Kickstart The Sales Process

So how do you motivate people to buy from you?  As I mentioned in my last post, if your product is unique, and you're the only one selling it, and it's something that is needed and wanted, you'd be laughing your way to the bank, and you don't even need to be nice or build relationships.  However, that's not very likely.  What should you be looking at to improve your odds of selling then?  We should look at the reasons why people buy.  As far as I know, there are 3 reasons why people buy:

• There's a need and/or want that has to be satisfied; and/or
• There's a dissatisfaction from a product/service that has to be alleviated; and/or
• There's a problem that has to be solved.

Knowing the reasons why we buy, what then motivates us to buy?  What hastens the decision-making process to make us part with our hard-earned money and overcome the fear of failure (failure of making the wrong choice/decision)?  According to the venerable Brian Tracy, there are 7 motivators to the buying behavior, provided any or all of the 3 reasons to buy exist:

• Money - the offer will make more money for the buyer
• Lower Cost - the offer will save money for the buyer
• Convenience - the offer is more convenient or bring more convenience
• Speed - the offer saves time or does not waste time
• Beauty - the offer satisfies the aesthetic taste of the buyer or makes the buyer feel beautiful
• Ego - the offer gives the buyer the impression of being first in line or top of the line or state of the art or the object of envy; boosts the buyer's pride and self-image
• Position (business sales) - the offer improves the buyer's position in the company and/or in the eyes of his/her immediate superior

Okay, long story short, the objective is to show people that buying your product will improve their lives dramatically in ways that are important to them.  Let's now move to the questions that you have to be ready for when you offer your product or service.  Keep in mind that even if your product or service answers a need and/or want, solves a problem they have and alleviates dissatisfaction, you have to be able to prove this to them.  The questions that you have to be able to answer are:

• "Why should I listen to you?" and "So what?" - You should be able to hurdle these two questions when you first approach a prospect.  Imagine your prospect asking you why they should listen to you, and for whatever answer you have to that, the next question is "so what?"  The purpose of keeping these two questions in mind is for you to focus on how you can help the prospect better than anybody else.  This will help you think of ways to position yourself and your product/service that will make it hard for your prospect to ignore you and the solution you have for whatever problem they have.
• "Who else has done it?" or "Who else has bought this product/service?" - This is all about social proof.  We all want to know who else owns it or who else has had the same challenge we have that the product/service has helped.  We don't want to waste time, we don't want to unnecessarily take a risk and buy something that nobody else has bought.  The best social proof is somebody who's relatively famous or well known.  If you can bring out signed testimonials of people who own and enjoy your product/service even if they're not famous, that will still be better than nothing at all.
• "Who says so other than you?" - This is a subset of the previous question.  When you claim something about your product/service, remember that your word doesn't mean much because you stand to gain from the sale of it.  Hence, the buyer will always remain skeptical of your claims.  We are all aware of how unscrupulous salespeople have played up the features and benefits of whatever they're selling, so that only brings up a defensive barrier.  A testimonial that specifically backs up your claim will come in handy here.
• "What do I get?" and "What's in it for me?" - You prepare for this question by making sure you know what gets delivered to your buyer if and when he makes the purchase.  Make sure to equate features with benefits that are important to your prospect.  Just like in real estate, when you present, you have to know what comes with the house and what doesn't.  You can't say "I'm not sure..." because that will definitely cast doubt on your competence, even if it's not your fault that you don't have the information because the seller/developer withheld it from you.  In other words, it's your job to find out everything you can about the product/service that you're selling so you can inform your prospect what's included and what benefits he will enjoy that will satisfy a need/want, and/or alleviate his dissatisfaction, and/or solve his problem.

More Sales!!!
Jon

Sale of Principal Residence

Just a short post about the capital gains tax exemption on the sale of your primary residence.  What this means is, you're selling your main/primary residence, and moving to another residence that will become your new primary residence.  In this case, you get a capital gains tax exemption.  From the BIR's website:

• The proceeds of the sale of the principal residence have been fully utilized in acquiring or constructing new principal residence within eighteen (18) calendar months from the date of sale or disposition; 
• The historical cost or adjusted basis of the real property sold or disposed will be carried over to the new principal residence built or acquired;  
• The (BIR) Commissioner has been duly notified, through a prescribed return, within thirty (30) days from the date of sale or disposition of the person’s intention to avail of the tax exemption;
• Exemption was availed only once every ten (10) years; and  
• There is no full utilization of the proceeds of sale or disposition. The portion of the gain presumed to have been realized from the sale or disposition will be subject to Capital Gains Tax. 

In case of sale/transfer of principal residence, the Buyer/Transferee shall withhold from the seller and shall deduct from the agreed selling price/consideration the 6% capital gains tax which shall be deposited in cash or manager’s check in interest-bearing account with an Authorized Agent Bank (AAB) under an Escrow Agreement between the concerned Revenue District Officer, the Seller and the Transferee, and the AAB to the effect that the amount so deposited, including its interest yield, shall only be released to such Transferor upon certification by the said RDO that the proceeds of the sale/disposition thereof has, in fact, been utilized in the acquisition or construction of the Seller/Transferor’s new principal residence within eighteen (18) calendar months from date of the said sale or disposition. The date of sale or disposition of a property refers to the date of notarization of the document evidencing the transfer of said property. 

In other words, if you're selling your primary residence, and you intend to use the proceeds to buy or construct a new primary residence, you have to let the BIR know within 30 days of the sale of your intention to do so.  Additionally, the money from the sale of your primary residence has to be utilized in full within 18 months or else anything that is left over will be subject to the capital gains tax.  You can only avail of this exemption once every 10 years, and once you sell your old primary residence, the 6% capital gains tax will have to be deposited first in an authorized partner bank of the BIR and will only be released to you once it is proven that the full proceeds of the sale (less the 6% of course) was in fact used to buy the new primary residence.

Just making sure everybody is aware of this so you can save some money that you would otherwise pay to the BIR.

That's it pancit.

Jon

New Sales Paradigm

Okay, it's not really new.  I just said so to get your attention.  So, what is this sales paradigm?  It's very simple, one that bears remembering for those who would like to pursue a career in professional selling.  This is how a person should divide his time and effort in order to make a career in selling.

• 1st Step (40%) - Foundation building, rapport, trust building, establishing credibility
• 2nd Step (30%) - Establishing needs (lacking/wants/needs), fact-finding, qualifying
• 3rd Step (20%) - Presenting features and benefits based on needs analysis
• 4th Step (10%) - Confirming understanding, answering objections, closing the sale 

 Of course, this is rather condensed.  There are a lot of things that go into selling, but this is the basic structure.  Nowadays, the effective salesperson spends time building relationships.  To build relationships you need to give 3 things:

• your TIME
• your CARING
• your RESPECT

 Maybe some of you would think "Why should I waste time building relationships in selling?"  Well, the short answer is, because people will not buy from people they don't like and trust, unless you're the only one selling what they want/need, and they want/need it badly.  Otherwise, if they can get it elsewhere, and they don't like and trust you, you don't sell.  In most cases, as long as people like and trust you, and you were able to demonstrate that your products' value is worth more than what they would pay for it, you would be immensely successful in this profession.

Of course, in majority of cases, the price issue will always be the last objection.  People have a wealth of options now, and if the cheaper alternative is acceptable, your last ace is if they like you enough to actually buy from you despite your product being more expensive.  Sometimes, even that's not enough, and people will buy the cheaper alternative despite liking you and despite you demonstrating that your product's value outweighs the price.  Remember not to blame yourself in those situations.  Some people are just like that, price over quality and service.  In most cases, people like those will get what they pay for, and they'll eventually come around to your side of the fence.  Most times, those kinds of people are really on a tight budget, so money really is an issue.  It's okay, other people value quality and service over price, so concentrate on finding more of those kinds of people and build relationships with them.

Finally, I'll share with you the 7 traits of the top salespeople according to Brian Tracy:

• Ambitious - hungry, always setting goals and sees quotas as a minimum
• Courageous - faces fears, unafraid of failure, unafraid of "NO"
• Honest - reliable, genuine, does not exaggerate, does not speak ill of the competition
• Empathetic - understands the client, listens fully, sensitive to needs
• Professional - sees themselves as consultants, expert adviser, knowledgeable, problem-solver, asks pertinent questions
• Prepared - does research, gets updated information, knows the material and details
• Responsible - accepts responsibility and makes no excuses, in charge of own life

To your success!

Jon