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

Everything Counts!
In selling, one of the foremost principles of all is this: everything counts!
Everything you do helps or hurts. It adds up or takes away. It moves you toward
the successful conclusion of the sale, or it moves you away from it. Nothing is
neutral.
There is a “halo effect” in selling, and in all human relationships. Prospects
assume that if one part of your presentation or work is of high quality, the rest of
your product or service is probably of high quality. One good impression often
enables you to create a halo of quality and professionalism. And everything
counts.
Your Appearance Counts—A Lot
In this respect, your personal appearance and grooming extend to the quality
of your product itself. Most of the contact that your company will have with the
customer will be you personally. For this reason, the way you appear and behave
is a critical factor in the buying decision. It satisfies the prospect’s need for
assurance.
A whopping 95 percent of the first impression that you make on a customer is
determined by your clothes. This is because, in most cases, your clothes cover 95
percent of your body. When you are well dressed, properly groomed, shoes
polished and looking professional, the prospect unconsciously assumes that you
are working for an excellent company and you sell an exceptional product or

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service. Further, when you are punctual, polite, and fully prepared, you make a
positive impression that spreads like a halo to everything you do and to the
product or service you sell.
On the other hand, if the salesperson is late, unprepared, and poorly organized,
the customer immediately assumes that “what you see is what you get.” He or
she takes for granted that the company is second-rate and that the product or
service being offered is of poor quality.