Sell­ing it right

The Smart Manager - - Selling It Rightstrategy -

San­dler’s first rule states, “You have to learn to fail, to win.” The book, Ques­tions The San­dler Way, de­scribes the for­mula to suc­cess as a com­bi­na­tion of fail­ure and per­sis­tence. An­to­nio Garrido ex­plains strate­gies, if em­ployed, will lead to suc­cess. He dis­misses the ha­bit­u­ally fol­lowed sales meth­ods and pro­vides a break­through ap­proach on how to sell ef­fi­ciently—not merely by an­swer­ing ques­tions but by ask­ing the right ones.

The premise of your book is ‘sell­ing by ques­tion­ing’. Does this ap­ply to all kinds of sales? How?

Yes, of course. Sell­ing is de­fined as a trans­ac­tion be­tween the seller and the prospec­tive buyer or buy­ers where money (or some­thing con­sid­ered to have value) is ex­changed for goods and/or ser­vices. Pro­fes­sional sell­ing, there­fore, maps the process and the in­ter­ac­tion be­tween peo­ple ex­plor­ing whether or not a par­tic­u­lar trans­ac­tion would prove mu­tu­ally ben­e­fi­cial. This is a rather long­winded way of say­ing that ev­ery sale in­volves peo­ple try­ing to fig­ure out so­lu­tions to prob­lems. The in­ter­ac­tion be­tween the buyer and the seller is a fas­ci­nat­ing area of study, and at the heart of the in­ter­ac­tion be­tween them lies the trans­fer of in­for­ma­tion. This in­for­ma­tion ex­change is crit­i­cal to the out­come of the in­ter­ac­tion, and it is fa­cil­i­tated by ques­tions and an­swers. The seller has two pri­mary goals in the quest to qual­ify/dis­qual­ify a prospect: get­ting to the truth, and then get­ting to a de­ci­sion (even if the de­ci­sion is a ‘no’). Re­mem­ber, if it is go­ing to be a ‘no’, when do you want to know? As soon as pos­si­ble, right? Adopt­ing the cor­rect ques­tion­ing strat­egy gets you to the truth ef­fi­ciently and ef­fec­tively, as well as helps the buyer reach a clear de­ci­sion. Whether you sell pa­per clips (com­mod­ity sales), to oil rigs (con­sul­ta­tive sales), to med­i­cal de­vices (unique value sales), to industrial prod­ucts (ac­count sales), B2B or B2C, one-off, or en­ter­prise sales—they all in­volve peo­ple try­ing to fig­ure out how to solve prob­lems. Ir­re­spec­tive of the mar­ket and prod­uct, ques­tions are the only way to fig­ure out whether the ‘sus­pect’ can be­come a ‘prospect’, and then whether or not the ‘prospect’ be­comes a ‘client’.

Is there truly a right and suc­cess­ful the­ory to make a sale? If yes, what would it en­tail?

As I men­tioned ear­lier, ‘mu­tu­ally ben­e­fi­cial’ is at the heart of a suc­cess­ful sale. This means that all par­ties

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