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Supremely Successful Selling: Discovering the Magic Ingredient by Jerold Panas

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Chapter 15

If You Don't Know Where You're Going, You'll Probably End Up Somewhere Else

I'M REMINDED THAT SELLING is a contact sport. You are judged on your wins.

Never lose track of the importance of good results. I remember hearing the president of a university at a victory celebration, speaking in glowing terms about the coach's highly successful football season. He gave great acclaim to the team and praised the coach profusely.

After the meeting, the beaming coach asked the president, “Would you still like me as much if we didn't win?”

I'd like you every bit as much, the president replied. “I'd just miss having you around.”

You've come to that point in the visit when you must present the allure and appeal of your product. It's winning the sale. Winning with integrity.

You describe dramatically the value of your product to the buyer. It is complete with what Sam Goldwyn called, “warmth and charmth.”

And this is important. You create a sense of urgency. (You don't want to have the decision delayed or put aside.)

You may wish to say something such as, “Here's why you might want to consider a decision now….” Use your own language, whatever you're comfortable with. But move toward a decision.

Take no more than seven minutes to present the exciting opportunity your product presents. It is a dream of possibilities. Take fewer than seven minutes if possible.

Let me explain the seven minutes.

Oh, sure, you can take more time if you must. But not much. And at your own risk! All the research ...

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