4
CREATIVE
SELLING
A man to carry on a successful business
must have imagination.
He must see things in a vision,
a dream of the whole thing.
—CHARLES SCHWAB
C
reativity is a natural characteristic of all top salespeople. Fortunately, your
level of creativity is largely determined
by your self-concept, by how you think
and feel about yourself when it comes to creative activity. This means that you
can increase your creativity with practice until it becomes an automatic and easy
response to any goal you set for yourself.
Creativity is something that you demonstrate and use all the time. When you
are trying to avoid a traffic jam on your way
to an appointment by taking
alternate roads, side streets, and alleys, you are engaging in highly creative acts.
When you are arranging a party or designing a sales presentation, you are
acting creatively. If you are attempting to convince
somebody of the goodness
and value of your product, you are behaving creatively.
Even getting dressed in the morning, when you match your clothing—ties,
shirts, blouses, dresses, slacks, shoes—together to make an overall impression,
you are engaging in an act of creativity.
Your Beliefs Become Your Reality
The sad fact is that most people do not think they are particularly creative.
They associate creativity with writing great pieces of literature or painting great
works of art. However, creativity can best be defined simply as “improvement.”
works of art. However, creativity can best be defined simply as “improvement.”
When you improve anything by doing things differently, you are using your
creativity, sometimes at a high level.
Because of the central
role of your self-concept, the more you
believe yourself
to be creative, the more you will generate creative ideas. In selling, you are
essentially creating business where no business existed before.
By the process of
prospecting, building rapport, identifying needs, presenting solutions,
answering
objections, closing the sale, and getting resales and referrals, you are engaging in
extraordinary complex creative acts that are
the wellsprings of our free
enterprise society.
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