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Visualize Successful Outcome

Review of "Book Yourself Solid"

July 5, 2007

By PAULA PARISOT


photo of Paula Parisot
Paula Parisot

Selling is simple when the sales process is centered on the client, according to a sales and marketing book reviewed by MortgageDaily.com.

Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling says there are certain questions that need to be answered before properly selling to a prospect.

Conversations initiated with questions such as, "What are you working on?" or "What is your goal?" helps define time frames and product needs, the book's author Michael Port says. Ask the prospect what results they are looking for, how they will feel and what feedback they will hear once the results are achieved.

Defining what the benefits will be from the outcome and the value of its importance offer fundamental clues to understanding what the prospect is looking for in terms of a solution -- and a personal experience. Once a solution is visualized, ask them, "Would you like a partner to help you with that?"

The prospect's answers to the above questions will help them articulate the benefits the purchase will produce, create mental imagery toward producing the results and help distinguish self-criticisms, Port writes.

"It's time to stop thinking about selling as a canned presentation that influences or manipulates someone," Port says. "The selling process is more about your clients and less about you."

The salesperson should ask more questions than they answer, listen more than they speak, consider the needs and desires of the prospect before their own and keep the conversation positive and empowering, Port explains.

Visualizing the outcome also helps.

review and buy book

"Before you speak with clients, visualize the word yes coming out of their mouths," Port says. "Hear them say it in your head and ... see a smile of agreement; watch their expression become light and happy; and visualize them writing you a check for your full fee."

Follow up, ask for small commitments and don't give in or give up if it is possible to help the client, he says.

"Start small, end big, and remember -- successful selling is really nothing more than showing your potential clients how you can help them to live a happier, more successful life."


Related:

Choose the Right Customers
Salespeople could increase their sales volume by dumping time-consuming clients with little hope of a sale and focusing on those who inspire and energize, according to a new sales and marketing book.


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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