From the Bookshelf Fail to prepare; prepare to fail by Rachel Sproston Making a sale is all about the process The ability to sell effectively is usually considered an inborn attribute. Certain people feel comfortable urging potential buyers to make a purchase and others dread the idea. In The Sales Advantage: How to get it, keep it, & sell more than ever, Dale Carnegie and Associates, Inc, J Oliver Crom and Michael Crom detail how to maximise sales by first gaining a better understanding of the overall sales process. For instance, calling up a person who is deceased or chatting at length with someone too junior are some of the most common mistakes a salesperson can make. The book begins with suggestions for finding new opportunities and ends with how to follow up effectively and respond professionally to objections. A major tenet which runs throughout the text is the need for salespeople to be fully prepared to succeed and prosper. Practically emotional The rationale behind every purchase is in essence not logical but emotional. According to the "dominant buying motive" pyramid (p.102), individuals choose to buy for "hierarchical" reasons. For example, at the bottom of the pyramid is survival which would explain why people in third world countries spend most of their income buying food. Above this is security, then belonging followed by importance. At the top is self-actualisation which would explain the reasons a person who lives alone in the city might choose to buy a 4X4 jeep. The relative merits of using different ways to contact prospects (prospective buyers) are also examined and the dominant theme is to be sure to make an impact. Gatekeepers (secretaries) are not depicted as evil barriers bent on thwarting entry to the boardroom whenever possible, but rather real people who can become a very useful part of the whole sales process. The authors suggest befriending secretaries and offering as much information as possible so they can understand the reason for your visit and evaluate whether your products can add value to the company as a whole. The pros and cons of voicemail are also analysed and the golden rule is to never replace the receiver without leaving a message. Original strategies to connect with new prospects feature including the story of one particular salesman who spent an hour going up and down in the lift at an expo chatting to people attending the event. He was named "the elevator guy", which in turn became a talking point among delegates at the expo. In the authors' eyes, it's all about originality and that will get you in the door. On the whole, the book is a clear guide for people seeking to increase sales and the underlying message is to listen. This does not mean merely sit quietly while the other person talks but listen for detail. The authors note that nobody would visit the hospital and allow the doctor to speak for five minutes then accept a prescription. The sales process is essentially the same. "Listen to understand, not to respond," suggest the authors, as no busy person is interested in hearing a soliloquy from a salesperson selling a product which is of no use to them. Readers are urged not to sell the product but to remember that the customer is looking for the product of the product. People don't want a washing machine; they want clean laundry. Take time to listen to each client describe their business processes and tailor a solution which is unique for each individual. Then deliver on time and follow up because satisfied customers make the superlative referrals. Regarding objections, do not consider them as hindrances but rather opportunities to better gauge client needs and expectations. Carnegie stresses the importance of empathising with customers' feelings and draws an analogy with driving a car for the first time, where all the dials seem to overload the driver with information. With practice, driving becomes infinitely less complicated and handling objections is much the same process. Content highlights: Understand the rationale behind buying behaviours Secretaries can be useful allies Never replace the receiver without leaving a message Listen to understand, not to respond Customers look for the product of a product About the authors Dale Carnegie was born in 1888 in Missouri, USA to poor parents. He has three giant bestsellers to his name, the most famous of which is How to Win Friends and Influence People. More than 2,700 professional instructors currently offer Dale Carnegie Training in more than 75 countries in 25 languages. J Oliver Crom has more than 50 years of sales experience and advises on policy matters and strategic planning. Michael Crom, with more than 30 years of sales experience, provides leadership to support Dale Carnegie's worldwide network. Taken from Career Times 16 May 2008, p. C15 Your comments are welcome at [email protected]