In the book "Sales and Retail", author, super-successful salesman John Lawhon provides readers with valuable information on how to prepare for the sales process. In this book, he elaborates on the successful implementation of the process itself.
The book is divided into two main sections. The first part deals with the sales process in the retail environment, and the second part provides tips and tricks that sales professionals can improve their education.
He first discussed the presentation itself. In the demo, the revenue that should be provided to the customer will exceed the cost associated with obtaining the benefit. Mr. Lawhon used the following outline to illustrate his views on the process:
* The customer buys emotionally and then uses logic to justify the decision after the sale.
* The functionality presented to the customer should support the buyer's decision.
* The more features and benefits that are presented to customers, the more emotions they generate.
* The more features that are displayed to the customer, the more data the buyer supports in purchasing decisions.
Therefore, it is important to include as many features and advantages as possible in the presentation, including features that may not be visible, and benefits that the customer may not have thought of without the "internal" knowledge of the sales professional.
The author then emphasizes the importance of getting customers involved in the process and presentation, not just listening to the salesperson's presentation or watching the presentation. The actual tools, people sitting in chairs or adjusting equipment are more likely to buy than those who buy the 10 millionth sales booth. He also recommends retaining and using any external project or information, such as advertisements or movies in which the product appears.
He then explained how the art of asking customers would lead customers to actually "sell" the product to themselves. Questioning can also be used to clarify the actual needs of the customer in the minds of the salesperson and in the minds of the customer.
The author continues to describe techniques that can be used to overcome objections. He first pointed out that although some objections may be merely "steps" experienced during the sale, some "objections" actually describe the real obstacles to the sale. An example of this is when someone does not have the money to buy the item at all. On the other hand, some of these "barriers" may be real, but may give salespeople an opportunity to solve customer problems. In this case, an example might be that someone has seen a piece of furniture in conflict with their existing color scheme. A key point of objection is that the objection may not be a true objection, but rather indicates that the customer has missed some of the ideas previously presented in the presentation. In this case, you may need to demonstrate again.
After a general discussion of the objection, the author conducted a more in-depth discussion of the subject, discussing the true meaning of the objection and how to weaken the sharp edge of the objection and how to deal with objections based on money or knowledge... Or assume.
In the discussion about the actual writing of the order, one of the key points raised by the author is that many of the sales are lost because of the salesperson's lack of calculators, appropriate forms, and even pens. He also suggested not trying to hide the fact that the order was written by avoiding the process or other strategies that were meant to cover the fact that the product was exchanged for currency.
Like many other successful sales professionals, Mr. Lawhon believes that asking for a sale is perfectly acceptable. In fact, according to his philosophy, retail salespeople can help customers get what they really need and want, and salespeople should recognize the need to summarize the positive parts that emerge and continue to help customers have what they need to have.
Obviously, at least for the author, asking for a sale can be considered the first closing technique. However, the author also uses several other pages for other closed technologies.
Finally, at the end of the sale, professionals even know how to say goodbye, and the author covers this. The three main recommendations are to reinforce the customer's evaluation of the article they just purchased, make sure they leave with a business card, and follow up on the phone.
In the final part of the second part, the author introduces other techniques that can increase sales and sales opportunities, and discusses issues that enter the sales industry and related topics. In the last part, Mr. Lawhon also re-expressed his view that if a person succeeds in sales, they have no real reason to seriously consider turning "up" into management. His feeling is that if sales are done right, sales professionals just need to "go up" to a higher income level.
Orignal From: Book Review - Sales Retail - Book 2 by John Lawhon
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