Mastery Selling
By Gerry Foster

Copyright 2003 by Gerry Foster

I must admit that I'm concerned: because the pressure on salespeople (reps, directors, managers, etc.) in service businesses has never been greater. Missed quotas; reduced salaries, commissions and bonuses; a volatile stock market; job cuts; layoffs; an uncertain economy; confused and skeptical consumers; and new forms of competition… has made it extremely difficult for many salespeople to earn a decent living.

There are simply too many people offering the same services to the same markets for basically the same prices.

What makes matters worse, not only are many organizations competing with each other for a slice of the same pie, far too many of them are trying to "discount" their way to more sales by offering their services at the lowest price. The competition between service providers is only going to get more intense as more companies seek to compete on "price" instead of "value." That means fewer dollars going into your pocket!

But there's hope. In fact, there's more than hope… there's an opportunity.

Deep in your heart you know that you should be making more money than you currently are making selling the services you offer. You know that not getting enough appointments with prospects, being stalled with excuses, and hearing "no" is not what you were put on this earth for.

What you're here to do is make a difference with the skills you provide.

Deep down, isn't that what really matters to you?

I mean, wouldn't it be great to find prospects that must use your services, as if you were a doctor or a dentist? What you need are prospects that must come to you because they see you as a MASTER.

This makes you the salt of the earth. And no sales person worth his or her salt should ever be content with an average income or average performance.

See, here's the thing. Your job as a master seller is to get prospects to see that they absolutely, positively must use your services because no other service organization can deliver like yours can. I mean, no one else can pull it off - solve the problem, produce the desired result, make an incredible contribution, or provide an emotional benefit - which places your company in a class by itself.

No matter how many ways the prospect tries to look at the situation, the reality is …

The Unique Value Your Service Provides Is Unrivaled!

Therefore, the thought of having to make sickening cold calls, chase down dead end leads, convince uninterested prospects to meet with you, send out stupid mailers, or use high pressure, outdated, nauseating prospecting tools and closing techniques is not only BENEATH YOU … it's an insult.

Let's face it. It's a new ball game today. The old school way of selling services, which is to take prospects down a certain path and then use a power-phrase, overcome-objection "closing technique" you've been taught, is pretty much useless with today's skeptical prospects.

However, I do believe that people are drawn to salespeople they perceive as being authorities - masters - in their field.

The secret is …

You Have To Enroll Prospects Into Using Your Services, Not Sell Them!

Of course, that's easier said than done with zillions of competitors knocking on the same doors, bidding on the same jobs, or jockeying into position for the same projects, all providing the same services. But it's easy if you know how to attract clients and conquer the competition by being unique.

See, prospects with "illnesses" - hurts in their lives or organizations - realize that their pain will never go away by itself. They have to have the right remedy. By knowing how to present yourself as a service provider with a unique prescription to offer, you will generate more business than you ever imagined.

In fact, I'll really go out onto a limb. You'll get a flood of profitable, new business on a steady basis if you establish yourself as more than a salesperson - THE MASTER. That way you'll avoid coming across like a peddler hawking his wares. People will naturally want to do business with you because they will be afraid not to do business with a master.

Here are a few characteristics of a master seller:

1. The Master Seller expresses love for his (or her) clients. He realizes that successful selling isn't a question of clever strategies and tricky techniques; rather it's the result of a willingness to demonstrate love for each and every prospect by making and keeping certain promises that give prospects a compelling reason to do business with you - and only you.

2. The Master Seller believes in enrolling the prospect. If there's anything that sets the top-producing sales professional apart, he knows how to enroll prospects into naturally wanting to buy from you and how to avoid selling them.

3. They have mastered the enrollment process for "closing" a sale. They know which enrollment approaches will work best with their particular type of service. They may even use several different approaches on the same prospect. They've mastered the enrollment process whereby they can do it in their sleep.

4. The Master Seller is driven by purpose, not quotas. They have an intense desire to help others, and the unique value that will accrue to the client shows through their motivation and enthusiasm.

5. The Master Seller only meets with prospects that are already pre-qualified and pre-sold on his services. They know what Mastery Marketing® methods to use in order to cut through the fog, be noticed, get appointments, and consistently pick up new accounts and land lucrative contracts or projects.

6. They are the standard of excellence in their industry. They set the bar. They learn everything they can to get out in front of their competitors, improve their position in the markets they serve, and achieve victory. It's a victory for both the salesperson and the client.

If you want the people on your sales team to become Master Sellers, please check out my sales training course. Or, contact me directly by phone at 949.499.1174 or by email at gerry@masterymarketing.com to discuss your situation.