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Boost Your Small-Business Sales
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Article 1: What You Need To Know About Selling
Before you can sell, you must communicate. This seems obvious, but many sales fail because sellers talk past buyers.
The lesson here is not to feign superiority or seek converts. Your goal isn’t to impress buyers or even necessarily to persuade.
It’s to communicate how you can please potential buyers. They want to be pleased. They want their needs, or better yet, their desires satisfied.
Forsake stylish appeals and speak buyers’ language to communicate the substance of your message. Seek the buyers’ mind, rather than seeking to impose your will. Do this by asking, rather than telling. “What is it you want (or need)?” Rather than “You should buy this.”
You can talk yourself into the poor house trying to persuade people to buy something they don’t need or desire. Being self-employed, you haven’t time to waste.
Your sales success soars in direct proportion to how well you identify legitimate prospects. To do this, you need to know your ideal customer – the one who already is delighted with buying from you.
If you haven’t been collecting demographic and psychographic data that describe your buying customers, you’re operating by the seat of your pants. Age, sex, occupation, income, interests, publications they read, entertainment they prefer and countless other personal identifying characteristics taken as a whole define your best clients as a unique class, set apart from the general population.
Once you know what your customers look like and prefer, seek others matching that description by using ads and mailings and other marketing. Don’t waste time trying to sell to folks that don’t fit the profile. Spend your time and money connecting with those who resemble your best customers. Sales should follow.
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