If you are reading this blog post you probably sell for a living. You may sell real estate or elevators or paper but no matter what you sell, you are probably battling competitors who have products and services that are as good as yours. In other words, the buyer can select from several good alternatives. That means the sale will most likely come down to YOU, personally, as the ultimate tie breaker.
In fact, you may be even more important to the sale than you think. As a rule, at least 50% of a sale comes down to the buyer’s impression of the salesperson, and that number can go up substantially the more commoditized the selling environment is. So selling in a highly competitive context can be good news or bad news, depending upon how well we can sell ourselves.
Selling, in essence, is the exchange of enthusiasm from one human being to another. It is a transfer of energy at the emotional level. People are more likely to buy something from someone who exudes optimism and confidence about the outcome of the transaction for the buyer. The customer needs to feel good about making the decision to buy and to overcome the fear of making a mistake.
Enthusiasm and confidence can be expressed in many ways. There is no need to be over the top or to change our personalities. It is much more a matter of our thorough confidence in our goods and services and our sincere feeling that the transaction will be good for the customer. Confidence and enthusiasm are absolutely and positively contagious and are the elements that will distinguish both ourselves as communicators, and our products and services as an extension of our humanity. At the end of the day, there is no distinction between our product, and us, as a unified brand.
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