WE ALL LIVE BY SELLING SOMETHING
“GOD HAS NOT SEEN FIT TO DISTRIBUTE
EVENLY THE GIFT OF
INTELLIGENCE”.
JOHN WANAMAKER
CRITICISM IS FUTILE BECAUSE IT PUTS A PERSON ON THE DEFENSIVE AND
USUALLY MAKES HIM STRIVE TO JUSTIFY HIMSELF. CRITICISM IS DANGEROUS,
BECAUSE IT WOUNDS A PERSON'S PRECIOUS PRIDE, HURTS HIS SENSE OF
IMPORTANCE, AND AROUSES RESENTMENT.
"AS MUCH AS WE THIRST
FOR APPROVAL, WE DREAD
CONDEMNATION“
HANS SELYE
"THE ABILITY TO DEAL WITH PEOPLE IS AS PURCHASABLE A COMMODITY AS SUGAR OR COFFEE. AND I WILL PAY MORE FOR THAT ABILITY, THAN FOR ANY OTHER UNDER THE SUN.“
JOHN D. ROCKEFELLER
RESEARCH HAS REVEALED THAT EVEN IN SUCH TECHNICAL LINES AS ENGINEERING, ABOUT 15 PERCENT OF ONE'S FINANCIAL SUCCESS IS DUE TO ONE'S TECHNICAL KNOWLEDGE AND ABOUT 85 PERCENT ISDUE TO SKILL IN HUMAN ENGINEERING-TO PERSONALITY AND THE
ABILITY TO LEAD PEOPLE.
Know your customer KYC
Individual Client
Company Family
Industry Culture
HABITS OF GREAT SALESMEN
Be proactive: the ability to make a promise. The question is, what kind of promise do we make? Are we selling values or
just ideas? Why are we in the business of advertising?
WHAT’S YOUR PROMISE?
whyWhy?
How?
What?
Begin with the end in mind (Outcome Based Thinking OBT): create the mental vision of the outcome of your presentation, negotiation; get ready for possible questions and observations
Think win-win: this is a frame of mind and a heart that seeks mutual benefit and respect in all interactions; it’s
thinking in terms of “we”
Seek first to understand.
Then to be understood: when we listen with the
intent to understand rather than to reply, we
begin true communication and relationship building
Synergize: synergy is the third
alternative – not my way, not your way, but a third
way that is better than either of us would have come
up with individually
Persuasion Techniques
2. Clarify viewpoints: people will frequently respond to your communication in ways that leave their true position ambiguous. It’s therefore necessary to clarify their view points, values or beliefs to understand how to communicate more effectively with them
3. Dealing with emotional issues: pls get emotionally involved to know the roots of the present position
4. Clarify values: do not assume everyone has the same values as we do
5. Power words: the most powerful word on earth is our own name; for some people it’s their title
6. Courtesy: learn to say “Please” and “Thank you”
1. Masterful use of question