-Know what makes your product better. Make it the theme of your advertising message.

-Know what makes your product different. Emphasize this.

-Worry less about those who are apathetic towards your products. Worry more about those that are extremely enthusiastic. Cater to them.

3. Build the relationship rather than the sale

Becoming a better salesman is easy: improve your relationship skills. Most consumers are looking for peace of mind rather than products anyway. Seek to first build trust and understanding in your relationships with consumers. There are over a dozen hair salons within five miles of my house, yet I always drive twenty minutes longer to get my hair cut each month. Why? Because I enjoy my relationship with the individuals that cut my hair at this particular shop. We talk, we laugh. I enjoy the experience. Thus, I return, even though it is over ten miles from my house, and somewhat inconvenient. I don’t pay for the haircut as much as I do the relationship. Im a loyal consumer.

Some tips:

-Focus on producing value more than selling products. Make quality products, hire quality people.

-Learn about your customers at every opportunity

-Talk price last, not first. If price is the determining factor for buying your product, you’ve lost control of the sales conversation. Focus instead on the consumers needs and wants, then seek to meet them.

Copyright (2003) Leif H. Smith, Psy.D. All rights reserved.

Performance expert Leif H. Smith, Psy.D, is the president of Personal Best Consulting, a consulting firm located in Hilliard, Ohio. To learn more tips and techniques to immediately improve performance in your life and to sign up for his FREE monthly advice newsletter, visit http://www.personalbestconsulting.com

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