Brian Tracy asserts we all make our livings selling something to someone. Everyone works on commission. All of us are paid both tangibly and intangibly, on the basis of how well we sell ourselves, our ideas, and our products and services to others. It is not a matter of whether you sell or not, it is only a matter of how good you are at it. This section has 14 parts each of which center on selling like a pro.
59. The law of sales
Nothing happens until a sale takes place. These immortal words come from the great salesman and sales trainer Red Motley. It is the sale that initiates the entire production process. It activates businesses and factories, provides jobs for the employees, pays salaries and wages, pays taxes and dividends, and determines the entire direction of society. Key reminder: Products and services are sold, not bought.
60. The law of determination
How high you rise is largely determined by how high you want to climb. How far you go in your field, how much money you earn, is not determined by external factors, by what is happening outside and around you. It is largely determined by internal factors, by what is going on inside of you. Your own personal level of desire and ambition more often determines your sales and your income than any other factor.
61. The law of need
Every decision to purchase a product or service is an attempt to satisfy a need or relieve a dissatisfaction of some kind. Every buying decision is an attempt to solve a problem or achieve a goal. One of the most important things you do in successful selling is to put yourself in the shoes of your prospect and see your offering through his or her eyes. You must determine what this product or service means to your prospect in terms of his or her goals or problems before you can offer it or sell it effectively.
62. The law of problems
Every product or service can be viewed as the solution to a problem or the resolution of an uncertainty. As a salesperson, you are basically a professional problem solver. You seek out people who have the particular problem that your product or service can solve. You are looking for prospects who can achieve their goals or resolve their uncertainties by means of your product or service. The more accurate you are about the most important problems your product or service will solve, the easier it is for you to both find more prospects and sell to them.
63. The law of persuasion
The purpose of the selling process is to convince customers that they will be better off with the product than they would be with the money necessary to buy the product. When you make sales presentations, you are asking customers to engage in a trade. You are telling customers that if they give you their money, you will give them a product or service in return that will be of greater value to them than the money they pay. In addition, it will be of greater value than anything else that they could buy with that same amount of money at the same time.
64. The law of security
The deepest craving of human nature is the desire for personal, financial, and emotional security. The survival instinct is the strongest drive in human behavior. The need for safety is a powerful motivator of human behavior. The need to increase certainty underlies much of customer behavior.
65. The law of risk
Risk is inherent in any investment of time, money, or emotion. Risk is an unavoidable and inescapable fact of life. We are always acting, in every way possible, to reduce risk. You are successful in sales to the exact degree to which you can position yourself as the low-risk provider of your product or service.
66. The law of trust
The trust bond between the salesperson and the customer is the foundation of the successful sale. Trust is everything, especially in a large or complex sale. The higher the level of trust between you and your customer, the lower his or her fear of failure and perception of risk. When the level of trust is high enough, the sale will take place.
67. The law of relationships
All selling is ultimately relationship selling. People don’t buy products or services. They “buy” the people who are selling the products or services. First, you sell yourself as a likeable and credible person, and then you sell what you represent. The customer wants a relationship first. In complex sales, the relationship continues after the sale. The relationship is more important than the product or service.
68. The law of friendship
A person will not buy from you until convinced that you are a friend and acting in his or her best interests. This is called the “friendship factor” in sales. The undeniable fact is that almost all successful business relationships are built on friendships between the parties. Good salespeople are really excellent friend makers. They can easily turn strangers into friends wherever they go. They are relaxed, likeable, and interested in other people. Other people like them, and in liking them, they want to do business with them.
69. The law of positioning
The customer’s perception of you and your company is his reality and determines his buying behavior with you. The way your customer thinks about you, talks about you, and describes you to others determines everything he does or does not do in relation to you and what you sell. Every visual element of dress, product, packaging, printing, and promotion creates a perception of some kind.
70. The law of perspective
The way that you are viewed by your customers determines your income. Your reputation—how you are known to your customers, how you are thought about and talked about by your customers when you are not there—largely determines how much you sell and how much you earn. When you are viewed by your customer as working for him or her, you will be in the top 10 per cent of money earners in your field.
71. The law of advance planning
The best salespeople prepare thoroughly before every call. This principle is so simple that it is often overlooked. The hallmark of the true professional is thorough preparation, reviewing every detail, before every sales meeting. The very best salespeople are those who review their presentations and study the details of their products and their sales materials repeatedly prior to every new sales contact. The salesperson with the best knowledge of the customer’s real situation will be the one most likely to make the sale.
72. The law of perverse motivation
Everyone likes to buy, but no one wants to be sold. People don’t like to feel that they are the recipients or the victims of a sales presentation. Most customers are independent in their thinking, and they don’t like to think that they are being manipulated, pressured, or coerced into doing anything. They like to feel as though they are making up their own minds based on good information that has been presented to them. The best salesperson is perceived as a helper who assists prospects in getting what they want and need.
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