Holman Yvette - Law of sales - how to get the customer to buy

LAW OF SALES

Thomas Lundqvist

Law of Sales

How to Get the Customer to Buy
(It really works!)

ISBN: 978-91-87093-13-5

Law of Sales

Soderpalm Publishing 2012

www.soderpalm.com

Editor: Ulrika Karmalm

Translation: Yvette Holman, English Swedish Translations

Cover and insert: Jeanette Carlberg Karlsson, V-TAB Falkenberg

Illustrations: Istockphoto.com

Content

This book is about our human software and how it affects us in situations around the process of buying and selling. Knowledge about our human software is essential and makes it more fun and easier to make the customer to buy your product or service. Then you dont have to sell it!

The human software is most often defined as laws and thats why I call the book Law of Sales.

Please enjoy

Sincerely

Mr Thomas Lundqvist

P.S I promise you that you will sell more after reading this book (i.e. get your customers to buy more from you). If not please contact me via my homepage www.brainscan.se and I will help you!

Close your eyes. Imagine that you are sitting in an airplane with your seatbelt fastened (I hope you are not afraid of flying.) I am your captain on this trip which will enable you to reach new lifetime sales goals. You can hear the crew saying Arm doors, cross check and report. You feel slightly anxious but at the same time a wonderful feeling overtakes you.

This book aims to help you become a better salesperson and to sell more than ever before. It will be hard, especially in the beginning, but the reward is worth the sacrifice. An airplane needs power to take off but once it is in the air there is much less resistance.

As with all journeys this book comprises many different things. Most people make the mistake of trying to do everything at once. Instead, take one step at a time. This trip will be much more fun if you do!

You need to bring two things along with you: a good pen and a notebook. I prefer the Moleskine brand. A good notebook is an excellent tool for achieving success.

You will get lots of new ideas when reading this book. Make a note of each new idea in your notebook. After you have finished reading this book your notebook will be your passport for your sales journey. If you get stuck or need inspiration take a look at my web site www.brainscan.se where I will answer whatever questions you might have.

Welcome aboard. Are you ready for takeoff? Then lets go!

This book has one single goal: to help you to sell more! It is important to make this clear right from the start. If you do not succeed in increasing your sales after reading this book then I have failed. I want to give you the best opportunities and laws to improve your performance. Some of you reading this book do not feel like salespersons. Instead you might think of yourselves as consultants. Maybe you work in customer service or work with providing service in other ways? Maybe you work in a store? This book will also increase your knowledge on how to get people to start buying from you. If you use my knowledge it will become both easier and more enjoyable getting your customers to want to buy from you. If you learn more about the human software - how our innate human software functions - and use it together with your product knowledge, I know that you will succeed!

Most businesses spend ninety percent of their training on knowledge about their products and maybe ten percent of the training on how to sell the products. What if you were to do the opposite? What impact would this have? Of course you would have much less product knowledge but much better knowledge on how to sell the product to the user.

For instance, a salesperson often wants to calculate how much the customer will gain from buying the product. This sounds like a clever and sensible thing to do. The first problem is that everyone else does it too which means that you are no different from anyone else. The second is the lack of insight and knowledge of how our software, the human software, actually functions. Everyone obviously wants to make money but we all think it is worse to lose money. Which is why it is better to calculate how much the customer, in this current situation, would lose by using a product from the competitor instead of how much he/she would gain from using your product.

Can this really make a difference? Yes, a huge difference! The human software is very old and no new economies or recessions can change this. The risk of losing money is a much stronger incentive than the opportunity of making the same amount.

Not everything in this book will give your sales a push but my ambition is for most of the contents to do just that. You will learn many new terms and expressions but at the same time I want you to experience recognition, to feel comfortable, throughout. Recognition is a key expression, perhaps the most significant one that I will share with you in this book. If you have read my first book Law of Management you know what I mean! When you experience a feeling of recognition this affects your nervous system, your human software, which is very positive towards learning and the ability to remember. This is why I do not dig deep into such problems as sales barriers. I do not want you to focus on problems.

Selling is important and working as a salesperson is a fine profession. It is important to emphasize this right here. I often encounter a critical view of salespersons and selling. This is so wrong! Merchants and traders are the people who have built our society. With this in mind I believe there are some cultural differences. In some countries salespersons generally enjoy a higher social standing. So, if you are a salesperson I think you should stand tall and take pride in your chosen profession! Salespersons belong to the only professional group (almost) that is constantly being measured. In most other professions it is hard or almost impossible to measure individual performance but in the field of sales you are constantly being measured.

The last chapter of this book is for people who hold some sort of management function. Maybe you are a sales coach or sales manager? You might be a business unit manager or maybe a CEO of a smaller company where your salespersons report directly to you. In any case, your most important task is to lead, or manage, your salespersons to success. I will discuss this more in depth in this last section and will give you some practical tools which will make it easier and more enjoyable to succeed. Note that the phrase leaders are readers actually rings true.

Remember that the six most expensive words in business are: Weve always done it that way.

The average age of a company in Europe is just over twelve years and half of all start-ups in Sweden go bankrupt within five years. Learning about human survival programs is a clever and viable thing to do. We can learn so much from our own biology, our own human software that guides us whether we want it to or not. This is why I have named the book Law of Sales.