By Brian Tracy
entire process of selling today is more complex than it has ever been
before. It used to be that
we would make a single call on a single buyer who would make a single
decision on our product or offering.
In this simple form of selling, we used the attention/interest/
desire/action (AIDA) model of sales presentation and focused intensely
on numerous different ways of closing the sale.
Then, once we had made the sale, in many cases we never saw the
however, everything is different.
Today we must make multiple calls, an average of five or six,
in order to make the sale. We
deal with multiple decision makers in an organization, each of whom
can influence the purchase. Much
of the sale takes place when we are not present.
Sometimes we never even meet the final decision maker who signs
the check. And it is not unusual for a sale to be derailed at the last
minute by something completely unexpected.
weren’t enough, there is more competition than ever before and it is
more determined and resolute than it has ever been in the past.
Not only must we compete on the basis of price, quality,
services, capabilities, financing and warranties with many other
vendors of our product or service, but we must also compete with every
other vendor of every other product or service who is striving to get
the same customer dollar that we are after.
Our competitors are extremely determined, driven the same as we
are by tight markets and careful customers.
They are committed to starting earlier, working harder, and
staying up later thinking of ways to take our customers away from us.
prospective customers are beset on all sides by every conceivable
sales offering. Because
they are drowning in details, options and choices, they are in no
hurry to make up their minds. With
markets changing and contracting, the amount of discretionary funds
they have available has shrunken and they are more careful today than
they have ever had to be in the past.
of a business is to create and keep a customer.
If a business does this in sufficient quantity and with proper
cost controls, it will make a profit.
The profit is the result of creating and keeping customers
president of your own professional sales corporation, your job is to
create and keep customers as well.
And just as a company must continually restructure and redesign
its product and service offerings to satisfy the changing tastes of a
demanding and competitive customer marketplace, you as a salesperson
must constantly upgrade the quality and sophistication of your sales
procedures and approaches if you are going to create customers in
Now, here are
two things you can do immediately to put these ideas into action.
prepared to make multiple calls on a customer to close a large or
complex sale. Plan your sales work systematically so you always have a
new reason for calling back.
continually about how you have to change and improve your selling and
your offering if you want to succeed in a tough market. Work on
yourself every day and never stop getting better.
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