The Soul of Selling: How to Get Outstanding Sales Results with Honor and Ease by Costello Carol

Author:Costello, Carol [Costello, Carol]
Language: eng
Format: epub
Publisher: New Horizons Library
Published: 2018-09-12T16:00:00+00:00

Galvanize them to want more

Gain confidence in what you say and how you say it

The Speaking Bank “Yeah, But’s…”

Step #3 is another challenging time for mental chatter. When you put together your Speaking Bank, you not only get specific , you change from thinking about your product or service to talking about it. A double threat! The chatter grabs for statements like: “Whoa! I can’t write ad copy,” “But I’m a spontaneous person!” “Did I hear the word ‘speaking?!’” and its favorite line of defense, the “Yeah, but’s…”:

Yeah, but… #1: I can’t write.

A blank piece of paper is some people’s worst nightmare. The thought of filling it with the pithy, salient features and benefits of their product or service makes them feel frustrated, inadequate, or hopeless. Take heart. You do not have to know anything about writing to create your Speaking Bank. You just need to answer some questions and fill in some blanks. The writing creates itself out of the exercises in this chapter.

Yeah, but… #2: I don’t wanna write.

Some new sellers resist Step #3, but in the end, the imagined discomfort of putting together a Speaking Bank is less daunting than the prospect of not knowing what to say and feeling tongue-tied when they are with a potential customer.

Yeah, but… #3: I can’t speak.

Even if you don’t find yourself behind a podium addressing 5,000 people about what you sell, delivering your message is a form of speaking. It can be uncomfortable. Step #3 is designed to alleviate some of that discomfort. You’ll know what you are going to say, and the guidelines in this chapter make delivering your Speaking Bank like saying hello to your best friend—with a little practice .

Yeah, but… #4: Did you say practice ?!

Yes. It’s awful, I know—whether you do it in front of the mirror, in front of friends or colleagues, or (much more powerfully) on video. Here’s the good news: When you have the courage to practice, you exhaust the nervousness. You make all the mistakes and call forth all the stage fright before you get in front of your contacts. By the time you actually deliver your presentation, you are cool, calm, and confident. You’ve faced the demons, so speaking to your contacts is a walk in the park. Practicing your Speaking Bank is like training with weights on your ankles, and then running the race without them.

Yeah, but… #5: “I’m better if I just wing it!”

One person in a hundred is better off just winging it. Why take the chance that you are that one person, when your self-esteem and livelihood are on the line? I’ve seen people who are natural sellers, who do all the good work of Steps #1 and #2, but who nevertheless do not succeed because they haven’t systematically put together their presentation.

Buyers expect us to be prepared, to have thought about what we say to them, and probably practiced saying it. When we haven’t done that, they can usually tell. When you have done Step #3, worries about your message and delivering it are behind you.

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