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Glacier icebergWe show features during demonstrations,
but it is the benefits
that generate emotion.

We craft the demonstration
per the prospect’s request,
but it is not spoken needs
that differentiates your product.

We hammer professionalism and competence,
but it is the human connection
that builds trust

We work with seen
but non-seen is what we use.

Often times the buyer has a fuzzy idea about what they want. They will request you to demonstrate your product or service according to that ambiguous list. The Master Seller should know the buyer better than themselves. Understanding their world, they know the buyers desires and cleverly share benefits that differentiates from the competition. Often times, buyers don’t know what they want. But if you can show, that not only meet, but exceed their expectations, the deal is yours. You start with the seen, but it’s the unseen you use.

When prospects think that they know the answers,
they are difficult to guide.
When they know that they don’t know,
they can find their own way.

If you want to learn how to sell,
avoid being clever or slick.
The direct path is the clearest.
Sharing features,
Showing benefits,
Giving prospects time to self discover
allowing them to find their own way
to your service or product.

Closed door and door knobLike all performances
Each sales call draws to a close.

Knowing few things solve all situations
The Master Seller asks
Do you think we’ve uncovered all your concerns?
Do you think our product solves the issues we covered?
Do you think we can start in two weeks?

Matching solutions to problems
the purchase comes naturally.

This is the no close close.

Awareness is the fundamental task of marketing; to take a solution or product that you’ve polished and honed and generate a conversation about something that hasn’t existed before. By awaking the market place, the task is to have buyers consider “This might work for me!”

When there is no conversation, there is no awareness. In the dark, your solution will fall like so many before it, into the rubbish heap of “good ideas”. Persistence and tenacity are the keys to success.

Consider following:
1. What is your competition, their pros and cons?
2. Distinguish the niche market, your solution can help.
3. Define your marketing tactics, delineate market channels your niche reside.
4. Create a marketing message that speaks emotionally to your audience.
5. Trial your message in one campaign and test if it speaks to the buyer.
6. Polish and tune the message as you roll out, channel by channel.
7. Measure ROI on each campaign.

Have you taken the time to awake the market place? Are you clear on how you position your products? Does the message you share speak to the needs of buyer?

Are you making the unknown, known?

Story Books
The nature of the world is beyond description
Yet stories are your greatest tools.

With the art of narrative,
the buyer identifies with your characters.
Compelling in action,
they see the struggle in their lives.
Clear in thought, 
they embrace the moral of your story.
Obvious  in solution,
they are drawn to your products and services.

By shedding light 
on what was once nothing,
The Master Seller becomes storyteller,
Creating possibility in the buyers’ mind.

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International Business Consultant

What is the Tao Te Ching of Sales?

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