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When you want to remember how to sell, simply recall how you like to buy.”

September 14, 2013 Headline News, Leadership No Comments Email Email

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Rick Coles Interviewed on Small Talk, Big Returns on Singapore Radio’s 938live:“When you want to remember how to sell, simply recall how you like to buy.”

The purpose of the next 5 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!

Sales techniques, sales processes and word tracks can all be useful but are not the exact key to peak performance. If those things were the answer then everyone who ever had good sales training or had modelled a successful sales person would become peak performers. That’s not the case of course. Far from it.

Even the words “sales” and “selling” create a false direction for sales people. Today the proper mindset for a sales person is to think of very personal interaction with buyers. The mission of a sales person should be to create an environment conducive to buying for the customer. TLC – think like a customer. Not just any customer — the particular customer you are with now. It’s no longer a one-size-fits-all type of selling.

Communication is the key as it is in so many areas of business. The so-called path to a sale or ‘sales process’ is only as good as the personal interaction of the sales person with the customer during the actual process. This is why training on just sales process without training in understanding interpersonal communication, behavior or the art and science of persuasion can create a sales environment of failure for sales people and ultimately frustration for customers.

Think more about the customer’s thoughts, emotions, body language, and how they are being expressed to you. To create a buying environment for the customer, you must take all your senses and intuition to a higher level. You must begin to “see like a deaf person, hear like a blind person” and understand the customer as if you were his or her deepest and most caring friend.

Some points to think about:

  • It’s a fact that people do not buy a product or service because of features. Rather, they buy because of what the features can do for them.
  • They buy for the Benefit  they will get
  • We are so close to Products and services we tend  to stress product features rather than benefits
  • We need to stress Benefits in ways that meet client needs
  • Feature language should be converted to Benefits
  • It’s a fact that people do not buy a product or service because of features. Rather, they buy because of what the features can do for them.
  • Benefits sell but features supply the reason behind Benefit
  • Do you know your product line?
  • Do you translate good features into benefits?
  • Do you know Competitors products?
  • Do you know your Best features?
  • Do you know your new trends & developments of products?
  • Do you ask Q’s of colleagues & Management?
  • Do you ask Q’s: Who, What, Where, When, How & Which.
  • Do you know % share of markets?
  • How is your “Mkt. Intelligence Network”?
  • Are you alert to development of new markets?

Successful Sales Techniques interview with Rick Coles (Part 2)

“Increasing your sales numbers is just a matter of creating an effective selling framework and listening more than speaking. In this edition, the importance of being able to convey the real value of your product/service to your potential customer. This goes beyond product knowledge. Find out what it entails. Guest: Richard Coles of Coles Training International”.

Rick Coles Interviewed on Small Talk, Big Returns on Singapore Radio’s 938live:

Here’s the link to interview 2

http://www.colestraining.com/2013/successful-sales-techniques-with-rick-coles/

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

colestraining@gmail.com

www.colestraining.com

+61 4341 52545

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