Here are some of the highlights of my readings in this book. This is now the second part of the lessons. I have been reading books so I can have some ideas on how to be successful in all aspects of life especially in business. Here’s the first part if you missed it.
- Plan your work and work your plan. Be in charge of yourself and of what you do. Figure out the right moves to make and make them. Do good, smart and effective work. Narrow and eliminate the gap between you and the customer. Attitude planning is as much a part of planning your selling day as anything else. The question isn’t how hard we work but how well.
- Honesty is the best policy. Most people who want to buy want to buy it now. Your customer will like what you’re selling if you like what he has. Turn anger into smile. Turn fear into trust. Turn no into yes. Give a little and you’ll get a lot back. You never get caught by telling the truth – or making a prospect feel good when you stretch it.
- Never wear clothes that will antagonize your customers and make them feel uneasy. Know your customers, if not by name, at least by style and type. Get them with you from the start and they’ll stay with you.
- To win, sell the sizzle, not the steak. Look for ways in which you can demonstrate your product and be sure that the prospect participates in the demonstration. More things are bought through emotions than through logic. Think of what excites you about a product, or used to when you first bought it. Then use that experience to sell the excitement, the thrill of owning your product.
- Know what the customer wants, what he ought to do and what he can afford. Try to find out what’s best for him no matte what he says. The most common reason for losing a customer who seemed really interested is not listening enough, not watching the face and body movements of the customer. Let the customer reveal himself, while you watch and listen, and he’ll lay himself open for the close.
- Make a friend out of every customer. You never know for sure that a customer is sold until he has the product and you have all the money. However good you are at persuading a customer to buy more, be sure he knows what he has agreed to before it is too late.
- Send a special thank-you letter after the sale. Service problems and other customer complaints are a normal part of all business, regardless of what you sell. Make customers into believers, believers in you and in your interest in their satisfaction. Keep selling after the close – the money gets even bigger.
- Nobody sells all alone. Your biggest competitor is yourself – what you can do. Use leverage for your advantage. Cut away the sales resistance. Get all the help you can help – it builds gross and net.
- Decide what best ways to spend money to get the most money back. Look at the situation in your business and find out what are your best opportunities. Whatever you do should be worth more than what it costs you. Find some ways to do things better by spending enough time thinking about it and get new ideas. Don’t be afraid to do it differently – it’s usually better. The stupidest attitude in the world is saying it can’t be done because it hasn’t been done before. Come up with a better way of reaching and selling to your customers. Always look at new things and ways to try and test the value of what you are already doing. Develop your own methods to bring in the customers and the money. Time and money well invested will build your business tremendously.
- The process of successful selling means endless use of your mental resources. Everyone you meet can become an important part of your business life. Believe that people can change their lives. If you expect to get more, you have to get more. Make yourself a friend that your customer can trust and believe in. The most valuable asset in the selling business is a customer who trusts you because you helped him get what he needed and wanted. Know what makes you effective. What counts is not what kind of store you work in or what kind of merchandise you sell; what counts is how you treat your customers.
I hope you learned something for the second and last part of the lessons I have for this book. Again, here’s the first part if you missed it.
To your success,
Jake De La Cruz
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