DISCUSIÓN DE LOS RESULTADOS DE LA HIPÓTESIS UNO

why it is essential to learn to sell

Your income depends on your sales ability. This happens to be so whether or not you have thought about it this way before. Most people are accustomed to receiving their income from a job. Even in the instance of a job, you sold your services to your employer when you were hired and continue to do so by the performance of your work. Every transaction is an exchange of goods and/or services between a buyer and a seller. In every instance, the buyer and the seller both believe that they are getting more than they are giving; otherwise, no transaction would occur. The process of convincing a buyer that the goods and/or services offered are worth more than the asking price is known as selling. No transactions occur without selling.

Unfortunately, there is virtually no training about selling offered in the formal educational system. This may be caused by the fact that the vast majority of schoolteachers are government employees and governments have traditionally relied on coercion, rather than good salesmanship, to provide revenue. This

problem could be rectified by making mastery of sales a requirement for graduating grammar school. Such a simple modification to our educational system has the potential for putting more people to work and more potential for reducing taxpayer cost of welfare programs than anything else I can think of. Whatever the cause of this glaring omission in our educational system, selling is something that you'll have to teach yourself. It's a lot easier than you think. Learning to sell is also far more valuable than you may have thought. Fear about selling stops more people who desire to start a business of their own than anything else.

Myths about Selling

Myth: Salespeople are in it for the money.

Reality: Some are. The ones who succeed and last are motivated by service. At any rate, your own motivation is up to you.

Myth: Selling is a dead end job.

Reality: All income results from sales. Once you master selling, you can use your skill to sell whatever you choose. Additionally, you can make money anywhere in the world.

Myth: Salespeople are dishonest;

Reality: Some are. If you read the paper, you know that some politicians, ministers, police officials, stockbrokers and corporate executives are dishonest, too.

Myth: It is more important that people like me than that they buy form me. Reality: People either like you or they don't. It's not up to you. You can put on an act to influence them to like you, but that is not worth the effort because you have to keep doing it.

Myth: People must like me for them to buy from me.

Reality: Surely you have made purchases from people that you didn't like. People's opinions about us are really about them. I think it is at least mildly humorous that we live with ourselves for decades with a limited understanding of our behavior and mental processes; but nevertheless, think we can figure everything about someone else in the first two minutes.

Here is how anyone can learn to sell.

Look around your house, your car, your office and your purse and find a possession with the following characteristics:

1. A product with a retail price of $1-$10.

2. Easily available in wholesale quantity and at wholesale prices. 3. Something you did not make yourself.

4. Something that you delight in owning. Explanation of the suggested characteristics: 1. A product with a retail price of $5-$20.

At the beginning, a product is easier to sell than a service. Your customer can examine the product that you are offering to discover if it is something that he wants; with a service however, the customer doesn't really know what he is getting until after he has agreed to accept delivery. This makes the selling task somewhat more complex for services. By starting with an inexpensive product, you minimize the size of your investment, maximize your potential market and have a product that you can carry with you. Clearly, it would be foolish to invest your entire life savings in inventory, if you have not yet mastered selling. At first, it is important to gain experience quickly. Almost everyone is a potential customer for a $5-$20 item, because almost everyone has this much money at hand and is accustomed to

spending this amount of money frequently. People spend multiple thousands of dollars in a single transaction much less frequently. It is not necessary to move to a higher priced item to increase you r sales. McDonalds is an example of a

commercially successful enterprise that sells nothing that even comes close to $5 in selling price. The publishing company which I started in 1979 could be

characterized as an embodiment of the $5-$20 idea, resulting in sales of thousands of books every year.

There are many ways to find a product to sell. Consult your Yellow Pages, the manufacturer or the retailer where you bought it to find out how to obtain a supply at wholesale prices. Many people have used the printed edition of this book as a product for learning to sell. Not only does it meet all the requirements for a product to learn with; if you have difficulty with selling your supply you can sit down and

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2. Easily available in wholesale quantity and at wholesale prices.

Once you have sold your inventory, you want to be able to replenish it easily and quickly. If you can't replenish your inventory quickly, you will lose sales to people who approach you wanting to buy your product, which temporarily you cannot deliver. Being out of stock is bad for business. Buying at wholesale prices and selling at retail is a natural and normal thing to do. Wholesale prices (cheaper by the dozen) are based on the supposition by the supplier that if you buy in quantity, then it costs the supplier less selling expense per unit to deliver the product to you, because you as the customer are doing the selling. Additionally the supplier

anticipates that you will return for more after you have sold your first batch. The mark up of the retail price above the wholesale price is your reward for your selling efforts. All of this may seem quite unusual to someone who has not managed his own business; however, the system of wholesale and retail prices is clearly more common than you may think-- -there would be no shopping centers, car

dealerships, or department stores without it. 3. Something you did not make yourself.

It is substantially more difficult to sell a product that you made yourself. Selling a product of your own creation is more emotionally confronting and rejection seems tougher to take. In 1976, I started a business selling self-improvement books and audiocassettes. I lived in the Boston area at the time and within a year or so, I was serving customers throughout the East Coast of the United States. In 1979, I

published the first edition of this book. The emotional content of selling it was far more intense than selling books that other people had written. I can remember standing in bookstores while the book buyer looked through my book, deciding whether to purchase a supply, and thinking that it would probably be less

embarrassing for me to remove all my clothing than to have my book examined like this. This emotional intensity is a serious problem for anyone in the performing or creative arts. Poor salesmanship is the primary cause of the starving artist

syndrome. For this reason, actors, musicians and writers, anyone in the creative or performing arts and anyone else who offers a service stands to benefit promptly from the skill gained by selling a product that is not of their own creation.

4. Something that you delight in owning.

By choosing a product that you delight in owning, you make it easy for yourself to say good things about it. Just allow your enthusiasm for what you have to come forth. With a product that you love, it is not necessary to make up lies about it in order to sell.

Offer your product to people that you know and meet. Obviously, at first the income that you receive from this activity will be a whole lot less than you would receive from all but the lowest paying job; however, at first, the learning is more important than the income. The same skills are required to sell a $100,000 item

and a $5 item. This has been proven repeatedly by real estate sales people who double their real estate commissions as a result of the practice gained by selling their favorite book.