7
MAKING
THE SALE
Any fact is not as important as our attitude toward it,
for that determines our success or failure.
—NORMAN VINCENT PEALE
E
verything you do in the sales process, from the first contact through to the
close of the sale and the delivery of the product or service, has an effect. Nothing
is neutral. Everything either helps or hurts. Nothing can be left to chance. It all
counts.
The first words out of your mouth begin the process that leads to either a sale
or a rejection. When you meet a prospect for the first time, his or her level of
sales resistance is at its highest. In fact, all prospects have what is called
“generalized sales resistance” at the beginning of any meeting with any
salesperson under almost any circumstance. This is a normal, natural part of
living in a commercial society. It is a form of self-defense.
Self-Defense Against Sales Messages
The average customer is exposed to perhaps three thousand commercial
messages a day, from all sources. From the time he gets up in the morning, he is
bombarded with sales messages on the radio, television, billboards, and store
signs; in newspapers and magazines; and in telephone calls and mail
solicitations. Everywhere he turns, there are advertisements shouting, “Buy
this!”
To survive in a commercial society, a person must develop a high degree of
sales resistance. First, he must filter out most of these messages, ignoring them,
if for no other reason than to be able to function effectively. Second, he must be
able to resist direct sales approaches from salespeople like you, or he will end up
able to resist direct sales approaches from salespeople like you, or he will end up
buying everything that is offered to him. As a professional, learn to expect this
generalized sales resistance in your first meeting and to deal with it effectively.
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