11 basic principles used to make a great sale

I’ve been reading the book “How I Raised Myself From Failure To Success In Selling” by Frank Betger, and I must admit it is certainly an inspiring and helpful book. I have not read one like that in a while.

I came across the book while attending an event and it was recommended as a good read. I have dedicated almost every day of my life to reading. Having moments when reading becomes intentional is a great way to grow as an individual.

Although I have not yet completed reading the book, I wanted to share what I’ve learnt so far from Frank’s analysis of his biggest sale ever which only took him fifteen minutes. The book is a must read, so I will implore you to get a copy at your earliest.

In chapter eight of his book, Frank explained eleven of the basic principles he used when he made that huge sale. He was an insurance salesman but pointed out that these principles could be used regardless of what is being sold. I would say from a pin to an anchor, these principles work for anything.

Here are the basic principles as referenced in Frank Betger’s book:

1. Make appointments: Being expected is a great gesture to others that you value their time. Setting up appointments tells the other person that your time is also valuable. I would also hasten to say when making appointments, be early. It is not enough to be on time because being on time is really too close to being late, so be early.
2. Be prepared: Nothing kills a sale like being unprepared. Nobody wants to deal with an unprepared salesperson. Spend sometime and think about the upcoming appointment. Treat it as if it was a paid event or gig you were invited to. There’s no doubt we would prepare for an event that we are paid to speak but easily push to the side an appointment with a client. Take the time to think about the core issues that you’ll be helping to solve.
3. Identify the key issue: There is always a point of interest or an issue to be solved. This is part of why we book appointments with clients. Understanding what those key issues are, is important in helping your prospect work through those issues to arrive at their desired results. Once the main issue is identified, stay on it and never lose sight of what it is.
4. Key word notes: Part of being prepared is making notes of the necessary questions or points you want to go over during your appointment. Many a deals fall through because a few points have been either forgotten or left out. Ensure your points are written down in a logical order. Be brief and remain on point.
5. Ask questions: A very important component of selling successfully is to ask questions. I’ve learnt that whoever is asking the questions is the one in charge of the conversation. And whenever you ask questions, it helps you to understand and align your prospect’s key issues with your solutions.
6. Explode dynamite: Doing something startling and surprising, is often necessary to arouse people and turn them into action for their own benefit. Unless you are prepared to back your explosion with facts, not opinion, it shouldn’t be done.
7. Arouse Fear: There are only two factors that move someone to action; the desire for gain, and the fear of loss. Fear can be a motivating factor where risk or danger is involved.
8. Create Confidence: There are many ways to create sincere confidence in people. Betger mentioned four ways that helped him to gain confidence with strangers:
   1. Be an Assistant Buyer. People don’t like to be sold. They like to buy.
   2. “If you were my own brother, I’d say to you what I’m going to say to you now…” a powerful confidence-gainer if used with absolute sincerity.
   3. Praise Your Competitors. “If you can’t boost, don’t knock” is always a safe rule.
   4. “I am in a position to do something for you that no other living person can do for you.” A powerful selling phrase where is honestly fits, has surprising effects.
9. Express Honest Appreciation of Your Listener’s Ability: Everyone like to feel important. People are hungry for praise. People are starving for honest appreciation.
10. Assume a Close: Have a winning attitude. Take the gamble and put all your chips on a winner.
11. Put YOU in the Interview: See things from the other person’s point of view and talk in terms of their wants, needs and desires.

In summary, this book is beyond awesome and again encouraging you to read it for yourself. It will certainly change your perspective and your life.