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Modern selling methods in the UK involve a thorough understanding of
buyer behaviour (what motivates different people to buy), coupled with
subtlety in the application of sensitive yet structured questioning.
Professional selling has moved away from using many of the traditional
methods that involve closing techniques and handling objections although
it is still important to recognise buying signals.
Carshaw's focus on selling is directed towards business-to-business
trading rather than selling to the general public. We have found that
in this marketplace there is now a crucial emphasis on communicating
certain key leadership characteristics of the seller. Traditional
selling techniques, by contrast, are given a low importance rating by
people in industry and commerce according to recent research. A summary
of this research was published in the July 1999 issue of 'The Achievement
Report', with the title "The Importance of Leadership Skills in Modern
Sales Effectiveness". Copies are available on request. It is also
available in text form on this web site in
Sample Questionnaires.
When the decision-makers in industry and commerce need to make an
important or sizeable purchase, they actively look for certain key
characteristics in the people from whom they wish to buy. These key
characteristics include:
* Honesty and credibility
* Integrity & trustworthiness
* Good communicators/listen well
* Consider me(customer)/my business important
* Good product/company knowledge
* Enthusiasm/energy
Is this an isolated finding? Absolutely not! A prominent UK sales
recruitment specialist was recently quoted in the national press as
saying, "Companies these days are looking for people with the qualities
of character and initiative to succeed in a sales environment, rather
than people with traditional sales training or sales experience."
Among those personal characteristics they list:
* Being always dependable
* Be an active listener
* Knowing and believing in your product
* Show you have drive and energy
* Thinking positively
It is no coincidence that the list is remarkably similar.
Carshaw sales training and coaching workshops are always customised for
clients and deal with "live" situations where possible. There is precious
little input of theory and participants learn mostly by doing. Not only
that, but where all the participants are from the same organisation, these
workshops can be used to raise the standard of performance for everyone
there. The training is based upon sound sales and marketing experience
in the business-to-business arena (still Carshaw's current marketplace)
coupled with the latest understanding of buyer behaviour and modern
professional sales methods. One feature of this training is the
remarkably effective "SHINES" structured questioning technique.
While the selling process itself can be so important, it is also crucial
to recognise that many business people in the UK are turned off by overt
salesmanship. They do not like the feeling of "being sold to".
Yet they still have needs, wants, desires and expectations that need to
be fulfilled while still needing to feel in control of the situation. We
excel at helping people to handle this kind of situation.
In understanding the buying processes that occur in the minds of purchasers, it is important to recognise how irrational, rational and emotional thinking play a part in making the final decision. Also, our training concentrates upon those vital first few minutes in face-to-face selling where most sales are made or lost.
Also, in the overall selling process, we can influence others in lots of small ways, particularly in the ways that we think, behave and communicate wit others. Click [ HERE ] to download your free sample of "102 Ideas for Greater Personal Effectiveness", which will give you many ways to influence others without resorting to the use of power or authority. Naturally this will help anyone who has to deal with other people and can make a big difference in sales effectiveness too.
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