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Sales Study

Sales Study

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I.Dr. Seuss's Selling Technique

Most people have read the Dr. Seuss tale "Green Eggs & Ham", either as kids or to their children. What is interesting is the relevance this story has to selling. Learn the secrets of Dr. Seusus's selling technique and build your sales.

"I am Sam. Sam I am. Do you like green eggs and ham? Would you like them here or there? Would you
like them in a box, would you like them with a fox?"
3 Step Selling Technique From Dr. Seuss
1. Sam is selling a product and although his prospect is not initially interested, Sam doesn't let
that deter him from asking.
2. Sam consistently offers the prospect a choice when trying to close the sale.
3. He refuses to give up. No matter how many times his prospect says "no", Sam keeps offering
alternatives. He offers fourteen options before finally closing the sale.

I am not suggesting that you pester your customers but most people give up too early in the sales process. We hear a few "no's" and decide to turn our attention elsewhere. It is your responsibility as a business owner to ask the customer to make a decision - you cannot expect a customer to do the work for you.

If you have been effective in learning about their specific needs and presented the appropriate solution to your prospect then you have earned the right to ask them for the sale. Here are a few selling techniques that will help you reach this point:

Tell Me More: Avoid launching into a lengthy discussion of what you can do for your client until you

thoroughly understand what business challenges they face. Use open questioning to gather this information and avoid jumping to conclusions too quickly. Listen carefully to what they say and clarify anything that is not clear. Ask them to elaborate by using prompts such as "uh-huh," "tell me more," and "what else?"

Many Options: When it comes time to present your product or service, try not to limit the prospect

to one option. Provide a choice of solutions that meet their specific concerns. Explain the benefits of each option, and when necessary, discuss the drawbacks of each alternative. Do not present so many options that the decision becomes overwhelming. Be prepared to tell your prospect which option best suits their needs if they ask.

Speak Easy: Speak in terms they can understand, avoiding the use of terminology they may not

recognize. Case in point; as I developed my web site, I found myself talking to people who were extremely knowledgeable but they used terminology that sounded like a foreign language to me. I found myself getting frustrated, and in some cases feeling a bit dumb, because I had to keep asking them what they meant. Be very cautious how much jargon you use in your presentations and make sure your customer understands what you are saying.

Objections Are Common: Recognize that objections are a natural component of the sales

process. It's common for a customer to express several objections before they make the decision to commit to the purchase. Don't take these objections personally and do not assume that it means the other person is not interested. Understand that your prospect will likely have specific concerns about making a decision.

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Dig Deep: Clarify their objections to uncover the true hesitation - do not hesitate to probe deeper to explore the real issues preventing them from making a decision. In most cases, your prospect will give you the information you need providing you keep your approach non-confrontational and neutral. Learn to handle objections in a non-argumentative manner. When you uncover their true objection keep your response brief and to the point. Talking too much will seem that you are trying to justify your product or price. Plus, you can sometimes talk yourself out a sale if you aren't careful.

Ask: Ask for the sale. As long as you do not pressure them into making a decision, they won't be offended by your request. Develop the confidence to ask for the sale in a variety of ways and begin asking every qualified person for their commitment. Recognize that many people want to be given permission to make a decision and look to the salesperson for that permission.

Use Polite Persistence: Take a lesson from Sam and learn the importance of polite persistence. The most successful sales people ask for the sale seven or eight times and don't give up at the first sign of resistance. Research has shown that these individuals consistently earn more than their coworkers and peers.

Use these selling techniques and you are sure to win like Sam I Am.
II.Psychological Tricks in Selling
By Stephen Bucaro

In this article, I'm revealing six powerful secret psychological tricks that you can use to increase the effectiveness of your advertising and marketing. What if you don't sell anything? Should you ignore this information?

You ARE selling something. Whether you are a Real Estate agent selling multi-million dollar homes, or a worker trying to sell your boss on the idea that you are a valuable employee, everybody is selling something. So it would be wise to learn these secret tricks and use them to achieve your own personal success.

The secret psychological tricks that I am going to reveal are not really secret. They have been used by shrewd salesman for millennium. Their existence was revealed back in 1984 by Dr. Robert Cialdini in his book "Influence : The Psychology of Persuasion".

You will recognize these tricks being used everywhere in advertising today. Now you will be able to put
them to use to enhance your own personal success.
1.
Psychological Selling Trick Number 1: Reciprocity
Reciprocity works like this: you give someone something of value for free. That individual feels an
obligation to return the favor. Reciprocity is a very powerful principle.

To use reciprocity as a marketing tool, you give people something of value for free, they reciprocate by purchasing your product or service. But you would be surprised how many advertisers totally blow it. Either they don't understand the concept of "free", or they don't have total faith in the principle of reciprocity.

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For example, consider the offer "get a free camera when you subscribe to our magazine for two years." That's not free. Or, "free installation with a one year commitment." That's not free. The customer is paying with an obligation. No sale.

Consider the offer, "receive the latest issue of our magazine absolutely free. No bill will be sent." If the prospective customer finds the magazine to be of value, they feel an obligation to subscribe. Or, "one month of free Internet service. No credit card required." If the Internet service performs well, the prospective customer feels an obligation to sign up.

The trick is to create something that has high perceived value to a prospective customer, but costs you little or nothing to produce. Free information is a good example. Here again many advertisers totally blow it. The free information turns out to be nothing more than blatant advertising.

Free samples of your product or service is another good example. Again, many businesses blow it. They either produce a cheaper version of their product to use as free samples, or they use the free sample campaign as a means to dump reject product.

The largest Internet Service Provider is well known for giving away hundreds of hours of service for free. No credit card required. The largest cookie company is famous for giving away free cookies. Reciprocity is a very powerful marketing strategy.

2.
Psychological Selling Trick Number 2: Scarcity

Scarcity works like this: There is a limited amount of the item available. After those are gone, the item will not be available. "urgency" implies Scarcity. For example, "this offer will be honored only for a limited time".

The effectiveness of the scarcity principle is well demonstrated by the large segment of the population involved in pursuing antiques, collectibles, and memorabilia simply because these items are scarce. Scarcity is often contrived, as when a company produces a "limited edition".

For example, when Disney releases a limit edition of one of its classic stories - yes, limited to a production of more copies than they could ever possibly sell - then it goes in the "vault". And how fortunate we'll be a few years from now when they decide to do us the favor of taking it back out of the vault.

Note: Manufactured items, especially DVDs and CD-ROMs, cannot be "scarce". It's a simple matter to
put the manufacturing dies back into production. All scarcities of manufactured items are contrived.

One popular incarnation of scarcity is the "going out of business sale". Customers somehow don't pick up on the fact that the mark-downs are not that great, or that the store has new merchandise coming in the back door to take advantage of the increase in traffic.

Scarcity is a very powerful marketing tool. There are many ways to contrive scarcity. You can create a limited edition, or for items like information products, scarcity can exist in the form of urgency by creating a limited time offer.

3.
Psychological Selling Trick Number 3: Commitment
Commitment involves getting a prospective customer to take a tiny step towards a goal. For example,
you might get them to request free information, or fill out a survey. When the prospective customer takes
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