I was watching the news over the weekend and I listened with some horror to the way that the news folks reported on this story. There are some parts of it which are part of sales. There are some parts which are straight out of the 1950s. There are some parts that are just horrible. I don't really care about the political parts of the story. I don't care about the case involved in the story as well. I want to talk about this strictly from a Sales standpoint. I spend a lot of time talking to people about Sales and Training them to be better Salespeople. So many of them are turned off by Sales as a concept, that I have to start by showing them that Sales is important and moral. Most people think of a Used Car Salesman. Somebody that is hard selling and manipulative. What I try to teach is that Sales really is showing people why they should buy products they already need from you instead of your competitors. Everyone I work with believes in what they do. So, they are simply helping people select the right product or service for them. Because of this, they won't win every deal. But what they will win is having a reputation for being a trusted adviser in what they are selling.
Switching back to the Trump University stuff that I saw, I need to mention the one thing that is true. The process told the Trump University sales folks that Sales is an emotional process and to connect to the prospects emotions. The reality is that Sales IS an emotional process. This has been shown time and time again in studies. There is nothing that Trump or anyone else can change about that. Exploiting it unjustly is a separate issue.
The techniques beyond that were all about what is called Transactional Sales. ABC - Always Be Closing. There are few places where this is still left to any extent. Auto Sales is one of them. Most of the rest of the world has moved on to more Relationship Selling, and with good reason. The lowest cost Sale that can be made is the Sale to an existing customer. By using Transactional (and worse manipulative) Sales techniques, you have written off the lowest cost method of creating a Sale. The lowest cost new Sale comes from Referrals. Do you really think that the Trump University Sales Folks were going for Referrals? So if you encounter these techniques in the future, you need to question if the company is worth doing business with.
If you have questions about Modern and Moral Sales Techniques, just let me know. I am happy to help!
Jim Sackman Focal Point Business Coaching Business Coaching, Executive Training, Sales Training, Marketing
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