Here is a brand new article by Linda and Art. You can be first to publish it. Sales and selling have become even more important in our business organizations. Just sheer number of new books and articles demonstrate need to learn more about effective sales methods. Below is article. As it says; "It is revolutionary!" Feel free to format article anyway that it best fits your ezine. Please let us know when you plan to publish it.

Dr. Tom Carlson (tomcarlson@styleworks4u.com)

A Revolutionary 'NEW' Dimension In Sales Make many more closings in same amount of time!

By Art Nelson and Linda Carlson

Phase I

           Phase I: Learning Product is first thing Paul does as he begins his career in sales. This 'newbie' envisions three major factors that will determine his success or failure in sales. They are:

1. Knowledge of his product.  2. Knowledge of benefits that it offers to his prospects.  3. How well he communicates that knowledge and benefits to his prospects.

Most salespeople don't have a problem with product knowledge. The company usually spends plenty of time and money to assure competence level of its sales force. So, Paul is fine at 1, 2, and since his mother said, "You can sell an icebox to an Eskimo," he figures he will do well at 3.

The problem shows up when Paul (now on his own) tries to share this knowledge with his prospects. He finds that some prospects get really 'turned on' by product and its benefits; but there are other prospects that never seem to get interested or 'understand.' Talking to them is like "talking to brick walls."

He doesn't understand why every prospect doesn't insist on purchasing. He is warm and charming every time! It must be way he closes. There has to be a secret he needs to discover.

Phase II

Upon realizing this, Paul enters Phase II of his career: The Search For Enlightenment. The great question of a salesman's life haunts him on his prospecting calls. In face of obvious need, why doesn't my prospect buy?

"He needs this product. I qualified him carefully. Why can't I close him?"

So, Paul begins reading, listening to tapes, attending seminars, etc. for every gimmick that comes along promising "Secret of Closing."

Phase III

After a season of this, he enters Phase III of his career: The Stasis Of Superstition.

Paul (like most sales people) is making 2 or 3 sales for ten presentations. But since he really doesn't understand why he sells sometimes and sometimes doesn't, he "freezes" or "cans" his presentation. He is afraid to change it because he might mess up his success so, he plays 'numbers game.'

The issue of preparing and developing strong and robust propositions which deliver advantages to customer, is a common problem for companies and professional firms throughout land - and one not always well addressed.

The absence of a strong, coherent proposition which benefits customers is often one of weak links in building a successful and profitable sale and hence a viable business. A great deal of money is invested in employment of salespeople, introduction of marketing programmes, networking and other ‘set piece’ events to generate interest in a product or service but return on investment is dramatically reduced because proposition presented to customer is weak, misunderstood and lacks ‘beef’ and ‘sizzle’!

It’s like providing a mountaineer with eight days rations for a ten-day journey. He will run out of energy before he climbs peak. This equally applies to businessperson who is unable to efficiently articulate his / her sales proposition with sufficient knowledge, empathy and understanding and consequently loses sale.

The sales proposition must always be framed to meet needs and wants of customer. [A quick working definition of these terms: ‘needs’ are logically-based requirements; wants are deeper, emotionally-based desires]. This is achieved first by asking in depth ‘open’ questions to discover needs and wants of customer. It is a great (but very common) mistake to launch into telling your potential customers your proposition before understanding relationship between their needs and wants and your proposition.

What do I mean by proposition?

The proposition is built in detail by assembling features of product or service, together with advantages these features deliver for customer. The appropriate business advantages are listed alongside together with relevant proofs to support claim. The stronger proofs are in supporting advantages, stronger proposition and better impression made on potential customer. With a thorough understanding of features, advantages and proofs associated with proposition, easier it will be to ask right questions and discover whether your proposition matches needs of customer. There is a strong correlation between a successful sales result and a well constructed sales proposition, professionally delivered after (and only after) customer’s needs have been comprehensively understood and summarised.

Why not try this as a practical example?

Go to your local car showroom and show interest in buying a car and make a checklist to see if you are asked some of following questions. These questions should be asked by salesperson before he provides you with any information or explanation as to his sales proposition.

·What do you use your car for? ·How many passengers do you usually carry in car? ·How many miles do you expect to travel in car per year? ·What’s your average journey mileage? ·What kind of things do you need to carry in car? ·What performance are you looking for from your car? ·How important is fuel consumption to you? ·How important is luxury and comfort relating to your purchase? ·Who will be main driver of car? ·How important is reliability of service for you? ·Are there any other things I should know about regarding your planned purchase?

There are many other questions, which could be asked to find out needs and wants but I do not intend to cover them all in this brief article.

If needs of customer are to use car for pleasure, to travel 6000 miles per year with an average journey of 10 miles and to carry one passenger occasionally, then speed may not be so important but low fuel consumption and low cost insurance might be. With good questions he might ascertain that main user will be my wife. Comfort and good quality stereo together with a good security system might therefore be important. Can you see how by asking questions you are building a profile of needs and wants of customer?

You are now able to ensure that when you ultimately present your proposition to highlight features, advantages and proofs which match needs of your customer, proposition will become so much more meaningful and powerful in his eyes. Equally, in a worst case sense, if your product or service does not meet requirements of customer you will at least gain credibility by recommending another company or product.