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not going to spend their company's money on something they don't really need (unlike consumers, who can
sometimes be persuaded to buy 'useless' products like fur coats and solid gold watches!).
Some salespeople adopt a direct 'hard sell' approach, while others use a more indirect 'soft sell' approach.
Which approach do you prefer? Whichever approach is used, in the end perhaps a good salesperson is someone
who can persuade anyone to buy anything. On the other hand, maybe a good salesperson is someone who
knows how to deal with different kinds of people and who can point out how his or her product will benefit
each individual customer in special ways. After all a buyer is called a 'buyer' because he or she wants to buy.
All you need to do is to convince them that your product is the one they want. A successful sales meeting de-
pends on both the salesperson and the customer asking each other the right sort of questions.
T a s k 19. Fill the gaps in these sentences with these words:
Before, buying, client, individual, product, wants, weaknesses
If you want to be a successful negotiator and salesperson you should ...
1. Know your ......... and its main features.
2. Know the strengths and ......... of competing products.
3. Find out who makes the ......... decisions in your client's firm.
4. Plan each sales interview ......... it takes place.
5. Match what you're selling to each client's ......... and needs.
6. Listen to what your ......... tells you.
7. Remember that each client is an ......... not a number.
T a s k 20. Listen to a part of a talk at a workshop for people who have little experience of selling.
Listen to the recording and answer these two general questions:
1. What is the talk about?
2. What stages are referred to in the talk?
Workshop leader: ... All right then everybody, if...um...we look at a typical sales interview where you
meet a client or where a salesperson visits you to sell you something, we see that there are three stages: the
Opening Stage, the Building Stage and the Closing Stage. And we should add to these stages other activities
that will take place when you are not actually meeting or talking to a client: Preparation and Planning.
So let's look at these stages one by one. If you have any questions don't be afraid to interrupt. Now, the first
stage, one, is the Opening Stage. Usually this is a phone call. But you might be preceding it with a letter, or a
brochure or something like that. The first thing you have to do is get past the secretary, that's the most important.
Find out when exactly you can talk to your prospect. Don't accept a promise to ring you back, ever. And you need
to explain who you are and what you're selling. And arrange an appointment. Right?
And two is what we call the Building Stage. In other words the sales interview itself. It's important to pre-
pare well and rehearse doing this sales interview. OK? And you can role-play it with a friend or a relation. Erm
... and now this person should try to be unfriendly and uncooperative and difficult, to give you the right sort of
practice. OK? Then dress suitably for the occasion. OK, think about that. Behave in a... in a friendly, confident
but business-like manner. Right? And remember not to spend too long on social conversation; it makes people
impatient, before getting down to business. And remember that your client is a busy person. So respect that. Try
and show the client that you're a responsible, trustworthy person, which of course you are. Tell the client about
all the other well-known firms who use your product. Let the client know the benefits of the product. But, make
care...be careful that you don't do all the talking. Ask him questions. And make sure they're open questions, not
ones he can just answer with a yes or no, to find out what his needs are. So that you can match your product to
those needs and to find out how large and how frequent an order he may place. That's important. You should
talk only about half the time. Make sure of that.
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