May 30th 2008 05:27 am
Sales Principle #2—Find the need and fill it
The following is a true story. Only the names have been changed to protect the foolish.
A retailer stood talking with a sales rep. They were discussing how slow business was. A young man walked in the front door and approached the two. While still out of earshot, the store owner said to the rep: “See that lawn mower over there. It’s been gathering dust for a long time. I’m going to sell this fellow that mower.”
Our hero, the retailer, moved into combat in full battle dress. He shook his victim’s hand, complimented him on his shirt, andmoved gracefully and enthusiastically into his presentation. He used every sales weapon as he wore down the enemy with features, benefits, and great offers of current discounts and futureservice.
The sales rep was practically moved to tears by this amazing performance. Finally, the dealer moved in for the close. The customer, who had not been able to say a word since the first minute, finally had the floor. With a dazed look in his eyes he responded: “Gee, mister! That was sure a wonderful presentation. And I’m certain that your offer on that mower can’t be equaled, but I actually came in here to see if I could use your rest room.”
The dealer had failed to establish the need before launching into his presentation. Unless you’re a “hit-and-run artist,” and therefore only interested in selling to a person one time, you don’t want to sell him the wrong thing. More important, even if you’re not looking for repeat business, you’ll have a much higher rate of success if you establish what it is folks need. You do this, quite simply,by asking questions.
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5 Comments »
Vacation Homes on 21 Jul 2008 at 5:10 am #
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