Salesmanship the Road to Success
by Charles Knight

This information has been compiled for the women and men in the profession of selling Health Craft Cookware and Kitchen Accessories. When Sales & Marketing techniques are studied sales and income increase proportionately to knowledge.

Salesmanship

In a broad sense Salesmanship may be defined as the art of convincing people. As the word indicates, it is ordinarily applied in the selling of merchandise and services, and implies a definite effort in persuading the buyer to adopt the seller’s point of view. Its aim is to create in the buyer’s mind a sense of value equal to or greater than the price of the merchandise and services for sale.

Marketing & Salesmanship

Marketing and Salesmanship is almost as old as civilization itself, and for thousands of years it was a relatively simple process with the selling or trading of items one made for items one needed. During the Industrial Revolution industries became centralized around manufacturing facilities and a radical change took place in the methods of Sales and Marketing.

Today a Manufacturing Facility represents a major capital investment and it must operate efficiently with a relatively large output to generate a reasonable profit. Therefore markets must be continually expanded resulting in continuous pressure to increase sales. The strategy to “grow sales” is known as Marketing. Salesmanship is an essential factor in the strategy of increasing sales at a rate equal to or greater than the ever increasing costs of operating a manufacturing facility.  

Prerequisites

Effective Salesmanship depends on two principle factors.

1.     The first should be exercised in the marketing of a product which satisfies a need at a price the consumer is willing to pay. Many products are subject to change in style to keep up with ever changing fads and attitudes, and with practically all products market investigations are paramount in determining the type of product that will sell and earn profits.  The problem with forecasting the consumer’s preferences is one of the most challenging confronting all industries. Consumers, by their preferences and patronage, exercise controlling influence over all industries.

 

2.      The second factor in a successful Sales & Marketing Plan is creating demand for the product with an organized and effective product presentation that calls forth the buying motives of your potential customer. The product demonstration must clearly show how your product will save your customer Time, Effort and Money.  The objective of an effective presentation is to show your customer how the product will pay for itself.  “If I can show you how my product pays for itself, how much will it cost you?”

The success of the Sales & Marketing Plan depends primarily on the training, self study and natural talent of the individual salesperson and their ability to create a desire for the product with a sincere and enthusiastic presentation.

If a Salesperson is of the opinion that “The Product Sells Itself”, if that’s the case “why then” were you contracted to sell it? A Salesperson creates a desire to own the product through their ability to deliver a compelling but honest, orderly sales presentation with a general concern for the potential customers needs, constantly asking questions and eliminating all reasons for not buying, then moves quickly and efficiently to asking for the order with a series of “Trial Closes” making a strong appeal for common sense in purchasing the product NOW!

 Selling Points

Everyone who sells is confronted with the following questions:

1.      What are the key selling features (facts and benefits) of my product?

2.      What is the best way to promote and present my product?

The answer to the questions involves an analysis of the product from the standpoint of the user and a determination of the consumer’s buying motives to which an appeal should be made. When you first begin to sell it’s important to be enthusiastic about your product and your enthusiasm, for a time, may compensate for your lack of knowledge, but as time goes on you will find salesmanship is much like being a surgeon. If you expect your patient to be alive after the procedure, you MUST study and learn.  If you were to be operated on, would you prefer a surgeon that is in the process of “learning by his/her mistakes” or one who knows for sure the proper operating procedures? Selling, like being a Surgeon, is a profession and because it is, many salespeople earn as much or more as Surgeons and Doctors.

The only thing that stands between you and the next sale is YOU! Your chance for success is in direct proportion to the time and effort you spend learning and practicing your sales presentation and your willingness to spend time studying closing techniques. This is the advantage of Salesmanship over Advertising. While an effective sales presentation may be modified to appeal to the interests and predominant motives of individual customers, advertising is only a generalized appeal to create a desire for a product or service.   

Analyzing the Product

A thorough knowledge of your product is essential. Knowledge creates self confidence and conviction, providing for a more organized and comprehensive sales presentation.  It’s important to remember, the consumer seldom notices product features, facts or benefits if it is not called to their attention.

As you perform your product presentation you must take notice of a prospect’s positive responses to certain features, facts and benefits as well as no response to others. Your presentation must be organized to find your customer’s “Hot Button”, and as you remember what “turns them on”, the “Hot Buttons” will become the reasons for placing their order NOW!

Studying Your Customers

Although it’s extremely important for you to know your product and presentation so well that “what to say” next never interrupts your concentration, you will maintain eye contact to watch for positive responses, and you will also listen intently to your customer’s comments. When you do, your prospects will tell you exactly how to earn their business. 

As mentioned previously, in the beginning your enthusiasm will suffice for knowledge. When you combine enthusiasm and knowledge with a positive attitude and an effective presentation and have no inhibitions about asking for the order, you will succeed!

Types of Customers

There are many types of customer, however, they can all be separated into seven (7) categories: impulsive; deliberate; talkative; silent; and suspicious. An individual may be assigned a category by observing their actions and words. Most are a mix of two or more categories, and when dealing with couples you will also need to determine who makes the final decision for the family.

1.     The IMPULSIVE person has quick, jerky actions and manner of speech. They wish any buying transaction to be over quickly. At times they will not remain seated when they sense you’re about to close… your closing statement to this prospect should be short and to the point. Do not hesitate to hand them an order form and ask them to fill it in.

2.     The DELIBERATE person exhibits slow, poised actions and manner of speech. In interviewing consumers of this type the selling points should be covered in detail before an attempt to close the sale. To hurry a decision may bring resentment.

3.     The INDECISIVE person has an apprehensive expression and vacillating actions. The successful salesperson helps such a person to make a favorable decision by positive suggestions such as talking of deliveries and using the product, which assumes that the question of purchase has already been determined.

4.     The DECISIVE person however, the procedure above would be an error. The decision customer can be identified by a self confident attitude. It is helpful to ask his opinion on all important points, being careful however, to put the questions in such a way that the answers will lead toward the sale.

5.     The TALKATIVE person is friendly and communicative in actions and expressions. The salesperson should take the lead through tactful interruptions of interest in an attempt to get the customer to forget or abandon their train of thought and focus their focus back on the purchase of the product.

6.     The SILENT person is morose or fearful in action and expression. The salesperson should ignore anything unusual in their attitude and proceed with assuming the sale has already been agreed to.

7.     The SUSPICIOUS person is cynical, sly, and cautious in action and expression. The successful salesperson should win their confidence by agreeing with some of their doubts and fears and then demonstrate the truth of the customer’s statements.

Friendliness

The salesperson should be cautioned against coldblooded analysis of potential customers. It’s far more important to remember that to every type of person the entire world centers in their own consciousness and to them it’s of supreme importance. Admiration of the prospects better points, helpfulness, respect and most important friendliness will arouse goodwill in the prospect irrespective of their type of temperament, and in the absence of goodwill, even the most skillful sales talk will avail nothing.  The attitude on the part of the salesperson must be sincere and based on the conviction that most people are honest and well meaning.

 

Buying Motives

Although you may not share a customer’s thought reasoning for making a purchase, painting word pictures using the following psychological foundations of earning a customer’s business will make it easy for your customer to make a favorable decision. When a salesperson discovers the primary buying motive is based more on emotion rather than reason the salesperson helps in the customer to enjoy their decision to purchase. The following include the most important emotional buying motives:

Social Recognition - Is the desire to maintain leadership or to rival others in property, appearance or achievement. It shows itself frequently an insistence on being up-to-date and modern in the possession of articles which are different and unique.

Possession – To enlist the natural desire to retain what one possesses, the salesperson should always put the merchandise in the customer’s possession by painting a mental picture of the customer using the product and allowing the customer to hold the product and examine it closely. This is the psychological basis for the practice of letting a prospective customer drive a new car, and by displaying goods in a manner so the customer can handle the product.

Companionship – By painting a mental picture of the customer’s family and friends enjoying the merchandise the desire for companionship is satisfied. It’s important to make it clear how others will be eager for the opportunity to enjoy the merchandise with your customer.

Pride – This important emotional motive is appealed to by calling the customer by name and title, and shows a sincere appreciation for your customer’s decisions and possessions. It’s also advisable to frequently refer to their remarks in a positive way.

Imitation – To a certain extent all people experience an involuntary compulsion to do what other people do. This characteristic may be appropriate by referencing, at frequent intervals during your sales presentation, the opinions of others. Third party stories of why others decided to own your product, without too much emphasis less your customer’s desire to be different be offended, is a sound axiom that a satisfied customer is your best advertisement. Imitation to do what others are do, many times, leads to the multiple closing of several customers during a single presentation.

Curiosity – This universal trait is utilized by creating a level of enthusiasm and excitement so your potential customers want to participate in what you’re doing, and then painting word pictures throughout your presentation that is easy for the customer to relate to and agree with just as if the idea to purchase is their own. As a salesperson you are in a position to supply merchandise which already meets the emotional desires of what your customers want and need.  

Health – One of the single most important emotional aspects of a customer making a favorable decision to own the product you have to offer is the health and wellbeing of their family. It’s important to remember that making statements about how your product can be beneficial to the health and wellbeing of your customers family not be overstated in terms of facts that cannot be substantiated.

Parental Care – The salesperson should analyze the welfare and needs of children in relationship to the product you are offering.

Other Emotional Buying Motives and Benefits – Exploring the 5 senses of seeing, tasting, touching, smelling, and hearing, as well securing personal comfort from saving time in labor, security from danger and the pleasure of recreation and entertainment, and romantic instinct, or the more intellectual is the rational appeal to economy, is often utilized in the form of “the customer can’t be without it”, is where your sales talk can pay big dividends. Facts, features and benefits support the sale but may not make the result in the sale of your product.  Selling your product successfully lies in your ability to transfer the way you feel about your product to the customer.

 

Four Steps to Making the Sale

In the process of making a purchase the customer’s decision is not made in any haphazard fashion, but made as a result of certain reasoning and feelings. Analysis reveals four definite stages in the process of earning a customer’s business. They are designated by the terms; Attention, Interest, Desire, and Motivated Action.

1.     Attracting Favorable Attention – Is established by what you “the salesperson” says, by what your customer reads, and an attractive display of your products. It’s important that you be prompt in acknowledging the customer’s presence, indicating that you are pleased to see them.  A salesperson should always be confident, energetic and expectant. Of special value is your attentiveness by being certain to always catch your customer’s first words, or in rendering a small unexpected service or smile. Your speech should always be courteous and suited to your customer, who if possible, should be called by name after proper introductions. Your voice should be clear and distinct, sincere and modulated so that your voice is pleasant to hear. In earning a customer’s business, persistence is the master key to success and discouragement is your arch enemy. The most successful salespeople hear important facts about their customers before attempting to close the sale, and when a sale is refused find out the reason if possible. Statements like “too expensive” or “not interested” and “I want to think about it” simply implies that the customer’s interest has not been aroused. Then the essential duty of a salesperson is to use some phrase or statement which WILL arouse interest and possibly prompt a question.

2.     Arousing Interest – An effective way is to refer to what your product will do for your customer. In order to arouse interest you should always handle your products in a manner showing appreciation and value. Your expression should be positive, and should aim to have the customer agree to favorable statements. Your product should always be display to the best advantage without any objectionable features. Your display and sample merchandise must always be immaculate.

3.     Creating Desire – The final attempt to close the sale and earn the customer’s business should be adapted to the customer with particular appeal to their “buying motives” and from the customer’s own words and actions. This closing sales talk should be definite and vital. Vivid figures of speech and analogies forming a common experience should be used in order to paint a clear word picture of your product with the customer in the picture. Potential objections should be forestalled by statements which answer the possible objections in advance.

4.     Closing the Sale – In order to impel action when attempting to close the sale it is necessary to eliminate any reason for delay. However, in meeting any objection you should always take the customer’s view by agreeing with it at first and then proceed to turn it into an advantage as an argument for buying. The key sales points the customer has already agreed to should be summarized and the salesperson needs to be bold enough to remind the customer that they have already agreed to these points. It’s human nature for most customers to need help in making up their mind towards a favorable decision. Decent boldness earns respect and you must act with tact; however in no case should it appear that you are forcing a decision. Another effective method is to take advantage of favorable questions asked by the customer. Asking your customer which would they choose A or B? A preference to either may rightly be interrupted as a decision.  Your attitude should always be one of confident expectation towards developing the necessary skills to successfully handle objections.

You Are the Owner of the Company

To the general public and prospective customers, in your actions, words, and manner, you are “The Company”, and with your positive mental attitude and a firm belief in your products, along with a genuine love of people coupled with a strong desire to serve, Your Company gains goodwill and success.

 

Qualifications for Salesmanship

Certain qualities known as “personality” for the most part can consciously be acquired as a matter of technique. The most important qualification is “Good Health”. Its value is not only positive in avoiding loss of time but maintaining the necessary energetic enthusiasm during each sales presentation. Your appearance and clothing should be suitable and unobjectionable as to not detract from your product or presentation.  Scrupulous care should be taken to one’s personal hygiene and cleanliness.

 

Confidence in Your Product

The fundamental qualification is your belief in the superiority of your product and a conviction that you are providing your customers with the maximum value for their money. Your sales power will be in direct proportion to the necessary steps you will need to take in advance to convince yourself of the value of the products which you will offer for sale. When you are genuinely inspired with confidence in your products you will instinctively avoid making negative statements, and your straightforward, positive manner of speaking, will provide you with the power needed to build the customer’s confidence in your product and you.

 

Self Confidence

If personality and health are the primary qualifications of great salesmanship, then your greatest enemy is an apologetic attitude. An “Inferiority Complex” is an almost fatal handicap in every stage of the sales process. Your attitude must always be one of confident expectation, and you should look and act like the kind of person people want to do business with. A large part of having superior sales ability is in developing a dignified and courteous character and personality.  Your proper appreciation of your own self worth and importance in the scheme of things will build your confidence and appreciation for what you do and how your do it.

 

Enthusiasm

Enthusiasm can be defined as a quiet intensity of feeling based on earnest confidence in yourself and your products and a thorough appreciation for the value your products provide to your customers.

 

Sincerity and Honesty

More than anything else your customers will be inspired with confidence by your sincerity and honesty. At no time should you ever mislead a customer, even if it’s necessary to admit a fact that will not lead to a sale.

 

Tact and Courtesy

The most powerful means of maintaining control over the selling environment is maintaining control over your actions and words. Tact and Courtesy requires imagination and self control and it is the surest means of influencing customers towards the direction of the sale. Since most people do not like to be told directly they are wrong, never contradict a customer but always find a way to differ with them that does not antagonize. Leave every customer in a friendly frame of mind whether the sale is earned or not.

 

Cheerfulness

Remaining cheerful is a salespersons best asset, and it will infectiously communicate to your customers a more favorable attitude towards doing business with you. A negative attitude is a sign of indifference and indicates a lack of pleasure in the customer’s presence, and is a direct deterrent to the selling process.

 

Memory

A good memory, properly cultivated, is a valuable asset in establishing confidence and goodwill in the mind of your customers. It enables you to exhibit impressive familiarity with every aspect of your product. Remembering and calling your customers by name appeals to their self esteem. Concentration, effort and practice are the price of a good memory.

 

Courage and Determination

In sales, courage is the determination to resist the psychological effects of failure. To be successful you MUST study the Art of Selling, especially when you’re new to the profession.

Nevertheless, you will experience temporary failures and with each failure there is a lesson to learn how to be successful under similar circumstances in the future.

 

Mental Alertness

It is the determining quality that distinguishes the good and the great salesperson. Remaining mentally alert is the power to grasp the essential elements of solving sales problems, and your income depends on it. Since most salespeople work for commissions, the more problems you can successful resolve in the course of the day the greater your commission check. The ability to sense buying signals from customers, eliminating objections before they arise and turning objections into reasons to buy are just a few of your daily challenges. A mentally alert salesperson is capable of recognizing and analyzing new situations quickly and passes on new ideas to the supplier and other salespeople. Great salespeople are always on the lookout for fresh ways of making their point, painting word pictures in the minds of customers which result in favorable decisions. Great salespeople are students of advertisement as well as the most effective business practices.  

 

Competition

Great salespeople, sales managers and sales executives are competitive by nature, they always have their eyes on the prize and they are mentally tough. Through mental alertness the great salesperson triumphs in competition and receives rightly deserved recognition.

 

There will be many who have read this far and receive valuable information that has already changed your life for the better. Let me urge you to start over and (this time) study it thoroughly.

Your job as a salesperson is extremely important to the world’s economy, because nothing happens unless or until someone sells something.

This is the ROAD TO SUCCESS in Sales!   

The Salesperson’s Prayer

Oh Lord, in these days when anyone can sell anything, help me to remember that it will not always be so, and that humility is still the hallmark of the successful salesperson; that the seller is always the servant to the buyer; that arrogance costs as many orders and ignorance; that I have too short a memory to ever tell a lie, and my customers have too long a memory ever to forget a wrong. Above all Lord, help me to remember that no one ever lost an order because quality was too high and service too good.

A M E N

 

How to become a Master Salesperson

It’s fun to be a winner and highly profitable too, the Incentives and Trophies are with reach of any salesperson that is willing to work hard and smart to achieve the distinction of becoming the Master Salesperson.

“What”, asks the distinguished Sales Executive, William L. Moore, “are the positive characteristics of a Master Salesperson? How can you determine”, he asks, “if you fit the title of the Master Salesperson?”

Bill Moore’s answers to his question are featured below. Read it and study it as if your distinction and compensation depends on it, because it does!

The Characteristics of a Master in the Profession of Selling:

·         You are POSITIVE and confident because you know the good things your products do for your customer and how the relationship benefits you both.

·         You look LOOKS BEYOND the ordinary. You know that you are not going to make a sale every time and you are confident enough to take a temporary defeat without seeing it as personal rejection.

·         You are NOT OBSESSED by Competition. You know your competition and their product in relationship to your own, and you do not allow it to confuse, dominate or enslave your mind.

·         You SERVE rather than Sell. You never attempt to sell something but to serve someone, and you always maintain your enthusiasm.

·         You are a GENTLEPERSON. Thoroughly respecting yourself and your work, you manifest respect for your customers through courtesy, appreciation and confidence.

·         Your STATEMENTS are Reliable. What you know about your products you know for sure. When you do not know, you run to bluffs and tell no lies. Customers know they can depend on your representations.

·         You are PERSISTENT. Always aware of the human tendency to procrastinate, you persist doggedly in guiding your customers to a favorable decision. 

·         You can LAUGH at Yourself. You maintain a good sense of humor but never direct it at others, and are reminded that a person has grown up the day they can first laugh at you.

·         You HANDLE COMPLAINTS and Problems Immediately. You meet trouble head-on and at once, knowing that complaints fester and grow unless given immediate attention.

·         You THINK BIG! Because you believe B I G stands for BUSINESS IS GOOD!

 

THE GREATEST BUSINESS IN THE WORLD

By Jack Bedford

SELLING is THE GREATES BUSINESS IN THE WORLD!

BECAUSE salespeople are such interesting people who can talk in an entertaining and information way about a wide variety of subjects.

BECAUSE salespeople have so many friends, by nature, good salespeople are friendly and by helping people solve problems, they are continually enlarge their business and personal circle of friends.

BECAUSE salespeople have more freedom and independence than most people, they plan their work and work their plan which provides freedom of thought and action.

BECAUSE salespeople have freedom they are not chained to a desk so they do not have the feeling the four walls are closing in on them.

BECAUSE salespeople can work and live in any part of the country or world that appeals to them, they can select any city, town, state or country they want to live and find an excellent selling opportunity.

BECAUSE salespeople have the freedom to set their own financial goals they are limited only by their own desires, imagination and limitations.

BECAUSE salespeople have more prestige they live in beautiful homes, drive new vehicles, are well dressed and have the finances to educate their children in the best schools. People generally have respect for professional salespeople because of their ability to influence others.

BECAUSE salespeople earn as much or more than most people engaged in other professional lines of work, and because top salespeople are the exception rather than the rule, they earn a premium for the work they are capable of performing.

BECAUSE salespeople tend to live longer and enjoy better health there isn’t time to worry or complain about poor health because they are alert and alive in all contact with other people.

BECAUSE professional salespeople conduct business in an ethical manner, continually learning and upgrading their selling activities, the general public has come to recognize the sales professional as a respectable profession.

BECAUSE selling presents a constant challenge it’s the GREATEST BUSINESS IN THE WORLD!