[postlink]http://newbestmotivator.blogspot.com/2009/05/projecting-image-of-success-by-milton-m.html[/postlink]
A person with the characteristics of intelligence, empathy, sympathy, and ego strength has the greatest chance of success in big financial sales. But merely having the these characteristics is not enought; the salesperson must also project an image which is inoffensive to everyone and inspires confidence. The way a salesman of financial services talks and the way he looks often will determine whether he will ever get beyond the first contact.
HOW TO GET YOUR STORY ACROSS
No one can please everyone all the time, but a salesperson, has to try. Some years ago I telephoned the president of a small southern textile company. We chatted, and it became apparent that, although his company did not require my product, they might in a few years. I said good-bye, sent the president a brief form letter, and marked the file to recontact him in about two years.
When,after two years, I telephoned him again. I identified myself and my company. I was amazed at this response.
He : You called me before, didn't you?
Me: Yes sir, I did call you about two years ago, more or less.
He : Didn't I tell you then we don't need your product?
Me: Yes, you did, but that was two years ago, and the world keeps turning and changing, so I
thought I'd check with you again.
He : That's the trouble with you fast-talking salesman. You don't listen. You're pushy. All you
Yankees are the same.
To this prospect I was a fast-talking, high-pressure "Yankee" salesman, even though I was calling from Baltimore, which is well below the Mason-Dixon Line, and my approach was quite leisurely, perhaps even too low-keyed by some standards.
Developing a speaking technique which, if less than golden tongued, is at least not tongue-tied, requires empathy. Depending on the prospect or client, you may have to "machine gun" facts or approach your presentation as leisurely as you would a summer stroll. Both techniques may be used at different times with the same prospect. You let him set the tone of your discussion, or you react to his attitude in such a way as to arouse his interest, curiosity, greed, or other emotions.
The best speaker can be the worst salesman because he lacks knowledge of this product. A slow-speaking, knowledgeable expert can coax agreement from the most reluctant prospectby his sincerity and obvious grasp of the facts, despite a poor delivery.
Your best chance of success in speaking to others is to know yourself, your strengths and your weaknesses, and then to build on your strengths in conversation and learn to correct your weaknesses. By being yourself, a unique individual, you enhance your effectiveness because you will be relaxed and sincere. These are qualities that are going to sell; they should be showcased, just as an actor does.
Analysis of speaking ability
You can improve your speaking ability by analyzing it in different situations before a group, with and individual face to face,or using the telephone. Because it is difficult to rate yourself, the best way to do this is to make presentation of these types accompanied by an associate who will take notes, record your strengths and your weaknesses, and then critique you as soon as possible.After you have made the necessary improvements and corrections, the same associate should accompany you as you engage in the same types of encounters and then reexamine your performance using the same criteria.
In evaluating telephone sales technique, only one side of the conversation is available to the associate. This is usually enough to allow obvious flaws to be picked up, however. Telephone presentations can be followed with instant evaluation, which is most valuable in making corrections.
Depending on your expertise,it may take weeks or years before you feel fully confident speaking in any sales situation. The more experience you obtain, the more quickly you will be able to improve your techniques. Practice may not make perfect, but it always makes better.
To a great degree, your progress will depend on your mental attitude. If you view speaking to others as a painful chore, it will remain difficult. If you vie it as an opportunity to enjoy yourself as soon as possible after every speaking experience and to attempt to be completely objective. After every call you can rate yourself on a scale of 0-10 on your:
1. Ability to project your personality.
2. Eye contact.
3. Voice control.
4. Body movements and gestures.
5. Use of sales aids.
6. Content of the presentation.
7. Ability to answer questions and objections.
8. General audience reaction.
Whether you are working with an associate or evaluating yourself, you should make it a point to keep records on your weaknesses and strength, suggested changes, and ratings. By comparing these periodically, you will be able to pinpoint areas of progress and areas which need more work.
A person with the characteristics of intelligence, empathy, sympathy, and ego strength has the greatest chance of success in big financial sales. But merely having the these characteristics is not enought; the salesperson must also project an image which is inoffensive to everyone and inspires confidence. The way a salesman of financial services talks and the way he looks often will determine whether he will ever get beyond the first contact.
HOW TO GET YOUR STORY ACROSS
No one can please everyone all the time, but a salesperson, has to try. Some years ago I telephoned the president of a small southern textile company. We chatted, and it became apparent that, although his company did not require my product, they might in a few years. I said good-bye, sent the president a brief form letter, and marked the file to recontact him in about two years.
When,after two years, I telephoned him again. I identified myself and my company. I was amazed at this response.
He : You called me before, didn't you?
Me: Yes sir, I did call you about two years ago, more or less.
He : Didn't I tell you then we don't need your product?
Me: Yes, you did, but that was two years ago, and the world keeps turning and changing, so I
thought I'd check with you again.
He : That's the trouble with you fast-talking salesman. You don't listen. You're pushy. All you
Yankees are the same.
To this prospect I was a fast-talking, high-pressure "Yankee" salesman, even though I was calling from Baltimore, which is well below the Mason-Dixon Line, and my approach was quite leisurely, perhaps even too low-keyed by some standards.
Developing a speaking technique which, if less than golden tongued, is at least not tongue-tied, requires empathy. Depending on the prospect or client, you may have to "machine gun" facts or approach your presentation as leisurely as you would a summer stroll. Both techniques may be used at different times with the same prospect. You let him set the tone of your discussion, or you react to his attitude in such a way as to arouse his interest, curiosity, greed, or other emotions.
The best speaker can be the worst salesman because he lacks knowledge of this product. A slow-speaking, knowledgeable expert can coax agreement from the most reluctant prospectby his sincerity and obvious grasp of the facts, despite a poor delivery.
Your best chance of success in speaking to others is to know yourself, your strengths and your weaknesses, and then to build on your strengths in conversation and learn to correct your weaknesses. By being yourself, a unique individual, you enhance your effectiveness because you will be relaxed and sincere. These are qualities that are going to sell; they should be showcased, just as an actor does.
Analysis of speaking ability
You can improve your speaking ability by analyzing it in different situations before a group, with and individual face to face,or using the telephone. Because it is difficult to rate yourself, the best way to do this is to make presentation of these types accompanied by an associate who will take notes, record your strengths and your weaknesses, and then critique you as soon as possible.After you have made the necessary improvements and corrections, the same associate should accompany you as you engage in the same types of encounters and then reexamine your performance using the same criteria.
In evaluating telephone sales technique, only one side of the conversation is available to the associate. This is usually enough to allow obvious flaws to be picked up, however. Telephone presentations can be followed with instant evaluation, which is most valuable in making corrections.
Depending on your expertise,it may take weeks or years before you feel fully confident speaking in any sales situation. The more experience you obtain, the more quickly you will be able to improve your techniques. Practice may not make perfect, but it always makes better.
To a great degree, your progress will depend on your mental attitude. If you view speaking to others as a painful chore, it will remain difficult. If you vie it as an opportunity to enjoy yourself as soon as possible after every speaking experience and to attempt to be completely objective. After every call you can rate yourself on a scale of 0-10 on your:
1. Ability to project your personality.
2. Eye contact.
3. Voice control.
4. Body movements and gestures.
5. Use of sales aids.
6. Content of the presentation.
7. Ability to answer questions and objections.
8. General audience reaction.
Whether you are working with an associate or evaluating yourself, you should make it a point to keep records on your weaknesses and strength, suggested changes, and ratings. By comparing these periodically, you will be able to pinpoint areas of progress and areas which need more work.