Hello my humble friend.

It’s a great pleasure finally meeting you in this session where you’ll learn how professional sales people make a lot of sales following a simple 6 step process.

Whether you agree with me or not, selling is the best profession to be in and I’ll tell you why in a moment. Although it is the most important profession, it has never been anyone’s dream profession. I’ve never heard any student who told me when I grow up, I want to become a professional sales person.

They all want to become a doctors, lawyers, engineer and certified accountant. More people want to become teachers then they do to become sales people.
Now why do I say that the sales profession is the most important profession? Because this world has, is and will always be built by sales people. Be it religion, politics or economics.

Islam, Christianity and other religion could’ve never grown without great sales people who sold this idea to the masses.

Democracy wouldn’t have been accepted if the politicians couldn’t sell that idea to the masses.

Businesses and economy wouldn’t have grown well if not for the professional sales people who sell us on quality products and services that helps us on a day to day service.

What you resent about selling is the “annoying pest” kind of sales people who keep pestering you to buy products you don’t want. They neither care about you nor your well being.

You resent the talkative guy who manipulate you to get into our pockets and end up with regret on the bad buying decision you’ve just made.

I’m not talking about that sales person here. I’m talking about the one who understands who you are, understands your problems and have products and services which solve your problems.

But before I share with you to sell professionally, I would first like to clear some misconceptions most people have when it comes to selling.

Misconceptions About Selling

Misconception #1: To be a good sales person, you need to have a BIG mouth
This is one of the most ridiculous things I\’ve ever heard when it comes to selling. Let me ask you this question. Would you rather hire a talkative person as a salesman or a less talkative one? …..

Talkative? Is that what you just thought? Hmmm… Unfortunately that\’s what most company executives think. Most managers associate good salesmanship with having a good ability to talk. If you have been having that belief all along, then you should delete it in your head for you might end up hiring the wrong people for the right job.

Please don\’t get me wrong. I\’m not saying talkative people don\’t make good sales people. What I\’m saying is talking a lot isn\’t so effective when it comes to selling. What\’s more effective is the total opposite…. LISTENING!

Yes! There\’s no powerful method when it comes to selling than listening to what your prospects want, understanding them, observing the psychological processes that are going through their minds and showing them the solution (through your product/service). And if you cannot solve their problem, do not manipulate them to buy your products/services, but rather refer him/her to someone who can offer the solution to their problem. That right there is professional selling! I will be sharing with you the 6 proven steps formula I\’ve been using to sell products which you can use as well but first let us move to the second misconception.

Misconception # 2: It’s Easier Selling Cheaper Products Than Expensive Ones
I get so irritated when I hear businessmen saying, “If we want to get more profits, we should sell cheap ones.” It\’s really sad how many businessmen/women or entrepreneurs think that price is the most important factor in buying decision.

Numerous studies have been conducted by Universities and market research firms to determine the most important buying decision factors for people who make significant purchases. Here are the results, in order of importance.

1. Level of Trust in the Salesperson

1. Level of Respect for the Salesperson
2. Reputation of the Company or Product
3. Features of the Product or Service
4. Quality and Service
5. Price (non-commodity)
6. Like the Salesperson (rapport)

Price is ranked second last in the list. It is important but not the most important factor. Just remember that people want great products and services. If you can give them that, then they will be willing to pay for them no matter how high the price of the products is. If you do not have great products or services, you will find yourself manipulating your customers buying from you because of the prices. What you need to do is “Focus on value creation not on manipulation”

Misconception # 3: To Dominate the Market, the Price of Your Products Should Be Lower Than the Competition
Just as misconception no. 2 this is also another common misconception. You will only need to reduce the prices of your goods or services if your business isn\’t a \”pink cow‟. Unless you have a unique selling proposition, you\’re just another businessman/woman in the eyes of your prospects, and the only benefit the prospects can get from you is when they feel they\’re getting your products/services cheaper than your competition. So don\’t focus on reducing the price, focus on being unique and special through the eyes of your prospects.

6 Step Proven Sales Formula
Let me share with you my personal experience. I\’m an introvert by nature. I\’m very quiet (I do not talk – unless when there\’s a need to do so), shy and have difficulties connecting with people as compared to my other colleagues.
Regardless of my nature, the process of selling products and services has become an easy process after several years of practice. This is because I have been following a 6 step proven sales formula which you can also use to increase your sales. These steps are: –

1. Be A Good Listener: When I say good, I mean really good. Don\’t listen for the sake of listening. Listen to honestly fully understand your client. There\’s a famous saying which goes like this …. “People don’t care how much you know until they know how much you care.” When you listen, you care and when you care people respect you. And when people respect you, they give you money. A lot of it! What problem is your client facing? Can your product or service really solve your client\’s problem? You have to be totally honest with yourself. If you, your product/service cannot solve your client\’s problems, then don\’t sell. It will make the situation much worse. It\’s best you refer him to your competitor who can solve your client\’s problem. If you\’re smart you can negotiate with your competitor to give you a commission for every referral.
2. Ask Questions: Not only does asking question makes you listen to your client more, but it also positions you as the leader in that conversation. Always remember: “The person who asks the questions has control.” Ask more specific questions about their problem(s)? The more specific you get, the more respect and trust you gain from the prospect. Know exactly what the problem is and also ask him exactly what needs to be fixed and don‟t stop until you understand exactly what your prospective client is going through.
3. Show Him A Solution: If the solution is your product/service then make him understand how you, your product/service can solve his problems (this is critical). REMEMBER: “Your goal in business is not making money. Your goal in business is giving solutions by offering value to the market place. Making money is a result of your goal.” If you, your product/service cannot solve your client\’s problem then you don\’t deserve to make any money from that particular prospect. It\’s best if you just send him/her to someone who can solve his/her problems even if that person is your competitor. That prospect will remember your kindness and you will earn respect. If you\’re worried about making money, you can also try making a deal with your competition to pay you for referrals. My advice is, send your prospect to someone who can solve the problem regardless whether you will make a commission out of it or not. What goes around comes around. You do something nice to your clients and your competitors; they will also do it to you someday.
4. Share Testimonials: This is important especially if it\’s a new client. New clients are uncertain of whether you\’re going to give them a good product/service or just going to rip them off. When you give them testimonials, give them testimonials which are related to their current situation. You could say something like, “I know a person who had the exact same problem and this is how we helped him using our product….” Then show him how your happy clients\’ problems were solved.
5. Answer Their Objections: More than 80% of your paying customers will give you objections before they make the purchase. So, instead of avoiding objections, you should welcome them otherwise you will be risking 80% of your sales. I love objections! The reason I love them is because I discovered that most objections aren\’t real. What you hear isn\’t what they\’re saying. There\’s a deep psychological concern behind every objection. Let me tell you a SECRET… Whenever a client gives you an objection like \”I don\’t have money\” or \”let me think about it\”, what they\’re really doing is testing your leadership. If you pass the test, they pay you and if you fail, you lose. And what makes them decide whether you\’ve passed or failed the test is your ability to respond to that objection. Let me share with you a personal experience I had with one of my clients. I had a client who wanted their website to be designed. I listened to their inquiry of what they wanted. The design, the features and their expectation from the website. When I gave them the price, this is the reply I got, “It’s too expensive. We cannot pay that money! I heard that there are some guys who design websites cheaper” my reply to them was, “is price is the only factor you’re looking for in the design of your website?” There was silence. Then I continued, “I know some guys who could design your website at a much cheaper price. I could connect you with them although I cannot guarantee their level of quality and efficiency but I surely can guarantee mine.” I looked at her and smiled. She smiled back and wrote me a cheque. I did the job for her and she\’s been my happy client ever since. Now most sales people defend themselves. That is the worst thing you can do when it comes to handling objections. Top sales people are leaders and leaders never defend, they attack!
6. Ask for the money: It\’s really funny how most of the salespeople I know do all the selling except asking for the money. Do you expect the client to read your mind that it\’s time he/she should pay you money? Some sales people tell me that they feel uneasy to ask for the sale. It makes them feel like they are nagging the customer to make a decision they aren\’t ready to make… BULL CRAP!

The only thing that will make your customers feel uneasy is if you jumped into asking them for the money before making them understand the benefits of them getting your product/service sooner rather than later. There are many methods you can use to ask for the money. I\’m not going to mention each one of them in this report but I‟ll mention the important ones.

• Give him an option to choose between a YES and another YES instead of a NO and a YES: You could ask him something like, “Mr. John, having seen the benefits of the services which I just showed you, would you like to take SERVICE #1 or SERVICE #2? Or would you like to pay by cash or cheque?
• Assume he has already accepted the sale. You start by asking him YES questions: For example, “Mr. John, we have talked for some time now and I have answered all your questions. But I now have some serious questions for you. Would you like to increase your profits by at least 300% in your business in the next 3 months? Would you like to save 50% of your work expenses next month?”… Keep on asking lots of questions which reflects the benefits of your products/services. You will arouse his excitement and he will be answering YES to every question if he truly wants to have those benefits. Then you take out your form and start filling the form by asking him his personal details while putting that info in the form. You will be surprised at how many people let you fill the purchase form.

Apply those 6 steps and you will be on your way to selling like never before. The steps which I just mentioned here only applies in one on one selling and doesn\’t apply in written materials such as sales letters.

I love sales letter as sales letters do all the selling for me on my behalf. If you write a letter, and send to 100 prospects, the letter will do all the telling and selling on your behalf. If you receive 10 to 20 calls and get 5 to 10 sales that\’s still a great number. It\’s a great time saver and it\’s super cheap. Cheaper than newspaper ads. Sales letters are beyond the scope of this session but if you\’re interested in learning how to write hypnotic letters that make sales, then I highly suggest Dan Kennedy\’s book “The Ultimate Sales Letter”.

Make sure you put a comment below. And if you feel this information was useful, make sure you share with your friends in Facebook, tweeter or send them an email. Good luck in your endeavors. See you at the Top!

Your Marketing Coach,

Lusabara Essau