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Formula Boosts Closings

Book review: Mastering the Essentials of Sales

November 26, 2007

By PAULA PARISOT


photo of Paula Parisot
Paula Parisot

Knowledge, skill and motivation are three components essential to sales success -- especially as the overall market struggles, according to a new sales book reviewed by MortgageDaily.com. With this formula, salespeople generate the confidence and opportunities necessary to become winners.

Mastering the Essentials of Sales: What You Need to Know to Close Every Sale takes a comprehensive look at the history of sales, what has worked, what hasn't, and how to position oneself as a professional salesperson.

In part one of the 214-page hardcover book, Gerhard Gschwandtner, founder of SellingPower magazine, shared success stories of large corporations and the practices that helped move them forward and also gives examples of what a salesperson should do to become successful.

"In short, the professional salesperson is a trusted advisor who creates a win/win relationship based on competence, integrity, and mutual respect," he said.

Professionals work with the customer to find solutions, they follow up, return calls, deliver more than they promise and seize opportunities for learning and growing within their company or their industry, Gschwandtner wrote.

"Set aside two hours every week for professional development," he advised. "In three years you'll be far ahead of your competition."

The ability to change with the times is also an important quality to succeed in sales, Gschwandtner said.

"The choice is yours: You can take the lead and proactively change or stay in place while change moves you farther from the lead," he writes.

And as Gschwandtner pointed out, the old ways of selling and marketing no longer work.

"Update and refine your sales message continuously," he suggested. "Your sales, marketing, or advertising team should never be the final judge of what is an effective message and what is not. The only judge is your customer."

As a slow economy has companies scrambling to find more profitable customers, he said many companies make the mistake of failing to improve upon customer relationships.

"It's time to return to such core principles as treating customers well and saying thank you," he wrote. "It's time to return to honesty and integrity. When that happens, customer satisfaction shall again be king."

review and buy Mastering the Essentials of Sales

Good salespeople find out what their customers really need, they fill that need better than anybody else and they are eager to bring more value to their customers, Gschwandtner said.

And while success of a good salesperson is often measured by the height of a single achievement, he said, "Consistent success is only attained by cultivating the same territory longer, better, and more passionately than anybody else."


Paula Parisot is a MortgageDaily.com feature reporter and a blogger at CloserBlog.com who has also worked in the mortgage industry.

e-mail Paula at: [email protected]


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