By Patrick Forsyth
Grouped into logical sections, this article information tips to get dealers to claim convinced, comprehend purchaser wishes, create the suitable impact and achieve dedication.
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Additional resources for 101 Ways to Increase Your Sales (101 Ways Series
25. The manner most likely to succeed The overall manner deployed most likely to make selling successful can be characterised by the inter-relation of two factors. These are projection and empathy. Projection encompasses everything about the way you come across: power, personality, weight, authority, expertise – what is sometimes called "clout". Empathy is the ability to put yourself in someone else's place and see things from his point of view. Both are important, but it is the way they are put to work together that creates the right impression.
Some sales people rarely use an adjective, yet it is essential that people see what you mean. You must stir their imagination. The paint surface on a car is not "shiny", it has a "silken finish"; an employer will perhaps not buy an incentive scheme for his company that will be "nice" for employees, but he may be interested in something that makes them "believe you are the best employer in the world". While you need to beware of becoming cliched, it is worse to sell yourself short by failing to create a real picture in the buyer's mind and thus generate fuller understanding.
Certainly", came the reply, following which the salesman did not appear to draw breath for 35 minutes. He described chronologically the company history, its start, development, ups and downs, the people, clients, services ad nauseum. Each piece of information was well described, it was all true, but most of it was simply not relevant to the client, who had probably expected 35 sentences, or even words, rather than 35 minutes.