Be a Doctor of Selling

Three Keys to Building RelationshipsnnTop sales professionals see themselves as "Doctors of Selling." They see themselves as professionals, well educated, acting in their "patient’s" best interest, and bound by a high code of ethics.nnThe medical process is the same everywhere. Whenever you go to any doctor, of any kind, for any condition, he will follow the three part sequence of examination, diagnosis and prescription.nnBegin With a Thorough ExaminationnJust as a medical professional would never think of treating you without following these three steps in order, you as a doctor of selling, would never allow a customer to force you to sell without your going through your three stages as well. This is as applicable to selling magazines door-to-door as it is to selling oil tankers to Exxon.nnIn the examination phase, you ask excellent questions, carefully prepared, in sequence, which are geared to give you a thorough knowledge of the patient’s condition, or the customer’s situation.nnFind out exactly what customers’ need with The Art of Closing The SalennDiagnose the Customer’s Need AccuratelynThe second phase is that of diagnosis. In the diagnosis phase with a customer, you would repeat back the results of your examination and double check to be sure that the symptoms that you had detected were the real symptoms being experienced by the patient. You would ask additional questions to confirm and corroborate. You and the patient would mutually agree that this diagnosis seems to be an accurate description of the condition or problem.nnMake the Right PrescriptionnOnce this mutual agreement has been reached, that a treatable condition exists and that you have identified it accurately, you can move on to phase three. This is the prescription phase, where you show the patient (customer) that your product or service is the best available treatment, taking all the factors of the patient’s situation into consideration for the ailment that you have diagnosed. You show that, on balance, what you are suggesting is the best of all possible solutions.nnProfessionals who sell in the way that doctors treat patients find that their sales activities proceed far more smoothly and result in better sales in less time.nnAction ExercisesnHere are two things you can do immediately to put these ideas into action.nnFirst, take the time to do a thorough examination by asking excellent questions and by listening carefully to the answers.nnSecond, repeat back and check your diagnosis with the customer so that you both agree on the need or problem - before you recommend a solution.nnThe Art of Closing the Salenn