Results, The Key That Drives Sales

     Getting someone to like you is not going to close sales -- especially in this economy. It is amazing that this misconception is embraced by so many sales people as the essence of relationship selling. Hopefully this will clear up why "liking" doesn't make a relationship nor put money in your pocket.

     In the professional arena, as well as in personal situations, "people liking you" means they get from you something they want. In a selling situation, if you want someone to buy from you (like you), give them or deliver the results they want better than other alternatives.

     It's not about being cordial, good looking, being funny, etc., it's about helping the other person get done what he or she has to do with less effort and risk, and/or with the assurance of bigger rewards.

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LEASHABLES

TOP SHELF TIP NO. 119

"Be kind to unkind people - they need it the most."

Anonymous

Success, Not Charm Is The Answer

     It's not to say that charming, dressed attractively, etc. doesn't help. But it's not enough. There has to be the promise of providing success to the buyer with minimum risk of failure. Stated another way, the buyer needs the assurance that you will protect or enhance his or her career/job position. So inside that pretty smile and spiffy suit there has to be the substance on which the buyer is willing to take a chance. Otherwise, you're pleasant to be around, but not one to invest in.

Meet The Customer's Needs

     The moral of this story is to focus on the results people want for themselves. Don't assume you know what they want. Let people tell you in their own explicit language. In this way you may learn something you don't know, and they will know for certain that you do know.

     It's nice to be liked, but without results, it doesn't buy much. Think of it this way, people will buy from someone they don't like if they get what they want. The opposite is not true.

     Source: Sam Manfer delivers key note speeches and in-depth selling workshops for those anxious to increase sales. He is the author of Take Me To Your Leader$ and Matching Chemistry's CD. Click this link to sign-up for his free Selling e-Zine.