Selling To Today’s Customers
By Brian Tracy
What is selling?
In its simplest terms, selling is the process of helping a
person to conclude that your product or service is of greater value to
him than the price you are asking for.
Our market society is based on the principles of freedom and
mutual benefit. Each party
to a transaction only enters into it when he feels that he will be
better off as a result of the transaction than he would be without it.
In a free market, the customer always has three options with
any purchase decision. First,
the customer can buy your product or service.
Second, the customer can buy the product or service from
someone else. Third, the
customer can decide to buy nothing at all.
For the customer to buy your particular
product or service, he or she must be convinced that it is not only
the best choice available but he must also be persuaded that there is
no better way for him to spend the equivalent amount of money.
Your job as a salesperson is to convince the customer that all
these conditions exist and then to elicit a commitment from him to
take action on your offer.
The field of professional selling has
changed dramatically since World War II.
In a way, selling methodologies are merely responses to
customer requirements. At
one time, customers were relatively unsophisticated and poorly
informed about their choices. Salespeople
catered to this customer with carefully planned and memorized sales
presentations, loads of enthusiasm and a bag full of techniques
designed to crush resistance and get the order at virtually any cost.
But the customer of the 1950s has
matured into the customer of the 21st century. Customers
are now more intelligent and knowledgeable than ever before.
They are experienced buyers and they have interacted with
hundreds of salespeople. They
are extremely sophisticated and aware of the incredible variety of
products and services that are available to them, as well as their
relative strengths and weaknesses of those products.
Many of them are smarter and better educated than most
salespeople and they are far more careful about making a buying
decision of any kind.
In addition, they are overwhelmed with
work and under-supplied with time.
Because of the rapidly increasing pace of change, down-sizing,
restructuring and the competitive pressures surrounding them,
customers today are harried and hassled.
They are swamped with responsibilities, impatient, suspicious,
critical, demanding, and spoiled.
To sell to today's
customer requires a higher caliber of sales professional than has ever
before been required. And
it is only going to become tougher and more complicated in the years
Now, here’s what you can do
immediately to put these ideas into action.
continually about how you can convince your customer that your product
or service is the very best available.
why he buys, or refuses to buy and develop strategies to turn
non-buyers into buyers.
your knowledge and skills every day so you can sell more
effectively. You always want to know more about your product or
service than your customer.
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