The Secret of Selling Anything: A road map to success for the salesman… who is not aggressive, who is not a “smooth talker,” and who is not an extrovert

Unless you can demonstrate to others that your service is in their self-interest, they are not going to give up their resources to you.

It helps greatly to think of the sales interview as consisting of five steps. These steps provide a logical sequence that leads the interview irresistibly to a successful conclusion, if there’s a sale to be made.

This, then, is the story of life: each individual seeks happiness. His concept of what will bring him happiness will differ

You’ll have to develop the questions yourself – based upon your industry, your product and your market. But to give you an idea of the kinds of questions that are useful, here are a number of examples. These are questions you would ask the prospect, organized by the type of product being sold. Read all the examples, no matter what the nature of you

Each of the next five chapters will discuss one of these five steps, beginning with step number one .

He buys because there’s something he wants for his life. Your job is to find out what that something is.

Lastly, if you’re a businessman, how do you make sales? Naturally, you have to offer the customer something he wants more than the money you’re asking him to give up. What do all four of these cases have in common? In each one, you’ve had to offer someone else something that is in his self-interest – a method by which he can profit. Otherwise, he w

Second, you’re expressing an interest in his business – a genuine interest.

There isn’t any way to sell him anything until you know what it is the prospect is trying to acquire. So begin by discovering his motivation.