Selling Your Product 131
9
Selling Your Product
C 131 c
THROUGHOUT THIS BOOK, I’ve repeated several points that I con-
sider vitally important. This chapter is the ultimate in redundancy
because common sense says “no one will buy your product until
and unless they like you.” The more you understand that prin-
ciple and work on your likability factor, the better your sales record
will be.
Selling your product by selling yourself
Over the years, I’ve trained thousands of Merrill Lynch finan-
cial consultants. At first, the people I trained were professional
people with several years of experience and above-average sales
records. They reported that their sales shot through the roof after
understanding the open face, eye contact, gesture, storytelling,
personalizing, and appearing not as sales professionals, but as loving
family members.
They convinced the people who run the training center that it
would be the most useful to bring me to the new hires and give
them all a better start. I can’t tell you how satisfying it is to have
so many people express gratitude for opening a door through com-
mon sense principles.
The need to communicate
It helps to realize that we’re all on trial constantly.
We’re all running for public office every day.