| Any selling approach that lacks a proven | | | | designed to garner more sales, profit and |
| strategy, a practiced proficiency for its | | | | success. The courses have been taken and the |
| application and most significantly, a full | | | | rules have been learned but sadly, NEVER |
| understanding of its psychological, human | | | | PRACTICED!Tiger Woods / Michael Jordan / |
| behavioral import - is at best, a wishful | | | | Wayne Gretzky - pick any one you like. At the |
| endeavor. ...Paul Shearstone | | | | top of their game, they still practice/d the |
| 2003......................................... | | | | basics [the Rules]. Name any professional |
| ............................................. | | | | discipline; would a surgeon be allowed |
| No one ever questions the fact there are born | | | | operate on someone without first having |
| athletes who, when compared to others, make | | | | benefit of exhaustive practice? I sure hope |
| what they do look effortless. For these | | | | not!The irony is, selling is the only |
| athletes, instinct seems to guide them like a | | | | professional discipline that allows someone |
| good road map. That is their gift.Exceptional | | | | to start with no experience and learn on the |
| though they may be, even athletes like Wayne | | | | job. Even a professional laborer has to |
| Gretzky or Michael Jordan, would never rise | | | | apprentice first.The point? Knowing what to |
| to their true potential without one integral | | | | say is only part of the success-formula in |
| ingredient - Coaching.Although I've written | | | | selling. Much like any Academy Award-Winning |
| many articles on Coaching, this isn't one of | | | | actor, his or her part is honed and made |
| them. I mention it only to point out that the | | | | convincing [award-winning] only through |
| aspect of coaching, is Mental. That is to | | | | rehearsal and practice.In Sales: To the |
| say, gifted athletes already possess the | | | | degree a sales-pitch appears natural and |
| physical skills necessary to excel. | | | | spontaneous, is in direct proportion to the |
| Nevertheless, it is only one aspect of their | | | | practice put in it! ...Paul Shearstone 2000 |
| sporting expertise.Who among us hasn't heard | | | | [from the book Up Your Income!]The |
| a professional coach say things like: "I only | | | | Psychological Import:Independent, confident |
| want players with a good head on their | | | | personalities may make great leaders - not |
| shoulders" or, "I only want players with | | | | always great believers. My policy in life has |
| Heart!"What are they saying? They [Coaches] | | | | always been to be guarded in what information |
| are saying there is more than one key | | | | I'll take in or believe. I am not a skeptic |
| discipline for success in sports and that | | | | but since: [According to Albert Einstein] |
| what's in the heart and head is more | | | | "We become what we believe", and, [According |
| important than most all other attributes. The | | | | to Abraham Mazlow] "Most people live lives |
| right knowledge and the right attitude, | | | | of quiet desperation", my reluctance to |
| compensates for, often usurps, things like | | | | accept the reality-interpretations of others |
| natural talent.Can the same thing be said for | | | | has served me well. It hasn't, however, |
| Natural Born Sales People and the Discipline | | | | stopped me from asking the question, |
| of Selling? Bet on it!The Rule:Renowned sales | | | | "Why?"Anyone looking for the one defining |
| guru, Dale Carnegie, is known to be the | | | | ingredient that separates top sellers from |
| architect of the 'Five Steps to a Sale' | | | | the rest can find it here. Much like the |
| selling process. Over the years, his | | | | runner who wins gold by 1/100th of a second, |
| successful program has stood the test of time | | | | the difference is subtle - but dramatic.In |
| and spawned many other successful | | | | selling, knowing the Rule and learning to |
| interpretations upon his theme. "Up Your | | | | deliver the Rule, still pales in comparison |
| Income! Solution Selling for Profitability" | | | | to the importance of knowing WHY the Rule is |
| by Paul Shearstone [available at all fine | | | | so integrally important to the success of the |
| book stores and on the Net], is just one of | | | | process.How much more successful, more |
| them. :-)The reason for the success of | | | | convincing could one be if they knew the |
| Carnegie's strategy is largely due to its | | | | answers to: "Why is it so vital the Rule be |
| simplicity. In short, five clearly defined, | | | | done at this time, this way and not another? |
| easy to understand Laws or Rules that apply | | | | What is the psychological, human-behavioral |
| to almost all products or services. For | | | | importance of such a rule and why are my |
| example:Step #1: "Talk to your customer | | | | chances of success predictably diminished |
| Briefly regarding something that interests | | | | should the rule be overlooked or poorly |
| Them".Easy to say but what does it mean? | | | | articulated? How does this Rule |
| Simply put, when salespeople meet customers | | | | psychologically embolden my interaction with |
| for the first time, they must say or do | | | | the customer resulting in mutual respect, |
| things to help with the initial | | | | rapport and better communication?" - and so |
| Get-Ta-Know-Ya bonding process. Dale said, in | | | | on.At the risk of diluting this point, |
| your opening meeting with customers, the best | | | | consider this. The worlds best Landscape |
| way to get them to like you is to engage them | | | | Architects concentrate their designs more on |
| in brief conversations about things they find | | | | the artistic value or utilitarian purposes of |
| most interesting. I could go on to elaborate | | | | the open spaces - where nothing is - giving |
| further but the fact is, it works.The real | | | | lesser importance and an academic expectation |
| lesson here is, now knowing this Rule, those | | | | to the fact, the flora and fauna appeal is a |
| without natural born sales abilities can | | | | given.Comparing that to elite salespeople, |
| integrate it into their selling approach and | | | | their methodology is focused at a higher |
| be guaranteed better results in the | | | | level, gravitating more toward the natural |
| introduction stage of the sale. Incorporating | | | | laws of human interaction and psychology - |
| the four remaining steps can unquestionably | | | | the esoteric - the essence for which the |
| level the playing field with other | | | | Rules of Selling were written and in which |
| competitive seasoned selling professionals - | | | | they find credibility. Their delivery appears |
| but only if the steps are applied | | | | effortless albeit transparently deliberate. |
| Correctly!The Application:Home Depot may have | | | | What they do and the success they achieve is |
| every tool we could imagine but if you don't | | | | not by accident!The Bottom Line:The |
| know how to use them, what good are they? In | | | | discipline of the Professional Sell is both |
| professional selling, RULES are TOOLS. Use | | | | an art and a science. As such and in keeping |
| them right and they work.One need only look | | | | with all other disciplines, mastery finds |
| at the home libraries of most mediocre | | | | bedrock in the academic understanding of its |
| salespeople to find plenty of books and tapes | | | | Laws, its Applications and its Rationales. |
| filled with time-tested and proven rules | | | | |