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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Shel Horowitz, Jay Conrad Levinson

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Chapter 5. Sales the Right Way

Should you conclude from the last chapter that there's no place for salespeople anymore? Not at all. However, it is true that some businesses don't need a sales force if their marketing is properly effective, and it also means that successful salespeople will pursue a People First approach.

If you're going to do sales, start with sales consultant Jacques Werth's concept of High-Probability Selling. Figure out who really has a lot to gain by doing business with you and approach those people—only those people.[77] But don't approach them with the attitude that you have something to sell them; come to them from the point of view that you're their ally. They have a problem that you can help solve, or you have something that will free up their resources (for example, time, money, employee productivity). If the cost of not acting is seen as higher than the cost of taking action, you're very likely to make the sale.

Once you've begun working from that understanding, your customers will not even consider going elsewhere. Why should they bother choosing from other suppliers when you've already demonstrated your sincere and competent commitment to help them solve a pressing problem or use resources more effectively? Remember Shel's response to the sales jerk? The best marketing lets the customer decide that you are the right person for the job. Your own customers and prospects can even become evangelists for you, and—if you ask politely—will give you referrals ...

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