Golden Rules Of Selling Essay

According to Jonathan Farrington, there are 12 golden rules of selling:
Principle 1: Always sell to people. You are selling to actual, real people. It is important to remember that all people are different, so you cannot sell the same way to everyone.
Second, no two sales are the same, even if they are made to the same company or organization under similar circumstances.
To become a good salesperson, it isn't enough to know how to sell. You must aim to become a people expert. Remember, people buy from people -they always will.
Principle 2: You have to sell yourself. You must also remember that you are not only selling and representing a product or service, but you are in effect selling yourself. When beginning a sales relationship, it is important

Discover your prospect's "prime desires," and personalize the benefits to him or her. Describe the end results of the transaction and how it will improve the life of your customer.
Principle 7: You Cannot Rely On Logic. Emotion drives 84 percent of all buying decisions, not logic. What are the chief buying emotions? They include ego, security, pride of ownership, greed, health, prestige, status, ambition, and fear of loss. Be well aware of these emotions as you approach, engage and deal with your customers.
Principle 8: Selective Product Knowledge Is the Key. A good salesperson realizes that buyers buy solutions and results; they do not buy products or services. Know the specific aspects of your product or service that will create your customer's desired result.
Principle g: Aim To Be Unique. You want to convey to your customers an attitude of "me first," rather than "me too." Every business, every company, every product has something that is unique, and this is what you need to stress. Look outside the square, and identify the uniqueness of your product, your service, your company- and yourself.
Principle 10: Don't Sell on Price. Selling on price is simply a cop out. You must value