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Eight Secrets of Selling

by Deleone Quintana

Copyright 1997, J. W. Brown, All Rights Reserved

INTRODUCTION

[ Deleone Quintana is a top seller who works in the music and computer industries developing sales strategies and marketing tactics. ]

Are there secrets to selling? Do some people know something that others don't? I believe so. Many salesmen work for years before they learn the secrets of success. Top sellers in my industry have some basic principles that they use in every sale. Most salesmen fail because of ego. They base their ability to sell on their own personal "attitude" and usually neglect the foundation of good selling, which is solid character. Let me share eight principles that can turn you into a sales leader, if you will apply them to your work:

BE HONEST

The number one most important trait necessary to truly be a successful salesman is honesty. You must always be honest with your client, your boss, and yourself. If you stretch the truth or lie, you will never be in the top producers of sales. You will be spending your time figuring out what you already said instead of what you should say next. The easiest way to be completely honest is represent a product you believe in. Selling anything less than something you believe in makes you a confidence man, not a salesman.

SOLVE PROBLEMS

This secret of selling is a frame of mind AND a much less stressful way of selling. The concept is to look at each meeting with a client as a problem solving experience. Help your client identify problems, and then explain how your product can solve these problems. If your client has no problems that can be solved with your product then don't try to sell them! (This goes back to honesty.)

RESEARCH

This is one of the most important skill and the least practiced by salesman. This skill is to always do your homework. The last thing you ever want is to be asked a question from a client about your product and not know the answer. This is your job as a salesman. You provide information in the most attractive manner possible, so know your information. Know your client, too. Take the opportunity to read or listen to information about your client before you start the sale.

LISTEN

You won't be able to effectively sell anything if you don't know what your client wants. The prospect is a real person with real problems and real needs. You should know the answers to all these things by your first meeting. The easiest way to effectively listen is to occasionally repeat what their needs are. When you are approaching the end of the meeting, go over all the points the client noted in detail. This will build trust and help the client understand that you are concerned about their interests.

SELL AT THE RIGHT PRICE

Price is always a sensitive issue. One thing you have to remember is that you are a professional, and professionals get paid. Every time you go to a meeting, realize you're also selling a quality product from a professional company. If you don't plan on paying yourself or selling a quality product for a quality price, leave sales now! Don't ever drop your price without a fight and for a good reason. You may look unprofessional, and you won't like the financial results!

Special Note: A key to rapid success is to sell an expensive product. Expensive products mean large commissions. Isn't that why we got into sales in the first place?

ALWAYS BE CLOSING

Closing is where you get paid, so know how to close. Practice your closes and trial closes. Start a library of close approaches you can use. Each client is different, so you also must be able to adapt instantly. Using good listening skills combined with research and honesty will generally make the close very easy. Too many salesmen look at the close as "this is the moment when we have to trick the client into signing." This is an awful way of looking at the close, and it will lead to poor performance. See the close as the moment of fulfillment for yourself and your client. Follow this solid rule of sales: Always Be Closing. We all have to eat, and you can't eat for free.

FOLLOW UP

Some statistics have shown that if a prospect asks for Information, whether they buy right now or not 48% will buy within one year. What this means is always keep in contacts with your prospects. Send cards every holiday. After every meeting, send a thank you card containing a business card, and make sure they are hand written! Keep a database or address book for your clients so you never forget. If 48% are going to buy, make sure you are the one they buy from!

STUDY CONSTANTLY

The last principle is: Always study your trade. Never think you know all there is. Every time you don't close, buy a sales techniques book and read it, or reread one you already have. Create a reference library of sales material. Read the paper for small talk purposes. Subscribe to trade magazines. The bottom line is: know what you're talking about, whether selling or not.

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