The core truth of sales is captured by the phrase, “Jo Dikhta Hai, Woh Bikta Hai”—What is seen, is sold. Beyond technical skills and product knowledge, success hinges on fundamental human interaction, preparation, and trust. While hitting your daily targets is crucial for your bread and butter, mastering these rules is how you earn the “cream.”
1. Master the Art of Approachability
You don’t have to be a flashy superhero to sell; clients are often intimidated by larger-than-life personas. They are looking for someone they can trust.
• Be the expert next door. Focus on projecting competence with humility. Your positive mannerisms and professional etiquette make the client comfortable enough to listen, transforming a tense sales call into a conversation with a trusted advisor.
2. Respect the Client’s Timeline, Not Your Own
“Jaldi ki toh band bajegaa”—If you rush, you’ll be ruined. The sales deadline is yours, but the purchase decision is the client’s.
• Never rush or pressure a customer. Pushing for a quick close often signals desperation, which erodes trust. Use clear communication to manage the process, and allow silence for the client to think. Your job is to inform and advise, not to corner them.
3. The Aamir Khan Principle: Thorough Preparation
Like a meticulous actor preparing for a role, a salesperson must do their homework. The goal is to avoid generalities and speak directly to the client’s world.
• Preparation goes beyond knowing your product. You must research the client’s background, industry, and known pain points. This allows you to tailor your pitch to their specific needs, turning a general product presentation into a relevant business solution.
4. Listen Twice as Much as You Talk
Remember why you have two ears and one mouth: to listen more. Many salespeople believe they must dominate the conversation, but the opposite is true.
• Be an active listener to diagnose the problem. Let the client do the talking; their questions, comments, and objections are clues to their needs, fears, and budgetary constraints. You can’t sell the solution until you’ve fully understood the problem.
5. Integrity is Non-Negotiable
“Jo vaada kiya woh nibhana padega”—What you promised, you must deliver. Never promise anything you can’t guarantee.
• Treat promises as contracts. Failure to deliver what you say—no matter how small the promise—will not only kill the current sale but also permanently damage your professional reputation. Trust is the most valuable currency in sales.
6. Be the Expert, Be the Resource
You may not be Mr. India, but you must be their Mr. Right. You are the authority on your product and its application.
• Position yourself as a trusted industry resource. Let the client know you are the ultimate contact for clarifying doubts or getting product information—even after the sale closes. This shifts the relationship from purely transactional to advisory, driving long-term retention and referrals.
The five basic obstacles in every sale are: no need, no money, no hurry, no desire, and no trust. By mastering these six rules of fundamental human connection, you directly overcome all five.
Happy Selling!
18.12.2012
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