Mastering the World of Selling: The Ultimate Training Resource from the Biggest Names in Sales

Chapter 12. Twenty-One Ways to Increase Sales This Year

Jim Cathcart

Cathcart Institute

The relationship between buyer and seller is probably the one that most impacts your success as a salesperson. Too often, however, salespeople neglect this relationship, focusing mainly on presentations or the desire to make the best offer. While these aspects do play a major part in sales, in the long run, the sales process involves humans interacting with other humans. The tips I've outlined below show you not only how to persuade your customers, but how overall to work with them.

1. Prepare Yourself to Excel. Use a checklist to prepare your attitude, appearance, customer information, company and product information, and the selling environment, so you can be at your best on every call.

2. Notice What Is Working. Study yourself, your product or service, and your company to know what is working now. Reinforce the actions and tools that are generating results. Learn from your successes as well as your failures.

3. Know Your Competitive Advantage. Study your company and your products and services in relation to what your competitors offer. Know where and how you stand out and where you don't. Be prepared to discuss these comparisons at any moment.

4. Improve Your Sales Skills, Not Just Your Product Knowledge. Don't rely on product knowledge to make you more persuasive. Sharpen your skills in reading people, describing your offer in compelling ways, and asking for the order at the right time.

5. Target the People Who ...