Want to know what it takes to be a good sales person? Ask a pro.
EARL SHRAIBERG is a sales pro. He started Shape Up Shop, Inc. the first fitness specialty store in Chicago. While the store was still open, Earl began a manufacturing and distribution company. Body Solid, Inc. — a wholesale supplier — would soon become a leader in the fitness industry for home fitness equipment. He expanded to Fitness Factory Outlet, Inc. a mail order company supplying fitness products to the end users. Can this guy sell.
Here’s his sales advice:
1. Know your competition. As a salesperson, you must know what you are selling against as well as knowing how to sell against it.
2. Create Value. If you listened well enough to the customer, you will understand what is of value to them, and you will apply that to whatever you are selling.
3. Sell Benefits. Tell your customer the facts about your product, but make sure they understand the benefit of those facts.
4. Shape Perceptions. “A Good Deal is a Frame of Mind.” Everybody wants to feel they are getting a real value when they buy. Make sure the customer feels you are delivering that good deal.
5. Ask Questions. Questions allow you to understand better what the customers needs. Once you understand that person’s needs, you can create value for them by relating your products’ benefits to their needs.
6. Develop Relationships. Never be an angry salesperson who seems bothered to help the customer. Be pleasant and excited to be serving the customer. Say thank you. Even send “thank you” cards after a sale.
“These things are mandatory in a good sales presentation,” says Earl.
SCORE Chicago is a nonprofit organization of more than 100 volunteer business counselors who provide free, confidential business counseling and training workshops to entrepreneurs and small business owners. You can set up an appointment at one of our 15 locations by clicking this link. Check our website www.scorechicago.org for details on our workshops or resources on topics of interest.
What questions do you have for Earl about these sales strategies? Ask them in a comment.
More Posts from SCORE Chicago’s other sales and marketing counselors:
Hank Rodkin: 5 Essential Marketing Questions to Ask Yourself
Elliot Shear: 8 Deadly Marketing Mistakes
Mike Sullivan: 7 Keys to Effective Guerrilla Marketing