SELF MANAGEMENT


Successful Sellers Must Balance Logic with Zeal SELLING POWER EDITORS


“Balance is the key, in selling as in life,” says one sales expert.


If you’re too friendly, you may make a friend – but you won’t walk away with the order. If you’re too firm, you may get the order – but then find it can- celed the next day. You have to find a balance between the two. Maintaining balance between friendliness and firmness is also key in dealing with yourself. When you’re too friendly with yourself, you do such things as procrastinate, overeat, or use drugs. “You don’t discipline yourself because you want to indulge and gratify yourself,” says the ex- pert. “But, when you’re too hard on


yourself, you hurt your productivity and aren’t happy either. Balance is necessary.” When you’re selling something – either an idea or a product – you can be firm and assertive if you keep in mind that the customer has a need and you know he will benefit from the purchase. “But you may find that some people back out later, even though you think you’ve sold them on an idea, a product, or a project when you’re talking to them. If they do, examine two aspects of your presentation – logic and emotion –


and see if the two are balanced,” the expert suggests.


Logic builds knowledge, security, or


reassurance in the customer. Emo- tion creates action, movement, and excitement. You may create the best- educated customer in the world when you’re too logical, but he still may not be interested in buying. On the other hand, people easily get swept away by emotion. When you use only emotion, you may create an excited customer, but one who lacks follow-through. If these are problems for you, the expert suggests that you look at your sales presentation. “Try to build in several commitment steps – not just one at the end. You might sort of spoon-feed the customer and say


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