How to Be A Sales Superstar: Break All the Rules and Succeed While Doing it

Chapter 10. Setting the Stage

Earlier in the book, I talked about some of the usual pitfalls and objections you may hear as a salesperson. If you're proactive and set the stage to address and eliminate these pitfalls before they occur, then you'll be in good shape. Ignoring the risks and hoping for the best won't work. I often say that, "You can't sweep crap under the rug and expect the stink to go away." Traditional sales training has centered on avoiding the issues of price, or any other thorny topic. I believe you must address these matters immediately, before the customer brings them up.

By doing so, you've taken the necessary steps to frame the conversation yourself. You are guiding the customers in a direction with which they will be comfortable, and one that will also endear you to them—because of your honesty and unique process. I am clearly not telling you to walk into a sales situation, and give your potential client the lowest possible price up front. What I am saying is to address the issue of price and how it will be handled early in the process.

If you can give customers a beginning, tell them what the end looks like, and outline the path to get there, they will comfortably fill in the remaining details. Their minds will lead them to the destination as YOU have laid it out for them. Make note of the following: Customers fear the unknown. Left unaddressed, their fears will grow to levels that will render them unable to buy.

There are sales methods still taught today by ...