How to Sell for the non-Salesperson

Being in business often involves the need for someone to take on the role of salesperson, at some stage. This often falls on a person who didn’t sign up for it, doesn’t want to do it and possibly has all sorts of misconceptions about what it is and who can do it.

This post WILL HELP YOU. A lot of complete ‘rubbish’ is spoken about the subject and some (not all by any means) people are actually in business to make it seem like a complex, difficult task and one that needs lots of training, perfecting, processes, procedures, etc etc. And, there is a place for all of this; but this place in not in a small business full of creatives, technologists, engineers.

You are building up contacts, making appointments and getting close to the point of having to carry out that most frightening of all steps – Selling. It’s easy for those of us with the ‘gift of the gab’ and even simpler for those of us referred to as ‘natural salespeople.’

Sit down & pin back your ears for some really great news – there is no such thing as a natural salesperson and neither is being thought of as having ‘ the gift of the gab’ a good thing. It’s better expressed in my view as being ‘gobby, full of yourself and generally being an idiot!’

Each one of us can win new business from new customers, or from existing customers in other words – SELL.  How so I hear you ask? Absolute gem coming up so pay attention.  This is why:

‘People do business with people they like’

Now, unfortunately, I am able to claim to have been a ‘salesperson’ for more than 30 years – which does not necessarily make me good at it but, it means that for 30 years I have been reading books about how to sell, attending seminars being told how to sell, being put on training courses to be shown how to sell and I’ve spent thousands of hours with ‘professional’ salespeople. After an extraordinary amount of money has been spent on me do you know what I have learnt?

‘People do business with people they like’

Learn how to be liked (yes this is something you can learn) and you will never look back. Don’t switch off now, stick with me and you will see that it is not about being the centre of attention, nor is it about being the life and soul of anything, or being in the limelight. Here is the second absolute gem:

‘Be genuinely interested in the people you meet’

However we were created, the end result was that we have two ears and a single, solitary mouth; you must practise to make sure that you always, without fail and never forget, to use this equipment proportionally to the numbers in which you own each then you will have taken a huge step toward being a very successful winner of business.

I mean, speak for no more than 1/3rd of the time and listen for the rest – in fact if you can get this to an 80 / 20 split you will be flying!  However, when you are doing this it is essential that you use your ears to LISTEN and not to hear. It is just as important that in your early client meetings you use your mouth to ask questions about the person, their business and their problems. Do not use your mouth (until much later in the process) for speaking too much about yourself, your business and your product or, service.  This is because in very simple terms – no one is interested.

The key to being liked is very simply:

‘Be genuinely interested in the people you meet’

Altogether there are 6 basic principles that if you put into action you will be liked by most people who meet you and you will therefore become hugely successful at winning business. It might surprise you to know that – again my personal opinion – a huge proportion of ‘salespeople’ are actually not very good at it. They’ve read too many poor books, been got at by too many people making a living out of training salespeople or, have had the dubious benefit of learning from experienced salespeople who weren’t very good to begin with. Imagine that, a whole bunch of salespeople who think they Can, but actually Can’t. This leaves the field wide open for any of you reading this and willing to put the preparation and effort in. Selling is all about preparation and hard work – along with being liked.

So back to those 6 points for you to put into action – I should say that they are not my words of wisdom because if they were I would have no need to be sat here this morning writing this for you. The cool fact about these wise, wise words is that they were written in 1935 by a guy called Dale Carnegie – and I can confidently tell you, despite many attempts to find one, nothing better has been written since. I attend colleges, universities and seminars to listen to how selling is taught. In modern, fancy language, supported by theories for this and that; they all basically say what Dale said more than 70 years ago!

P1: Become genuinely interested in other people.

P2: Smile.

P3: Remember that a person’s name is to that person the sweetest & most important sound in any language.

P4: Be a good listener and encourage others to talk about themselves.

P5: Talk in terms of the other person’s interests.

P6: Make the other person feel important – but do it with sincerity.

Now is that simple or what!

As I mentioned earlier, many thousands of pounds have been spent on building me into the salesperson I am today and I can with all honesty say to you; the best money ever spent on making me into anything was the £3 my then boss, Graham Petty, spent in 1983 when he made a present of Dale Carnegie’s ‘How to Win Friends and Influence People’ book to me. Sadly, I can’t make a present of the actual book to each of you lovely readers, but I can make a gift of the knowledge and suggest that you rush out as soon as possible to get yourself a copy and read it cover to cover – to read it will take you less than a day and yet the knowledge will last you a lifetime.

To buy the book for under £7 or $10 visit: http://www.amazon.co.uk/How-Win-Friends-Influence-People/dp/0091906814/ref=sr_1_1?ie=UTF8&s=books&qid=1254819555&sr=1-1

Let me know how it goes for you and what successes you gain from it, or feel free to ask me any questions that still remain about ‘Selling’ phil@scarletopus.com

Most Voted this post Interesting
We want to hear your voice ... place your Votes NOW
  • Interesting (1)
  • Fabulous (1)
  • More Like This (0)
  • Inspiring (0)

2 thoughts on “How to Sell for the non-Salesperson

Leave a Reply

Your email address will not be published. Required fields are marked *