100 unchanging rules for business success
Part 6: THE LAW OF SELLING
Our life depends a lot on the deal
of “buying and selling”.
Parents are constantly “selling” values,
attitudes and behaviors to their children
so that they grow up under the direct influence
of what they have “bought” from their parents.
Teachers always want to “sell”
the accumulated knowledge
and academic background
to generations of students
so that they can make their way into life.
Managers and leaders “sell” business experience,
future vision,
ability to analyze the times to bring in huge revenue
or dominate a large market.
And we ourselves “sell” labor,
ideas,
work efforts to be paid
with material values
such as bonuses or spiritual values
such as career advancement…
Almost any relationship more
or less reflect this “buying and selling” law.
Typically, you’re paid
based on your ability to “sell” the quality
of your work to the people
who play the most important role in determining your success.
So, People who know how
to market themselves effectively will advance
in their careers faster than others.
It all depends on the ability to “sell”.
If you can’t influence and convince others to your point of view,
or in other words,
if you can’t present your ideas
or market yourself effectively,
your chances of success will be low.
In today’s economy,
not everyone can be a good salesperson.
That’s why excellent salespeople are always welcome,
get the best pay,
the most benefits,
and the most security of all careers.
To speak specifically about the profession of sales,
according to the Pareto principle
also known as the 80/20 rule,
that is, 20% of great salespeople sell 80% of the product
and get 80% of the revenue.
Research shows
that the top 10% of salespeople
open 80% of new incomes
and are the highest paid in the business world.
If you’re working in sales,
try to push past any boundaries to join the top 10% of employees.
Then your future will definitely be secure.
(1) The “Pareto Principle” is named
after the Italian economist,
Vilfredo Pareto (1848-1923).
In 1906, Pareto observed
that 20% of Italy’s population held 80% of the country’s wealth.
Later, he also found
that 20% of the peanuts in his garden
contributed 80% of the total.
the amount of beans he harvests each year.
These two facts made him think
and think that this is not a coincidence
but almost a principle
and he has applied this 80-20 principle to many fields
and seen many similar results.
The sale consists of three main elements.
The first factor is products and services.
The second factor is the seller
and the third factor is the customer.
All three factors must be compatible
and in harmony to be able
to build a successful trading transaction.
You can sell every product or service
if you believe in it
and put your whole heart into it.
The starting point of sales success is making sure
these three elements are in place.
This chapter will present the laws of sales
that explain all the successes and failures in sales.
As you learn and apply these laws to sales,
the results will surprise you
and you will gradually join the group of the best salespeople.
Life is for service. ― Fred Rogers
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59. THE LAW OF SALES
Nothing happens without sales
The economy of a country
or region depends a lot on sales.
If sales go smoothly,
always on the upswing,
the economy will become strong and prosperous.
On the contrary,
when sales stagnate and decline,
the economy will suffer a lot of damage,
negatively affecting opportunities
and future prospects.
Indeed,
it is sales
that initiate the entire production process
of enterprises and factories,
create jobs and pay wages to stabilize people’s lives,
pay taxes to the state,
and decide much of the direction of society.
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1st Corollary:
Customers only buy products
and services from people who know how to sell them.
In a competitive and diverse market,
the important factor determining the survival
and success of any business is not the quality of products
or services, but the ability to sell
– the ability to reach and convince customers
to buy your product or service.
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2nd Corollary:
Customers need to be persuaded to buy the product
Any customer has hesitation,
consider before buying.
Therefore, no matter how good the quality of your product is
or no matter how much your customers love you,
you should not be subjective
but find a way to effectively handle this hesitation.
The job of a professional salesperson is to help the customer
give best solution to customers
to reach the final purchase decision.
This is an extremely important factor
for the entire sales process.
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3rd Corollary:
80% of the final decision on a sale will be made
after FIVE attempts to meet
or contact the customer.
For complex sales,
involving many decision makers
and requiring a lot of time to discuss,
the customer often makes a final purchase decision
after five contacts.
Simple sales will close
after the fifth time the salesperson invites the customer.
Therefore, salespeople need to plan ahead
for the closing part of the sales conversation
and be prepared to invite the customer
to buy in a variety of ways,
depending on the nature of the transaction.
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4th Corollary:
With complex sales,
50% of salespeople give up after the first discussion.
As for simple sales,
50% of salespeople fail the first time
they solicit customers.
Once, one of my major clients asked consultants
to observe how his salespeople worked
with external clients.
Experts have found
that for each customer contact,
most salespeople
– who are professionally trained
– invite customers to purchase an average of four times.
The current turnover of this group of employees is not high.
Experts have instructed salespeople
to try to pitch the customer one more time
to hit a minimum of five times in each sales conversation.
The results were surprising.
The group’s total sales doubled over the next thirty days.
Sometimes you just need to ask one more question
or open up a problem
and the sale will be successful.
Just one more time you ask the customer
for an opinion or promise,
the customer will be one step closer
to the final decision.
However,
Not all salespeople are patient enough.
A lot of people give up
when they are about
to reach their destination just
because they think they are customers
with no potential.
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5th Corollary:
When you know how to ask,
you get what you want.
There’s no magic bullet
that can instantly make you a successful salesperson.
The secret of good salespeople is to regularly meet
with customers
and talk about the product
or service you offer.
If you want to join the team
of good sales professionals,
you must increase the frequency of contact
as well as increase the persuasion of customers.
A large California company was willing
to pay thousands of dollars
to hire a consulting firm
to find out why its sales were down.
When analyzing the sales activities of their staff,
the consultants found
that the average salesperson made
only four customer calls per week.
After a while,
the situation did not change,
so the consultants suggested
that the company immediately
set up a contact management system
and required each salesperson
to meet at least two customers in person
leads per day,
ten leads per week.
After a month of applying the new system,
sales of the whole company skyrocketed
by 50% and continued to grow after that.
This example proves once again
that no level of training
or skill can replace the need for face-to-face contact
with potential customers.
Approach each customer
with the idea of helping him or her solve a problem or achieve a goal,
not of selling a product or service. ― Les Brown
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60. THE LAW OF DECISION
How high you go depends mainly on
how high you want to climb.
Your ability to go far in your professional field
as well as your income level is largely determined
by internal factors, i.e.
what belongs to you,
your passions,
desires and ambitions individual.
There is almost no limit
to how far you can advance your sales career.
This is an area
that is always open to everyone.
You are the only one who decides your goals and actions
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1st Corollary:
You need to commit to being the best in sales.
Your commitment to sales excellence,
more than any other reason,
will guarantee you great success.
This commitment will move you forward,
motivate and inspire,
and empower you to face discouragement
and disappointment with confidence.
Excellent salespeople are those
who make solid decisions
to get the most out of whatever they are doing.
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2nd Corollary:
To hit a big sales goal,
you must first define it specifically.
The starting point for great sales success
is to decide how much sales you will have
for a year and how many products
you need to sell to reach that sales quota.
Allocate your sales
and annual income goals into monthly,
weekly,
or even daily goals.
Divide your annual income goal by 250,
the number represents the average number
of working days in a year,
to determine how much money
you need to earn a day.
Then divide this amount
by eight hours to determine
how much you get per hour.
Once you’ve determined your hourly earnings,
from that point on,
you only do the things
that will bring you that money.
For example,
if you want $50,000 a year,
divide that by 250
and you get $200 a day.
Continue dividing 200 by 8 hours,
you will have $25 per hour.
This is the hourly amount
that you must earn for a year continuously
to reach your goal of $50,000.
Next, firmly refuse to do anything
that will affect your full $25 hourly earnings.
Don’t do time-wasting things like washing your car,
photocopying documents yourself,
or chatting with friends…
Be strict with yourself,
practice self-discipline wherever you are.
Always consider using your work time
to only do the things
that guarantee you the money you want in an hour.
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3rd Corollary:
“You can’t take off with the eagle
if you keep hanging around with the chickens.“
This is the comment of famous speaker Zig Ziglar.
He thinks that to be one of the best in your field,
you have to associate with the best in that field.
Try to avoid the 80% of average salespeople
who don’t have a career goal.
If you associate with negative people,
you tend to become like them.
Most good salespeople are often “alone”
to keep themselves positive,
active and focused on their work.
This is also a professional principle
that you should learn to apply
to yourself as a salesperson.
“People do not care how much you know
until they know how much you care.” – Teddy Roosevelt
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61. THE LAW OF DEMAND
Every purchase decision is an attempt
to satisfy a need or relieve some discontent.
Every purchase decision a customer makes
is aimed at solving a problem
or achieving a certain goal.
One of the important tasks
of an effective salesperson
is to put yourself in the shoes
of your potential customer
and see your product or service
from the customer’s point of view.
This will help you decide how to offer
or reach your customers more effectively
and persuasively.
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Corollary 1: Before selling any product or service,
the salesperson must understand the needs of the customer.
Excellent salespeople are often very subtle
and adept at asking provoking questions
and willing to listen to every customer’s answer.
This helps them quickly grasp the really important
and urgent needs of their customers
and find ways to focus on providing products
and services that meet those needs.
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2nd Corollary:
Sales success lies in satisfying existing needs,
not creating new ones.
Your job as a salesperson is to discover
and fulfill the current needs of your customers.
You should not focus on needs
that the customer is likely to need in the future.
You just need to know
what customers currently need or want to buy?
How can you present your product
or service on that basis?
Identify the real problem
and come up with a more effective solution
than other salespeople.
Only then will you win the competition
to attract customers.
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3rd corollary:
The simpler the need,
the simpler the sales presentation,
and vice versa.
You can understand this effect clearly
with the following illustration:
The product you are offering
to your customer is a potato
and you can sell your product only
by size and weight.
The element that you can use
to attract customers
is deliciousness and attractiveness.
The basis for comparing your products
with other foods is simple
and straightforward
Meanwhile,
if you are selling women’s fragrances,
your approaches,
advertising
and sales should be more indirect and discreet.
Perfume is a sensitive commodity,
to be used delicately
and only to be purchased
when the salesperson can create an allure in the way
that the product can connect
with the customer’s deep-seated needs,
serving to beautify
and improve your own features.
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4th Corollary:
Explicit needs are often not the real needs
that lead to a purchase decision.
Don’t assume that you know the real needs of your customers
after only a few contacts.
Customers themselves are a diverse world,
so the needs
that make one customer buy may not be the same
as another customer.
If you don’t accurately identify customer needs,
then no matter how good your products
and services are,
you won’t sell.
The best salespeople are the most sensitive
and caring to their customers.
They won’t try to sell
until they have a complete understanding
of what the customer really cares about.
“Choose to deliver amazing service to your customers.
You’ll stand out because they don’t get it anywhere else.” – Kevin Stirtz
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62. THE LAW OF PROBLEM-SOLVING EXPERT
Every product or service is seen
as a solution to a problem
or an answer to an uncertainty.
Essentially,
you are also a salesperson
and act similarly to a problem-solving expert.
You find partners who are having problems,
needing specific needs that your product
or service can meet.
The more accurately you understand
the most important problems your product or service can solve,
the easier it will be to find
and successfully reach more potential customers.
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1st Corollary :
Customers buy solutions,
not products or services.
Customers don’t care about you or what you sell,
they only care about themselves
and their problems.
And customers will come to you
when they trust you or your product
Your service is capable of helping them
solve the problem.
For example,
an entrepreneur is often
only interested in
how to increase sales or output,
reduce costs,
and increase profits,
without regard to
whether you are selling modern computers
or gadgets.
Latest sports equipment.
In other words,
they care about their problems
and needs
and a possible solution to that problem,
not your product or service or wish to sell.
When you start to see yourself
as a problem solver rather than a mere salesperson,
your sales will increase dramatically.
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2nd Corollary:
The more pressing the customer’s problem or need,
the less price-sensitive the customer is
and the easier it is to sell.
If potential customers have a strong need
or desire for what you’re offering,
they won’t care much about price.
When customers feel
they will clearly benefit
from purchasing your product or service,
the desire to own the product will
overwhelm the interest in price.
Your job as a sales communicator
is to make your customers crave
for the benefits and enjoyment of buying your product
or service to the point where price
is no longer an obstacle.
Excellent salespeople are customer-oriented people
who focus on the merits of a product
or service that best meets a customer’s need.
This also has the effect
of minimizing customer objections to pricing.
“If you just communicate, you can get by.
But if you communicate skillfully,
you can work miracles.” – Jim Rohn
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63. THE LAW OF PERSUASION
The purpose of selling is to convince customers
that they will benefit from spending money on the product.
The purpose of a sales presentation
is to get the customer involved in the sale.
You are convincing customers that
if they spend a fortune,
they will get a product
or service of great value.
more than that amount
and at the same time greater than anything else
they could buy for the same amount
and at the same time.
Here, note the law of Substitution of Exclusion:
Every choice implies an exclusion.
The fact that customers give you a limited portion
of their money means they are giving up other purchases
and opportunities
for the same amount of money
and at the same time.
To do this, you need to have excellent
and impressive persuasion skills.
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1st Corollary :
Customers are always aiming
to satisfy their unmet needs in the optimal way
at the lowest possible price.
You need to demonstrate to customers
that their needs will be met faster
and better if they buy your product
or service instead of your competitor’s.
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2nd Corollary :
You’ll build trust with your potential customers
and increase sales by demonstrating
that your product has been used by a lot of people.
To get closer to a successful sale,
you need to provide information
and data that prove to potential customers
that they are not the first to use the product,
but there are many satisfied people.
when choosing this product.
One of the best persuasion skills today is “social proof”.
Most people are influenced
by what others have done
or are doing.
People don’t hesitate to spend money on a product
or service knowing
that other people have purchased
and are very satisfied with the product or service.
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3rd Corollary:
Certification of any kind will make it easier
for you to convince potential customers
and reduce their objections
to the price of your product or service.
Certifications can make your sales job easier.
You will find
that almost all great salespeople use certifications
that add value to their customers
products or services that are offered for sale
and are relevant to the customer’s business
to which they are approached.
Thank you letters,
confirmation letters,
photos or lists of customers who have used
and are satisfied with your product
or service are the most powerful persuasive elements.
Find a way to get this helpful sales tool
from every source
and in every way possible.
“If you work just for money,
you’ll never make it,
but if you love what you’re doing
and you always put the customer first,
success will be yours.” – Ray Kroc
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64. THE LAW OF SAFETY
The deepest longing in the human heart
is the longing for emotional,
financial,
and personal security.
This law explains one of the most powerful drivers
of customers buying more products and services.
Focusing on some safety need can be persuasive
enough to dispel concerns about price,
time,
or inconvenience.
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1st corollary:
The survival instinct is the biggest motivating force
for human behavior.
All people have strong motivations to make decisions
that ensure survival and prosperity
not only for themselves
but also for those close to them.
As long as you present your product
or service in a way
that helps customers see how it can improve their lives
or that of their family members,
you can win the hearts of buyers.
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1st Corollary:
The need for safety is a powerful driver of human behavior.
Safety is a need that is not
as urgent as the need to exist
but is very close to us.
Sometimes,
this need attracts our attention more than other needs
such as the need to be comfortable,
beautiful or any other need for enjoyment.
To meet the safety needs,
the security,
safety,
lock and alarm systems manufacturing industries were born
and improved day by day.
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3rd Corollary:
The need to improve safety is a key foundation
of most customer behavior.
Because safety is so important to emotional
and mental development,
clients are always looking for ways
to increase their safety
while minimizing risk.
For example,
the fact that a company has been around
for a long time will assure customers
that it is safer to do business with this company
than with another young company.
A record of operational experience
of any kind will increase a sense
of security and certainty in the mind of the client.
When selling,
you should tell your customers about how long you have been
in the business of providing this product or service.
This type of information is very persuasive
to a potential buyer.
This factor makes you a safer choice
when customers have a need
to buy what you are selling.
Get closer than ever to your customers.
So close that you tell them what they need well
before they realize it themselves.” – Aysa Angel
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65. THE LAW OF RISK
Risk is inherent in every investment involving time,
money or emotions.
Risk is an inevitable fact of life.
Everyone is always looking for ways they can to minimize risk.
And the insurance industry was born to meet this need.
Insurance is simply a form of risk redress
by collecting money
from a lot of people to compensate
for the loss of a small number of people
at risk among those paying.
With every purchase decision,
customers are always looking for possible ways
to reduce the risk
and insecurity of buying anything,
from anyone.
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1st Corollary:
Your level of success in selling corresponds
to your ability to position yourself
as the least risky provider of products and services.
This is one of the most important concepts in sales
and an idea you need
to establish in all your sales efforts.
Once a customer has decided
that they want to buy the product
or service you offer,
that doesn’t mean you’ve succeeded.
in that deal.
You must convince them
that of all the suppliers of products
and services similar to yours,
customers will enjoy the highest level of security
and the lowest level of risk,
if they buy from you.
A sale transaction does not come to success
because customers are not satisfied
with your commitments
and promises about the use,
after-sales service,
maintenance,
warranty, … that you provide.
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2nd Corollary:
The main obstacle to buying is the fear of failure,
the fear of making a mistake when deciding to buy.
The fear of failure is one of the greatest obstacles to all human action.
The fear of making a mistake
when making a purchase often comes
from previous experiences.
Perhaps the customer has purchased a poor quality product
or was bought at a high price.
It is also possible
that a customer has purchased a product
that was later criticized
or disparaged by others,
or purchased an irreparably defective product…
Those who have had a bad experience
with a purchase have reason to be wary for fear
of repeating similar incidents.
This fear is a major hurdle that you must overcome
before offering anything for sale.
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3rd corollary:
Every action you take in a customer contact will increase
or decrease the customer’s perception
of risk or fear of failure.
The fact that you invite customers
to buy products means
that you convince the customer
to make a final decision
and forgo other transactions
to cooperate only with you.
This becomes possible once customers trust your commitment.
Your every word or action matters
and contributes to increasing
or decreasing the client’s perception
of the risk and uncertainty of the transaction.
In any sales situation,
especially in a big deal,
there are no neutral factors.
All of which will either get you an order
or will drive the customer away.
Don’t allow yourself to go along
with the free flow of thinking:
“It doesn’t matter“.
Everything is important,
it all plays a role.
They will contribute to your increase
or decrease in value,
success or failure.
It is your responsibility to make sure
that everything you say
or do is useful in some way,
either to remove any suspicion of risk,
or to increase the customer’s sense
of security when making a purchase.
“Set excellent performance as your standard
and strive to achieve it each day.”— Brian Tracy
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66. THE LAW OF FAITH
The trust between the seller
and the buyer is the foundation
for a successful sale.
Trust is the key to everything,
especially for large and complex deals.
The higher the level of trust
between you and the client,
the lower the client’s fear of failure
or perception of risk.
At that time,
the sale will take place in a favorable direction.
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1st Corollary:
You build a high-trust sales relationship
by asking questions
that determine the real needs of your customers
that your product or service can fulfill.
Most salespeople don’t realize
that questions directed at the customer’s life
or personal situation don’t always create the level
of confidence needed to make a successful sale.
These questions can only give the impression
that the salesperson is warm and friendly,
but not enough to guarantee the quality
of the product or service.
Only when you ask insightful,
directed questions to identify needs you can meet
or uncover problems you can solve
will you reach the level of professional sales.
And only when you ask the right questions
that help your customers understand their situation
or problem better can you build trust
and credibility with them.
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2nd Corollary:
Successful salespeople spend twice
as much time listening than talking
Great salespeople practice the “70/30 rule”:
listen 70% of the time and speak 30% of the time.
There is a saying,
“You have two ears but only one mouth”
because So in a customer contact,
try to follow this 70/30 rule.
The best sales people are good listeners.
They are quite comfortable asking lots of questions
and patiently listening.
They always seem friendly,
but deep inside is a mature thinking range
and accurate and effective problem-solving.
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3rd Corollary :
Listen even to a closed sale.
Many salespeople are in constant monologue
during a customer meeting,
but they don’t really listen to themselves.
In many cases,
if you listen attentively and patiently,
listening as if nothing is more important
than the words of the customer
at that particular moment,
you will hear yourself in those moments customer sessions
than you think.
There are many cases where customers
who are initially not interested
in what you are offering have decided to buy your product
for the simple reason
that they have a crush on you.
They feel that you are a good listener
and seem to care about them
and their problems as well.
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4th Corollary:
Listening builds trust.
The fastest and most effective way to build trust
between parties is to listen.
This is true of all relationships.
You always expect others to listen attentively
when you want to say
or need to say something important.
So are customers.
They only think about themselves
with their own problems and concerns
and they also wait for others
to open their hearts
to listen to them.
“It is not your customer’s job to remember you,
it is your obligation and responsibility to make sure
they don’t have the chance to forget you.” – Patricia Fripp
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67. THE LAW OF RELATIONSHIP
Essentially, every sale is a sales relationship
Customers are not actually buying a product or service,
they are “buying” the people
who are selling the product or service.
Therefore,
you need to market yourself as a likable
and trustworthy person,
then you will sell the product or service you represent.
In the simplest terms,
sales success is determined
by the ability to form “high-quality” relationships with customers.
Marketing and sales have changed dramatically in recent years.
Products or services have become much more diverse
and complex than they were in the past.
Furthermore,
because of the high level of risk associated
with the wide range of choices available to the client,
relationships become the dominant factor
in purchasing decisions.
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1st Corollary:
Customers want to build relationships first.
To reduce risk and insecurity,
clients look for something they can count on and trust,
and that is a relationship.
Most of our relationships are based on our own intuition
or good judgment.
Before making a final decision on the purchase
or sale of a product or service,
customers always seek to build a relationship
with the supplier to ensure that the commitment
between the two parties will be fulfilled seriously
after the customer has transferred the money.
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2nd Corollary:
In complex deals,
the relationship is maintained long
after the sale is closed.
Before customers buy a product or service,
they are completely independent
of the seller and the supplier.
However, once customers have decided to buy,
they are dependent on the company’s commitment
to be able to use the product
or service with maximum satisfaction.
Since such a relationship continues after the sale,
and often lasts as long as
the customer uses the product or service,
the decision to purchase a product
or service is the decision
to enter into a relationship
for long-term
with that individual and organization.
If for any reason a customer is uncomfortable
with the idea of investing
in such a long-term relationship,
they will not buy the product
or service in the first place.
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3rd Corollary:
Relationships are more important than products or services.
In today’s competitive market,
customers have endless choices for any product or service.
The basis for customers
to choose is diverse and abundant,
reflected in competitive prices,
utility,
warranty service,
distribution system, etc.
If all these factors are equivalent customers
will take psychological factors to conduct transactions.
Suppliers that give customers comfort
and trust will be prioritized
by customers to build sales relationships.
Because relationships are so important to customers,
salespeople need to show customers
that their motto is to build a long-term relationship
with the customer.
Express to your customers
that you want to build a “high-quality” relationship
over the lifetime of their use of your product or service.
This is often the most important factor
for a customer to make a decision.
The most successful salespeople
and companies are individuals
who have established long-term relationships
with their customers.
They focus all their efforts on maintaining the quality
of these relationships through concern,
care,
sensitivity,
dependability,
responsiveness to complaints
or requests,
and maintenance excellent service.
attentive after-sales service.
Don’t forget to tell your customers
that you want to build
and maintain a long-term relationship with them.
Show up early, treat people with respect and perform at the highest levels
till the world can’t deny you. – Grant Cardone
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68. THE LAW OF FRIENDSHIP
Customers will only buy from you
when they feel confident
that you are a friend
and are acting in the customer’s interest.
This is known as the “friendship factor” in sales.
It is an undeniable fact
that most successful business transactions
are built on friendships between parties.
A great salesperson is someone
who knows how to make
and maintain friendships.
With a rather laid-back,
likable and caring personality,
they easily win people’s hearts
and quickly make friends with other people.
unknown people wherever they go.
It is this esteem
that has created favorable conditions
for their business.
Like everyone else,
we have the mentality of only doing business
with those we love,
but rarely think about buying
or using the products of people
who don’t make a good impression or feelings
even if we don’t like them.
That’s the product we want.
In the event that all other factors are in balance,
the main factor determining your chances
of business success will be friendships.
The ability to sell is the number one skill in business.
If you cannot sell,
don’t bother thinking about becoming a business owner. — Robert Kiyosaki
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69. THE LAW OF LOCATION
The customer’s perception of you
and your company will lead to a purchase decision.
By the way customers think,
express or describe you to others,
you can tell whether the customer will approve
or reject the promotion of your transaction.
Customer perception
is an important factor influencing the final decision.
Products or services are most successful
when the customer’s perception of them is most positive.
When positioned appropriately,
your product or service will be perceived by customers
as the first choice compared to competing products
and services of the same category. Coca-Cola,
Kleenex and Xerox are three good examples.
These are three brands
that customers consider
as the benchmark for carbonated soft drinks,
paper towels and photocopiers.
When you’re thirsty, just say,
“I want a Coke.”
When you have rhinitis,
you ask someone to “pick up the Kleenex”.
If you need to make a copy of a document,
you ask the staff:
“Xerox this document”.
Their position of prominence has given
these products a competitive edge in the marketplace,
making it easier to sell,
sell for a higher price,
and earn more profit.
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1st Corollary:
Every visual element such as clothing,
products,
packaging,
printing and advertising
creates a certain perception.
There is no neutral factor.
Everything contributes to the formation
of the customer’s perception
of you and your company.
The perception can be positive or negative,
but all have their own roles.
*************************
2nd Corollary :
Excellent salespeople know how to position themselves
as preferred providers of products and services.
Customers often pay more for the same product
or service for no other reason than you,
who are providing the product.
Therefore, you need to build an image of yourself
as an ideal business partner worthy
of your customers’ choice.
Your position in the customer’s mind can be
so strong that no competitor can ever step in or replace it.
The most successful companies
and salespeople are those units or individuals
that have established a position in the market,
which is then viewed as a benchmark
by which customers compare with other competitors.
“Successful salespeople know
how to make somethings. – Aysa Angel
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70. THE LAW OF PROSPECTS
How your customers see you will determine your level of income.
Reputation, prestige,
how customers perceive,
think and evaluate you,
greatly determine the number of products sold
and your income level.
************************
1st Corollary:
When customers see you
as their close friend,
you’ll be in the top 10% of the top earners
in your business.
When being interviewed about shopping habits,
most of the customers answered
that the main reason why they choose a seller is
when they see that the seller is really interested
in meeting their problems and needs rather
than just finding ways to persuade
to sell a lot of products for the company.
When customers can freely express their needs to you,
it means that customers have a good impression of you,
see you as a close person,
and trust your ability to solve problems.
In the mind of the customer,
you are the best salesman.
Therefore, you need to constantly improve yourself
to truly become one of the best salespeople.
A useful question for you
to constantly ask yourself is:
“How do I want my clients to see me?
How do customer reviews affect me?
After determining the specific answer,
make sure that all your actions
and communication
with each customer create the positive impression you want.
*********************
2nd Consequence:
In addition to the task of finding customers
and providing products,
the salesperson is also a person who advises,
guides,
helps and advises customers.
Excellent salespeople are often trusted
by customers for advice,
guidance on how to solve problems
or achieve set goals.
At that time, the customer is no longer interested in the purchase
and sale transaction,
but between the customer
and the seller has formed a mutually supportive relationship.
The more you help customers understand their own needs
as well as demonstrate that the characteristics
of the products
and services you provide are capable
of meeting those needs,
the more customers will come to you every day.
when you need to buy.
Only take actions that contribute
to positive customer perception,
and you will be rewarded.
“Successful people are always looking for opportunities to help others.
Unsuccessful people are always asking,
“What’s in it for me?’” – Brian Tracy
*********************
71. THE LAW OF PRIOR PLANNING
Excellent salespeople always prepare well
before calling customers to buy.
This rule plays an important role in successful sales.
An excellent salesperson demonstrates his professionalism
through thorough preparation,
gathering reliable sources,
and researching every detail
before dealing with any customer,
even a single customer.
Existing customers or potential customers?
If you are easy on yourself,
you too can become a salesman.
But to reach the top of the profession,
you have to go
through a process of constant striving and training.
And it all starts with a detailed
and thorough work plan.
*****************************
1st Corollary:
The more a salesperson understands the customer’s real situation,
the more likely he is to make a successful sale.
The more time you take
to thoroughly understand your prospect
and their current situation,
the more likely you are
to succeed in convincing them to buy.
*****************************
2nd Corollary:
Professional salespeople are always prepared
for the questions they intend to ask the customer.
Smart and problem-focused questions are directly
related to the success of the sale.
The most successful salespeople are the “experts”
who ask questions.
Ben Feldman(1),
a salesman for New York Life Insurance Company,
is a prime example.
Feldman is known for spending two hours each night reviewing
and reviewing material
for the next day’s client meeting.
In his popular book,
The Feldman Method,
Ben Feldman explains that his great success is largely
due to his ability to ask the right questions at the right time.
He discovered
that an ingenious question can change a customer’s attitude
from negative to positive,
sometimes in an instant.
(1) Ben Feldman (1912-1993)
– One of the highest-grossing salespeople of all time.
During his time with New York Life Insurance Company
from 1942 to 1993,
he sold $1.8 billion in insurance proceeds.
Today, his sales record remains unbroken
with $100 million in a year
and $20 million a day.
In the last years of his career,
his total annual commission was $1 million.
In his book How to Win Customers,
Heinz Goldman proves
that 95% of salespeople will improve their sales performance
if they correct the wording of their presentations.
Choosing the right words in a question
or an answer can be very effective.
The only way you can make sure
you’re using the right sentence structure
is to write it down,
practice it,
and then practice it over and over again.
*************************
3rd corollary:
The advantage belongs to the salesman
who knows the most complete notes.
You should define clear goals
before contacting customers.
Write down exactly what you hope
to achieve during this meeting.
After the meeting is over,
quickly jot down what the customer said
or the terms agreed to as long as your memory is still full.
Remember the Chinese proverb:
“Even if the ink is pale,
it will last longer than a good memory.”
Before each client contact,
even if it’s a close customer,
you should take some time to go
through your profile as well as your notes on the general situation.
You will be surprised at the impression you make
when you conduct the conversation
after reviewing the customer’s profile a few minutes ago.
And customers always feel your thorough preparation.
Excellent salespeople are well-prepared
for both the pre- and post-sale stages.
They don’t miss anything because sometimes
it’s the seemingly small details
that make the difference.
When you spend a lot of time
learning about your customer’s specific needs,
you will build the highest level of trust
and build a successful sales relationship.
“To attract attractive people, you must be attractive.” — Jim Rohn
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72. THE LAW OF CONTROL MOTORS
Customers want the freedom to buy,
not to be forced to buy.
No customer wants to be a victim in a sale.
They want the freedom to choose products
and suppliers that they love and feel comfortable with.
Customers will not be comfortable
when being persuaded to buy
to the point of almost manipulative,
pressured or pressured.
**************************
1st Corollary:
The great salesperson is the assistant
who helps the customer meet his
or her needs and wants.
The customer’s behavior towards the salesperson
is largely determined
by the customer’s own perception of the salesperson.
You need to do everything you can to show
that you are helping customers,
not just selling them
**************************
2rd Corollary :
The great salesperson is the one who guides the customer
through how the product
or service offered will meet his or her needs.
Once your clients trust you,
they often see you as a mentor
or mentor to their problem.
Customers expect your product or service
to meet their needs.
If any time a customer feels,
even for a moment,
that you are trying to sell them something
so they have to buy something,
they will immediately resist and back out.
The most important element of sales work is the quality
of the relationship
between you and your customer.
Avoid anything that could damage this relationship.
Nothing is unattainable for salespeople
who know what they’re doing,
believe in what they’re doing,
and love it.
The future of a salesperson will be limitless
if he or she knows how to sell products
and services that are suitable for customers.
To get the most out of your sales potential,
to be in the top 10% of the business,
you must follow the sales laws outlined in this chapter.
Failure to follow any
of these rules can sabotage your efforts
and reduce your sales.
Everything has its own role!
“In order to achieve goals you have not achieved
before you have to become someone you haven’t been before.” — Jim Rohn
