Successful Selling in 10 Steps

Customer Testimonials


  • Offer Alternatives
  • Honestly Describe the Pros and Cons of Each Alternative
  • Handle Objections in a Non-Defensive and Non-Argumentative Manner
  • Get the Customer Involved
  • Consider the Customer’s Psychological and Functional Needs
  • Ask Open-Ended Questions
  • Give the Customer Lots of Air Time
  • Establish a Truthful Selling Relationship
  • Have Excellent Knowledge about Service or Product you are offering
  • Sell Yourself as Part of The Package


  • “I’ll take care of that for you.”
  • “I take full responsibility.”
  • “We want and appreciate your business.”
  • “Thanks for shopping at our store.”
  • “Consider it done.”


  • Actions count, not words. Results count, not promises.
  • Promise a lot and deliver even more. Make big commitments, fulfill them all, and then give a little extra.
  • Don’t compete, create! Find out what everyone else is doing, and then don’t do it. Be unique. Approach your retail sales in a way that sets you apart from others.
  • Create positive pictures with the words you use. Avoid these: contract, buy, pitch, deal, sign it, pay for it, money and price. Replace them with: agreement, invest, presentation, opportunity, approve, investment.
  • Use fourteen most powerful words: advantage, discovery, easy, guarantee, health, love, money, new, proven, positive, results, safety, save and you.
  • Selling is a science. Certain things must happen before a sale is made. Every customer/prospect must answer six questions: Do I want the product? Do I want this particular one? Do I want it now? Do I want to pay the price? Do I want to get it from you? Do I want to get it from your company?
  • Sell benefits not products. Use units of conviction in which you: Describe a feature of your product, explain its function, explain the benefit of that function, prove the benefit by providing evidence, and ask a nail-down question to get your prospect’s verbal acceptance of the benefit’s value.
  • Benefits help you tune-in to your customer’s mental radio station, WIIFM, “What’s in it for me?”
  • It is your obligation to close, and provide your customer with an opportunity to make a decision.
  • You will know where you are with your customer’s “will-invest-line” by closing throughout the presentation and gauging the responses. As customer gets closer to the “will-invest-line”, you will receive more positive responses.
  • Think of a balance scale as representing the way your customer’s mind operates-weighing need, use and value against the required investment.
  • Remember to close early and often, so you won’t buy your product back.
  • Effective closing questions should be natural, sincere, yet assumptive. Include physical action. Offer a choice between alternatives. Be sure your question requires a response. And after asking a closing question, be quiet.
  • Objections do not mean “no”. They mean your customer is interested in seeing more need, use, and value.
  • Whenever possible, you want to raise objections before your customer does. Anticipate and make them your objections. Build into your presentation the answers to the objections that are often raised.
  • For ridiculous objections that do not deserve a response, just cushion, bypass the objection and continue your presentation.
  • The READY formula suggests five ways to respond to an objection: reverse it, explain it, admit it, deny it, or ask “why?”
  • Develop a sense of conviction about your service or product. Conviction alone is sometimes enough to handle even a major objection.
  • Maintain the right attitude by visualizing the positive end result of your work. Even in the face of resistance, remember that your effort will be appreciated once your customer realizes you are there to help.
  • Commit yourself to “three-every twenty one-times four”. That’s three after-sale contacts, one in person (if applicable), one by mail, and one by telephone-every twenty one days, repeated four times. Do not tell your customers you are going to do this, just do it.


  • Approaching the Customer (Greeting)
  • Identifying Needs
  • Presenting and Demonstrating Options
  • Trial Closing
  • Handling Objections
  • Closing
  • Sales Follow-Up

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