Is a ‘System' or a ‘Non-System' better?

All my sales life I've been deluged by "systems of selling." And all my sales life I've thought of them as being bogus, or at least manipulative.

Not that they are "wrong," it's more that they don't always "fit" the situation. And that the salesperson focuses on the execution of the system to make the sale, rather than focusing on the prospect to make the sale.

No one system will work all the time, but specific elements of any system will always be applicable. I'm not saying don't learn systems - all sales knowledge is valuable. I am saying be yourself in the sale, not the system. With that in mind I created a "non-system" of selling.

Last week I gave you the outline of the principles of my "non-system" of selling. Here are those principles in detail. The steps of how to make people want to buy, buy again, and tell others to buy:

Become known by your prospects before you call on them

The big rule of selling is: In sales it's not who you know. In sales it's who knows you. To become known to your prospect, think of three ways that you can become a valuable part of their success. Your customer is looking for four things: sell their stuff, make a profit, keep their customers and employees loyal, and have no problems. Your job is to reach customers and prospects with information of value about those four subjects via e-mail, newsletter, other forms of publishing (like this article is to you), or through public speaking. To master this first and most important element is to become known as a "person of value" because you have provided your customer with information of value. Value clue: Information about you and your product are considered of little or low value to your customer.

Give value first

Your brochure and literature may have value to you, but they have little or no value to the prospect. If you give valuable information to your customer before you give them your sales pitch, you have a decided advantage in being listened to. By giving value first, you earn the respect of your potential customer so that he is as interested to hear about your product as he was to learn about the information that you provided him prior to your sales pitch. (See, I told you this wasn't going to be easy at first.)

Create attraction - and be attractive

Make people want to know you because of the business, market and community actions you take. The more value you provide, the more attractive you become. The more of a leadership role you decide to take, the more attractive you become. This has nothing to do with the clothing you wear or the car you drive. Attraction is a state of being rather than a material circumstance.

Get people (prospects) to call you, walk in your door, or ask for an initial meeting

Value attracts. Cold-calling repels. What information can you provide your customer that will compel them to call you for additional information? For example, when you send them your brochure, what about that brochure will make them call you for additional information? If the answer is nothing, then don't send the brochure. Send them three ways they can improve their profitability, and if they want the fourth one, call you on the phone or send you an e-mail or fax you.

Make them like you, believe you, have confidence in you, and trust you

People buy from people they like and trust. Credibility is established with a combination of your self-belief and how believable your information is. Most salespeople make the mistake of giving a sales presentation. If I asked you would you believe a car salesman or your next-door neighbor who owns the car, who are you most likely to believe? And that same answer applies to your customers in your selling situations. Think about the people you do business with. Now think about the ones you've been doing business with for years. Because they know you and you know them, there is a comfort level in dealing with them. People who like you and trust you are your easiest and surest sale. Better stated, they want to buy from you.

The most important step of them all is ... Rats. I'm out of space. Please return next next week for the rest of the Gitomer "non-system" of selling.

Jeffrey Gitomer is the author of "The Sales Bible," and "Customer Satisfaction is Worthless, Customer Loyalty is Priceless." President of North Carolina-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be e-mailed at salesman@gitomer.com

Jeffrey Gitomer