Selling - Term Overview

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What is selling? The classic answer is: "satisfy the client's needs with a product and / or service in exchange for an economic consideration"The answer is consistent and over time it has become clear that any product has a service associated with it.

In the same evolution, any product or service that is susceptible to being sold implies that strategic concepts are incorporated into the salesman's commercial language; specifically those that refer to what makes the company that markets its product and associated service "better" and "different".

When we teach sales at a high professional level, the frame of reference for the salesperson is the proper use of language and communication both verbal and non-verbal, but essentially language.

This implies a difficulty that must be overcome; that of using adequate and appropriate communication with the client in each part of the sales process that occurs in the conversation between seller and client, at the moment of truth.

Any product or service has an emotional component in the mind of the buyer and the seller must use the language in a precise way, in order "for the customer to generate their own purchase arguments" which is very different from "generating in the customer purchase arguments ".

It's false and an outdated concept, that the customer will make a purchase decision based on the seller's arguments. On the contrary, the seller must use relevant language so that the customer generates "his" purchase arguments, on which he will make the decision.

This is fundamental and consequently implies that the language of the sales professional is, in addition to truthful and sincere, subtle, elegant and concrete, not only with regard to the product and the associated service, but also aligned and consistent with what your business does it differently and better. In other words, how is it different?

In other words, the seller must convey with crystal clarity, the concept of business added value, above the product.

This approach is complex for some professional salespeople, because they tend to be more used in the classic process of the sales conversation to talk about the benefits of the product or service, to suggest the strengths of the same, to refute objections and finally to face to the "dreaded" closure.

Some "poorly trained" salespeople ask questions to detect needs, in order to take advantage of the client's responses and build with them an argument with which they believe they will influence the client, so that he makes a decision.

The "bad training" doesn't derive in the fact of asking questions - what to do - but the right moment to ask them, and above all in what to do with the answers, which in no case should mean taking advantage of them, to generate product-oriented arguments, with the aim of generating purchase arguments in the customer.

The sales conversation process doesn't work like this.

Things aren't so simple. The use of a commercial language by the seller, subtle, elegant and concrete, oriented to transfer the added value above the product concept is something that requires specific training - prior unlearning and incorporation of new tools - because normally the seller it tends to be excessively focused on the product, when in reality its discourse must be oriented to the added value of the organization that sells the product and provides it with the services inherent in it.

Elegance in language is also to clarify doubts in the most neutral way possible, because if when clarifying a doubt or refuting an objection we rely excessively on the product, the result will be a manipulative interpretation of the language, by the client and we will probably have increased the chances of ruining the sale.

The neutral product-oriented and differential integral value, sells, and sells much more than what is solely oriented exclusively to the product.

The client expects an object-oriented approach, but will be pleasantly surprised if the approach is elegant and neutral because the sensations of the product experience can only be perceived, interpreted and valued by the, and consequently, only the client is able to generate their arguments. shopping.

Where language acquires an important dimension in terms of concretion, it's in the clarity in which the added and differential value of the company must be exposed, as a previous step to dealing with the product.

In this sense, that value must be transferred in a concrete way, as is.

Confidence will do the rest. But beware!! Trust can't be sold nor can it be asked for. Trust is a value that is transmitted since we know the client.

Confidence, like leadership, is a consequence and it's in the short and long term. Intuition is the only means by which a client gives us their trust in the short term, because they don't have an experiential history with us. (new clients).

But this short term is essential for the sale because it's in this time environment that 100% of commercial operations with new clients are carried out.

Long-term trust is that which is based on the customer's comprehensive experience with the product and service; and sells alone.

But all long-term trust had to be preceded by short-term trust, in which the client made a purchase decision by intuition, and decided to ally with us, because every business relationship is an alliance.

Some professional salespeople reading these lines may wonder how it's done. How to gain the trust of a client in the short term, when 100% of the sales contracts are materialized.

Very easy. Telling the truth. Always the truth, because the truth has something that isn't said in words, but that the evidence and substance when it's real, which leads us to trust and by the same way, to sale.

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