How Not to Sell by Mike Wicks

Author:Mike Wicks
Language: eng
Format: epub, pdf
Publisher: Harpercollins Leadership
Published: 2020-06-15T16:00:00+00:00

The question you need to ask yourself is, who now has the power? To be successful in sales today, you have to manage information effectively and get the right information to the right people at the right time. You also have to provide more and better information; you have to show a level of expertise that exceeds that of the person to whom you are selling and, more importantly, that which is readily accessible online.

Consumers are constantly bombarded by information; after all, we live in the information age. As a result, consumers have become increasingly knowledgeable about what they are considering buying and from whom. No longer can salespeople bluff their way through a sales presentation; it is more than likely that the buyer will be better informed than the salesperson. Consider the fact that the salesperson’s market, product, or service is constantly changing, as are the needs of their customers, and the power of information and knowledge becomes apparent. Salespeople need to be a beacon of consistency amid all this change and be a resource to their customers. Bottom line, you should be the person the prospect or customer trusts and turns to when they need information or assistance.

The power of knowledge lies in its ability to improve confidence and promote better communication between a customer and the salesperson, which in turn improves their relationship. In the case of the salesperson, knowledge and expertise bestows a perceived expert status that increases credibility. Great credibility comes from having enough verifiable knowledge to prove what you are saying.

Here’s a rhetorical question: Would you prefer to purchase something from someone who is full of BS or from someone who is an expert? Salespeople who demonstrate superior knowledge can adopt a consultancy role. Anytime you are perceived as more of an advisor than a salesperson you are winning. Hi-Touch Selling occurs when all of the above happens and you are seen by customers as being an invaluable resource. At that point, in the eyes of the customer you move from offering an objective view of the product or service you are selling to a subjective one. And that is pure gold.

The good news is that most salespeople, even successful ones, have only a small fraction of the information and knowledge they could have to help them sell more. This means you have an opportunity to put your competition at a serious disadvantage.

In the previous section of this book, we discussed the importance of being committed; once you’ve made that leap, the next step is to become an expert. Let’s explore that further and break down the various areas of knowledge that will separate you from other salespeople and make you a Hi-Touch super-salesperson. Make no mistake, knowledge IS power, and experts sell more—period.

How Not to Sell

•Who cares if you are an expert in your market and industry? You can always BS.

•Knowing your stuff doesn’t make you a better salesperson.

•Knowledge has nothing to do with confidence. You can know nothing about what you are selling and fake confidence.

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