Canned or scripted sales approaches are rarely successful, because one size does not fit all in selling.
Studies conducted by the public opinion researcher, social scientist and author Daniel Yankelovich in the late '70's and the Stanford Research Institute's VALS (values, attitudes and life-styles) study that assessed buying motives in the early '80's, indicate that there are at least five distinct categories of purchasers or individual buying modes.
These studies provided insight into how adults communicate, are persuaded and how they make buying decisions.
It's almost impossible to create a verbatim sales pitch to address the variety of issues (sometimes conflicting) in each of these categories. Therefore a successful sales or service industry professional must learn through extensive in-depth probing what type of buyer he is dealing with and then create a custom-tailored presentation based specifically on the answers he receives from his probing.
Please check out our self-directed learning system that will help you replace canned presentations with a simple six-step selling process where answering objections and closing the sale often take care of themselves:
www.TheSellingEdge.com
The "Canned Sales Pitch" Myth - To learn more about this author, visit Virden Thornton's Website.
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Two months ago, I had the pleasure of working with the technical training group for one of my clients. You know these guys. They are the techies who teach your customers how to use the software and operate the equip...
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Virden Thornton
(Visit Virden's Website)
VIRDEN J. THORNTON is the founder and
President of The $elling Edge®, Inc. a 23
year old firm specializing in sales,
customer relations, personal coaching and
management training and development.
Clients have included Sears Optical,
Eastman Kodak, IBM, Deloitte & Touché,
Bank One, Jefferson Pilot, and Wal-Mart to
name a few. Virden is the author of
Prospecting: The Key To Sales Success,
Organizing For Sales Success, 101 Sales
Management Myths, A Realtor's Success
Formula, and two best sellers 101 Sales
Myths and Building & Closing The Sale. He
also has a video/audio tape training
program entitled Close That Sale,
published by Thompson Learning. He has
also authored a Self-Directed Learning
series of sales, coaching & team
development, telemarketing and personal
productivity training guides. To obtain a
substantial discount on two of Virden's
new manuals, 101 Sales Myths and
Organizing For Sales Success, just go to
www.TheSellingEdge.com/book1.htm
Note: You can contact Virden at vi
rden@TheSellingEdge.com. You can also
see an expanded biography at: www.TheSellingEdge.com/bio.htm
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Virden Thornton's
Complete
List Of
Sales
Articles
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If you enjoyed this article, get Virden Thornton's Complete List of Sales Articles For FREE!
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