Sales principles

A lot of books about sales do not seem to be about sales at all. I just finished reading “How to sell like a spy”. The “Sales perspective” by Jimmy Zugschwert has the same message. Win-win, reputation management, caring, customer focus, building partnerships, curiosity, knowing your customer, perspective, doing your research, asking questions, solving problems, follow through, not being an empty suit, expertise as the differentiator, maximising value (for your customer), be helpful, follow through, storytelling, create real connections, clarity, and integrity.

ESP

The book introduces the Essential Selling Perspective (ESP Method: Value-Service-Trust), which is fueled by the process (of the five Cs of every sales experience: Care-Connect-Clarify-Confirm-Commit). This last one naturally comes together when you are genuine, sincere, and authentic in the first four Cs. It is the culmination of handling the first four properly and with integrity. Integrity is defined as 1) an adherence to moral and ethical principles, soundness of moral character, and honesty; 2) the state of being whole, entire, or undiminished. The honour or nobility of selling well. You should read “Life is a pitch”.

Some lessons

• Typically, in B2B4C selling, you will not get to participate in the closing of the sale. When you are not directly connected to the end user of…