The Art, the Sport and the Science of Salesmanship
Giving of Yourself Without Expecting Returns
by
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If I were to rename Dale Carnegie’s famous book, How to Make Friends and Influence People, in my mind it would become How to Make Customers Your Friends While Influencing Their Buying Habits. Ideally, this is what comes of careful application of the art, the sport and the science of salesmanship.
At first, contact with the customer should be made without intent to make a sale. It should rather be largely devoted to developing mutual congeniality, recognition and appreciation. This is what I refer to as the art of salesmanship. In the science of salesmanship, one applies solid, proven, established and ever-evolving techniques (such as those taught in courses like Professional Selling Skills II, Face to Face, etc.) in order to assess the degree of difficulty represented by the customer, both initially and in the future. The sport of salesmanship involves accomplishing the above with good humour and graceful intelligence while humbly demonstrating your vast knowledge and expertise related to the products or services in question.
The combination of these three elements of salesmanship with an honest attitude and impeccable integrity can be a powerful tool for the generation of sales in a fashion that is gratifying for both the customer and the salesperson. Customers will appreciate your knowledge and credibility and truly enjoy doing business with you. This lays the groundwork for building customer loyalty which in turn reduces the effectiveness and success of your competitors’ efforts.
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About the Book
It has been said that nothing happens in a country’s economy until an act of sale takes place. Buying and selling are the catalysts that facilitate exchanges between the building blocks of a country’s wealth (products and services), as well as, on a larger scale, between countries.
How this selling takes place is not a haphazard exercise. Rather, as you will read in this handbook, selling is more than closing a sale; it is also generating the allegiance of customers to the salesperson and to the company in order to virtually guarantee repeat business.
In this handbook, a scientific career salesperson, Alain Amzallag, M.Sc., shows the reader how selling is an attitude, a fun endeavour and an exciting adventure. This handbook describes how to become a top salesman.
About the Author
Born in
Alain won several Salesman of the Year awards as he continually honed his salesmanship skills while keeping up with the current pertinent scientific information.
In this handbook, Alain shares with us his analysis of the positive and successful ways that sales ought to be carried out: in the spirit of a win-win-win outcome for the customer, the company and the salesperson.