The Battle-Tested Principles of Sales Success
-by Shamus Brown
Ever hear that old expression "time is money"? Old clichés often lose their meaning to people as times change. Well here is what it means to you. There are hundreds, thousands, even millions of prospects you can sell to. How you spend your time and who you spend it with is everything in sales.
You must spend the majority of your time with prospects who want your product, have the money to buy it, and are capable of acting decisively to make the purchase.
This is the golden rule of sales. Yes, people buy from people they like. But if that were all it took to be successful as a salesperson, you wouldn't be reading this right now.
You must be decisive about who you spend time with.
If they don't want your product, you're wasting your time.
If they don't have the money... (do I really need to finish this sentence?).
If they are not capable of acting decisively to make the purchase, there is only one reason why you should continue to talk to them. And that is if they can get you to the person who can say yes.
I don't care how much the prospect needs it. Sales trainers, books, and so-called marketers, who tell you to find their needs and fill them, are full of it. People only buy what they want. And sometimes when we're lucky, that coincides with a need.
In order to be decisive as a salesperson, you've got to have a set of rules for selling that you stick with. A set of rules for selling is called a sales system.
One of the hardest things for salesreps to grasp is that they must get commitments from their prospects. Yes, we all know this on an intellectual level. But this really has to be at the emotional level. You must have an instinctive gut reaction that causes you to always get commitments from your prospects in return for the value you deliver during the sale.
Yes, you heard me right. Your selling itself offers value to your prospect over and above the value that she gets from buying your product.
You must get commitments from people.
Use the value you create in selling to get commitments from people.
Misunderstanding the value we as sellers create for our prospects results in far too many salespeople giving up their power during the sales cycle.
Salespeople who don't get commitments wind up sending out lots of literature, do lots of demonstrations, have pipelines that leak like sieve, and get small commission checks.
With a system for selling you will find your time and energy focused on high quality prospects who will give you big commission sales.
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