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THE PSYCHOLOGY OF SELLING
When
difficult economic times fall on the small businesses, well
meaning owners often make four fatal mistakes.
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Thinking
that the company will "catch up" and hard
times will pass.
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Thinking
that price reduction will increase sales.
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Thinking
that increased activity will yield greater results.
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Thinking
that increased advertising will move customers to action. |
The
"knee jerk" reaction to a difficult selling environment
is to keep doing the same thing...at a frantic pace. If
it is not the right activity or the right behavior, the
company will not close more sales.
Selling
during tough times for the small business owner and his
or her sales force requires a diferent set of skills than
during healthy times.
A
deeper and more comprehensive understanding of yourself
and the customer allows for behavioral changes that are
necessary for increased productivity.
This
identification of "what works best" helps in the
development of exercises that can be rehearsed and internalized.
After the appropriate behaviors are learned and the desired
sales skills are sharpened, sales coaching can be affected.
THE
SOLUTION
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Identify
what skills are currently developed.
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Identify
strengths and weaknesses through appropriate sales assessments.
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Determine
behaviors that will result in more sales.
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Reinforce
those behaviors through role playing and on the job
coaching.
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Train
the sales managers to continue the reinforcement and
further identify that result in more sales.
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