Mentors Magazine: Issue 3

(MENTORSMagazine) #1
30 | MENTORS MAGAZINE | EDITION 3

down and I designed a programme called
the “Psychology of Selling”. It’s how you
think as a sales person, and what you do as
a sales person, and it became the best-
selling sales programme in history of the
world. It sold hundreds of thousands of
copies; it was wonderful when you are sell-
ing products on a royalty basis.


It was very, very good, and
people literally went from
rags to riches. Some compa-
nies bought a 1000 sets. It
was a 6-hour, 6 and a half
hour, 7 hour programme on
selling. And what they
learned was that you could
have the best product or
service in the world, but if
you can't sell it, if you do not know how to
prospect, present, and close the sale, if you
do not know how to answer objections and
to get your customers to buy, and buy
again, and bring their friends to buy as
well, well then your product will just sit on
the shelf.


And so, those are the big three. WHAT is it
that you sell? WHAT is the product? In
terms of how it changes the customers life.
And WHO is the customer for whom this
change is more important; far more im-
portant than the price?


It's interesting if you connect your products
with what it does to the customers' needs
the customer does not ask how much is it?
The customer only asks how soon can I get
it? And because the customer knows... sur-
prisingly the customer knows that you are


a good person and whatever you charge,
it’s probably a reasonable price. And I am
interested in the price because I am need
to know what to write down on the
cheque, but it’s not the determining factor.
And I am not going to buy it or not buy it
because of its small difference in the cost.
What I want is the benefit, and in many
cases, people will pay any
price for the benefit.

Imagine you have an ail-
ment of some kind, and
your doctor recommends a
prescription, you don't say
'how much does it cost? Can
I get it cheaper somewhere
else?' with regard to a pill or
a pharmaceutical, no, it’s
HOW soon can I get it so that I can start
getting the benefits. And then you rush and
the first thing you do when you leave the
doctors' office, if you have a prescription, is
you go straight to the nearest drug store,
and get the prescription filled and take it.
In other words, you are not concerned
about petty details. If you go and start say-
ing, HOW much is it, it costs too much, I
can get it cheaper somewhere else, I can
get it cheaper from your competitors, what
they are basically saying is, that I am not
convinced that its really that good an idea
for me.

And so, selling is so important. And when I
began to learn how to sell and then to
teach HOW to sell, I was able to change the
lives of probably millions of sales people all
over the world. And that programme has
also been translated in to about 30 /35 lan-

“if you connect your
products with what it
does to the customers'
needs the customer
does not ask how much
is it?”
Free download pdf