Free Book Summary : How You Make The Sale What Every New Salesperson Needs To Know By Frank McNair Published by Sourcebooks, Inc; 2005 ISBN 1-4022-0435-3 318 pages

The Big Idea
America’s middle class is disappearing. Today, if you are middle class, you either need to Are you thinking of a career in selling? Maybe you’ve had some initial success at selling and are wondering if you could make it a full-time career. Or maybe you are completely new at selling and have no idea at all if you can do it. Or, you may have found a job as a salesperson but you are not having any luck while others seem to succeed naturally.

If you are any one of these people, then this book is for you. “How You Make The Sale” by Frank McNair shows that selling is a learnable skill, not something you are naturally born with. You don’t have to be a glib talker or a natural at selling to be a great salesperson. By providing the basic keys and insights to selling, this book can start you off on a successful selling career.

Selling As Service
One of the main things that put people off from a career in selling is that they think it means you have to trick, cajole and generally talk people into buying things. This is the traditional, combative selling perspective.

But this kind of selling does not work in the long-term. There is another way to sell. This is win-win selling – where you serve the customers by helping them make the best possible choice to solve the problem that took them into the market in the first place.

This is selling as service, or service to the customer. In selling as service, the salesperson adds value by what he knows, what she can teach, and he/she structures a sale to meet the customer’s needs and problems.

How Buyers Decide To Buy
To be a good salesperson, you need to know about customer behavior. It is important to remember that:

1. People buy to solve a problem – these may be real or perceived problems
2. Many problems contain an unarticulated image component.
3. Customers don't really buy products, programs or services – they buy solutions to their problems.
4. The customer alone decides what the best solution is.

1. Research prior to the Sale
   How does my product compare to my competitor’s? How do customer's use my product? What problem – real or perceived – does my product solve?


2. Meet and Greet
   This step in the sales process is when you meet the customer. It is where the Sales Process and the Path to Purchase converge. At this step, you need to know or ascertain in what step the customer is when you meet him/her to be able to act accordingly.


3. Discovery
   In Step Three of the Sales Process, you question the customer to discover what their need or problem is, so that you can begin fashioning a solution for them.


4. Features and Benefits
   It’s not enough to know the features of your product. Salespeople always want to talk about the features, while customers only buy benefits. So you should know what benefits are associated with the features of your product, program or service.


5. Making the Case/Presenting the Solution
   How do I present the solution to the customer's problem? How do I use a “trial close” to flush out objections so I can deal with them?


6. The Objective is Objections: Dealing with Resistance
   Objections can occur at any stage of the sales process. In fact, making the case can often cause objections to surface. But remember that an objection is almost always a request for more information. Customers usually object because they do not believe you have fully solved their problems.


7. Closing: It's Okay to Ask For the Order
   If you work the sales process faithfully, closing is the easiest step. If you’ve done all the other steps well, all you need to ask at the close of the sale is: So, what do you think? If the customer is ready to buy, he/she will say: Sounds good to me.


8. Following Up for Ongoing Profitability
   Make follow-up on existing customers a routine to ensure continuing profitability. Remember, follow-up can be the first step to making the next sale. The important thing here is, you have to keep your commitments. Under-promise and over-deliver. Think about what you are going to sell them next.

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