Robert Cavett, founder NSA said, ‘‘you got to circulate before you percolate.’’ You need to find a way to ‘‘get into’’ your prospects and customers if you want to be a selling champion! It is a popular maxim in sales that, ‘‘all things being equal, all things not being equal, people will buy from who they love and trust.’’ The more the salesman develops relationship and friendship with the prospects, the more he expands his customer base. The rule is, don’t be in a hurry to sell, but be in a hurry to develop relationships. People like buying from friends. The more friends you are able to develop in your prospects and customers, the more your sales will increase.
Average salesmen make the mistake of being in a hurry to sell. They risk going into what I call ‘‘hurried selling.’’ They hurry in and hurry out! This is the definition of failure in selling! Selling is 80% psychological and 20% technical. You need to connect with the prospect or the customer before selling to him. Once you fail in this aspect, you may likely end up in what I call, ‘‘One-Off Sales.’’ This is when you sell only once! This is not ideal selling situation. The salesman should sell to a buyer, sell again to the same buyer and attract referrals from the buyer. This is achieved when the salesman develops cordial relationship with the prospects and customers. People buy when they like and trust the salesman and this situation doesn’t just happen. The salesman creates it and the time to achieve this is now!