The Psychological Steps of Selling
Part Three of a Four-Part Special Series
By Adam Radzik
Marketing & Sales Coach

In the May edition of the Radzik Report, our readers learned about step two — identifying a partial solution. In this edition, you will learn about why the purchaser should choose you and your company.

You need to view selling as a four-step process. This means that as you are proceeding you need to be saying to yourself, “Okay, I have gotten through steps one and two, and now I need to nudge the prospect through step three.” It is important that you maintain control of the conversation so that you actually cover everything that needs to be covered and don’t get distracted by talking about the American-British soccer game or the Gulf of Mexico oil spill. Stay focused!

Step three is absolutely critical. You must convince the prospect to use you versus the other providers of service in this area, and you must realize that the odds are against you. Why? Because the prospect probably doesn’t know you. He or she worries that maybe you are just a good talker. Maybe you can’t deliver. Maybe you will be impossible to deal with. Maybe you will send some mediocre player to actually provide the service. Maybe your bills will be outrageous. So what does the prospect do with all this fear? He or she goes back to the existing vendor. Yes, the prospect will take your idea, your solution for how to solve the problem, and go back to the comfort of an old relationship — UNLESS you can prove why he or she needs to use you and your company.

So how will you accomplish this? By proving that you are the best expert around. By proving that you have unique experience. By proving that you have the right people to get the job done. By proving that you have know-how that the prospect’s existing vendor does not have. By proving that you can take a problem that has not been solved in the past and get it resolved. Does all this sound like a tall order? You bet! Will this require significant preparation on your part? Absolutely! If you are looking for a quick way to accomplish this, you are kidding yourself. There is no quick way.

It will require hours to properly prepare for a sales meeting.

Will you get the client if you don’t prove why he or she should use you rather than the competition? No way!

And in order to do this, you must throw away modesty — completely.

I cannot possibly count the number of sales that have died because the seller failed to prove why the prospect should use the seller and his or her company.

Remember, selling professional services is a thinking person’s activity!   

Chapters include: · Insufficient Knowledge · Proving Your Worth · The Almighty Script · Let’s Talk about the Money · Quantum Leap Marketing · Sounds a Lot Like Dating · The Importance of Integration.

Other CD titles are listed below.

• Quick Advice on Sales Improvement
• Quick Advice on Better Business Management (I)
• Quick Advice on Better Business Management (II)
• Firm Acceptability Rating
• Company Acceptability rating
• Quick Advice on How to Act Before During and After the Argument
  

CD's are be available for $25. Please Contact SIC for information.