THE TWO UNIQUE PROBLEMS ASSOCIATED WITH SELLING IDEAS, INFORMATION, SERVICES, PRODUCTS
by Alan J. Zell, Ambassador of Selling

When deciding to make a presentation or as one is making a presentation, there are two problems that they will be faced with that they need to be aware of. While not being aware of them may be used as an excuse, not knowing or ignoring them can cause many sales not to be made or lost.

PROBLEM #1 happens when a customer is buying the ideas, information, services, and products to be resold or used by others such as:

* the supplier is selling their ideas, information, services, and products:
* the creator or manufacturer shows it to their agents or representatives,
* agents/representatives show it to others that will sell it or convert it into something else,
* a reseller or converter shows it to their staff,
* a reseller or converter shows it to their customers.

In these situations, the sale has to be made three times before it can be considered sold:

Sale #1 is made when the customer believes they have enough information to answer their own questions about what is under consideration. If not, then, most likely the sale will not be made.

Sale #2 is made when the customer believes there is enough information to accompany what is under consideration so that others questions will be answered.. This very often stops some things from being bought.

Sale #3 is made when the end-user or recipient believes they have enough information to warrant keeping and using what was bought. If not, then the item(s) may be returned, hidden or trashed

PROBLEM #2 occurs when customers buy ideas, information, services, and product(s) as a self-purchase. Here, the seller faces two conditions:

Condition #1 is that the sale cannot be consummated unless the customer believes they have enough information to enable them to get approval or confirmation from some other party – their family, friends, associates and acquaintances or, for that matter, their own conscience. This approval can be either formal or informal. Without the prospect of approval, the sale will not be made.

Condition #2 occurs after a sale has been made. In this case the customer has to have the information they need to justify their purchase and use to some other party - their family, friends, associates and acquaintances - otherwise it might be returned, hidden or trashed.

This article was written to help you and your business. If you believe some of these articles will be helpful to your business, please e-mail me your comments on how you will apply them. ajz

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