I CAN'T SELL ANYTHING!

If that describes your thoughts, you are in luck. As it turns out, there is only one thing standing between potentially great salespeople and their fortunes: fear of failure.

Sure, people say all the time, "What's the worst they can say, no'?" But actually, to many new business and sales people, that is the absolute worst scenario there you are, just you and the customer, and you ask him to buy your product or service and they say they want to think about it, they don't want it, or they are not interested. So you thank them for their time, pack your presentation in your otherwise empty briefcase, scurry for the door, and probably decide sales just isn't for you.

Stop. Back up, and think about where you went wrong. You prepared yourself for failure before even walking in the door by steeling yourself for rejection! It is not your improper delivery or your inability to sell a good product that caused the customer to walk away from the deal you offered. You caused it by not believing.

Top sellers are consultants, not sales people. They believe in their company, they believe in their products and services, and most importantly, they believe in themselves. Selling is simply a transfer of enthusiasm. When you believe, people do not care how much you know until they know how much you care. The only things these consultants ever have to sell is themselves.

The AIDA Model of Selling describes the basics in a logical process. The acronym is for Attention, Interest, Desire and Action. If you have problems selling, you have not aroused interest in one of these areas. Prospects buy because some feature of your product or service will potentially improve their life.

What are the benefits that are most likely to stimulate desire in your product?

Saving or making money.
Saving or gaining time or increasing convenience.
Being healthy, secure, popular, respected or current.
Improving one's personal or business situation in some way.

Your task when consulting with the prospect is to determine which of these benefits you can assist with, and make a recommendation for your product or service. You need never directly sell your product, only recommend ways to achieve a desired benefit. When you realize this, and transfer your enthusiasm to help your client achieve the benefit they need and want the most, you will have the all the tools to become a super salesperson.

Be sure before you walk into any meeting that you

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