BetsyB wrote How to win friends and influence peopleDale Carnegie
really an amazing book, I hope you enjoy it. If you like it, I'd recommend this:
Tom Hopkins: How To Master the Art of Selling
for many of the same reasons. This will be a bit lengthy, but I hope it's read.
Several years ago I was selling in a home improvement company and we had a junket to Detroit for a seminar. Hopkins spoke. Now, try to picture a room full of big swinging dicks, by that I mean a buncha guys who had all sold...a lot...and didn't think anyone could tell them a thing.
Hopkins walks out, and does the oldest trick in the book...sort of...and pulls a cross pen out of his pocket. He says "sell me this pen". Now, like I said, the room is full of big swinging dicks, including my own, and we all go old school on the guy. We start with a guy from a competitor who tries the old features and benefits method. He says "this pen is special, it's got an ink supply that's 10X the normal ink supply but it also writes with incredible accuracy"
BZZZZZZ...wrong. Hopkins cuts him off.
Next guy was my best buddy in the company and a helluva salesman, who tries to bruteforce him using old school. "This pen is the quintessential pen of it's time. I can assure you, and our guarantee will support this, that there is no other pen on the market today that will...blah blah blah"
BZZZZZ...wrong. Hopkins cut him off.
Now, I should preface my superhero right answer moment by saying I'd read his book before hand. So I was cheating sort of. Anyways, next up was me...and here's the exchange:
"Have you ever owned a pen before?"
"what did you like about that pen?"
"what did you dislike that pen?"
"so, if you had a pen...that could do this..but didn't do this...and was similar to you previous pen like this...you'd be willing to purchase that pen today?"
And then and there I understood the beauty of sales.
And it was amazing.
DISCLAIMER: although all the above events were true, some of the names (mine) were changed in order to protect the stupid, and in fact some individuals (me) was definitely not the one to successfully sell the pen