Salesmanship

Okay, in this piece I’m going to teach you how to be a good salesman. 

Now let’s say that you’re selling cars. Now, first, you might have a boss who thinks old school and thinks that you should only pitch your brand. And I’m going to tell you that if you take that approach where you have a customer come in and you relentlessly try to bully your product upon that individual, you’re not going to sell many cars. Yeah, you might sell a few, but you’re never going to be a great salesman. If you want to be a great salesman, it’s not very hard to do. You just have to put your customers needs ahead of your own. 

So your goal of course is to sell a car and preferably the brand that you have or the cars that you have in your lot. So if you want to sell and be an effective salesman, you’ve got to forget about yourself and put that guy’s needs ahead of your’s. He has to see you as a true friend. He has to see you as on his side. So if he comes in looking for a car, you’re obviously going to take a little bit of a history. You don’t want to be exhaustive about it and waste all his time. But you’re going to take a little bit of a history. 

Now you may discover that in the course of that history that you don’t have what he wants. Your best approach is to be honest about it and say, “Look, I don’t think we have anything here that’s going to serve your needs. However, I do think that this car over here, of this competing brand or this other dealership will better serve your needs, I think you should go down to those guys, and I think you should look at that car.” And I think if you do that, he will see you as on his side. Now you may think, wait a minute, how’s that going to get me sales?

It’s going to get you sales because you’re going to make a friend, especially if that guy does buy that car and if it does turn out to be the right one. He’s going to see you as a valuable resource and he’s going to refer his friends to you, and the day may come, three years, four years down the line where he may need a car that you have and he’s going to come looking for you.

And that’s how you’re going to increase your sales. And that’s how you’re going to be a top salesman if you’re selling cars.  Put the needs of the customer ahead of your needs. When you help others, you help yourself. That’s basic Christianity, probably basic in every religion. So try that if you’re struggling to be a salesman. Just be open and honest about it. Don’t try to browbeat your product upon the person. That isn’t going to work. Put yourself on his side. Look at things from his perspective, and I think you’ll see that your sales are going to dramatically increase, and you’ll be the top salesman in your firm.

Thank you.

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