By: Steve Martinez
When I want to understand something, I try to go back as far as I can. I want to know the root of the word and read what the definition of selling is. Here is the best definition I could find for selling.Selling is - "The exchange of goods for an agreed sum of money".
This is a good definition. However, to really understand selling, we should go back even further in time. We should go back to a time when money wasn't exchanged and we traded for goods.
Selling is - "When Jeremiah trades one of his Does for one of Mathews Pig's".
The concept of selling is an exchange of services or products with someone who has a need or a want. Both parties either need to make an exchange or they want to make and exchange and the timing needs be right for the exchange.
Selling Tip - Want is More Powerful Than Need
Jeremiah would make a better trade if he knows that Mathew wants the Doe (a female goat) for the goat milk and to mate his goat for breeding. These two factors of "Want" will play a role in how much Mathew is willing to exchange for one or more of this pigs. The best way for Jeremiah to know this is through questions and just listening to Mathew. Asking good questions and listening is what good salespeople do. If we want to create an advantage in our exchange value, information is the key to success.
Marketing - Enhances the Value
If Jeremiah wanted to maximize the value for exchanging his goat, he might research the village to learn who needs a goat. This is where market research started. If no one needed or wanted a goat in his local village, he might go beyond his area and seek out interested buyers. This is marketing and marketing research.
Salesmanship and marketing is also creating a "Want" out of a "Need". This is where good salesman ship comes in. Good marketing is also one way to develop a better brand and an image out of something that is ordinary.
Building Trust - Shortens the Selling Cycle
In Jeremiah's case, if he is able to show a proven and healthy life line from his breed of goats, he can raise the value of his goats in the eyes of the buyer. Referrals and recommendations from previous traders would be an excellent proof source and help gain trust with Mathew and any prospective trader. If you are not asking for an developing referrals and recommendations, you are missing the best way to sell.
If Mathew were to ask his friends in the village about who has a good goat for trade, anyone who would suggest Jeremiah would be a great proven resource and trust would instantly be generated. This was a great way to build a business back then and a great way to build a business today.
Well, that is enough about Pigs and Goats. The concept I want to relate in this story is that we need to understand that selling is an exchange of goods for an agreed sum of money. The better you are at developing your brand, trust and a want out of a need, the more successful you will be.
I also want to make it clear that when we ask good questions, listen and do good research, we will know how we can exchange more for our goods and services.
If you are challenged with how to increase sales, visit our Selling Magic blog for a collection of free sales tips by Steve Martinez, a TOP SALES EXPERT at http://www.sellingmagic.com/sales_journal.
