How to Sell to an Idiot
Chapter One
Step One:
Be Prepared
or Be the Idiot
A professional salesperson is always prospecting. Prospecting is
being alert for clues. The first clue you need to uncover is, "Am
I dealing with a prospect or a suspect?" If you merely suspect a customer
might buy, you're leaving too much to chance. Start every day
right by visualizing everyone you encounter as a prospective or potential
customer. Even your current customers have the potential to
buy more. Some customers will have more buying potential than
others: desire, need, or appropriateness for the goods and/or services
you're selling, ability to pay, and awareness of how much he or she
will benefit from the purchase.
All of the preceding notwithstanding, any potential or current
customer might be an idiot or not. In the end, it doesn't matter. Idiot
or genius, their money is worth the same amount once it hits the
bank. It's up to you to be pro-intentional enough to make sure someone
else doesn't sell them what you're selling and take their money to
another bank-which would make you the idiot.
Sales professionals who set out each day to find suckers are starting
on the ... read full excerpt from How to Sell to an Idiot: 12 Steps to Selling Anything to Anyone ebook
