There are two major obstacles to making and closing any sale. They are the fear of failure and the fear of rejection.
The fear of failure is the biggest single reason for failure in adult life. It is not failure itself, but the fear of failure, the
prospect of failure, the anticipation of failure, that causes you to freeze up and perform at a lower level. The fear of failure
is a deep subconscious fear that we all develop early in life,usually as a result of destructive criticism from one or both
parents when we are children, if your parents criticized you continually when you are growing up,you will experience this deeply
entrenched,unconscious fear of failure as an adult,atleast until you learn to get rid of it.
The fear of failure in the mind of customer or the prospect is the one greatest obstacle to buying. Every customer has made countless buying mistakes. He purchased services that he later found over priced. He has bought products that broke down and that he can not get repaired. He has been sold things that he did not want,could not use and could not afford. He has been burned so many times in sales experiences that he is like a long-tailed cat in a room full of rocking chairs. This fear of failure and disappointment is the number reason why customers do not buy. So one of the most important things you can do in the process of building trust and credibility is to reduce the customers fear to the point where he has no hasitation about going ahead with your offer.
The second major obstacle for making and closing sales is the fear of rejection. This is the fear that the potential buyers might say no. The fear of rejection is triggered by the possibility of rudeness,disapproval or criticism towards the sales person by the prospect. The rule is that 80% of sales calls will end in a no,for a thousand different reason's. These does not necessarily mean that there is anything wrong with the sales person or the product or service being sold. People say no because they simple do not need it,do not want it,can not use it,can not afford it or some other reason.
Top sales people are intensely goal oriented. The highest sales people know how much they are going to make each week,each
month,each quarter and each year. They how many calls they will have to make to achieve a particular level of sales, and they
have clear plans about what they are going to do with the money they earn.
It is essential for your success that you decide exactly how much you intend to earn each year. If you are not absolutely clear about your earning target,your sales activities will be unfocused. You will be like a person trying to shoot a target in the fog. Even if you are the finest marks man in the world, you are not going to hit a target you can't see. You have to know exactly what you are aiming at.
To be effective, your goals must be in writing. Sometimes people are reluctant to write thier goals down on paper. They say, "what if i don't make it?" you don't need to worry. The very act of writing your goals down increases your likelihood of achiving them by 1,000 percent ten times usually far faster than you expected. Even if you don't hit your goal on schedule,it is still better for you to have a written goal than to have no goal at all
people buy for many different reasons. What you must appreciate is that people buy for their reasons,not for yours. one
of the biggest mistake amateur sales people make is asking people to buy from their own personal reasons,not for the reason
that actually motivate the customer to take action. The most important part of selling is your ability to identify the needs
of your prospect accurately. You must take what ever time is necessary and ask as many questions as possible to find out
why this particular prospect needs to buy your products or services at this time. If you fail to identify the prospect needs
accurately the entire sales process will be a total waste of time.
People buy products and services because they feel they will be better off as a result. Every customer has three choices with every selling offer. He can buy from you,buy from some one else or buy nothing at all,at this time your job is to get the customer to understand that he needs your product. Enough to over come any buying resistance that might derail the sale.
What ever you are selling you must describe it in terms of how it either increases revenues or cut cost or both. If you are talking to someone who is in charge of administration,he is interested in cuting costs. If you are talking to someone in marketong or sales,she's interested in increasing sales and the resulting income. If you speak to the person who owns the company,he wants to improve the bottom line. You must always talk your product or service in terms of what the customer wants, not in terms of what you are selling.
Many sales people get stuck on the subject of quality. Their main argument for buying is that they are selling a quality product. But quality is not the primary reason for buying any thing. Quality is a logical argument. People buy things emotionally,but quality is always based on logic. What is more important than quality is utility. When a person says, "my product is the highest quality machine in the business", it doesn't matter. The only thing thay the prospect is interested in is,will it do the job for me? will it do what i need done? is it adequate for my purpose?. You can say that Rolls royce or mercedes is a high-quality auto-mobile,but if all you need is a car to go to and fro to work,you don't need to buy one of them. Quality is not an argument.