“Sales skill is the dynamic factor of success. It transforms potential powers into actual accomplishments. It enables the qualified man to turn his individual capabilities to best account.”
Norvan A Hawkins – Author of Certain Success
Selling is only single activity that adds cash to your bottom line. You may have all the ideas, knowledge and skills but unless you are able to position yourself to where those who need them will find you, it’s of no value to you.
In his book “Certain Success” by Norval, A Hawkins; he reasoned that for an individual to be successful in any market place the following principles must be understood and applied in your particular areas. It is made up of the following four vital steps:
(1) Knowing how to sell
(2) The true idea
(3) Of one's best capabilities
(4) In the right market or field of service.
These four points above are keys for you to prosper as an individual in any market – your ability to sell.
Know how to sell
Selling is specialist knowledge. What do I mean by this statement? From my point of view what good is an idea, proposition, information or knowledge if you cannot sale it to others?
The true idea
What is the value of the idea that you want to sell. Of what benefit will it be to your prospects? How will the idea impact their lives as to who they become, what they do and the result they achieve?
Of one’s best capabilities
Your capabilities signify the things you are able to do with your gifts, talents, abilities, skills, experience and dispositions (personality traits and aptitudes). You should be able to identify your gift and talent which is what you’ll use to create your products, program or services for your area of expertise. The next is to know the right market to sell it.
In the right market or field of service
You make money by selling your product or service, other people’s products or services. These endeavors were made possible by transforming your ideas on a particulars area of your expertise to something of value – merchandise.
These principles about the important of selling was also pointed out by Robert T. Kiyosaki in their book “Why We Want You To Be Rich”, he co-authored with Donald J. Trump. He pointed out that the ability to sell is one singular activity that enables you to exercise control over your investments. He said, “most people are pretty good at reducing expenses, but very few are good in increasing sales. His Rich Dad urged him to go and learn how to sell on his return from the Vietnam War in 1974. His reason according to his Rich Dad was that your success as an entrepreneur depends a lot on your being able to sell. He urged him to learn how to sell. You can also avail yourself of this precious advice and learn how to sell. He said that, “The price of not being able to sell is a very high price to pay --- a price greater than money.”
Become a master salesman
“A sale is a success only when true ideas are sold, and afterward are delivered by the goods.”
Norvan A Hawkins – Author of Uncertain Success
Mastering the art of selling or rather the processes involves in making a sale is important if you are to make great fortune from your idea creation.
The section describes the 12 steps in the selling process.
1. Preparation for selling
3. The plan of approach
4. Securing an audience
5. Sizing up the buyer
6. Gaining attention
7. Awakening interest
8. The creation of desire
9. Handling objections
10. The Process of decision
11. Obtaining signature of accent
12. The getaway that leads to future orders
Source: Certain Success, by Norval, A Hawkins, The Project Gutenberg EBook
Preparation for selling
Selling like any business endeavor requires a lot of preparation. It’s generally said that if you fail to plan, then, you plan to fail. Preparation before any other thing is an important step to making sale. What then is preparation for sale? How will I make it happen?
Who are your clients, customers or audience? Where are they? And how can they be contacted? Essentially, the key thing is to be aware of how to fish out your prospect (would be customers), and how to make them aware of your products or services.
The plan of approach
If you fail to plan, then you plan to fail. Just like any other accomplish in life, if you desire to sell, then you need to have a plan for sale. This requires intelligence on your part as a seller of ideas.
Securing an audience
You need to have clarity of thought and action about how to target your audience as well as make then develop interest in your idea. What is the unique selling point of your product? How will it improve the life of your audience in terms of the benefits? How do you attract their attention?
Sizing up the buyer
You should be able to understand the market place as well as the segment or niche you need to focus on. Who are your competitors and why should customers buy from you and not from them? Are they able to pay for your product? This is the key to success in your selling ambition. This is true because if they are unable to pay for your product then sale would not happen; and income will not be generated.
Gaining the attention of your potential prospects or would be customers is very important aspect to gaining attention. In real life, if you want to gain the attention of someone, you need to gain their attention. Gaining attention is a strategic process that you need to use to attract your prospect. It ranges from using attention grabbing headlines to being selective in terms of the platform and medium that you employ to attract your customers.
This is simply being able to ask yourself this souls searching question in terms of the benefits of your products or service to your customers. Why should they buy from you and not from your competitors? In sales the needs of the customer is paramount and not your product. You should be able to find out what’s in it for me (WILFM), in terms of benefits of your product or service.
The creation of desire
How do you create desire to your potential prospects? One key thing about desire is that it’s the final state in the mind for you to take action. In the process of copyrighting technique (AIDA), some people include conviction before action. In case you don’t know AIDCA, means, attention, interest, decision, conviction and action. What are the things that create desire in the mind of your prospects?
It doesn’t matter how you look at it, selling is offering another form of proposition to someone. There is always an obstacle to surmount between the buyer and the seller. You need to persuade the buyer beyond all reasonable doubts that you product or service is of great value; hence will provide the solution to the problem that the buyer is anticipating. Hence there is the issue of credibility, ingenuity and guarantee to the promise that you are making. Some of the ways you could answer to these questions that the buyer has in mind is to put yourself in the position of the buyer. You should be able to provide on the spot answer to these questions.
Why should the customer buy from you and not form your competitors?
What puts you in good stead to provide the solution to their problems?
What can other customers say concerning your product or service?
How will you assure the customer that your offering is of value and that they have the freedom or guarantee to return their goods if they don’t like it?
The earlier you can supply the answer to these questions as you communicate your message to the prospects the easier will your sale process be.
The Process of decision
You need to understand the psychology of human behaviour for you to master the process of decision making. The process is three prongs – arouse their attention, keep them interested and bring them to the frame of mind for them to make decision. The words that you use in each stage as well as the way and manner by which the words are crafted are of great essence.
Obtaining signature of accent
What are the ideas you can use to persuade your prospects to believe in you offering beyond reasonable doubt? For example, you can use words from witnesses who have benefited from you service or products. You can also create an artificial scarcity of your idea or product in terms of making your prospects feel that they are losing out if they don’t act quickly. You can also create a sense of urgency by giving special privilege to those who act immediately.
The getaway that leads to future orders
On the whole as a master sales man you need to be creative and adaptive to developing products and services to meet the future needs of your prospect. His requires continuously developing valuable products in the back end to carter for the needs of your clients.
This article is part of the contents in the book Fortune Makers Program: How to turn your passion into profit. You can buy the book by clicking this link:
Fortune Makers Program: How to turn your passion into profit
“Certain Success” by Norval, A Hawkins. The Project Gutenberg EBook
“Why We Want You To Be Rich” --- Two Men One Message by Donald J. Trump and Robert T. Kiyosaki. Rich Press.
© 2013 B S C UGOJI – Progress Path Mastery Education