Selling Is a Mind Game is a comprehensive guide for individuals entering the sales profession or for the veteran to reexamine basic sales fundamentals for successful selling. This book provides a straightforward presentation by addressing which skill sets are necessary to achieve success. An expansive approach provides each reader with the opportunity to apply individual product and industry knowledge for personal skill development. DECISION-MAKING IS A MENTAL PROCESS A favorable setting and relaxed atmosphere is desirable; however, buying decisions are not made on the golf course, in restaurants, or in offices, but instead in the buyer's mind. Sales conversations and presentation material must parallel how buyers mentally process information. DISCOVER THE DECISION-MAKING PROCESS Selling Is a Mind Game focuses on the buyer's decision-making process. This unique perspective provides an understanding of how buying decisions are made and demonstrates how to take advantage of that process via sales disciplines and techniques. IDENTIFY SELLING DISCIPLINES / TECHNIQUES THAT PARALLEL THE DECISION-MAKING PROCESS PLACING BUYER AND SELLER ON CORRESPONDING PATHS Each selling discipline/technique has a specific objective and is aligned with the buyer's mental process, which guides the sales conversation, and a proposal toward a positive buying decision. ADDITIONAL TOPICS THIS BOOK EXPLAINS AND TEACHES: THE ART OF PERSUASION Ability to influence others RULE OF "80" FUD FACTOR Fear-Uncertainty-Doubt SELLING LANDSCAPE Understand how the "game" is played FEATURES & BENEFITS Features Tell-Benefits Sell TAKING THE SALES STAGE>br /> Superstar vs. Average BUYING SIGNALS Know when to close WHY BUYERS PRESENT OBJECTIONS Learn why the no-sale sign goes up

SELLING IS A MIND GAME

By Warren Schoening

AuthorHouse

Copyright © 2012 Warren Schoening
All right reserved.
ISBN: 978-1-4685-4593-7

Contents

ACKNOWLEDGMENTS....................................viiINTRODUCTION.......................................ixUNDERSTANDING THE GAME.............................1THE ART OF PERSUASION..............................3TAKING THE SALES STAGE.............................7ETHICS.............................................9SALES CONVERSATION.................................11SELLING LANDSCAPE..................................15MEETING OF THE MINDS...............................23BUYER'S MENTAL PROCESS.............................25DISCIPLINES OF SELLING.............................29CONNECTING.........................................31OPENING............................................37PROPOSAL...........................................43FEATURES & BENEFITS................................47PROOF SOURCE.......................................55BUYING SIGNALS.....................................59CLOSE..............................................63CLOSING TECHNIQUES.................................65WHEN MINDS DON'T MEET..............................77OBJECTIONS.........................................79WHY BUYERSPRESENT OBJECTIONS.......................87HANDLING OBJECTIONS CHECK LIST.....................89HANDLING OBJECTION TECHNIQUES......................91COMMITMENT.........................................105YOUR DECISION......................................107ABOUT THE AUTHOR...................................111

Chapter One

UNDERSTANDING THE GAME

HOW THE PIECES FIT

THE ART OF PERSUASION

THE ART OF PERSUASION

Wikipedia Encyclopedia defines persuasion as "a form of social influence. It is the process of guiding people and oneself toward the adoption of an idea, attitude, or action by rational and symbolic means."

At its most basic, selling is the ability to influence others and gain acceptance of the proposition you are putting forth.

Selling is a people business. Individuals are more likely to be persuaded by those they like and feel comfortable with. However, although having a rapport or a personal friendship with a prospective client may provide a meeting and selling opportunity, it will not close the sale.

Decisions are not made on golf courses, restaurants, trade-show floors, kitchen tables, or even buying offices.

DECISION-MAKING IS A MENTAL PROCESS SELLING IS A MIND GAME

The Art of Persuasion:

• Requires an understanding of the buyer's mental position, which is molded by personal bias, motivations, personality, job demands, attitudes, belief system, cultural background, hobbies, education, and how his or her personal life maybe going on any given day.

• Requires reasoning with the buyer using logic, providing essential benefits, proof of performance, rhetoric, presentation material, facts, figures, charts, graphs, and third-party testimonial support.

• Requires appealing to buyer's emotions—using belief system, tradition, social pressures, and fears as touchstones, and touting benefits and gratification from company perks, bonuses, or vendor rewards.

• Requires selling skills, handling objections, verbal and written communication, conflict management, and body language.

Despite all of the effort expended in producing the perfect proposal material, too many salespeople forget to factor in the buyer's mental position. Your must identify that position before starting to sell. Consider:

• What specific benefits are required by the buyer?

• What are the individual's personal motivational factors?

• Is the buyer a numbers person who makes decisions "based on the story the numbers tell"?

• Is the buyer a visual learner, who prefers to get information from charts & graphs?

• Does the buyer make decisions based on emotion?

• Does the buyer have strong personal opinions regarding the proposed product or service?

• Is there potential for cultural background and experiences to influence the decision-making process?

• What objections could the buyer present?

• Is the buyer authorized to make a buying decision, or will other people be participating buying process?

A sales conversation with seller and buyer on the same mental track provides a ticket on the train to sales success.

TAKING THE SALES STAGE

What's the difference between an average salesperson and a sales superstar? What's the difference between a talented singer and a rock star? Stage presence, showmanship, and an ability to captivate the audience separates the run-of-the-mill form the elite.

Salespeople are the principal performers on the sales stage.

As a teenager, I attended a home show in south Texas on a fall afternoon with some friends. Walking down the aisle, we scanned the booths in an effort to identify cool new products. Slightly behind us on our left came an unexpected, enthusiastic voice bellowing out, "Want to stretch your dollars?" My involuntary human reaction kicked in, and I along with others in the aisle turned to see who was posing such a question. There he was, holding a dollar bill at each end in front of him so everyone could see it. In one quick motion, the rubber dollar bill was stretched several times across his chest as far as of both arms would reach, followed by "Step closer and learn how to stretch your dollars!" The crowd moved closer, the sales pitch (performance) was given, and product was sold. I don't remember what was being sold, but I still recall how my attention was captured. On that day, I learned that gaining attention and interest is a prerequisite to selling a product.

Without the core competencies of product knowledge and selling skills, your efforts will fall short. However loaded as you may be with product knowledge, without "stage presence," the client (audience) maybe left flat and unmotivated.

From the initial client greeting, a salesperson is onstage, performing with each presentation delivered. The practiced ability to deliver a persuasive message cannot be underestimated. Extraordinary success combines knowledge, selling skills, and stage presence.

Delivering a presentation is performing for the buyer. Salespeople have a license to develop a stage presence or persona that allows for exceptional behavior. When taking the sales stage, carefully consider the client and target the benefits he or she desires. All clients are unique, and each may require a different approach. Don't become a one-role actor. Selling a dream vacation on a cruise ship going to an exotic island requires a different approach than selling funeral services.

During the sales encounter, exhibit self-confidence, appropriate voice inflection, product knowledge, enthusiasm, positive body language, command of the presentation, and a strong conviction that the product will perform as advertised.

A strong performance on the sales stage will seize attention, gain the interest of your buyers, and improve your closing percentage.

ETHICS

A salesperson's most valuable assists are name and reputation. Your personal and professional integrity must meet the highest...