In several previous publications we have developed aspects related to professional sales, highlighting the importance of the advisory role to be played by those who perform the sales function.
When in every interview it is clearly established what the real needs or problems are related to our offer, it is the moment in which you should be advised with consultative effectiveness through the corresponding arguments.
The trust that can be generated with each contact and potential buyer of our offer, as well as the possibility of influencing through effective advice, depends exclusively on this skill that every professional seller must learn to perform efficiently.
By arguing effectively, that is, advising and inducing each potential buyer to visualize the scene where he benefits from the use of the analyzed product or service, is what manages to awaken and increase the desire to be the owner or user of the product or service.
As you continue to argue effectively, it is what will lead to such a state that decision making will be just one more step in the representative led process. (Professional Sales Techniques)
For those who do not master this elementary or basic skill in professionalized management, they may sell in an uncertain way and only because they have provided or facilitated what their clients can solve with their intelligence applied in analysis.
This happens in what we call "traditional sale", where the seller only owns the title but not the credit that provides the ability to exercise such important management, missing many of the few and valuable daily opportunities.
What is an effective sales argument?
It is the expression of the professional representative who transmits precise and clear information to potential buyers through which he is able to understand and appreciate what he will enjoy when he becomes the owner or user of the product or service, respectively.
It is not a matter of verbal excesses previously learned by heart and recited mechanically. These are precise expressions that manage to visualize how the product or service complements itself, satisfying or solving the needs or problems related and previously recognized.
After each effective argument, an agreement is explicitly concluded between the parties, which, added to other arguments that must be made, naturally lead to the closing of the sale with total security and satisfaction on the part of the buyer.
To acquire and incorporate this skill requires learning, among others, two simple and effective techniques:
1. Product or Service Analysis Technique in terms of sale.
With this simple but effective technique, it is possible to establish each characteristic and benefit that each of the products or services that are commercialized has. After completing the analysis with all of its own products and services, it is appropriate to carry out the same study for all the products or services that compete in the market so that effective responses can be counted when answering objections.
2. Technique to achieve partial closings.
In the Professional Sales Techniques, this key skill stands out, which allows us to learn to use a simple but very effective technique that generates partial agreements that lead to a closure with complete naturalness and security.
This is learned in all initial training activities of sellers until it is possible to apply it with total naturalness and effectiveness so that it achieves the expected result.
All the skills that true professionals perform in different fields and that dazzle us with the natural and wonderful is not the result of chance and only reserved for a privileged few.
This is only the fruit of having had the predisposition to improve and to have taken the corresponding actions that strengthened it for an outstanding and efficient performance in its activity.
© Copyright 2004, by Martín E. Heller
