hours and millions of dollars have been spent studying the most
successful salespeople in our society. They have been interviewed
exhaustively, as have their customers, co-workers and managers.
Today we know more about what it takes for you to be one of the
best in the business than we have ever known before. And the most
important thing we have learned in all these studies is that selling
is more psychological than anything else.
The Key To
One of the most important concepts ever discovered in the field
of human performance is called the "winning edge concept."
This concept or principle, states that, "small differences
in ability can translate into enormous differences in results."
What it means is that if you become just a little bit better in
certain critical areas of selling, it can translate into enormous
increases in sales. In fact, you may be on the verge of a major
step forward in your sales results at this very moment just by learning
and practicing something new and different to what you have done
If a horse comes
in first by a nose, it wins ten times the prize money of the horse
that comes in second, even though the difference is only a nose,
or perhaps a couple of inches, in a photo finish.
Small Differences Mean Big Rewards
Does this mean that the horse that wins by a nose is ten times faster
than the horse that comes in second, by a nose? Of course not! Is
the horse that wins by a nose twice as fast, or fifty percent faster,
or ten percent faster? The answer is "no" to all of these.
The horse that wins is only a nose faster, but it translates into
ten times the prize money.
of the Commission
By the same token, the salesperson who gets the sale for himself
and his company gets one hundred percent of the business and one
hundred percent of the commission. Does this mean that his product
is one hundred percent better than that of the competition, or one
hundred percent cheaper?
The fact is
that the product may not even be as good and it may cost even more
than that of the competitor, but the top salesman gets the sale
nonetheless. The person who gets the sale, is in most cases, not
vastly better than the person who loses the sale. He or she merely
has the "winning edge" and that translates into one hundred
percent of the business.
Now, here are two things you can do immediately to put these ideas
the important things you do in every sale, from prospecting to closing,
and think about what you could do to improve in each area.
one specific area where you feel you are weak and make a plan to
become absolutely excellent in this area. This decision alone could
change your career.