires, her goals, his |
| mean completely. Look, with a simple Google | | | | frustrations, etc. Everything that makes this |
| search, your prospect can find out everything | | | | person tick. Once you know them... and really |
| about your product, your competitor, your cost, | | | | know them, selling to the subconscious will be |
| etc. There is no point using outdated closing | | | | subtle, persuasive, and deadly effective. No more |
| gimmicks and assuming the close, and other sales | | | | fake bonding or fake rapport building. Master this |
| techniques from the 70's... the game is changing. | | | | step and you have a secret door into their |
| Either adapt or find a new profession. | | | | psyche. |
| 3. Use questions like a strategic missile | | | | Use these steps in your next sales encounter and |
| What happens when a salesman or advertisement | | | | pay attention to the changes they have with your |
| jumps out at you claiming to be number 1? If | | | | prospect. All these methods use subtle sales |
| you're anything like your prospect... your reaction | | | | negotiation to find the subconscious desires and |
| is "Ya, right" or "Who cares?" Bragging and hyping | | | | then sell to those desires. Remember the phrase |
| up your product will not sell it. The only reason | | | | "Sell the sizzle, not that steak?" We took it a step |
| anyone buys anything depends on their belief of | | | | further with "Sell a full stomach, not the sizzle." |
| the product having more value than the money in | | | | Learn how to sell and everything in the world |
| their pocket. Period. Find the real pain by asking | | | | becomes attainable. |