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Supremely Successful Selling: Discovering the Magic Ingredient by Jerold Panas

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Chapter 19

Climb the Ladder of Success One Objection at a Time

YOU'VE GONE THROUGH YOUR PRESENTATION. You established an effective bond by probing and asking questions. You gained rapport.

You encouraged your likely buyer to do most of the talking. I've told you that you will have your greatest success if you talk only 25 percent of the time. That's the hard part for most salespeople. We love to talk.

But your job is to get the buyer to talk. That's how you pick up selling clues and buying incentives.

Note this well. The need to be heard, which some take for granted, turns out to be the single most powerful motivating force in human nature. People want to be heard. Your buyer wants you to listen.

Studies are quite clear. People buy from a salesperson who listens.

You listen. You are making the presentation. You felt during the entire time there was a great endorsement of your product.

You are encouraged because the buyer seems intent and raises appropriate questions. You notice that he nods approvingly and smiles throughout your presentation.

Everything is properly in place.

You come to those simple words that transform your entire visit into an invitation to buy. You review once more (very briefly) the important benefits to your buyer. Then, those words that effectively convert your meeting into an ask: “I would like you to consider…”

I often don't repeat the cost. But not always. Remember, it's not about the product. Or the cost. It's about the buyer. You ask. Then you pause. ...

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