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By Gerald Richards

Because?

You believe the myths about selling.

MYTH
You have to be a “born salesperson” to sell
Fact
If you can communicate, you can sell. If you understand the communication cycle. If you can listen more than you can talk. If you can respect and genuinely want to help the other party, rather just yourself, then you’re well ahead of the “born salesperson”

MYTH
You have to have the “gift of the gab” to sell
Fact
Selling is a skill of the brain, not the mouth, so listen more and talk less. It is the art of asking the appropriate questions and listening to the answers which will achieve greater results than talking ‘at’ the buyer

MYTH
You have to push your product or the buyer won’t buy
Fact
It is better to attract the customer so they want to buy. Show the buyer a plan, benefits and value that will meet their needs and wants and they will be more willing to buy than you are to sell.

MYTH
You have to be an extrovert to sell
Fact
Some of the best “sellers” are introverts (e.g. Warren Buffet, Bill Gates, Richard Branson and Mark Zuckerberg). An introvert is someone who is concerned with their own thoughts and feelings rather than external things. An introvert is not necessarily a shy person.

MYTH
You have to be aggressive to get the sale
Fact
Being assertive gets you more sales. Why? Because being assertive pays respect to the other party and expects that counterparty to respect them. You will take into account the perceptual positions and move between all three. The aggressive person only operates from the 1st perceptual position and insists that their behaviour is the best, showing little respect for the other party.

MYTH
“I’m just not cut out to be a salesperson”
Fact
Correct; because you have told yourself you cannot do it. When we ask someone to buy our product or service we ask them to change, yet here we have a statement where we don’t want to change. We ask people to move outside their comfort zone to buy our product, yet we won’t move out of our comfort zone to sell them the product. If you have a product which will make them more efficient or effective or presents an easier process, then you are being selfish not to share it with your buyer.

MYTH
You have to know how to handle/overcome buyer objections
Fact
Buyers do not have objections unless caused by the salesperson’s behaviour. There is no proof that buyers have objections, it is merely a chant. Think what “objection” means. “an expression or feeling of disapproval or opposition; a reason for disagreeing”. So every time you attempt to sell, you will meet opposition and disagreement? No wonder you are reluctant to sell. The idea that objections exist is grounded in the 19th Century when sales were seen as a transaction. Hopefully, we’ve moved on from then.

Selling, like communicating, should be a natural part of doing business.

Gerald Richards, 3x5x7.com – Experienced International Business Coach, Trainer, Consultant and Speaker in Sales, Marketing, Finance, Leadership, Management.

 

 

 

 

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