Of Selling to the Converted

I was at a sales seminar on Saturday delivered by sales guru and author, Richard Denny. My, this guy's impressive. In fact he was so good I spent a good part of the rest of weekend reading his book "Selling to Win".

Here's what I picked up from both :

* Successful sales people have three main elements : Product Knowledge, Skills and Attitude.

* Both sales person and customer must be winners in a transaction

* Think on behalf of your customers. Go on thinking "How can I help this person".

* The more you sell to a customer them more likely you are to keep them

* Your "No not today list is vitally important to your business"

* A good sales person is not pushey but pulley

* Decisions to buy : 84% of the decisions are based on emotion not logic

* Be proud of your price. Never apologise about your price when putting it up.

* Remember 5% buy because the price is the highest. 25% because it's the cheapest. 70% buy because its the best value.

* Incentivize : the fear of loss is a strong selling technique. You spend more time looking for the lost £10 note than trying to earn £10.

* Don't ever give the next move to the customer. For example, letters which state "please don't hesitate to contact me should you require further assistance" might be better as "I will call you on Tuesday to discuss your needs further"

* If asked for a discount you must exchange something. For example, better payment terms or guarantee of further orders. *Risk Reversal - back what you do with a money back guarantee

* It's desire not ability that determines success.

Other stuff including power phrases :

* One certainty is that you have got YOU for the rest of your life. You might as well invest in it

* A person going nowhere normally gets there with ease.

* Seeing ourselves professing motivates us

* Success by the inch is a cinch but by the yard is hard. When setting goals start with the first one that can be achieved in just three months.

* A man goes into a hardware shop and says I want a quarter inch drill. The shop keeper says "No you don't Sir. You want a quarter inch hole". Always keep the focus on the result and you'll ask better questions

* If you don't stand for anything you fall for anything.

* You judge a person by the size of their thinking

* When closing a deal. Tell them the price then shut up! Shut right up!

* Sales is about LUCK : Labour Under Correct Knowledge * Your sales literature must state clearly the results to be expected following the purchase - highlights the benefits

* To be an interesting person all you have to be is Interested

I must apply all of this to how we sell our training centre in Northern Ireland