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Listen up: meeting your sales objectives starts with being a good
listener
Aftermarket Business, July,
2005 by Sativa Ross
Being in a sales position is harder than people realize. You aren't just
selling automotive parts and service to your customers, but a value
proposition. Understanding psychology and how people think is critical
to sales, but listening and asking the right questions are the keys
needed to meet your objectives.
"We tend to talk too much about ourselves and the products and services
we sell," says Bill Stinnett, sales consultant and founder/president of
Sales Excellence, Inc., "but no customer wants the product or service
you sell. They want the outcome achieved." A do-it-yourselfer doesn't
want an auto part, per se: They want a car that will perform better. And
a professional technician wants to make their customers happy by
properly fixing and repairing their vehicles in the shortest timeframe
possible. Stinnett suggests redefining the sales process by first
determining what the customer is trying to accomplish and then analyzing
ways to help them meet those objectives. That way, they won't feel like
they're being "sold to," you'll come across more as a source of advice
and they will be more thankful for your assistance. It's the difference
between selling parts and selling solutions.
COPYRIGHT 2005 Advanstar Communications, Inc.
COPYRIGHT 2005 Gale Group
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