Like doctor, like salesperson

Getting The Edge In Professional Selling
Terence A. Hockenhull

IMAGINE WALKING into a doctor’s office and sitting down in front of a physician. Before you start to explain what is wrong with you, your doctor pulls out a prescription pad and starts to write down the names of medicines you need to pick up from the pharmacy. Little wonder that with all the illnesses and symptoms you might have, and all the pharmaceutical products available, the doctor almost certainly will have prescribed totally inappropriate, probably costly and potentially dangerous drugs.

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It’s all about the attitude

Getting the edge in professional selling
Terence A. Hockenhull

“SALESMEN ARE WINNERS.” “You’re a Champion.” “Yes, you can do it!” All perfectly good slogans for a sales team but does this “rah-rah” motivation really work? No one is more scathing about motivational training that me! At least, when permanent change is to be effected within a sales team, motivational training has limited benefits. Not sure who the quote is ascribed to but “Motivation is like bathing — You have to do it every day” sums up the limited value of telling your sales people how good they are.

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Asking the right questions

Getting the edge in professional selling
Terence A. Hockenhull

I DISCUSSED sales collaterals and made the point that they rarely play any significant role in winning sales. The cost of sending a salesperson out to meet with a client is significant. A client of mine told me that he had quantified the cost of a salesperson on a sales call at P1,750 — and this figure doesn’t include the commissions paid (on successful sales). Even the most beautifully printed brochures are a cheap option in comparison to an actual sales call.

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