What are you learning? How are you learning?

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How are you taking advantage of your knowledge?

I have been a student of sales since November 11, 1971. I was listening (via the brand new voice technology called the “cassette tape”) to a guy named Jay Douglas Edwards, who uttered the sales tip, “If the customer says, ‘Do these come in green?’ you say, “Would you like them in green?” Cool.

That’s the day I realized that there was a science of selling. I wanted to learn more.

I will admit that most sales skills and sales tips taught in the 1970’s were somewhat manipulative. But at the time that’s all that existed. Over the last 40 or so years sales models have changed.

Probably the best example of change I can offer you comes from a column I wrote several years ago about the “Benjamin Franklin close.”

You can get that column in its entirety by going to http://www.gitomer.com/articles/ColumnSearchResults.html and entering the keyword: Franklin.

Basically what the column says is rather than use an old, time-worn manipulative sales close on the customer, try using it on yourself before you go into the sale as a means of preparation.

I have read all or portions of hundreds of sales books over the past 40 years, but most of what I have learned has come from the spark of an idea gleaned from a book, and then it was somewhat altered once I got out into the field and had to actually apply the strategy. Kind of like you.

All sales books offer some form of valuable information. All sales experts offer some form of valuable information. As a student, your job is to determine how that information fits into your skill set, your environment, your marketplace, and your customer interactions.

Learning sales skills is a matter of understanding, adoption, application, and a bit of tweaking. [READ MORE].

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