Selling Skills for Complete Amateurs by Bob Etherington

Author:Bob Etherington
Language: eng
Format: epub, pdf
Publisher: Marshall Cavendish International

My hero in the world of professional selling is Neil Rackham, author of the book SPIN Selling. He is an academic who applied some serious research into what works and what doesn’t when sales people are trying to sell things to other people. His research has shown that the higher the value of the sale, the less effective Advantages become, and the more effective Benefits become. So you can see that the more you relate your message to an explicit customer problem (e.g. You can avoid accidents, shave as quickly as you want without “nicks”) the better.

And how can you find out what your customer’s “wants”, “headaches” and “problems” are? You ask questions: investigate the knock-on effects, consequences and implications of your customer’s explicit problems. What benefits and solutions are they seeking? You do what business owners large and small are very good at – get close to your customers.

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