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

Use the Sales “Two-Step”
In selling an intangible product, such as an insurance policy, an investment, or
any kind of service that requires customizing and tailoring to the specific needs
of the customer, use the two-step sale. On your first call, you ask questions to
determine if the prospect can benefit from your product or service. On the
second call, you return with a proposal or a recommendation, complete with
prices and terms, and show the prospect how he or she can most benefit from
what you are selling.
The reason you use a two-step sale when selling a more complex service is
because you are not in a position to make a buying recommendation in the first
call. You do not have enough information, nor do you have sufficient rapport
and trust, to ask for the order.

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Prior Planning Prevents Poor Presentations
One behavior that separates highly paid professionals from poorly paid amateurs
in the sales profession is the planned presentation. The planned presentation is
twenty times more powerful than the spontaneous presentation. All sales
professionals in the top 10 percent use a planned presentation. The low money
earners, those in the bottom 80 percent of salespeople, simply say whatever
comes out of their mouths when they meet with customers. This is not the path
for you.
Low money earners, those in the bottom 80 percent of salespeople, simply say whatever
comes out of their mouths when they meet with customers. This is not the path for you.
The planned presentation is a step-by-step process of learning and teaching. It
begins with your opening question. From your opening question, you move
through the process of learning the situation and needs of the prospect to
teaching the prospect what your product does and what it can do for him. You
move from the general to the particular, the known to the unknown.