Sell More, Sell Better (Part 1)


sellmoresellbetterSell More, Sell Better !  by Dr Andrew Goh (2005)

I like the way the book is written – simple, direct and easy to read.

Nothing happens until a sale is made. Selling is not easy. But that does not mean it has to be difficult. After all, the process of selling remains the same – regardless whether a person is transacting the purchase of a toothbrush, a home, a multi-million dollar capital intensive machinery etc. Training and learning reduces the “impossible” to more manageable bits, and over time and practice, voila, it’s accomplished! Earning a million dollars through salesmaking is not only fun and fabulous. It is feasible.
Sales people are solution providers and more. Dan Sullivan puts it strongly :” Remember, you don’t even have a product, until the client has a game plan.” You cannot expect any economic opportunity in life until he or she has first created value for someone else. Buying is the pain, owning is the pleasure. Hopkins counselled that the change of mindset is reflected in the choice of vocabulary example,

1.When you have this pattern on your walls, you’ll be delighted with the aura it imparts to your home.

2. If you choose our service, you’ll find that you added an important asset to your company’s net worth.

Fear of making the first move is not unexpected. About 84% of all sales people suffer from call reluctance. As a sales person, you should have a “Short Tell” and a “Long Tell”. A short tell is an attention grabber, to tickle his fancy, open his mind or just something to upset the prospect’s equilibrium. It should arouse the person’s curiosity. The “Long Tell” is your full presentation that can take anything from 20 minutes to a full hour or more.

A simple template of a “Short Tell” :

If I can show you, … (whatever)… are you interested? Are you willing to give me 30 minutes of your time? Are you keen to come and see a demonstration?

Some examples of “whatever” :

  1. If I can show you, how to save 25% of your present budget…
  2. If I can show you, how to reduce your headcount…
  3. If I can show you, how to save time without reducing productivity…
  4. If I can show you, how 5% of your income can protect 95%…
  5. If I can show you, similar companies have cut down their turnaround time..
  6. If I can show you, how your child can improve his IQ by 20 points…

Just make sure you can say what you have in mind within 8 minutes. Because people no longer trust the clichéd ten or fifteen minutes.

According to Herb True of Notre Dame University :
64% ask once, then quit.
24% ask twice, then quit.
14% ask thrice, then quit.
12% ask four times, then quit.

This makes a total of 96%. Yet 60% of all sales are made after the fifth attempt. It is safe to conclude that 4% of the sales people make 60% of all the sales, just by persistence alone.

Here are some tips to get started.
1. “All it will cost you to listen is 10 minutes of your time! – 8 mines
2. Or I have an idea that has proven to be of much value to .. people such as you, architects like you, other home owners etc.

At the start, use the question, “Would you regard yourself as an open minded person? Many people do fancy themselves as open-minded. This paves the way for you to engage the person and commend him for “entertaining the possibility of an alternative.” If the person says “No”, move on to ask him “What makes you such a satisfied user of “X” product?” This allows you to find out what the prospect’s mind and also to keep conversation on track. As long as the person is still in conversation with you, you keep your chances alive.

The good thing about human nature is that people are generally curious or could be made to be interested in something new or different or unusual. The ability to align what you have with he wants is the linchpin.  To be successful, the salesperson has to see things from the customer’s point of view for his benefit; and convince the customer by words and actions that he has done so. Simply, he understands the needs and wants of the customer and is in a good position to help fulfil those needs.

How to get the person from an “inquiry mode” to a “buying mode”?
A person will buy when he sees that your alternative or option or idea is better than the one he has or thinks he has. Have you helped him see the value of your proposition – whether it be cheaper, better, faster, more reliable, more easily recognized, last longer etc?

While agreement or mental assent is important, the prospect must be persuaded to take action. Introduce a little sense of urgency.


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