Back to Basic Selling: Practice, practice, practice

Posted on by in Reading Between the Lines

“Plan and practice a brief, but strong presentation.”

Back to Basic Selling by Robert F. Taylor, page 99

“You should be in sales. You have the gift of gab.”

I have been hearing this recommendation all of my life. What people do not understand is that this is not a compliment. The selling profession is not about “gabbing” or speaking incessantly. It is all about understanding people and helping them solve problems.

Click on the book to grab your own copy of "Back to Basic Selling".

Click on the book to grab your own copy of “Back to Basic Selling”.

Another problem I have encountered over the years is the ill-conceived confidence level that influences the belief that people can “wing-it” through the selling process.

Not unlike professional athletes, motion picture actors, or Broadway performers, your success will start with a script. Your professional status begins with a pen and pencil and by knowing exactly what needs to be said in what order.

This cannot be accomplished in a single pass. It calls for a level of thought accompanied by a number of rewrites. In fact, it will be an ongoing work-in-progress as the years unfold.

Now I’m going to throw a monkey wrench into the wheels of progress. I am not suggesting that you memorize your presentation verbatim as you would if you performing in the theater. It was General Eisenhower who reminded us that the plan is nothing, but planning is everything.

With this in mind, I want to go on record to say that once you have developed your presentation and rehearsed ad nausea, it is time to “go with the flow” and allow the discourse with both prospects and clients to unfold naturally.

Once you have written your presentation and rehearsed, the hard work is over. My college football coach reminded us every Friday that “The hay was in the barn.” What that meant was that practice was over and it was time to have some fun playing the game as it presented itself.

 


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