19 Secrets of Exceptional Results Selling (2 of 4)
Sep 22, 2023
auto_awesome
In this podcast, Dan Kennedy discusses selling in tough times, dealing with rejection, and handling cynical prospects. He emphasizes the importance of maintaining a positive attitude and using emotions in selling. The podcast also covers the significance of direct response advertising, positioning to attract qualified prospects, and strategies for reaching decision makers.
Successful salespeople focus on their own story, selling skills, and confidence, ignoring external factors like tough times or economic recessions.
Instead of taking rejection personally, successful salespeople detach themselves emotionally and focus on the merits and quality of their ideas and products.
Deep dives
The Importance of Getting Positive Results in Sales
Achieving success in sales, especially during tough times, requires the ability to generate positive results regardless of the circumstances. Salespeople often rely on circumstantial excuses for poor performance, but this mindset prevents them from experiencing true success. Exceptional achievers ignore external factors like economic recessions or distractions and instead focus on their own story, selling skills, and confidence. By maintaining consistent confidence in themselves and their abilities, successful salespeople can triumph over any selling environment, even in negative conditions.
Overcoming Rejection and Refusal in Sales
Rejection is a significant obstacle to achieving exceptional sales results. Many salespeople struggle with rejection because they take it personally, which leads to a fear of being told 'no'. However, successful salespeople understand that rejection is not a reflection of their personal worth. Instead of being discouraged by rejection, they focus on the merits and quality of their ideas and products. By detaching themselves emotionally from the rejection and refusal process, sales professionals can overcome the fear of rejection and achieve greater success.
Understanding the Emotional Factors in Sales
Human emotions play a crucial role in the buying process. Five primary emotions—love, pride, fear, guilt, and greed—control buying behavior. Successful sales professionals effectively tap into these emotions to influence buying decisions. They paint a picture of personal gain and highlight potential losses to establish an emotional connection with prospects. By appealing to these emotions, salespeople can create a sense of urgency and desire, making their products or services more appealing and increasing the chances of a successful sale.
The Power of Positioning and Direct Response Advertising
Positioning plays a critical role in sales success. Sales professionals need to position themselves in a way that attracts and engages their target audience. Direct response advertising is a powerful tool for positioning. By leveraging direct response ads, salespeople can generate qualified leads without investing excessive time in traditional prospecting methods. Additionally, creating an aura of exclusivity and focusing on personal benefit in the sales process can make prospects eager to work with a salesperson, leading to increased sales and business growth.
In part two of this extra special four-part episode, Dan Kennedy discusses how to deal with some of the more difficult realities one must face in selling, such as selling in tough times, dealing with rejection and handling the tendency for prospects to be cynical and untrusting.
Though this interview was conducted years ago, Dan's principles are just as applicable today as when he first taught them. Grab some note taking materials, and don't forget to check out part three and four in the coming weeks!