SELLING

It is amazing how many small business operators hate selling. Many of these people seem to feel that most sales techniques are less than honest. There are sales techniques that are based almost entirely on fooling the perspective buyer but this is not representative of all selling. Dishonesty can be found in almost all areas of life not just sales.

You can have a successful sales technique that is based entirely on honesty. The first step is handling a product or service that is of real value and not some useless scam. Secondly, you must believe in that product or service. If you don't really believe what you are telling the potential customer, then you are being deceptive. Don’t tell the potential customer anything that isn’t true.

Avoid hard sell techniques. Do not badger your potential customer to get them to buy when they resist. Explain your work methods or products and tell the customer why buying from you will benefit him or her. Talk in a clear, concise and honest manner and remain fully involved in the process even if they decide not to close the deal. Some people need time to absorb things. They may not close that day and then call you a week later because you were the only one that listened to them and helped them with ideas.

There are many books and tapes on good sales techniques. Take the time to check some of them out but be careful because some of them deal with very superficial and obviously phony methods. These are not conducive to the one-person business. Establishing an honest and trusting relationship with a customer early on is critically important.

The final element is one that many sales people miss completely. They are so busy trying to convince the potential customer to buy that they forget to listen. It is very difficult to listen when your lips are moving. Failure to listen is the reason that many sales are lost. Often an individual is ready to buy, has given a clear signal that he or she is sold and the sales person continues to sell. You may want to let the customer know how great your business is but if you were recommended to them and they are ready to buy, it is time to stop talking and close the sale. Otherwise, a wrong word could lose the sale for you. Watch for the signal of acceptance and then proceed to close the deal. We all must sell to keep business going but let's give the customer time to express their feelings also. This will help you to understand the customer’s needs and to give them what they want.