The Seven "Myths" of Sales Success!
By: Len Foley
It's no secret: Most sales professionals are
unhappier and unhealthier than ever before.
Why? Because they're operating in hostile,
unwelcome selling environments where many
of their customers are out for blood!
There's no denying it: The average consumer is
bombarded with more sales messages than ever
before: billboards, radio commercials, TV, magazines,
the list goes on.
And whether you're a small business owner, retail clerk,
dentist, lawn care specialist, chiropractor, hairdresser,
CPA, or door-to-door magazine salesperson, there's
something you need to know:
Yesterday's sales training no longer applies to today's
fast-paced environment. What once worked for your
predecessors won't work for you!
In fact, some sales trainers promise results that can't
be delivered in any 21st century selling environment.
If you're planning on investing in any new programs,
at least know what you're getting yourself into...
Here are a few "myths" you DON'T want to learn in any
new program:
Myth #1: You need to be a "good talker"
Otherwise known as the blabbermouth syndrome.
Blabbermouths don't sell; they merely annoy people
into handing over their money.
They assume if they can fill every second of silence
with useless (or useful) chatter about how great their
products are---then every objection in the prospect's
mind will magically disappear.
This isn't selling; it's irritating.
Anytime a salesperson is talking, the client is formulating
objections. That's just the way the human mind works.
Anytime a salesperson is listening, the client is probably
still formulating objections...but at least the salesperson
will have an idea about what those objections might be.
Myth #2: You need to be a "good listener"
Most salespeople are good listeners...but good at listening
for what THEY want to hear!
If you say to a salesperson: "I really want to buy your product..."
Chances are they'll hear every word.
But if you say to that same salesperson: "Oh, I've changed my
mind...I don't want to buy this product." You'll suddenly notice
their eyes glazing over as they hear something completely different
than the words that came out of your mouth.
Many sales trainers teach their students to ignore objections
and to listen instead for psychological "hooks" or "openings"
that the prospect may either verbally or non-verbally pass along.
The salesperson is then taught to use these hooks to manipulate
or cajole the prospect into buying what he or she has to offer.
Does this approach work? Of course it works.
It's worked for hundreds of years with interrogators and psychological
bullies.
Does it work over a long-term relationship with your client?
That's something every professional salesperson should be asking
themselves.
Myth #3: You need to have a lot of self-confidence
You only need a lot of self-confidence when you don't know what
you're selling.
If you "think" you're selling a food dehydrator or an insurance
package or cars...well, then, of course you need a lot of confidence.
(It takes confidence selling anything you can't really sell).
Once you know what you're really selling and gain some skill
in selling it over and over again, you'll never even consider
needing any confidence...you'll just BE confident.
Myth #4: You need the ability to quickly size people up
An old teacher of mine once said:
"The fool is a master at judging other people and only the
wise man is a master at judging himself."
If you spend most of your time searching for your prospect's
weakness and then exploit it to your own advantage, you
may end up making the transaction, but there's no way in the
world you'll ever make any sales.
Myth #5: You need to "dominate" your prospect
You probably know when you're being manipulated or lied to...
most people have a sixth sense for this kind of treatment.
Some sales professionals think they can fool their prospects
with charm, flattery, and dramatic appeal, but these behaviors
only mask the underlying motivation behind every word the
salesperson utters.
Kierkegaard said: "A fool can always find a bigger fool who
admires him." But there is no bigger fool than the salesperson
who manipulates and strong-arms his prospects.
Most people are smart, they're not tricked by "covert" forms of
subtle-persuasion. It doesn't matter how clever or disguised you
think these kinds of strategies are: traditional sales methods send
up an immediate red flag in the mind of every prospect you see.
Myth #6: You need to be one step ahead of your prospect
Here's a short dictum to keep in mind:
Anytime you're one step ahead of your prospect...
...your prospect has fallen twenty steps behind you.
Myth #7: You need special credentials
Some people will waste four years at a university getting
a fancy degree in sales and still not know how to sell.
Think about it: Entering an expensive university program
won't make you a salesperson anymore than entering a
music store will make you a musician.
The only credential you need for sales is the knowledge of
what you're selling.
When you know what you're selling and possess the specific
skills of selling it over and over again---credentials or not---you'll
know how to make the sale!
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If you'd like to learn how to *effortlessly* convert 25-30% more
prospects into PAYING CUSTOMERS, check out my Free Report:
"How Any Ordinary Business Professional Can Turn Into An Unstoppable
Selling Machine!" http://www.nosuckersales.com
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