My already long experience in the commercial field in the security industry, has shown me that the only constant is change, so we must be updating ourselves periodically with new methods, especially with new tools.
by Adhir Uzcátegui*
Let's start with the fact that the salesperson has to work with a work structure. For this reason, I have considered it convenient to deepen, in some cases, even with examples, which I hope will guide the reader in the exciting world of sales in our industry, while in the rest of the editions we will be completing a complete program of everything we must do with the current instruments and work tools.
In addition, I intend that the reader knows how to differentiate between selling and dispatching, since the latter is what is still being done, and only through the professional management of a seller will the "art of selling" be positioned in the privileged place that corresponds to it within the business and social world. In any case, nature has endowed us with two ears and a mouth, which means that we must listen more to the customer than to talk, with this we will know their needs and we will know, therefore, to provide solutions rather than products.
The history of the sale
It can be said that the sale exists from the origins of life. It has been said that, in fact, the first sale was made by Eve, in Paradise, when she persuaded Adam to help her eat the apple. Even if we did not go back that far, we can say that, probably, the world would not be the same if commercial transactions had not occurred since ancient times.
Thanks to the sale and those who exercised such a dignified profession, technological advances have been made and changes have been facilitated, propitiated by those sellers who at the same time were inventors until reaching one of their best exponents such as Henry Ford, who facilitated a great boost to the economy of the countries.
The professional salesperson is still in the twenty-first century the spearhead of the future of companies, and they determine part of their success. The twentieth century experienced profound changes within the world of sales; more than 55 years ago it was not difficult to sell, since most countries had gone through a war and a post-war period, the scarcity of almost all products, mainly the basic ones, was almost the norm.
Under these conditions people bought what they were offered without having to carry out complicated election processes. It is from the 50s, with the chain manufacturing and the proliferation of products and services, when they begin in Europe and our countries to use some sales techniques that, generally, came imported from the USA.
Techniques are tools, instruments that are applied in the sales process to persuade the customer or potential customer towards the seller's proposal. Most are based on Psychology, Sociology and, fundamentally, on the observation of the work of the best sales professionals.
But knowledge of these tools is not enough. Sellers must also be skilled in their handling, so they will need training and experience to start a sales process.
One of the most classic sales systems that was very successful, and even today is valid, is the sale through the AIDDA method that, in 1947, Percy H. Whaiting presented in his book "The five great rules of sale", whose importance has been transcendental in the history of sales techniques.
They followed, for the first time, a systematization of all the techniques previously elaborated from the important theories of Elmer Wheeler and Dale Carnegie. The AIDDA method is still in force today, as it is compatible with other systems and techniques that have become fashionable later.
AIDDA is the word mnemonic of:
A: Attention.
I: Interest.
D: Demonstration.
D: Desire.
A: Action.
Thus indicating that the seller at the beginning of the sales conversation must capture the attention of the customer or potential customer to get their interest in the second step. In the next stage, the seller will demonstrate to the customer how their product or service will meet the customer's needs, even using tests, if necessary. That way you will grow your desire to buy and will take you in the last stage, called action, to the closing or auction of the sale.
Sell satisfying needs
More than 85 years later, the theory put forward by the psychologist E. K. Strong, in a 1925 paper, in which he anticipated the system of satisfaction of needs or desires as a theory of sale, is still fully valid.
Strong insisted on the importance of finding names or points of sale through the analysis of the product to be sold, relating these to the needs of the potential customer, in contrast to sales systems based on response to the stimulus and formulated sale, which tend to be situations controlled by the seller.
When using the theory of sale referring to the pure satisfaction of needs, the seller must know perfectly the point of view of the client, orienting him towards him, and the best way to do this is by being interested in his needs or desires.
Selling by satisfying customer needs is the approach that both marketing and sales professionals must follow today, since it is not about making a sporadic or punctual sale.
More important than making customers is to keep them and ensure their loyalty. That will only be achieved with the philosophy of the win-win self. Let's look at some definitions of what it is to sell based on that philosophy.
"Selling is the process by which the seller finds out and activates the needs and/or desires of the buyer and satisfies them with mutual and continuous advantages or benefits for both parties."
Or this one: "Selling is the process by which the seller gets the customer to think or act in a way not foreseen by him. And for the benefit of both."
We continue in the next edition, for now I say goodbye.
Happy Sales!
* If you wish you can write to the author of this article at email: [email protected]
