The Basic Rules Of Sales: Sometimes Less Is More Effective
Sometimes it takes years for a salesperson to learn the basic rules of the game because no one has written them down. Or at least no one has written them down as “rules.” Older salespeople while training the new ones will often impart these gems of sales wisdom, but most sales training courses only touch briefly on some of these principles and then only in passing. Jill Konrath, author of Selling to Big Companies has enumerated The Seven Paradoxical Sales Principles, all of which may be found in the unwritten, unpublished Old Salesman’s Book of Knowledge.
Rule One: To Win More Sales, Stop Selling – Most people build up sales resistance when they think they are being sold. The focus should be on helping the prospect solve a business or professional problem, not making a sale.
Rule Two: To Speed Up A Sales Cycle, Slow Down – The more a close is pushed, the more resistance is built up. The prospects want assistance with making a right decision, not a rushed (or rash) one. Slowing down the close may speed up the sales cycle.
Rule Three: Make Decisions Easier By Offering Fewer Options – The more complex the decision, the longer it takes to make a decision. Follow the KISS principle (Keep It Simple, Stupid).
Rule Four: Be More Natural By Preparation - Be ready with the right answers, the right message and avoid stumbling in your presentation or meeting. Be your best self by being prepared.
Rule Five: Start Smaller To Get Bigger – Decisions become more complex when you push to close on the “whole shebang.” Reduce risk by starting smaller and selling up.
Rule Six: Fast Failure Speeds Up The Learning Curve – We all make mistakes, so don’t wait until you think you have the perfect pitch to move towards the sales presentation. You will learn by your mistakes (a human trait is to learn by failure, not success). Don’t look upon your stumblings as failures, only learning opportunities.
Rule Seven: Differentiate Your Offering By Differentiating Yourself – You are the element that makes the difference between your product offerings and those of the competition. The product and services are secondary to your knowledge, expertise and the difference you make for your customers. Invest time in yourself.
The Old Salesman adds this thought: After you have inked the contract, don’t fail to follow through on all the promises made and implied during your contacts with the client. FoMoCo (Ford) produced a great training film, The Sale That Begins With Delivery, about how to make a customer for life by follow-up contacts with those whom you have sold.
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