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The Science Of Selling

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1. Buyers are liars. I'm constantly amazed how many salespeople use this expression. Do people mislead salespeople? Absolutely. But this usually occurs when the sales person has failed to earn that person's trust. Gaining someone's trust means not pushing them into making a buying decision. It means focusing your attention on THEIR situation rather than trying to close the sale. Earning trust means treating people with respect and dignity even if they are not prepared to make a buying decision right now.

2. Anyone can be persuaded to buy. This may be true of impulse purchases but in today's business world, buyers are more savvy than ever before. I once heard someone say, “If you have a strong case you will clarify it. If you have a weak case, you will try and persuade the other person.” The real key is to determine whether or not the person or company you are speaking to has a genuine need for your product or service. If they do not, then your best strategy is to move on to someone who does need AND want your particular solution. Even if a company could benefit from your product but they are reluctant to give you the opportunity to discuss, your time is better spent talking to other companies.

3. Price is the primary reason people make a buying decision. I will never dispute that price is a factor in the buying process but it is not usually the primary reason, unless, of course, you fail to establish the value of your products or services. If you don't clearly show how your solution will help your customer, price will become the default decision-making criteria.

4. A technique that works well for one person will work for everyone. Countless books have been written about one sales strategy or another and I have read many of them. In this search, I have discovered that we all have our unique personality and what works well for someone may not work as effectively for us. However, instead of discarding that particular idea you should look for a way to integrate it into your natural style and approach.

5. It's critical to close the sale as soon as possible. This is one of the craziest beliefs. Yes, it's important to move people towards a buying decision. Yes, it is important to gain commitments along the way. Yes, it is important to include a call to action in your proposals and conversations. But, it is also important to recognize that not every sales decision will be made quickly. Decisions can be delayed for a number of reasons, and in certain situations, trying to rush the customer to a commitment will actually cost you the sale.

6. Close the deal at any price. Too many people feel they have to close every deal, even if it does not make good business sense to do so. I have spoken to countless sales people who will accept a deal that has virtually no margin just so they can get the sale. I recall talking to a store owner who quickly matched the prices of her competitor in order to prevent people from going to her competition. However, this seldom creates loyalty and only conditions that customer to continue asking for a better price. Decisions like this cost you or your company money. If you are not making your desired gross profit on a particular sale, then you need to consider whether it makes good business to accept it. I know small business owners who will offer substantial discounts to a large company in the hopes of generating additional business from that client in the future. Unfortunately, they end up giving away their services and expertise because they don't get any more business from that company. They neglected to negotiate an upfront agreement.

7. Do whatever it takes to get the sale. Manipulative, aggressive, high-pressure sales tactics work. But, they don't create loyal customers and clients. You may win the sale, but in the long run, you will lose the customer. I once had a participant in a workshop proudly state, “I don't care what my customer's want, I'll sell them what I need to hit my quota.” Ouch! As a sales professional I take serious offense to this mentality and type of behavior.

Selling is an honorable career and sales professionals need to avoid falling prey to these myths. Focus on helping your customer make an educated buying decision. Concentrate on asking high-quality questions and positioning your solution appropriately and these myths will not affect you.

© 2007 Kelley Robertson, All rights reserved.

The Science Of Selling

t's 4 a.m., and you're wide awake...heart racing, palms sweaty. You're worried about your children. Your aging parents. Your investments. Your health. Your sex life. Breathing tranquilly beside you, your spouse is seemingly unaware. Don't they see the dangers that lurk around every corner? They must not. Otherwise, how could they, with all that's going on in the world, have talked so calmly at dinner last night about flying to Las Vegas for a vacation?

How is it that two people facing the same circumstances can react so differently? Why are some folks pummelled by the hardships of life while others glide through them with great calm and ease? Are some of us just born more nervous than others? And if you're one of them, is there anything that can be done about it?

The answer to these questions is the emotional response we call anxiety. Unlike hunger or thirst, which increase and vanish in the immediate present, anxiety is the sort of feeling that sneaks up on you from the day after tomorrow. It's supposed to keep you from feeling too safe and without it, few of us would survive.

All animals, especially the small, scurrying kind, appear to feel anxiety. Humans have felt it since the days they shared the planet with mammoths. One of the mysteries of anxiety is that while it is a normal response to physical danger...and can be a useful tool for focusing the mind when there's an imminent deadline...anxiety becomes a problem when it persists too long beyond the immediate threat. Sometimes there's an obvious cause, as with the shell-shocked soldiers of World War I or the terror-scarred civilians of the World Trade Center collapse. Other times, we don't know why we can't stop feeling anxious.

Anxiety disorder...which is what experts call any anxiety that persists to the point that it interferes with one's life...is the most common mental illness in the U.S. In its various forms, ranging from very specific phobias to generalized anxiety disorder, it afflicts nearly 20 million Americans. And yet, according to a survey published January, 2002 by researchers from UCLA, less than one fourth of Americans with anxiety disorders receive any kind of treatment for their condition.

In recent years researchers have made important progress in understanding the underlying science of anxiety. In the past decade, they have come to appreciate that whatever the factors that trigger anxiety, it grows out of a response that is hardwired in our brains. They have learned, among other things:

? There is a genetic component to anxiety; some people seem to be born worriers.

? Brain scans can reveal differences in the way patients who suffer from anxiety disorders respond to danger signals.

? Due to a shortcut in our brain's information-processing system, we can respond to threats before we become aware of them.

? The root of an anxiety disorder may not be the threat that triggers it but a breakdown in the mechanism that keeps the anxiety response from careering out of control.

Though we all have our own perception of what the words stress and fear mean, scientists use these words in very specific ways. For them, stress is an external stimulus that signals danger, often by causing pain. Fear is the short-term response such stresses produce in men and women. Anxiety has a lot of the same symptoms as fear, but it's a feeling that persists long after the stress has lifted and the threat has passed.

Try to take a positive outlook on your anxiety, taking one day at a time. Don't be too hard on yourself. Learning to deal with your anxiety can be extremely difficult and may take some time. If possible, try to face the things or situations that make you anxious, and feel confident about being able to cope with your anxiety. It is important to find ways of motivating yourself, such as setting small and achievable goals. It is sometimes helpful to make a list of particular problems or difficult situations that you would like to overcome and attempt them step-by-step. The important thing is to address the problem.

Look for social and personal support from other people who have suffered from an anxiety condition, as well as from their friends and family. They can look for this support in the form of self-help groups and networks, through Internet communities and self help sites. This is becoming increasingly important, as feeling that you are not alone is a large part of the difficulties faced by those with anxiety conditions.

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About Author

Both Kelley Robertson & Micheline Moreaux are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Kelley Robertson has sinced written about articles on various topics from Japan Car, Marketing and Sales and Negotiation. . Kelley Robertson's top article generates over 27100 views. to your Favourites.

Micheline Moreaux has sinced written about articles on various topics from Cure Anxiety, Panic Attacks and Cure Anxiety. I'm Micheline Moreaux, my articles and recommended products can be found at: .For more information about anxiety, panic & depression visit us. Micheline Moreaux's top article generates over 27100 views. to your Favourites.

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