The sale can be divided into five classes, according to simplicity.
Class 1. The simplest business sale is one in which the customer is so anxious to buy at a specified price that he comes to the salesperson and voluntarily offers her the proper amount of money for the products. As an illustration, take the ticket seller in the box office of a theatre. A line of customers is waiting. Each customer is ready to pay for his ticket as soon as it is given to him. There is only one requirement of the salesperson here – the requirement of accuracy in handling a transaction the details of which are simple and usually so well known by the buyer as to require no selling talk whatever.
Class 2. The customer is not anxious as in the previous case, but is perfectly willing to buy at a given price of any salesperson who may happen to ask for his business. Take as an illustration another kind of ticket seller. Suppose a concert is to be given and a number of people are engaged in contacting potential clients for the sale of tickets. Mr. Smith, a prospective customer, is perfectly willing to buy a ticket to the concert from the first person who asks him.
The salesperson must have knowledge or activity, in addition to meeting the requirement of accuracy as in the first case. For instance, suppose a young student selling tickets for a concert is anxious to sell more than his competitors, but perhaps is not conveniently situated so that he can personally visit as many prospective buyers as others can. He picks up a phone and calls up twenty or thirty people, securing their pledges to buy tickets of him. Thus by directing mental activity, he achieves more than his competitors who use mere physical activity visiting customers in person.
In this second class, the requirements are:
1. Accuracy, as in Class 1, and
2. Energy
In both cases the so called salespeople are merely order-takers.
Class 3. Sales of Class 1 and Class 2 are so simple in their requirements that they need no special attention here. In the first class, the customer is anxious to buy. In the second class he is willing to buy. In Class 3, however, we have an entirely different situation — the customer is neither willing nor unwilling to buy, the matter never having been brought to his attention. Often such customers can use the products or services offered and will buy if the right impression is made. They do not have to be convinced of the value of the products through features and benefits, and the salesperson may so impress such customers with his personality that he can secure the order easily.
For instance, take the same simple illustration of the concert tickets. Two people with these tickets for sale reach the customer at exactly the same time. The customer has not considered the matter yet, but needs no further discussion to bring him to a favorable conclusion. Neither one of the sales people has to argue about the value of the tickets. It is merely a question of which one can make the best impression upon the customer.
A forceful personality is an important requirement of the successful salesperson. While it is desirable for one to have a good proposition, a well-known company, and skill in presentation, there are many cases in which these things do not count so much as personality alone. Personality gives strength to the salesperson’s presentation and inspires in the customer confidence in the company for which the salesperson works. This ought not, however, to discourage anyone from the pursuit of selling products, for there is nothing vague or mystical about a convincing personality; nothing that can’t be acquired through effort and study. Remember – you can improve your personality and make it more effective for the career in selling.
If you have any doubt that this can be accomplished, please consider the following statements before yielding to your doubts:
1. Personality depends upon the development of the physical, intellectual, inspirational, and moral qualities.
2. All these can be improved.
3. The word physical does not refer merely to the height, weight, or strength of a person. It embraces also his general state of vigor and his personal appearance, both of which can be improved by following the common laws of health and cleanliness.
4. By “the improvement of the intellectual person,” reference is made especially to the salesperson’s mastery of the details of his own business, which can be secured through study.
5. The inspirational qualities are those by means of which one inspires himself to greater effort and gathers inspiration from others.
6. The moral elements of personality in the salesperson are the ones that inspire confidence, and these can be acquired by clean living and right thinking.
The requirements of Class 3 are :
1. Accuracy
2. Energy
3. Strong Personality
Class 4. While his personality may gain for the salesperson a meeting with a buyer, there are certain points beyond which mere personality can’t go. Here the salesperson must use, in addition to the requirements already mentioned, a skill in presentation which is based upon his knowledge of the products or services and his ability to convey this knowledge of the products to the mind of the buyer.
The requirements of Class 4 are:
1. Accuracy
2. Energy
3. Strong Personality
4. Presentation
Class 5. This is the hardest class of sale when the customer is absolutely unwilling to buy. After all the powers of energy, personality, and presentation have been brought into play, a final skill is required of the salesperson to enable him to accomplish one of these most difficult sales. This is the art of persuasion.
Suppose you have presented your points with a customer until she is thoroughly convinced of the value of the products, but for some unknown reason she does not buy. In many cases, you must exercise your power of persuasion. Undoubtedly, when buying a shirt or a tie, you have had that peculiar mental impression that you were convinced of the value of the products, but had not yet been persuaded to buy them. This is the frame of mind in which you will find a great many of your customers and the art of persuading without appearing to gush or plead is one of the things you must learn.
The Conclusion
In Class 1 the customer is anxious to buy. The sale is very easy. The only requirement is accuracy.
In Class 2 the customer is willing to buy, but not easily accessible. The sale is easy, but not so easy as before. The requirements are accuracy and energy.
In Class 3, the customer is indifferent. The sale is neither easy nor hard. It requires accuracy, energy, and personality.
In Class 4, the customer is unconvinced. The sale is hard. The requirements are accuracy, energy, personality, and presentation.
In Class 5, the customer is unwilling. The sale is very hard. The requirements are accuracy, energy, personality, presentation, and persuasion.
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