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Why People Buy
Salespeople must understand why people buy products or services. People buy for many reasons, including:
I trust my sales representative. * I have confidence in my sales representative. * I understand what I am buying and why.
I’m comfortable with the price. * I think that product or service will make us more productive and profitable. Use these “12.5 principles of sales greatness” to sell your ideas:
Principle 1: “Kick Your Own Ass”
In sales, are you motivated enough to be successful? If not, get out of the field as soon as possible. You can’t get where you want to go without inspiration, passion and hard work. You must demand more from yourself than any sales manager could ever do. When things slow down, you have to push yourself even harder because no one else will do it for you.
Principle 2: “Prepare to Win or Lose to Someone Who Is” Prepared
Salespeople need to be fully prepared before they make a call on a prospect. You can’t just wing it. Sales masters know that being well-prepared is crucial, especially when you’re meeting with a potential buyer. How do you get fully prepared? Become an expert in your target company by learning everything about them: the annual report, their vendors and customers, etc. Do your homework so you can present yourself as someone who’s informed and knowledgeable about what they’re selling.
Principle 3: “Personal Branding Is Sales: It’s Not Who You Know, It’s Who Knows You”
Your company’s brand is critical to your success. However, what about your personal brand? Understand that in sales, the customer buys the salesperson first and then finds out about their product or service later. Develop a strong personal image by becoming an expert on not just your product or service but also your industry as well. Conduct outreach programs for yourself so that people will know you and respect you locally in business communities. Stay in front of them and keep making yourself known!
Principle 4: “It’s All About Value, It’s All About Relationship, It’s Not All About Price”
You want your customers to stop complaining about the price? The best way to achieve that goal is to offer them value. You can do that by marketing yourself (and thus, your product or service) in a way that lets you communicate how they can increase their sales, improve operations and become more profitable.
People need to understand the value of your product or service. They also want you to prove that it’s worth their money and time. Therefore, writing articles and appearing in media will help establish your expertise in a particular field. You can use this credibility to call on CEOs rather than purchasing agents for sales opportunities. When selling, explain how the product or service helps customers make more money.”
Principle 5: “It’s Not Work, it’s Network”
Few people make a lot of money by cold calling. However, those who network often create fortunes. How do you network? Attend events sponsored by your local business journal and the chamber of commerce. Join a civic association or networking club, as well as high-profile charities and trade associations. Get involved with the Toastmaster’s club and start speaking at karaoke bars to become more social.
Principle 6: “Get in Front of the Real Decision Maker”
Put first things first. Before worrying about a presentation, you need to get an appointment with the decision maker. When on the phone, don’t talk about your product; instead, talk about getting that appointment. Make sure you qualify and identify who the ultimate decision maker is so that you can meet with them.
