Some have to serve every single customer in order to make ends meet, others have waiting lists in order to be able to cope with the influx of customers. The difference lies in the self-presentation.

Success with charisma & emotions: A convincing appearance increases sales

Procurement is never "objective"

When I ask why sales people have too few customer appointments or not enough Turnover do, I always hear the same stories. In essence, it is always about the fact that those responsible for sales are not yet sufficiently “prepared” or “professionally competent”. feel and still want to research or learn something before you start "really".

These salespeople are mistakenly convinced that sales success depends above all on their professional competence. You firmly believe that customers their order to the Company give the job that will fulfill him best in terms of subject matter and expertise - just as if the placing of an order were an objective, rational test procedure in which the person who ultimately received the most points in terms of expertise wins the race. We all know it doesn't work that way.

Charisma and reputation win over ability

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There they lie Problems mostly somewhere else: there is Company, they have to serve every single customer in order to make ends meet. And there are companies that work with waiting lists in order to be able to cope with the onslaught of customers. These types of companies differ mainly in two points: in the type of staging and in the professionalism of sales and marketing Marketing.

Customers place orders based on reputation and seller persuasion. The first factor explains why high-priced branded products generate high sales even when product tests show that in many cases no-name products are just as good, and in some cases even better. The higher your reputation, the more Money you can charge for your work.

Whoever wants to be successful needs a good reputation

If you as a company successfully If you want to be, you must do everything to improve your reputation. Good work is important, but good work alone is not enough. Your reputation is not derived from what you can do, but from what People say about you. That is why it is so important to become as well known and visible as possible. visibility increases Assumption of benefit: The more often one reads or hears something about you, the more likely it is that you must be the best, or at least a very good provider.

You can achieve more visibility through the full spectrum of press work, social media marketing, cooperation with multipliers and so on. In particular, very few entrepreneurs understand the topic of PR for themselves. This is precisely why it is easy to achieve success here within a very short time. These make themselves fast paid because they give you direct customers and referrals.

The job is always given to the one who sells better

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Good Seller are confident: They believe in themselves, in their sales talent and in their product. Self-confident salespeople know what they are talking about, but they also know that they must not overwhelm the customer with technical details, but must convince them with their personal appearance. There are people who, on principle, do not want to deal with the topics of sales and marketing: it is too abstract for them. In the worst case, they consider such considerations questionable and manipulative, even unchecked. The reason: people with a high level of expertise are often used to working with facts, which are not primarily in demand in sales.

Sales is the Artto establish relationships with people body language to use them in a targeted manner, to use arguments to convince them again and again and ultimately to demand commitment. You can also measure success and check facts in sales in the form of completion rates. What is behind this remains unclear in many companies. However, in order to systematically increase sales, it is extremely important to recognize sales success factors and to use them in a targeted manner.

Defiant expertise?

Nonetheless, people with a high level of professional competence often refuse to be active in sales. They reject sales know-how, block themselves against customer lists and cold calls, discussion guidelines, routine object handling and proven closing techniques. Often enough, they have had to experience that they have lost orders to competitors who have sold better, but fulfilled worse. This is exactly where the challenge lies:

If you offer a superior product, quality service, then it is your moral engagement, to do everything to win the customer's order - in the interest of the customer! That you can fulfill the order better, can Customer (do not know yet. He needs to focus on your performance in the Conversation leave. And whoever performs better always wins the job.

Learn to sell professionally with the art of staging

It is therefore wrong to stubbornly oppose a sales claim. Things to Learn you, professional too sellto protect customers from bad investments. Each of us has at some point acquired things that did not meet our expectations. And everyone who is not your customer runs the risk of having this experience with your competitor. It is your job to prevent that from happening. So work on your personal appearance: Even in times of digitization, people still buy from people.

Learn the art of staging. This is not about blinding, but about the ability to make the added value of your products and services visible (perceptible) to customers. The formula is relatively simple: create curiosity, create closeness, clarify benefits. All of this requires communicative Expertise ahead and can be trained.

Create curiosity, create closeness, clarify benefits

If the customer doesn't see any difference between you and the competition, then the only price he has to pay is to buy one decision hold true. In extreme cases, this can mean that you are forced to offer your service very cheaply. For some companies, this is death by installments. The price is not the preferred decision criterion of people - it is the emergency criterion.

If it were all about price, there would only be one supplier for each product in the long term. However, actually there is everywhere on the Welt a range of companies catering to different price categories. Therefore, learn to think bigger, to present your company better and to position yourself more professionally, so that you do not have to chase after customers, but they come to you.apply“And willing to pay reasonable prices.

Marketing and sales are not twins

Sales and marketing are not twins, they are not even siblings. Marketing is about creating reach, building visibility, generating interest, awareness to generate and to build and maintain a specific (brand) image. Selling is all about converting prospects into customers.

Marketing is therefore about a captivating show for as many people as possible, while sales are about the precise and targeted persuasion of individuals. For each of the two areas exist Strategiesthat give you competitive advantages and their Implementation is not that difficult at all. But a brilliant marketing expert is almost never a gifted salesman at the same time - and vice versa. The two perspectives are just too different. You will therefore only reach the maximum potential if you combine these two Tasks Entrust them to experts, each of whom is top in their own field without having to cover the other as well.

Targeted growth instead of stagnation

Many companies do neither sales nor marketing systematically. In these companies, the focus is often on technical competence and the entrepreneur himself is involved in day-to-day business. He is the expert in important sub-areas, such as Technology and product development. Such companies often do not really grow.

Of course they generate sales, but these are not generated by sales, but managed by "order-taking assistants". These are Employees, who take calls and process pre-formulated orders from customers. While these companies are making profits, they are stagnating.

Open up additional business potential through active sales work

It is only through active sales work that entrepreneurs can tap additional business potential and thus significantly increase sales and profits. This is the only way you can build up an attractive customer base in a targeted manner. And this is the only way to free your success from chance. Those who can sell always have money, always have room for maneuver, always have reserves. Those who can sell never have their backs to the wall, even in times of crisis. And those who have not yet mastered sales can learn it.

When he is in a Industry moves in which few are active sell, he also has the best chance of achieving relatively short-term success with a few simple strategies. Don't waste these chances. Take advantage of the opportunities to position yourself professionally in sales. And if you're already set up professionally, make sure you don't lose that lead verlieren. Be open to new impulses, question your actions regularly, optimize what you already have and cultivate a corporate culture in which people remain mentally flexible!

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