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Why Another Book on Sales
Plenty of books on sales are already available. Why another? Simply put, because the market has changed. Old ways of selling won’t work anymore. The new rules of selling require you to know and to master the old ways, but to use them in a different fashion. Styles in selling, like styles in clothing, change.
Simply put, the new rules are:
- Sell what the customer desires or requires, not what you happen to have.
- Get personal; collect as much information about your customer as possible, and use it to make a sale.
- Become a friend, because people will buy from people the consider friends, but the don’t trust salespeople.
- Compete on the basis of strong relationships.
- Find things that you and the customer have in common - sports, family, golf - and build on these connections.
- Gain the trust of your customers.
- Have a great time, and have a great sense of humor.
- Don’t ever even look like you’re trying to sell.
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Tough Times
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Practice each of these principles every day. They’re particularly important when times are bad. In fact, when times are really tough, ...
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