Selling Is A Communication Thing

“Some sales trainers turn sales into a complicated subject, but it is not rocket science.  Thick books on selling techniques are no guarantee of your sales success.  Likely, they are something that you should run away from — too much dirt in between the nuggets.

“To start well as a sales trainee you have to want to look for the basic simplicity in the subject.  It will always be there; life is basically simple.  The fundamental, operating principle of sales is its simplest datum.  Non-researched data, theory posing as fact and opinions that mask a lack of real substance, which are found in too many “how to sell” books, only make learning the ropes of selling hard.  Every subject — sales is no exception — has a key simplicity at its core, which, understood and applied, unlocks the doors to success.

“This is important stuff.  Being able to sell well contributes to your mental and financial well-being.  People who know they can sell well have the comfort of knowing they can provide, or that they have provided, the wherewithal for their families to continue to survive and grow.

“Blindly learning rote patterns and scripts for selling won’t help you to sell well.  What seemed easy becomes difficult and hard to do when the underlying dynamic of any sales presentation is not grasped well, or at all.  It is not enough for you to spout off a rote pitch.  Today’s sophisticated buying public will not tolerate such methods for selling; they reject the “sales pitch” approach.  They can smell one coming a mile away.  You have to perform better than that in sales to enjoy continued success.

 “The correct and fundamental principle of selling is that selling is a communication thing.  Selling is a specialized form of communication that includes enough understanding on the part of both the seller and the buyer to accomplish a persuasion (on the part of the seller) and an acceptance (on the part of the buyer) that brings about an exchange of goods and/or services for a valuable — most often money.

“Without an understanding of WHY a sales technique works when it does, or WHY NOT when it does not, that sales technique will not make selling better and easier for you.  Repeating your mistakes of today will lose potential sales commissions for you tomorrow, unless change toward understanding the underlying simplicity of selling, is effected.  The only way you, or any salesperson, can better sales results, statistics and income is to learn to sell better and more easily by understanding selling’s basic fundamental simplicity: selling is communication.  Fortunately, communication as a specialized skill can be taught and learned.”  — Ron Kule

Ronald Joseph Kule is the author of Sell Better, Sell Easier, Sell Everything Artfully, a self-help, sales-training book designed for beginners to professionals to make selling better and easier by offering the missing ingredients of successful sales training, as well as exclusive selling exercises that improve sales-communication skills immediately.

Copyright 2012 by KuleBooks LLC. All Rights Reserved.

Dissemination, distribution, or duplication of this communication is permitted for non-commercial purposes only, and only when full and open credit is given to the author as source of the information, with a link back to this blog.

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2 thoughts on “Selling Is A Communication Thing

  1. What a great article, so appropriate. I have been through several really fantastic sales training modules (copier sales) and did find value from a logical standpoint. I notice that the naturally gifted salespeople are always the ones that are natural at communication, it is impossible to be natural when following a script.

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