
Selling is a cross between an art and science… It is an art because some people become good enough at it that it truly takes on an art form… We say they are born salespeople. Then there is the science of selling that indicates that the principles of openings, presentations and closings culminate into a sale whether you are a natural born sales person or not.
I am writing this blog to show that it does not matter whether you have a natural talent or if you have to work at it, combining the natural talent with the science of selling will make everyone even better…
I have used a compilation of information from Stephan Shiffman’s, “The 25 Most Common Sales Mistakes… And how to avoid them” as well as Rosalie Maggio’s, “How to Say It” (Choice Words, Phrases, Sentences & Paragraphs for Every Situation).
In Corporate America it is easy for these vital principles to become dwarfed by a company’s own policies, procedures and guidelines. There are always scripts, guidelines and rules that are designed for consistency, and this certainly makes good sense. However sometimes; when it comes down to delivering on the script, these rules take away all ability for the end user to “make it their own” …
This article will give you strategies that you will be able to integrate into your company’s established programs… 
Mistakes we make;
#1. Not being Obsessed– This is a big one! Stephan Shiffman says, “You must like what you are doing for a living (selling) enough to become obsessed with it. Not fifteen-hours-a-day obsessed, but rather "I - have – absolutely – got – to – do - this – right – day – in – and – day – out obsessed."
He talks in terms of Obsession, Utilization and Implementation… Obsession requires a repetitive, second nature approach to sales… (The science) Utilization means utilizing everything at your disposal to increase your success. In a way it is being obsessed about getting the most from your environment… Implementation means just doing it; making the effort in the first place. All the sales books in the world will not help you if you do not try.
#2. Not Listening to the Prospect – You must let the prospect speak about him or herself; the information you’ll receive as a result is invaluable. Always ask needs based questions and when your prospect wonders something aloud, give the person enough time to complete the thought. When your prospect asks you a pointed question, do your best to answer succinctly—then listen for the reaction. Allow the prospect to complete their sentences, never interrupt them. (Always allow them to interrupt you at any time in order to get more info from you).
#14. Trying to convince rather than convey – You have to commit to understanding the problems and concerns of the prospect, not steamrolling over them. And you have to work from there to show; to demonstrate, in a compelling way-how your product or service can address their relevant concerns. Mr. Schiffman’s 25 Most Common Sales Mistakes is a must read for all that want to succeed in sales.
“How to Say It”; Rosalie Maggio’s book is also a must read for the successful salesperson… I have shared some gems below… but you must read the book to get the full benefit… These gems can be integrated with your normal scripting… Consider them like seasoning for your sales recipes… I.e. these gems will “spice things up!”
“Sincerely sorry to hear that…”
“Until you are completely satisfied…”
“I hope you know how sorry we are for the problems you’ve experienced with this order…”
“I certainly do apologize for…”
“I am not excusing our/my errors, but…”
“Acquaint you with…”
“Add a new dimension to…”
“All of this at your fingertips…”
“Gives you your choice of / the opportunity to…”
“I think you will discover…”
“You will be joining the select company of those who…”
“Can make a dramatic difference to you…”
“Take advantage of this opportunity…”
“We expect a tremendous response to this offer, so…”
“We want to make it as easy as possible for you to order…”
Folks, these little ditties are but a microcosm of the information that is available to you in order to help you hone your skills and to help you turn your natural skills into the science and art of selling… the principles of selling work and I strongly encourage you to become obsessed with learning as much as possible about your chosen field. There are many books and seminars out there on the subject don’t stop until you have tried them all!
“A little something extra”;
If you don’t believe that how we say things makes a difference, consider this excerpt from Zig Ziglar’s “Closes, closes, closes… he speaks of an 8 word statement that takes on a new meaning depending upon which word the emphasis is placed on… The statement, “He did not steal money from her purse” try it, it is fun!
· “(He) did not steal money from her purse”
· “He (did) not steal money from her purse”
· “He did (not) steal money from her purse”
· “He did not (steal) money from her purse”
· “He did not steal (money) from her purse”
· “He did not steal money (from) her purse”
· “He did not steal money from (her) purse”
· “He did not steal money from her (purse)”
I am sure you can see how important the way we say things are as it relates to our success… Zig also says always ask for the sale and have fun selling!
Rod