The Art & Science Of Selling

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Basic principles of salesmanship as propounded by Frank Bettger in his book"How I raised myself from failure to success in selling"

Published in: Business, Education

The Art & Science Of Selling

  1. 1. THE ART & SCIENCE OF SELLING PROF. T. K. G. NAMBOODHIRI (Based on “How I raised myself from failure to success in selling” by Frank Bettger)
  2. 2. IDEAS FOR SUCCESS <ul><li>ENTHUSIASM </li></ul><ul><li>SEEING PEOPLE </li></ul><ul><li>PUBLIC SPEAKING </li></ul><ul><li>GETTING ORGANIZED </li></ul>
  3. 3. ENTHUSIASM <ul><li>THE HIGHEST PAID QUALITY ON EARTH </li></ul><ul><li>RAREST BUT MOST CONTAGIOUS QUALITY </li></ul><ul><li>HELPS OVERCOME FEAR </li></ul><ul><li>BIGGEST SINGLE FACTOR IN SELLING </li></ul><ul><li>BASIS OF BUSINESS SUCCESS </li></ul><ul><li>TO BECOME ENTHUSIASTIC, ACT ENTHUSIASTIC </li></ul><ul><li>FORCE YOURSELF TO ACT ENTHUSIASTIC AND YOU WILL BECOME ENTHUSIASTIC </li></ul>
  4. 4. SEEING PEOPLE <ul><li>MAKING CALLS-MEETING PEOPLE: THE FOUNDATION OF SELLING </li></ul><ul><li>MEET 4 OR 5 PEOPLE EVERY DAY & TELL YOUR STORY, YOU CAN’T HELP MAKING GOOD </li></ul><ul><li>KEEP RECORDS OF YOUR MEETINGS </li></ul><ul><li>YOU CAN’T HIT THE BALL IF YOU DON’T SWING AT IT </li></ul>
  5. 5. PUBLIC SPEAKING <ul><li>ABILITY TO SPEAK WELL IN PUBLIC: VERY ESSENTIAL FOR SALESMEN </li></ul><ul><li>DESTROYS FEAR </li></ul><ul><li>DEVELOPS COURAGE & SELF-CONFIDENCE </li></ul><ul><li>BROADENS YOUR VISION </li></ul><ul><li>STIMULATES ENTHUSIASM </li></ul>
  6. 6. GETTING ORGANIZED <ul><li>MUST BE WELL ORGANIZED TO SUCCEED </li></ul><ul><li>RECORDS ESSENTIAL TO KNOW SUCCESS/FAILURE </li></ul><ul><li>THINK & PLAN AHEAD YOUR ACTIVITIES IN ORDER OF THEIR IMPORTANCE </li></ul><ul><li>SUCCESFUL PEOPLE ARE RUTHLESS WITH THEIR TIME </li></ul>
  7. 7. HOW TO SUCCEED IN SELLING <ul><li>SECRET OF SALESMANSHIP </li></ul><ul><li>HITTING THE BULL’S EYE </li></ul><ul><li>THE ART OF ASKING QUESTIONS </li></ul><ul><li>MAKING A SALE-BASIC PRINCIPLES </li></ul><ul><li>WHY SOMEBODY SHOULD BUY? </li></ul><ul><li>THE MOST IMPORTANT QUESTION: “WHY?” </li></ul><ul><li>THE FORGOTTEN ART OF “LISTENING” </li></ul>
  8. 8. SECRET OF SALESMANSHIP <ul><li>The most important secret of salesmanship is “ TO FIND OUT WHAT YOUR PROSPECT WANTS,THEN HELP HIM FIND THE BEST WAY TO GET IT” </li></ul><ul><li>More than a sales technique, it is a philosophy of life for a salesman. </li></ul>
  9. 9. HITTING THE BULL’S EYE <ul><li>YOU CAN’T HITT THEM IF YOU DON’T SEE THEM. SEARCH & FIND OUT WHAT IS THE CRUCIAL INTEREST </li></ul><ul><li>THE ONLY WAY TO GET ANYBODY TO DO ANYTHING IS BY MAKING HIM WANT TO DO IT </li></ul><ul><li>WHEN YOU SHOW A MAN WHAT HE WANTS, HE WILL MOVE HEAVEN AND EARTH TO GET IT </li></ul>
  10. 10. THE ART OF ASKING QUESTIONS <ul><li>ASK QUESTIONS TO HELP YOUR PROSPECT RECOGNIZE WHAT HE WANTS & HELP HIM DECIDE HOW TO GET IT </li></ul><ul><li>HELPS CRYSTALLIZE HIS THINKING </li></ul><ul><li>HELPS YOU TO FIND THE MOST VULNERABLE POINT WITH WHICH TO CLOSE THE SALE </li></ul><ul><li>MEET OBJECTIONS BY ASKING QUESTIONS </li></ul><ul><li>GIVES HIM A FEELING OF IMPORTANCE, THE IDEA BECOMES HIS </li></ul><ul><li>HELPS YOU TO AVOID ARGUMENTS AND TALKING TOO MUCH </li></ul>
  11. 11. BASIC PRINCIPLES OF MAKING SALES <ul><li>MAKE APPOINTMENT </li></ul><ul><li>BE PREPARED </li></ul><ul><li>ASK WHAT IS THE KEY ISSUE </li></ul><ul><li>KEY WORD NOTES </li></ul><ul><li>ASK QUESTIONS </li></ul><ul><li>EXPLODE DYNAMITE </li></ul><ul><li>AROUSE FEAR </li></ul><ul><li>CREATE CONFIDENCE </li></ul><ul><li>EXPRESS HONEST APPRECIATION OF YOUR PROSPECT’S ABILITY </li></ul><ul><li>ASSUME A CLOSE- Be positive about the outcome. </li></ul><ul><li>PUT ‘YOU’ IN THE INTERVIEW </li></ul>
  12. 12. MAKE APPOINTMENT <ul><li>ALWAYS MAKE PRIOR APPOINTMENT </li></ul><ul><li>BE EXPECTED </li></ul><ul><li>GAIN ADVANTAGE BY APPRECIATING VALUE OF HIS TIME </li></ul><ul><li>HE WILL VALUE YOUR TIME </li></ul><ul><li>IT MAY NOT BE POSSIBLE TO MEET IMPORTANT POPLE WITHOUT APPOINTMENT </li></ul>
  13. 13. BE PREPARED <ul><li>EACH INTERVIEW IS IMPORTANT </li></ul><ul><li>PREPARE WELL FOR EACH </li></ul><ul><li>FIND OUT WHAT IS THE KEY ISSUE WITH THE PROSPECT </li></ul><ul><li>WHAT IS HIS MOST VULNERABLE POINT </li></ul>
  14. 14. KEY WORD NOTES <ul><li>PREPARE KEY WORD NOTES ON </li></ul><ul><li>1. POINTS TO COVER </li></ul><ul><li>2. THEIR LOGICAL ORDER </li></ul><ul><li>3. BE BRIEF & ON THE MAIN POINT </li></ul>
  15. 15. ASK QUESTIONS <ul><li>Don’t sell anything, let the other person buy it from you. </li></ul><ul><li>Ask questions so that he gives the answers, don’t give answers. </li></ul><ul><li>Asking questions- A new way of thinking-The Socrates way </li></ul><ul><li>The most important word in selling is “why”. Ask why when a customer objects to buy to find out his real reason. </li></ul>
  16. 16. MORE ON ASKING QUESTIONS <ul><li>Asking questions helps to avoid argument </li></ul><ul><li>Helps to avoid your talking too much </li></ul><ul><li>Helps your customer to find out what he wants-Help him to decide how to get it </li></ul><ul><li>Helps to crystallize your customer’s thinking & the idea becomes ‘his’ </li></ul><ul><li>Gives him a feeling of importance </li></ul><ul><li>Helps you to find out the key issue </li></ul>
  17. 17. THE KEY ISSUE <ul><li>DURING INTERVIEW COME TO THE KEY ISSUE </li></ul><ul><li>DWELL ON THE KEY ISSUE </li></ul><ul><li>ASK QUESTIONS TO CRYSTALLIZE THE VULNERABLE POINT </li></ul><ul><li>NEVER TRY TO COVER TOO MANY POINTS. </li></ul>
  18. 18. EXPLODE DYNAMITE <ul><li>DO SOMETHING STARTLING TO AROUSE INTEREST AND STIR THE PROSPECT TO ACTION </li></ul><ul><li>BE READY TO BACK UP THE EXPLOSION WITH FACTS </li></ul><ul><li>AROUSE FEAR OF LOSS-FEAR IS THE MOST MOTIVATING FACTOR WHERE RISK OR DANGER IS INVOLVED </li></ul>
  19. 19. CREATE CONFIDENCE <ul><li>BE ABSOLUTELY SINCERE </li></ul><ul><li>ADOPT METHODS LIKE; </li></ul><ul><li>BE AN ASSISTANT BUYER- LET HIM BUY, DON’T SELL </li></ul><ul><li>SINCERELY TALK AS IF HE IS YOUR CLOSE RELATIVE-” IF YOU WERE MY OWN BROTHER--------” </li></ul><ul><li>PRAISE YOUR COMPETITORS </li></ul><ul><li>“ I AM IN A POSITION TO DO SOMETHING FOR YOU NOW THAT NO OTHER LIVING PERSON CAN DO FOR YOU” </li></ul>
  20. 20. APPRECIATE HIS ABILITY <ul><li>Express honest appreciation of your customers ability </li></ul><ul><li>People hungry for praise </li></ul><ul><li>People starve for honest appreciation. </li></ul><ul><li>Be absolutely honest about his praise & appreciation </li></ul>
  21. 21. ASSUME A CLOSE <ul><li>Have a winning attitude. </li></ul><ul><li>Assume a successful close of the sale & do the needful. </li></ul>
  22. 22. PUT “YOU” IN THE INTERVIEW <ul><li>See things from your customer’s point of view. </li></ul><ul><li>Talk in terms of his wants, needs and desires </li></ul><ul><li>Remove the pronouns “I” or “We” and substitute “You” or “Your” wherever possible. </li></ul>
  23. 23. WHY SOMEBODY SHOULD BUY? <ul><li>People buy because they need </li></ul><ul><li>So find out what is his basic need </li></ul><ul><li>Encourage your customer to talk, finally he will divulge his need. </li></ul><ul><li>Then stick to that point only. </li></ul>
  24. 24. MOST IMPORTANT QUESTION <ul><li>WHY? –The most important question in selling </li></ul><ul><li>In a majority of cases, the customer’s objection to buy may be due to reasons other than what he says. </li></ul><ul><li>Use the phrase “in addition to-----” to elicit the real reason. </li></ul><ul><li>Counter the real reason to win him over. </li></ul>
  25. 25. THE ART OF LISTENING <ul><li>Your willingness to listen to your customer works like magic in selling. </li></ul><ul><li>A good listener shows the other person that he is sincerely interested in what the person is saying. </li></ul><ul><li>Give him eager attention & appreciation that he craves for. </li></ul><ul><li>There is an art in silence, & there is an eloquence in it too- Cicero </li></ul>

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