Yes, it is that time of year and it is amazing how many things go in "twelves"!
I received a call from an ex-student this week, who is designing an induction programme for new recruits about to embark on a career in sales. He asked that if one had to create twelve golden principles of selling, what would I come up with.
Clearly, this is not only a very subjective view, but also, I found it terribly difficult to reduce my initial list to just twelve. However, mindful of the fact that this exercise is designed to provide guidance to salespeople just starting on the first rung of the ladder, this is what I came up with I would be very interested in your comments.
Principle 1: Always Sell To People
People are different
No two sales are the same
Aim at becoming a people expert
Professional sales people actually like people
People buy from people - they always will
Principle 2: You Have To Sell Yourself
Be interesting
Develop intellect
Never be arrogant - never talk up or down
Respect the buyer and they will respect you
Develop your empathy levels
Learn to develop rapport
Control Your Ego Levels
Principle 3: You Must Ask Questions
Develop your questioning techniques
Remember What? Where? When? Which? Why? Who? And How?
Continually test your understanding
Principle 4: Listen To Understand
God has given us two ears and one mouth, we should use them in that order
Successful sales professionals talk for 20% of the time and listen for 80% of the time
Develop your active listening skills
Principle 5: Features Must Be Linked To Benefits
Remember:
Features are common - benefits are personal and specific
Use the link phrases - which means that......
Be specific
Principle 6: Sell The Results Paint A Picture
Discover prime desires
Personalise benefits
Describe end results
Principle 7: You Cannot Rely On Logic
84% of all buying decisions are based upon emotion - not logic
What are the chief buying emotions? - Ego - Security - Pride Of Ownership - Greed - Health - Prestige Status - Ambition - Fear Of Loss
Principle 8: Selective Product Knowledge Is The Key
Buyers buy solutions and results they do not buy products or services
Principle 9: Aim To Be Unique Me First Rather Than Me Too
Every business, every company, every product has something that is unique
Look outside the square
Identify the uniqueness of: - your product - your service - your company - yourself
Principle 10: Dont Sell On Price
It is a cop out
Value your expertise - your products - your service and price accordingly
Always keep the bottom line firmly in your mind
Anyone can give business away
Selling on price means we do not need sales people
Principle 11: Present Your Solutions Dont Tell
When we present our proposals rather than post / fax/e-mail them we increase the likelihood of a sale by.....a factor of ten
Principle 12: And Finally: Be Professional At all Times
The greatest compliment a customer can pay you is to describe you as professional
Dont worry about being liked be respected.
Being professional is not one thing it is three:
It is what you do, what you say and how you present yourself,
When I see a bird that looks like a duck, swims like a duck and quacks like a duck; then I call that bird, a duck Rudyard Kipling




