Sales experts say that you will not be able to sell a product that you do not buy yourself. I’d like to know from other sales experts reading this question, how true is this? And more tips to succeed in sales will also help me?

That is not necessarily true. The customer does not care what you wear, what car you drive, what kind of mattress you have in your bedroom, or what furniture you have in your house. The best way to convince a potential customer to buy the product you are trying to sell is to convince yourself that it is the best product for the price that it is advertised at and that it offers the best value for the customer’s dollar.

When we were looking for a house in California some thirty years ago, I dealt with a lot of real estate salespeople. None of them impressed me much because they all made the well-rehearsed pitch. Then I ran into a realtor who was a short (barely 5′-3″) guy who did not look like he would be able to sell me anything. But more I talked to him the more he impressed me with his conviction that the house he was trying to sell was absolutely the best one for us. I felt like he truly believed in the product he was selling. He was not really trying very hard to close the deal; he just demonstrated his own belief that it was the best for us.

A consultant we once hired told us about a story about a Japanese Samurai warrior. This warrior did not have the sharpest sword, not the best kind of steel you could find for his weapon or the best technique for fighting. He simply convinced himself that he was the best warrior and was going to win no matter what.

Having firm belief in yourself, and the conviction that what you offer your customer is absolutely the best value for his investment is the best way to succeed in sales. You have to present your pitch without pretending, putting too much pressure on the customer, or trying to entice him with things he does not want or need.

Just be yourself, be honest in your assessment, get a very good understanding of what the customer is looking for, what he considers to be of value to him, and what he can afford. Be enthusiastic about your approach without sounding anxious, fake or preprogrammed. Treat the prospect with dignity, respect and patience. Listen to what he has to say very carefully and patiently. Show empathy and appreciation for his needs, limitations, and preferences.

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