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Why persontoperson selling is like selling by direct mail

Written by: James Yuille

Article Overview: Mastering the "art of selling" is simply knowing how to present whatever it is that you're selling, to the buyer in such a manner that he feels buying it from you will solve their problems or fulfil their dreams. The process is essentially the same no matter whether you're doing it by mail, over the Internet or face-to-face. This sales training tip will help you understand the similarities.

Why persontoperson selling is like selling by direct mail

Mastering the "art of selling" is simply knowing how to present whatever it is that you're selling, to the buyer in such a manner that he feels buying it from you will solve their problems or fulfil their dreams. The process is essentially the same no matter whether you're doing it by mail, over the Internet or face-to-face. This sales training tip will help you understand the similarities.

Anybody can sell anything to anybody. There is no such thing as a "born salesperson" in the same way there are no born accountants or physicians. It is a learned skill.

The thing is, some things are harder to sell than others and require different kinds of presentations. Finally, you've got to realize that unless you make your sales calls, actually make contact with a potential buyer, you won't make any sales. As with direct mail, the higher your numbers, the more customers you're going to create.

Selling face to face is similar to selling by mail in that it's interactive, but the process remains the same. Stimulate interest by asking questions, identify problems, promote suitable solutions and ask for an order.

Essentially what you’re doing is taking your paper presentation and presenting it in person. You've got to gain attention - you've got to appeal to their interests - you've got to make them understand how his purchase of your product will be of benefit - and finally, you've got to ask for the order causing them to reach into their wallet for whatever it is you're selling.

The key to this tip is that, in essence, even though you're calling on your prospective buyers by knocking on their front door, the process the same as if you were writing to them. So it's very important that you look your best. Like your direct mail sales piece , you must look professional and successful. Everyone know that the opening encounter with the prospect affects the success of the presentation and whether or not a sale is ultimately completed.

Once you’re in their environment you've got to carry over that image of professionalism and success - make him feel comfortable - be friendly and believable. Stimulate interest in whatever you're selling by appealing to one of their basic wants, needs or problems with a solution. Don't waste time with a long or complicated dissertation.

Make your sales presentation flow - anticipate his objections - and logically answer - them within your presentation. Explain the benefits to be derived from ownership of your product or service, and then whenever possible, show or read of proof, or testimonials from people who have already bought from you.

The most important thing you want to do is to create within your fulfilment they'll have as a result of buying from you. Stimulate imagination, and explain how to use whatever you're selling to their advantage.

Finally, and most importantly, make it as simple and as easy as possible for your prospect to buy from you. Don't force them to read a long, drawn out sales agreement or contract. Just make your presentation, explain how purchasing from you will solve problems or fulfil dreams, paint a word picture that allows them to see themselves with your product and their problems solved or his dreams fulfilled, and then provide a simple order fulfilment process to enable them to take delivery.

The right questions will convert the sale for you - that is, if you've done your work properly and he sees what you're selling as an answer to one of his wants, needs or problems - they'll say: YES! I WANT WHAT YOU'RE SELLING! HERE'S MY MONEY - SO PLEASE RUSH IT TO ME!

Whether you phone – when you knock on that door - when you put your sales presentation on paper - when you're trying to sell something by mail - appeal to the basic wants, needs or problems of your prospect. He or she wants only to satisfy his or her problems - not read about who or where you are or what you've done - just ask them if they'd like to know how to make their tires on their car last 10 years or more - if so, let me explain - if not, then don’t see me because I don't want to waste your time...

Above all else, remember that people's wants, needs and problems are changing constantly - and that people are learning all the time - meaning that you must constantly be up-to-date with what you're selling, and improving your sales presentation.

Let me ask you this – would you be confident with your accountant or attorney if they didn’t keep up with changes in legislation? No? Should your customers by happy with you if you don't keep track of trends in selling?

Now ask yourself this – how many books about selling have you read this year?

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Re: Direct Mail Postcards - [quote="Kevin":k7jhujz8]But how do you prevent people from just throwing out your direct mail as unwanted solicitation? Anytime I get direct mail, I toss it out. I've noticed solicitors using cheap tricks like printing the message in "hand writing" to make the letter seem more personal. Who are they trying to fool?[/quote:k7jhujz8] Kevin, your situation is very common. Get's me wondering if advertisers are just being lazy and "blanket" areas with advertising hoping that some will stick and get people to respond. mathew1 used the word "targeted" alot but I think that's what most advertisers are either not doing or not going deep enough in their targeting. I disagree that direct mail is more important to small business. Yes, it get's done more often within small businesses but that's 'cos of a small budget and them being forced to utilize it to it's fullest. Big Business focus so much more on Branding and Image Management since they have larger budgets but they also do a fair bit of direct mail and other methods.
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