consultant told the tool company, “You
are not in the business of
selling drills. You are in the business of selling holes.” Don’t sell fea-
tures. Sell benefits,
outcomes, and value.
Some individuals are gifted salespeople. They can sell refrigera-
tors
to Eskimos, fur coats to Hawaiians,
sand to Arabs, all at a profit,
and then repurchase them at a discount.
Good salespeople remember that they are born with two ears
and one mouth. This reminds them that they should be doing twice
as much listening as talking.
If you want to lose the sale, make a pitch
to the customer.
Some salespeople can be painful bores. Woody Allen lamented:
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