Hello, I'm Nancy Sutherland. As you understand your client base more, you
will assess that there are many types of buyers. In order that you engage these
individuals correctly means you should dutifully study, listen, and have the
willingness to behave impeccably with a moral code of excellence. I say to you at
this moment you have a client base now. As you have many potential buyers of you
in your realm and current capacity. Apply what you're learning here. Be intentional,
practice, increase your personal value proposition offering for the benefit of
all your personal consumers meaning buyers of you. Succinctly since the sale and
engagement requires much conversation. You must become practiced. My suggestion
is to employ learning the art of public speaking. Feather in your comings and
goings be extra attentive to your personal and business engagements all
the while seeking to improve your public speaking ability. You will be highly
pleased with the exponential gains that you will achieve. Thus, if we are going to
be an effective salesperson we must become very adept at conversation I do
know that certain personality types fun conversation easier than others such as
the expressive yet in our current business marketplace if we maintain a
rigidness and refusal to overcome our innate Bence
we will suffer being replaced by somebody that will. Noteworthy
conversational ease can give you marketplace leverage. Thus, I emphasize
the vast need for flexibility, adaptability, maneuverability versus
rigidity and refusal as you work daily. The more that you employ these
characteristics and make them your very fiber of your being, the more you will
enhance your personal value, proposition in your employers eyes. Please know that
all positions of employment are enhanced with the adeptness of conversation.
However, the selling engagement truly demands keen conversational ability. I do
interject at this moment, that this skill set can be learned. I have become much
more of an expressive as the years have passed both in oral communication and in
the written. Thus, take heart and do not close your ears with this needful
selling content study. If you say no totally to a selling career, understand
unequivocally, the application of this course content in all relational
engagements, thereby ensuring all employments and personal relationships
are added value. We can exercise intentionality and practice with our
presentations of ourselves to others thereby increasing our conversational
skillsets.
As we understand the selling engagement process further we must understand that
we must undertake the stretch goal. Exactly what do I mean? The business
dictionary defines a stretch goal as that which cannot be achieved by
incremental or small improvements but requires extending oneself to the limit
to be actualized. When I first began selling in my pharmaceutical sales
territory it was as if I had been immersed in the fire, I will be honest, I
was in the fire. The entire process from learning the products through extensive
corporate product knowledge training, home study days, taking exams,
role-playing selling engagements, filming of my selling engagements with the
varied psychological types of buyers, being coached with what I did wrong or
right in the civils call roleplay learning the client base etc was a
stretch goal. Each job responsibilities that I listed was a stretch goal. In fact,
each product was the same as a college course - my competency had to be an "A" ,that
is studied product knowledge. Now factor in the synthesis and application of the
product knowledge into the conversation for the sales call to the multitude of
different buyers that was the fire, this was a stretch goal. To be able to
adaptively sell the buyers employs a stretch goal by the very nature of the
vastness of the position and its requirements and the products presented.
A sales position is truly deemed professional work. This is business in
its heat and in its glory.
Conversational ease must be an attribute of a salesperson that
translates one selling value feature benefit of the product to the buyer. This
takes much practice. This can be done. You can do this with the intentional study
and listening discussed. In fact, selling conversation becomes more conversational
the more you know your product and the more you know your customer. This is the
culmination of the stretch goal. You are stronger in character, in ability and
have a greater marketability, sell-ability with this level of self
development, self-mastery and self-discipline that will be assessed by
all future business and personal interests of you. I want you to
understand that this level of investment in you is not in vain. Thus I have
discussed this work in you that must be done to adaptively sell to your audience.
It would be paraprofessional to sit before a client and say the same words
only to repeat the same words to the next client. Imagine that I meet you and
have conversation. Then I meet the next person and have the same conversation,
that would be ludicrous and not real and happening. Thus a cancels call is
likewise. Further adaptive selling performed with talking excellence is
immeasurably important. As I have said before, personal selling is the most
expensive form of communicating with customers yet firms use it anyway.
Students why do firms businesses use this expensive communication vehicle. The
reason is that personal selling is more effective over other communication
vehicles. We will never replace face-to-face engagements despite all the
cultural push of technology and its social media platforms or Internet in
ava lysing client connections. Likewise, note the different types of
sales presentations and note the flexibility increases as you move from a
standard memorized presentation through an outline presentation and then to a
customized presentation. Since we are dealing with individuals what do you
think that your potential buyer would desire most. He or she will desire what
is a tailored solution designed specifically to fulfill or fit their
needs because their concern needs or the needs that they sit in power to fulfill
for another are individual and not universal as one size fits all mentality.
Therefore, utilizing adaptive selling i.e. personal selling is unique in that
salespeople can customize a presentation for each customer and make adjustments
quickly. If adjustments are to be made quickly and can be made quickly we can
pointedly support what I've said. If a salesperson is selling with excellence
he or she will employ tremendous listening skills and study for that
potential buyer. Further, note the inverse of the statement. You cannot make an
adjustment quickly if you do not know your product well. This would not prosper
you as you would sell very little with this posture of selling behavior.
Likewise, if you do not listen well, you cannot make and adjustment quickly which
results in the fail of the sale versus the gain. Notice the trajectory of each
point that I make. Each point of need of the salesperson affects the other key
needs utilization directly. A direct relationship means a direct increase is
resulted with the direct input. Thus, the learned product knowledge is directly
related to increasing sales. Further, acute listening to
buyers needs is directly related to increasing sales so how do we
practically do what I am saying no first that the standard memorized presentation
through an outline presentation and then to a customized presentation each have
their value. The standard memorized presentation can be used as a tool in
training furthering the practice of the selling
conversation discussing your product further practice could employ an outline
presentation, thereby gaining more intellectual product synthesis and
application to particular buyer personalities. Note that your skills of
mastery are growing as we change presentation types. In other words, you
are deepening the selling conversation of product knowledge as well as
communicating this to certain buyer personalities and/or target consumer
segments. Yet, ultimately you must employ day in and day out a customized
presentation to each buyer this takes fierce intentionality including
consistent study and researcher products assigned and consistent study and
research of buyers and firm or businesses that they represent including
acute listening skills thereby giving you the leverage needed to be able to
adapt to the buyers business need. This is adaptive selling, this is selling
excellence. I'm saying that this is truly doable adaptive selling must be done day
in and day out as this is the only way for consistent business sustainability.
We are to be constant learners not viewing our lives learning segmented
only as a time in a degree program. Therefore, the do abilities I note is an
ethical decision and or moral I'm making the increasing of one's
personal value a must. I ask you to examine my publish work "Business
Excellence" inside LinkedIn. This work can be extrapolated into our relational
engagements, not just professional ones. If one fulfills the need of a buyer with
a tailored solution this will always necessitate the consistent personal
investment of study and research of the products the buyers and the firm our
business. This is selling excellence i.e. adaptive selling. This vast growth of
knowledge of our globe with the continued plethora of product
introductions resulting from exponential global consumerism requires what I'm
discussing in this lecture content. I am Nancy Sutherland. I am honored to deliver
you this business content.