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

Sell the Appointment, Not the Product
Never talk about your product or price on the phone unless you can actually
make and conclude the sale without seeing the prospect personally. This is an
important rule.
Young salespeople, in their eagerness to get appointments, often blurt out
details about their product in the first couple of sentences. If you do this, you
will kill the sale. The prospect does not have enough information to seriously
consider your offer. Instead, he will say, “I’m not interested,” or “We are not in
the market right now.” You will end up talking into a dead telephone line.

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Choose Your Words Carefully
When meeting the prospect for the first time, a salesperson will often start off
talking about his product while the prospect is still on the phone, signing checks,
shuffling papers, or doing something else.
The prospect’s mind is a thousand miles away. He is not paying attention to
you. You may be sitting there, but he is still preoccupied with everything that is
going on in his life. Your job is to break this preoccupation before you begin
speaking.
Your first words should be the equivalent of throwing a brick through a plate
glass window. Develop an opening statement or question that gets his complete
attention. This sentence should always be aimed at the result or benefit that the
prospect will receive from your product or service, but does not mention the
product or service itself.

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Preoccupation Breaking Made Simple
Many years ago, there was a salesman who worked for Corning Glass. This
was the year that the company introduced safety glass for the first time. This
product contained a transparent plastic sheet between two pieces of glass, and as
a result, it did not shatter the way most windshield glass did at that time.
This young salesman went out with his new product, and within one year he
became the top-performing salesman of safety glass in North America. At the
national sales conference, he received the first prize for sales performance and
was invited to share his secret with the other salespeople present. They wanted to
know, “How did you sell so much more safety glass than anyone else?”