Business essay #1
For my business course this week I was reading The Secret of Selling Anything by Harry Brown. Harry Brown’s approach to selling is that the best salesman is the one who tries to help his prospective buyer, not the one who is most aggressive or persuasive. You don’t have to be an extrovert to be a good salesman, nor do you have to be pushy or a glib talker. All you need to be successful in selling is the have the right mental attitude; the attitude of a problem solver.
Your job as a salesman is to ask the potential buyer questions to find out what he wants to accomplish though buying your product. You don’t need to motivate your prospect to buy, you need to find out what it is he wants. After you know what he is looking for then you can present your product (assuming you product will take care of the problem). When you present what you want to sell him, you focus on what he has indicated is important to him. For example, let’s say you are a car salesman. You could ask the question, “So what do you think is the most important thing to consider in buying a car?” His answer will determine what car you show him and what aspects of the car you need to stress when you show it to him.
After you show him your product, answer his questions and listen to his concerns. If he gives you a concern, listen and agree with him that it is a concern even if you already have a solution to the problem. Then once you’ve seen the concern from his point of view give him a suggestion as to what can be done to solve the problem. After you’ve reached an agreement don’t leave an interview without a yes, a no, or an understanding of how long your prospect will take to make his decision.
The trick to selling is to have the mind-set of trying to help the person you are trying to sell to, ask him what problems he has in his business (or whatever), and be sincere in your desire to help him. Trying to help your prospect also could lead to him recommending you to a fiend or coming back for more. The best sale is the sale that leads to another sale.