We all are involved in sales in one way or another. You may not define yourself as a sales person, but you are selling your ideas. You are selling your concepts, your beliefs, and you are selling your products or services. There are some basic tenets of sales or influencing people that you should know. If you want to improve your sales figures, your success in selling is in direct proportion to your ability to influence people and the quality of the presentation that you make to that individual.
One of the basic tenets of sales you should keep in mind is that people don’t want what something is, they want what it does. As the famous example goes, nobody wants a quarter-inch drill; what they want is a quarter-inch hole. People want what your product or service does, not what it is.
Are you focusing in your presentation, in your communications? Are you focusing on your relationships to your product and services, what it does for the individual, what it does for the business, what it does for their situation? Or are you focusing on what it is so much that they don’t understand what it does?
Last year there may have been a million or more quarter-inch drills sold. Nobody wanted a quarter inch drill, they wanted a quarter inch hole. So are you talking to people about what your product and service is, or about what it does?
Published: August 7, 2013