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September 20, 2013 Headline News, Leadership No Comments Email Email

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Be ‘aware’ when selling and link to right Benefits. It is key to Identify REAL buying motives. Client may want to buy NOT for reasons we think he should – but because of his / her own! Rick Coles Interviewed on Small Talk, Big Returns on Singapore Radio’s 938live:

The purpose of the next 4 articles and audio interviews is to give us a greater understanding of selling and the so called sales process. By the end of the series we will be more confident when meeting potential and existing customers face to face.

As you may recall from my earlier articles I was in airline / travel industry for some years and very active salesman with Qantas and KLM in UK, Australia and Europe. Then I entered the training area abroad with airlines KLM, Gulf Air and Emirates where I was involved in training salespeople at many levels. At KLM in Holland I trained, facilitated and had the chance to listen to many guest speakers in literally hundreds of hours of training sessions. With the 10,000 sales calls, classroom and training experiences in over 50 countries, I would like to share with you some common sense tips but they are not always common practice!


Selling is the process of creating desire in the prospect to own your product and service as the means to satisfy identified needs


Is the art of:

q  revealing to a prospect that a need exists if they are not already aware of it.

q  persuading them that your product satisfies needs better than any other.

q  arousing a desire to satisfy that need rather than any other and NOW.

The ‘whole salesperson’ of today is required to possess a whole range of skills in order to be effective. We need our sales teams to be the natural and whole salespersons that are known for being different and top of class. Good business practice is therefore imperative to keep us at the TOP.

Really effective sales requires more than just having great skill and good chat. It involves a variety of skills to see you through most situations in a career of sales. Cumulatively they will differentiate you from all the others. Say good bye to the world you thought you knew – it is a whole new ballgame today. See a sample list:


Sales planning

Most people in sales are set sales targets. These are clear objective measures of what needs to be achieved. In order to achieve our targets we need to translate them from volume targets, expressed in units of products or services, or financial targets expressed in revenue or profit terms, into levels of sales activity.

It can be daunting to receive an annual or a quarterly target and we need therefore to break this down into daily sales activity. The overriding principles that should affect our approach to targeting are the Pareto Principle and Key Ratios. 

The Pareto Principle

This principle says that 80% of our business is likely to be generated by 20% of our customer base. We need therefore to devote a greater proportion of our time to our `key’ accounts in order that we can make best use of their sales potential. It’s the vital few vs. the trivial many.

We need to have a customer care policy that identifies how often we should be contacting our major customers, what methods of contact are most appropriate and the variety of contacts within a specific account. 

Key Ratios

The amount you sell, in the medium to long term, is directly related to the number of customers, or potential customers that you contact. Sales techniques help us to become more proficient in sales, manage our time better. However, ratios exist that can help us more closely predict how much sales activity (input) is required to achieve a certain level of sales (output).

Of course we can never be totally sure if the next telephone call we make will result in an appointment being made, or that the next sales call will result in an order. Over the medium to long term, however, we will see ratios begin to emerge that will be fairly constant over time. This will help us to manage more efficiently our call coverage.

Successful Sales Techniques interview with Rick Coles (Part 3)

“Increasing your sales numbers is a matter of creating an effective selling framework and listening more than speaking. But it is also about the “whole salesperson”. What does it take to be one? Guest: Richard Coles of Coles Training International.”

Here’s the link to interview 3.


This six-part article/audio series is only a part of what sales and customer service is all about. There’s much more. I hope it will be useful, and if you would like to learn more or if your team, office, or organization could use an energizing refresher or full sales course, let Coles International Training know. I would be happy to talk to you about possibilities. Thank you and all the best in your selling.

All the best!

Written by : Richard Coles



+61 4341 52545

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