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The Seven "Myths" Of Sales
Success!
© 2003 By Len
Foley
I'm a professional sales trainer. Every day I'm on the
front lines, experimenting and testing every principle I
teach. If something doesn't work, I toss it aside and look
for something that will work. I can't afford to waste time
on useless ideas. Here are just a few of the
"myths" that most sales courses teach:
Myth #1: You need to be a "good talker"
Otherwise known as the blabbermouth syndrome.
Blabbermouths don't sell; they merely annoy people into
handing over their money.
They assume if they can fill in every second of silence with
useless (or useful) chatter about how great their products
are---then every objection in the prospect's mind will
magically disappear.
This isn't selling; it's irritating.
Anytime a salesperson is talking, the client is formulating
objections.
That's just the way the human mind works.
Anytime a salesperson is listening, the client is probably
still formulating objections...but at least the salesperson
will have an idea about what those objections might be.
Myth #2: You need to be a "good listener"
Most salespeople are good listeners...but they're good at
listening for all the wrong things!
If you say to a salesperson: "I really want to buy your
product..."
Chances are they'll hear every word.
But if you say to that same salesperson: "Oh, I've
changed my mind...I don't want to buy this product."
You'll suddenly notice their eyes glazing over as they hear
something completely different than the words that came out
of your mouth.
Many sales trainers teach their students to ignore
objections and to listen instead for psychological
"hooks" or "openings" that the prospect
may either verbally or non-verbally pass along.
The salesperson is then taught to use these hooks to
manipulate or cajole the prospect into buying what he or she
has to offer.
Does this approach work? Of course it works.
It's worked for hundreds of years with interrogators and
psychological bullies.
Does it work over a long-term relationship with your client?
That's something every professional salesperson should
be asking themselves.
Myth #3: You need to have a lot of self-confidence
You only need a lot of self-confidence when you don't know
what you're selling.
If you "think" you're selling a food dehydrator or
an insurance package or cars...well, then of course you need
a lot of confidence. (It takes confidence selling anything
you can't really sell).
Once you know what you're really selling and gain some skill
in selling it over and over again, you'll never even
consider needing any confidence...you'll just BE confident.
Myth #4: You need the ability to quickly size people up
An old teacher of mine once said:
"The fool is a master at judging other people and only
the wise man is a master at judging himself."
If you spend most of your time searching for your prospect's
weakness and then exploit it to your own advantage, you may
end up making the transaction, but there's no way in the
world you'll ever make any sales.
Myth #5: You need to "dominate" your prospect
You probably know when you're being manipulated or lied
to...most people have a sixth sense for this kind of
treatment. Some sales professionals think they can fool
their prospects with charm, flattery, and dramatic appeal,
but these behaviors only mask the underlying motivation
behind every word the salesperson utters.
Kierkegaard said: "A fool can always find a bigger fool
who admires him."
But there is no bigger fool than the salesperson who
manipulates and strong-arms his prospects.
Most people are smart, they're not fooled by
"covert" forms of subtle-persuasion. It doesn't
matter how clever or disguised you think these kinds of
strategies are: traditional sales methods send up an
immediate red flag in the mind of every prospect you see.
Myth #6: You need to be one step ahead of your prospect
Here's a short dictum to keep in mind:
Anytime you're one step ahead of your prospect...
.your prospect has fallen twenty steps behind you.
Myth #7: You need special credentials
Some people will waste four years at a university getting a
fancy degree in sales and still not know how to sell.
Think about it: Entering an expensive university program
won't make you a salesperson anymore than entering a music
store will make you a musician.
The only credential you need for sales is the knowledge of
what you're selling.
When you know what you're selling and possess the specific
skills of selling it over and over again.credentials or
not.you'll know how to make the sale!
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Check Out: http://www.21stcenturysalestraining.com
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