Book Summary Preview : How To Close Every Sale

Principle One: Understand Why There Is Sales Resistance

Many individuals do not like being sold to. Nor do they particularly warm up to salespeople.

Reality Check

• Poor public image of salespeople. There is a prevailing public perception that sales people are unscrupulous, scheming, obnoxious, slick and smooth talkers who simply want to get the customers’ money.
• An “Us Them” selling relationship. Sales presentations and negotiations become contests between sellers and buyers. Here both parties become adversaries rather than teammates or allies. If the sales person closes the sale, the seller wins while the buyer loses. If the buyer walks away from the transaction, the seller loses.
• Prior bad experience with sales people. Most buyers have had their share of sales encounters with unprofessional, manipulative, double-dealing sales people.
• Salesperson’s insensitivity to customer time. Sales people know that time is money but they understand it from their own viewpoint and not from the customer’s perspective. Thus, some have difficulty respecting customer’s time.
• Negativity in salespeople. Quite a number of salesmen have the habit of negative thinking. They believe that prospects do not really mean to buy. This negative attitude is likely to influence the sales transaction and relationship with the customer.
• Saying no is difficult for potential customers. People do not like to be in situations where they have to say no. This is why setting a sales presentation is sometimes difficult.

Principle Two: Begin with selling yourself

Recognize that you are your company’s number one product. Salespeople must learn to make a difference with the prospect. It is important that potential customers like and believe in the sales person first.

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