Principles of Professional Selling

This tutorial offers sales tips  and coaching in Principles of Professional Selling. It will be helpful for business owners, sales managers and sales representatives wanting to improve their understanding of strategies tactics and tools used by professional sales people to improve confidence and control over sales team performance

Steve Reeves

Preview

The relationship between customer and sales representative should be seen as creative tension rather than confrontation. Both parties are interested in their own objectives, but each can only achieve what they want by working with the other. Their interests can appear mutually exclusive – the customer wants the lowest price while the sales representative wants the highest.

But these aren’t exclusive. If they don’t find a way of agreeing a mutual objective, the deal doesn’t happen and nobody gets what they want.

Understanding how this works is critically important to both parties, if they’re going to get the most out of the transaction. If one party does, he can coach the other through the process,
from initial interest to contract, but if neither party understands, the probable outcome will be bad business, for at least one of them, if not both.

Top sales people do understand and approach the relationship with a combination of realism and empathy. Enough realism to understand there is always a time to walk away, and being prepared to; enough empathy to want to do the best for the customer. Through experience, these top achievers have built up their own knowledge base, full of tactics they can employ to get the customer thinking the right way and doing the right thing. This makes them very powerful people and probably explains why success in sales is seen as some sort of black art.

These professionals don’t misuse this power to get the customer to a wrong choice. To the top guys, their integrity is of paramount importance. It’s what gets them easy repeat business, reference accounts, job offers and customers who pay for the lunch. They use these tactics to manage the inexperienced customer to the right outcome, at the lowest cost of sale.

Top sales guys always approach their job with discipline, a hard dose of reality and understanding the following fundamentals.

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