Mar 6, 2016



If you want to persuade it’s better to give information than to seek it.

This is absolutely false.

Not on your life! Few of us are persuaded by listening to the opinions of others. Research shows that giving your ideas, arguments or opinions has a low impact on other people and rarely succeeds. It’s hard to talk to people into accepting your point, especially if the division is a big one. It’s much more effective to ask questions which let them talk themselves into acceptance.

The more customers know your product or service the more likely they are to buy.

This is false statement.

Of course. It’s true that customers like to know what they are getting, and often ask a lot of questions about product and services. The main reason for this is that they want to know whether your offering meets their needs. If customer’s see that you are offering a whole list of features which they don’t need, it will reduce the chance that they will buy. When looking at major sales, it’s found that the more feature the customer hears, the lower the success rate.

Effective sellers tell their customers about their products as soon as possible.

This is not truth.

Effective sellers tend to wait until they understand customer’s needs clearly. That way they can focus on aspects of their product or service which they know will be of interest.

When you are selling, the more questions you ask the better

This is false always.

It’s true that questions are a vital part of the sales process, but more is not always better! If the buyer finds the questions irrelevant or unhealthful, more such questions will only makes things worse. Clearly, there is a limit to how many questions you can ask before a sales call becomes an interrogation. One significant finding of the research was that the higher the quality of questions, the higher the limit of number you can ask.

The time you spend in each of the phases is about the same in every sales call.

Remember this is false.

The length of the phases will vary from call to call, according to the needs of the customers and where you are in the overall sales process. If its first visit the chances are that you will spend much more time establishing your credentials and the relationship, and investing needs. Later on you are likely to spend more time showing how your solution meets the needs, and winning a commitment to progress to the next stage or to an order.

The more experienced you are at selling, the more successful you will be.

This is false always.

Not necessarily. We can learn from experience, but it can also sometimes lead us to inaccurate conclusions, particularly about the factors which lead to success. If particular behaviors or habits seem to be associated with sales success, it’s all too easy to conclude that they are the cause of it. It was found that people who ascribed their success to one specific opening technique, to a ‘killer close’, and to more bizarre factors like clean shoes and green ties! These were probably entirely incidental. The actual cause of success was probably some aspect of skill which, being harder to recognize, they did not associate with their successful experiences.


Implied needs are statements of wants or desires by the customers.

This is false.

The opposite. Remember that a customer’s needs seldom start in the form of a want or desire. The first sign that a customer has a need is usually an expression of a problem, difficulty or dissatisfaction with the existing situation. That’s why we split needs into 2 kinds:

Implied needs

Statements by the customer of problems, difficulties or dissatisfaction.

Explicit needs

Statements by the customer of wants, desires or intentions

The investigating stage of the call asks questions to reveal implied needs and then by further questions, develops these implied needs into strong, clear wants and desires. In other words, into explicit needs.

A customer whose problems are large is always ready to accept a solution.

This is false always.

Absolutely not! The number of people with huge problems who seem to be able to bury their heads in the sand demonstrates this. The difficulty for the seller is in recognizing just when the buyer is ready; the best clue to that is when the buyer starts to talk about explicit needs.

A Customer with an explicit need is always ready to buy.

This is always false remembering.

Explicit needs correlate with success, in so far as there are more of them in successful sales calls. However, there’s more to it than that. In evaluating whether or not to buy, the customer ‘weighs’ The perceived value of change against the perceived cost of change. We all do this, in any purchasing decision. And the higher the perceived cost, the more likely we are to think carefully about the decision. So, in major sales you have to have the ability to influence this perception, to get the customer to recognize that the need ‘outweighs’ the cost.

Every sales call should be opened in exactly the same way.

No! It’s false statement.

Research shows that sellers who open every call with almost exactly the same words have a lower success rate than those who employ more variety.

Flexibility is a key note for success in opening. After all each of your customers is different and the opening need to recognize this

Take, for example, a customer you have never met before. Would you open the call in the same way as you would for a customer you have known for some time? Of course not. And how about the customer who has asked you to come for a meeting? Isn’t that different from those calls where you take the initiative?

Of course it is. For one thing, if the customer has called you, then you don’t have to explain why you are having the meeting. And it’s easier for you to begin your questioning. It’s also true that some customers like to start by talking about non- business -related issues, while for others the sooner you get down to business the better.

So customers are different and your opening must reflect this. Don’t get into the bad habit of opening every call in the same way. If you do, you will get to sound like a record. And not many customers buy from a recording.

When opening a call it’s important to describe full details of your product so that the customer knows exactly what you have got to offer.

No it is FALSE.

A lot of people do this. It’s sometimes called ‘spray and pray’ selling and it won’t help you get business.

Why shouldn’t you talk a lot about your product at the start of the call? Several reasons:

1. Giving is less powerful than seeking, so telling the customer about the product is a week way to influence.

2. By describing your product you offer a solution to the customer. As the Effective Selling QWIRK points out offering a solution early in the call has a little impact.

3. At the start of the call, you don’t know what the customer needs- so the solution you offer maybe inappropriate.

4. Describing your product too early often gets the customer asking you the questions- especially about the price- and creates unnecessary objections.

So don’t talk about details of your product when you open the call. Just try to set the scene in a way which allows you to ask the questions and doesn’t trap you into a lot of weak giving behavior.

When you have met previously it’s unnecessary to introduce yourself again.

No it is FALSE.

Customers are busy people, and they will often see many sellers other than you during the course of a week. If you know them very well it would clearly be absurd to introduce yourself formally and handover another business card. However, less familiar customers will appreciate the courtesy of a reminder of your name and the purpose of the visit. It’s a judgment which comes from experience, but the important point to remember is to try to put yourself in the position of the customer- if you feel that he or she may have forgotten your name, find a way of introducing it without being too formal about it.

Customers are generally happy to see you without an appointment, providing you have a good offer.

No it is FALSE.

In recent years, surveys of buyers have revealed that one of the thing they say that they hate sellers who visits without appointments. Some buildings even have notices saying “No sales people seen without an appointment”. Surprisingly, this is equally true in those industries where, traditionally, sellers have “just popped in”.

The exception is where there is a defector appointment i.e. the seller visits on the same day each month, at the same time. Even then, it’s worth telephoning to fix an appointment if you are trying to introduce a new product or service to an existing customer. This helps to ensure that you get the time you need.

Some news revealed that some people respond to “being caught unawares” by cutting back on their reactions- they give less feedback to the seller than they would in other circumstances. For such types of people, this would seem to be an unconscious, reflex action rather than a deliberate act. Either way, the behavior can have a disconcerting effect on the seller, and actually reduce the likelihood of success. So, just “popping in is generally counter- productive.

In order to establish rapport, you should always talk about the customer’s personal interests and hobbies.

No it is FALSE.

Some customers do respond to this approach, but just as many don’t. It is mistake to assume that, because you as the seller want to build a relationship, the customer does to. Sometimes he just wants the information he needs to make a decision in the most efficient way possible. People like this will be very irritated by attempts to get close, and will tend to reject them.

A good opening will determine whether or not you win the business.
No it’s FALSE.

It’s often asserted, but there is no solid reason to support the assertion. It’s possible that the quality of the opening influences success in smaller sales, where you expect to conclude the business in one meeting. Even then, it’s more likely that a poor opening will lose the business than that a good one will win it.

In major sales, which may involve many meetings between the first contact and the final decision, it is very unlikely that the five minutes has a significant influence on success.

When you open a call, you are trying to achieve three main things; you want the customer to:

Know who you are

Know why you are there;

Agree to answer questions.

Since note taking is so valuable in a call, it is also good idea to gain the customer’s permission to take notes.

In general, the faster you can get through opening the better, so that you can proceed to the investigating phase of the call. Remember, too, that you are more likely to find your customer in a respective mood if you make an appointment.

There is no single ideal way to open a call. Be flexible; adapt yourself to the pace and style of the customer, but don’t get drawn into a detailed description of your product or service.


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