Quick Quiz Answers to Question 1

Small Business Quick Quiz

Question #13

The most vital skill in effective selling is…

a. finding prospects
b. creating the need (or awareness of the need)

c. answering objections

d. creating desire

e. closing the sale

f. doing effective advertising

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The Short Answers #13

The answers to the questions are listed here in short form. For more complete discussion of the issues raised, visit the linked resources. Better still, subscribe to Small Business Pro. newsletter and bizzbuzz discussion list.

13a. An important skill, but just the beginning of the process. Finding a prospect doesn’t ensure that you make the sale.

13b. For a start, the need exists or it doesn’t. You can’t actually create a need — at best you create awareness of that need. But that only serves to make them anxious. Important as a preliminary step, but not the most vital skill.

13c. A vitally important skill — but not the most important. This simply deals with their concerns or fears.

13d. The art of selling — and the true role of the seller — is to get people to WANT what they need. This is the most vital skill in effective selling. Because no matter how much they need what you sell, until they want it, they won’t buy it!

13e. Ah, yes… “closing the sale”. One of the great delusions of the twentieth century. Can someone please explain how you close a sale? Especially since it’s not a selling decision being made — it’s a buying decision on the part of the customer! This is nothing more than a misguided attempt to remove control from the prospect, which creates fear — the reason why people DON’T buy (or do anything else, for that matter). “Closing the sale” is a classic Barker’s Egg.

13f. Effective advertising will help you in creating desire. So it’s one of your best tools if you know how to use it properly. But creating desire — getting the prospect to WANT what they need — is the real issue.

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