The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Learning and Teaching Continually
In a good presentation, during the process of learning and teaching, you learn
what the prospect needs and you teach him how he will get it from the product or
service that you are selling.
As you go through your sales presentation, asking questions and inviting
feedback, you learn more and more about what the prospect really wants. When
your presentation is well planned, it has an irresistible logic and flow. When you
reach the end of your presentation, the prospect should be ready to buy what you
are selling. This is why the real close takes place in the presentation.
When you have made a good presentation, and the prospect is convinced that
your product is going to give him benefits that far outweigh the costs, then it is
simply a matter of wrapping up the details at the end of the presentation.
Take the Time to Be Perfectly Clear
Before you can begin your sales presentation, you must be absolutely clear
about the specific needs of this particular prospect and how your product or
service can satisfy those needs. In this qualification phase, the very best way to
elicit these needs is by asking planned, open-ended questions that elicit specific
information.
Listening is the key to building trust, to learning the true needs of the
prospect. It is also the key to establishing a high-quality relationship. In fact,
listening is the key to sales success.
One of the greatest needs that each person has is to feel important, to be
appreciated and esteemed by other people. Listening has been called “white
magic” because of its enormous impact on influencing the emotions and
personality of the other person.

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Become a Great Listener
There are five keys to effective listening. You could attend every course, read
every magazine article, and watch every video on listening, and they will still
boil down to these five keys.