Notes on the 100 Laws
The Laws of Selling
59:
The law of Sales : Nothing happens until a sale takes place.
- Product and services are sold, not bought.
- Customers need to be asked to buy.
- Eighty percent of sales are closed after the fifth call or after the fifth closing attempt.
- 50% of salespeople quit after the first call in a complex sale, and 50% of salespeople fail to ask for the order even once in a simple sale.
- Ask and ye shall receive.
60.
The law of Determination : How high you rise is largely determined by how high you want to climb.
-You must commit to being the best in your field.
- To acheive high sales goals, you have to set them in the first place.
- You can't fly with the eagles if you continue to scratch with the turkeys.
61.
The law of Need : Every decision to purchase a product/service is an attempt to satisfy a need or relieve a dissatisfaction of some need.
- Before selling anything to anyone, the salesperson must be clear about the need he/she is attempting to satisfy.
- Sales success comes from fulfilling existing needs, not create new jobs.
- The more basic the need, the more basic the sales presentation.
- The more complex the need, the more sophisticated and subtle must be the sales presentation.
- The obvious need is often not the real need for which the profuct will be purchased.
62.
The law of Problems : Every product/service can be viewed as the solution to a problem or the resolution of an uncertainty.
- Customers buy solutions, not product/services.
- The more pressing the problem or need, the less price sensitive the customer and the easier the sale.
63.
The law of Persuasion : The purpose of the selling process is to convince customers that they will be better off with the product than they would be with the money necessary to buy the product.
- The customer always acts to satisfy the greatest number of unmet needs in the very best way at the lowest possible price.
- Proof that other people similar to the customer have purchased the product the product builds credibility, lowers resistance, and increases sales.
- Testimonials of any kind increase desirability and lower price resistance to a product/service.
64:
The law of Security : The deepest craving of human nature is the desire for personal, financial, and emotional security.
- The survival instinct is the strongest drive in human behavior.
- The need for safety is a powerful motivator of human behavior.
- The need to increase certainty underlies much of customer behavior.
65.
The law of Risk : Risk is inherent in any investment of time, money, or emotion.
- You are successful in sales to the exact degree to which you can position yourself as the low risk provider of your product/service.
- The primary obstacle to buying anything is the fear of failure, the fear of making a mistake in the buying decision.
- Everything you do in a sales interview either raises/lowers the perception of risk and the fear of failure.
66.
The law of Trust : The trust bond between the salesperson and the customer is the foundation of the successful sale.
- You build a high-trust sales relationship by asking questions aimed at determining the real needs of the customer that your product/service can satisfy.
- Successful salespeople listen twice as much as they talk.
- No one ever listened themselves out of a sale.
- Listening builds trust.
67.
The law of Relationships : All selling is ultimately relationship selling.
- The customer wants a relationship first.
- In complex sales, the relationship continues after the sale.
- The relationship is more important than the product/service.
68.
The law of Friendship : A person will not buy from you until convinced that you are a friend and acting in his/her best interests.
69.
The law of Positioning : The customer's perception of you and your company is his reality and determines his buying behavior with you.
- Every visual element of dress, product, packaging, printing, and promotion creates a perception of some kind.
- Top salespeaople position themselves as the preferred suppliers of their products/services.
70.
The law of Perspective : The way that you are viewed by your customers determine your income.
- When you are viewed by your customer as working for him/her, you will be in the top 10% of money earners in the field.
- Top money earners in sales are viewed as consultants, helpers, counselors, and advisors to their customers, not as salespeople.
71.
The law of Advance Planning : The best salespeople prepare thoroughly before every call.
- The salesperson with the best knowledge of the customers's real situation will be the one most likely to make the sale.
- Sales professionals plan their questions in advance.
- The power is on the side of the salesperson with the best notes.
72.
The law of Perverse Motivation : Everyone likes to buy, but no one wants to be sold.
- The best salesperson is perceived as a helper who assists prospects in getting what they want and need.
- Top salespeople are teachers who show their customers how products and services work to satisfy their needs.