Understanding & Handling Objections Part 2

There is a difference between an objection and a condition. A condition is a valid reason why the customer cannot make the decision to buy now. An objection is a request for more information. A customer will not waste their time objecting to small things unless they’re seriously considering buying your product or service.

Here are some examples of conditions:

§  Doesn’t qualify for credit.

§  Buyer not in.

§  No funds in the current budget.

§  They have a contract in place with an existing supplier.

Price is not a condition, it’s an objection!

To test whether it is a condition or an objection, treat it like an objection. Give more information. Break it down. If it does not break down then accept it. If you encounter a genuine condition, find someone else to sell to! But don’t give up too soon.

If no condition exists and the customer does not buy from you, you’ve done something wrong. There are too many salespeople who give our profession a bad name because they don’t give their customers what they want. They end up wasting the customer’s time.

Some salespeople buckle when they hear an objection. They hear one objection to their product or service and they give up. But it’s not the salesperson that loses out; it’s their company and more importantly, their customer. It’s your job as a salesperson to ensure that the customer gets what they are looking for. If your customer is using other products or services similar to yours then they do have a need for what you are offering.

Sometimes when I tell people I’m a Sales Trainer, they look at me like I’m doing something bad. Selling is an honourable profession. We help customers to benefit and grow by giving them expert advice. And part of that expert advice is handling objections. Most sales people sit and wait for things to happen instead of making them happen.

They give up at the first sign of an objection and the customer ends up walking away without the product or service they were looking for. I want you to make a decision now; that today is the day that you no longer give up when hearing an objection.

Decide now that you will take this material and practice it and make it yours. And you will look forward to getting objections from your customers, because objections are essential to closing. The only way you can get the YES’S from your customers is for them to give you the NO’S! Look at an objection as being like an apple. When a customer raises an objection, it is not the real problem. Like an apple there is a core. Your job as a professional salesperson is to find the core, not to deal with the apple. Cut through the objection and get to the core of the problem. Ask questions.

When a customer says, “Everything is OK, but the price is too high.” What they are really saying could be:

§  Someone else is cheaper.

§  It’s more expensive than I thought.

§  I can’t afford it.

§  I want a discount.

§  It’s outside my budget.

§  I’m not really the decision maker.

They could even be thinking to themselves,” I don’t want it” A professional salesperson follows the rules for handling objections.

2 Don’ts and 1 Do

Don’ts

§  Don’t argue – If you make yourself right, you make them wrong.

§  Don’t fight their emotions; the climate is very wobbly right now.

An objection defines the customers area of interest. When they raise an objection, that’s the point they’re most concerned about. If the customer objects to the price, then price is their main concern. If the customer objects to the insurance, then insurance is their main concern. If the customer objects to the delivery time, then the delivery time is their main concern.

Do

§  Do lead them to answer their own objections.

When you hear an objection, stop and think! This is an objection and I must lead them to answer it. Don’t assume you understand the objection. Most buyers have certain reflex objections. A reflex is something you do without thinking.

There are buyers who have objections they don’t even think about.

-              I’d like to think about it.
-              We never decide straight away
-              I want to get other quotes
-              Give me your card
-              Let me go over it and I’ll get back to you.

 These are reflex objections.

You need to follow a set of steps to effectively handle an objection:

1.      Hear them out. Listen with your ears and mind. Don’t just be quite while you plan your next answer. Most salespeople hear the first three words of an objection and believe they know what the customer is going to say, they jump in and interrupt the customer. Sometimes we even give an answer to an objection they hadn’t even thought of yet.

 2.      Agree with the thought behind the objection. Don’t agree with them (Sympathy) agree with the thought that led to the objection (Empathy).

 3.      Feed it back. Ask the customer to elaborate, to give you more information. “It’s too expensive” – “It’s too expensive?”"I want to get other quotes” – “You want to get other quotes?” Very often when you use this technique they’ll end answering their own objection.

4.      Question it. Take bites out of the apple to get to the core. Ask questions to find out exactly what the real objection is. They have to tell you more about the objection before you can decide on how to overcome it and close.

5.      Answer it. Use a technique of steps once again. Do it on purpose. Take your time, don’t rush or get desperate. You’ll say the wrong thing and blow it.

6.      Confirm the answer. “That clarifies your query doesn’t it?” “That settles that doesn’t it?”

“Well, that sorts that out doesn’t it?” “That answers your question doesn’t it?”

These are the words you use to “change gears” to move on to the next close. When you handle objections in this way by using a definite set of steps you’ll succeed more often.

Understanding & Handling Objections Part 1

Handling objections is what selling is all about. Without objections you have no direction and cannot close. It is quite normal for customers to have concerns about making the buying decision. These concerns are presented in the form of an objection. Don’t let objections dampen your enthusiasm, rather see them as an opportunity to provide more information and find direction to continue closing.

Customers usually don’t make the decision to buy until they have justified it. I’m sure that most of you have a dream that one day you’ll visit a customer, do a presentation, they’ll agree with everything you say and then help you fill out the order.    That’s a dream! If it’s a dream and you laugh about it, then why are you so upset when your customer presents you with an objection? Most sales people fear objections because they think it means no. You have to always be thinking positively to be able to handle objections.

An objection from a customer means that they are not completely convinced yet. It is a request for more information and justification as to why they should buy. It means, “if you can give me an answer that satisfies my concern (objection) I’ll buy” Remember an objection is what we call it, to the customer it’s a concern.

So rather see objections as the customers concern about a particular point relating to your product or service that they need more information on, rather than an objection. An objection means they’re interested in buying your product or service but need a little more convincing on the particular point that they have raised as an objection. Remember, you are the seller, they are the buyer, and they need you to help them make the decision to buy!

Every product, service and Industry will have one or two common objections that the customer will raise. If you’re getting lots of objections regularly then you as a salesperson have not done your job properly. You have not been convincing enough during the sales process. Most objections that customers raise are defense mechanisms. They’ve used them before on less professional salespeople and it worked. It’s a way of avoiding or delaying the buying decision. Minor objections are what customers use to slow things down during the sales process. Don’t take objections personally, it’s a part of selling, it’s a part of your job.

Expect to get objections – in fact, look forward to them because this indicates that the customer is interested in your product or service and just needs you to resolve their query (Objection) before they say YES. It’s the customer’s way of making sure you’ve covered every point that is of concern to them. Salespeople spend far too much time handling far too many objections. You should concentrate on eliminating objections by doing a proper presentation of your product or service. You should be asking questions and getting commitments along the way. This will eliminate a lot of minor objections towards the end of the sales process.

Make sure that you are matching the benefits of your product or service to their requirements (Needs)

The only real objections a customer should have once you have started closing are:
PRICE, VALUE, SERVICE, DELIVERY, TIMING and THE END RESULT.
At this point they should have bought you, your company and your product or service.

Determine Your Success in Sales - Part 1

The key to success in sales is having the right attitude and being motivated to “Be there”. I don’t believe that salespeople actually want to be lazy and unsuccessful. Most salespeople get out of bed in the morning and go to work with the intention of doing things well. We’re not negative people, we’re not demotivated people and we’re not lazy people.

We’re all good people, we all have good intentions but we sometimes we just have the wrong attitude.

We believe that it is the customer’s responsibility to bring enthusiasm into the sales process. And if we don’t see their enthusiasm we believe that they are not interested in buying.

It is the salespersons responsibility to be enthusiastic about what they are doing. They need to be enthusiastic about their product, their company, their service and themselves; in short they need to be enthusiastic about SELLING! An attitude is a powerful thing in sales, and is something that can be changed and can be improved. I’m tired of salespeople complaining about everything and looking for all sorts of excuses for not selling. The politics, the economy, the weather, the customer, the price, the leads and even in some cases, blaming their spouses for not achieving their sales targets. I’m’ tired of salespeople just not being enthusiastic about what they do.

There’s not much point being in sales unless you are enthusiastic about it! Most salespeople are just not proud of who they are and what they do.

As an example, retail sales staff are in most cases disinterested, unskilled and lazy.

They very seldom approach you when you walk into the store. And when you do eventually get someone to assist you, you get the feeling that they do not actually want to do this and are only doing it because they have to.

I am sure that you have had the experience before where you walk into a store to buy something and you ask the salesperson something specific like a delivery date or availability of a colour and they say “I don’t know, I’m just the salesperson here”.

“What do you mean, just the salesperson, you are the most important person in the store!”

You are the person who delivers on your companies’ promise of a good shopping experience.

If salespeople just believe that they are the most important person in the organization, if they just feel proud of serving customers, then everyone would benefit; them, their customer, their company and their families. When salespeople don’t feel proud of who they are and what they do then they start believing that being mediocre is acceptable and end up complaining about how tough it is to be a salesperson. To get out of this situation you need to improve your attitude.

Work on getting an “E.E.E” accreditation! (ENERGY, ENTHUSIASM AND EXCITEMENT)
Start believing that you are an important person; start believing that what you do is important, because if you don’t, no one else is going to, least of all the customer.
Interested in booking Ray for Training, a Keynote Presentation or as a Conference Speaker? Click Here.

Closing Is a Process, Not a Once Off: Part 1-4

CLOSING THE SALE IS A PROCESS, NOT A ONCE OFF (Part 1)

Closing is the difference between winning and losing. Closing is the logical conclusion of the persuasive process.

How to make it easy to get the customer to say "yes"

Closing is not manipulating the customer. It is the professional conclusion to your visit that both you and they expected from the start. Even if your customer is genuinely interested in your product or service they still need you to provide the final encouragement. Closing is what selling is all about, getting the order; it is the climax of the selling skills that have gone before.

But very often, how easy the close is depends on how well the salesperson has done the preceding steps.

Here are some of the reasons why salespeople struggle to close;

1.   An unconvincing presentation.

The customer's reason and emotional drive to buy is definitely enhanced by your presentation.

Focus on selling the benefits of your product or service. Sell the “good feelings” and create an image in their minds of what they are going to get.

2. Failure to obtain commitments.

A succession of "yes's" to presentation points makes it easier for the customer to make the buying decision. You should therefore always be closing, trial closing, test closing, getting commitments.

3. A fear of handling objections.

Avoiding, ignoring or hedging around objections diminishes the customer’s confidence in your abilities and more importantly your intentions as a salesperson.

A good place to close is after successfully handling an objection.

4. Waiting for the customer to say "I'll take it."

Too many sales people believe the onus is on the customer to take the closing initiative. Simply asking the closing question would save many lost sales.

5. Talking past the point of sale.

This happens because the salesperson gets carried away by the sound of their own voice, they ignore the customer, do not pick up buying signals and do not use trial closes.

6. Failure to detect buying signals.

The ability to notice and capitalize on buying signals is vital to closing. Queries about delivery dates and times, payment options, colour, size, company back-up, and discounts - this shows interest.

Missing these buying signals and not confirming and capitalizing on them can result in the customer eventually cooling off and losing their former interest.

7. Lack of skill in closing techniques.

Success in closing the sale is dependent on the salesperson being well versed in a variety of closing techniques and knowing when and how to use them.

8. A fear of rejection.

A lot of sales people avoid asking for the order for fear of rejection. You need to understand that such rejection is not meant personally. Objections to closing generally means that the customer is asking for more information and needs a little more persuasion to make the buying decision.

If you analyze all the times you presented your product or service and did not get the order, you'll find that you are guilty of at least a few of the above reasons for not closing.

____________________

CLOSING THE SALE IS A PROCESS, NOT A ONCE OFF (Part 2)

We have looked at why salespeople don’t close successfully (8 points covered in part 1)

Now let’s look at the four essentials of closing:

1. Listen for buying signals.

Be awake, be aware, be proactive and be a salesperson. You should be so hungry for the sale that if a buying signal crops up, you immediately capitalize and get a commitment on it. A buying signal shows that the customer is interested in your product or service and is ready to buy. Some examples of a buying signals are queries about delivery dates and times, payment options, company back-up, colours, quantities, sizes, discounts etc. Learn how to identify signs of interest and even learn how to elicit buying signals if the customer does not bring them up himself.

2. Close early and often.

When is the right time to close? As soon as the customer indicates they are ready. Don't be shy to close early. A professional salesperson has the ability to close in such a way that the first closing question is never seen to be “do or die”, and that the door is left open for further closing. By closing at the earliest opportunity and at every chance thereafter, the salesperson increases the possibility of making the sale. The customer realizes that you are there to do business and not just to do a presentation or leave your price list, rate card, business card, brochure or quote.

3. Increase your repertoire of closing techniques.

If you are only able to close in one or two different ways, your closing attempts will become repetitive and you will be "blown" after exhausting your limited repertoire.

Always close enthusiastically and positively.

Show the customer that you are capable and excited about overcoming his objections and satisfying his doubts in you, your company, your product or service.

4. Always have a final close which presents the customer with a possible fear of loss.

Often, when it comes to the close, the customer has doubts, even though they know that your product or service is right for them. By presenting this "final" close you give the customer a reason for buying now. It could be a price increase, delivery date, stock shortage, availability of colour, size or style. Using any one of these "final closes" means that if the customer delays their decision, they could lose out by not getting what they want - when they need it. You need to have a list of "final closes" to help the customer make the decision to buy now.

Besides making sure that you practice these four essentials in closing, you also need to be sure that you have done everything else, up to the point of closing, in such a way that you have created a good base on which to close. Groundwork, building up like and trust, a good presentation and a product or service commitment are essentials in making closing easier. Remember that closing is the natural conclusion to everything that has been presented up to that point.

If you have done everything properly and professionally from the start of the sales process then the customer will expect you to ask for the business! Closing is something you do all the time.

The more "yes's" you get along the way, the easier the final close becomes.

Expect to get the sale

Believe that the customer wants to do business with you. A sale only happens when you make it happen! It’s your responsibility to sell, sell yourself, your company, your product, your service, your price and the “good feelings” that the customer wants during the sales process. When you make a sale, everyone benefits, you benefit, your company benefits, your family benefits and the customer benefits.

If you don't sell, everyone loses

A customer is reliant or a good persuasive salesperson to help them make the decision to buy.  Imagine if a salesperson never encouraged a customer to buy, nothing would happen.

(NOTHING EVER HAPPENS UNTIL A SALESPERSON SELLS SOMETHING!)

Customers appreciate and respect a salesperson that is confident in themselves, their company and their product or service.

The onus is on you to initiate the sale

Remember, the onus is on you to initiate the closing process, don't be shy to be a salesperson, the customer expects it, appreciates it, and needs it.

____________________

CLOSING THE SALE IS A PROCESS, NOT A ONCE OFF – (PART 3)

CLOSING: THE 9 SECOND CLOSING FORMULAE. 

CLOSING IS THE NATURAL CONCLUSION TO ALL THAT HAS GONE BEFORE.

• Closing does not mean one brutal attempt at getting the customer to say yes!
• Closing is a process and to start the process off takes on average only 9 seconds.
• Remember, the onus is on you to initiate the closing process, don't be shy to be a Salesperson, the customer expects it, appreciates it, and needs you to close.

Here are some examples of initiating the close:

"You do want a quality product don't you Mr. Jones?" "Yes".

"I'm sure you'll agree that by using our service your situation will improve won't it Mr. Jones?" "Yes".

"That puts you in exactly the position you wanted to be doesn't it Mr. Jones?" "Yes".

"That sounds a lot better doesn't it Mr. Jones?" "Yes".

"Service is important to you isn't it Mr. Jones?" "Yes".

These are some of the ways you can start the closing process off, think of some that will suit your product or service and will work in your industry.

None of the above examples takes longer than 9 seconds including Mr. Jones `s yes's. Closing is the sum total or minor yes’s and the 9 second closing formulae gets these yes's. As soon as you've started the closing process the shoe is on the other foot. At that emotional point where you were apprehensive about asking for the order and went ahead and did so, the tables turned.

It is now the customer who has the task of either buying or giving you an objection if he is not ready to buy.

The most common objection after the first close is "Hang on a minute" not "No I don't want it". Only after you initiate the closing process will the customer present you with an objection. Objections are absolutely necessary to close. If a customer does not object you can't close. The objection gives you a direction in which to continue, you handle the objection and close again. An objection does not mean "no"; it means the customer needs more information and more justification from you about the objection and indicates that they are ready to buy.

It means "Mr. Salesperson, please give me more information and help me make the buying decision."

"I want to buy, but have a few doubts". These doubts are presented in the form of objections. An objection from a customer is a challenge to you as a salesperson to convince them that their objection, query or doubt in the product, service or price is unfounded and that there is no reason for them not to make the decision to buy. Each time you close, the customer has to raise an objection if he is not yet ready to buy, and each time you handle the objection and close, the harder it becomes for the customer not to buy.

Successfully handling objections means you're on your way to closing the sale!

____________________

CLOSING THE SALE IS A PROCESS, NOT A ONCE OFF – (PART 4)

USING THE 9 SECOND CLOSING FORMULAE TO START THE CLOSING PROCESS

USING THE BENEFIT SUMMARY

"Mr. Customer, which delivery date would be best for you, the 15th or the 30th?" 4 seconds.

Even if the customer objects now he will have to give you a response to your question. This will allow you to handle the response, if it is presented as an objection, and continue closing. The customer knows that they are going to buy because they know that they are dealing with a professional who knows how to close.

"The 15th would be too soon".                                       2 seconds.

"So then the 30th would be best wouldn't it?"           2.5 seconds.

"Yes"                                                                                      0.5 seconds.

Time it yourself and you'll see it takes 9 seconds!

Objection:
"But I'm not sure I've got space for the full order".

Solution:
"All right Mr. Customer, I'll tell you what we'll do (Positive expectancy talk), we'll deliver half the order on the 30th and you can phone us when you are ready to take the balance and we'll deliver it then, now that solves the problem doesn’t it". “Yes”

·        Now fill out the order. You've worked for it, it’s there, - TAKE IT!

• You never get a second chance at that emotional point where the customer is ready to be closed.

Remember that at this point your aim is to start the closing process so be prepared for more objections.

USING THE BENEFIT SUMMARY

After 3 or 4 closing attempts and not being able to get the customer to make the decision to buy, you may need to bring in a benefit summary. This is where you recap all the positive points, commitments and yes responses that have taken place so far.

"Mr. Jones, just to clarify my thinking, in case there is something I may have left out, lets recap what we have discussed so far." "We did agree that you were not entirely satisfied with your existing product / service didn't we?" "Yes". "We also agreed that our product / service offers a solution doesn’t it?" “Yes” "We agreed that the benefits of using our product / service would solve your current problem and improve the situation wouldn't it?" "Yes". "You are happy with what I've told you about my company, product and service aren't you?" "Yes". "You are satisfied with our delivery time and the price aren't you?" "Yes".

Now ask a question that the customer is not expecting.
"Mr. Jones, there isn't perhaps something I've said that has upset you is there?" "N00000!!"
"Great"

Now move in for the close

You have succeeded in getting your customer to verbally say to you and to themselves that there is no reason not to buy now.

Wake up! It's the real world, someone has to close, you're the salesperson, you close!

TO THOSE WHO PERSIST

80% OF ALL SALES ARE MADE AFTER THE 5th CLOSE
________________________________________

48% OF SALESPEOPLE GIVE UP AFTER THE 1st CLOSE

25% GIVE UP AFTER THE 2nd CLOSE

12% TRY 3 CLOSES THEN STOP

5% TRY A 4th CLOSE THEN QUIT

ONLY 10% KEEP ON CLOSING!

TO THIS 10% GO 80% OF ALL SALES.                        
                         CLOSE
MAKES YOU THINK DOESN'T IT!!!

Ask for the Order, Your Customer is Expecting it

A lot of salespeople find all sorts of reasons for not closing. They blame the politics, the economy, the weather, the leads, the product, the customer, the price. But these are not reasons, merely excuses. Most salespeople don’t close because they simply don’t ask for the business. Are you able to walk out of a meeting with a customer and say “I did everything right, no one would have sold to this customer”

If not, then you have not done what you are paid to do and that’s get the business.

Being able to leave a customer and say you did everything right means that instead of going to your next appointment with doubts; you will be enthusiastic and confident. Remember, selling is a numbers game. You need to know what your closing ratios are. How many customers do you need to see to make one sale? One in three, one in five, one in ten, one in 15? 

If the ratio for your particular product or service is one in five (I.E. for every five customers you present to, overall, you sell to one) then after 3 or 4 presentations where you did your best and did not sell you will eventually say “Right, my next presentation is number 5! And they are going to buy, I don’t care what they come up with, I am going to sell!” Now the chances are good that with this determined attitude you will sell to your next customer because “They are number 5!” The funny thing is that your customer did not know that they were number 5!

Don’t be scared to ask for the business and don’t be shy to close!

Most salespeople spend anywhere between 30 minutes and an hour and a half to two hours with their customer in the selling situation. You prospect, get leads, make the appointment, prepare for the meeting, drive to the meeting and arrive on time, meet with your customer, spend time talking about his interests and getting him to like and trust you, do a needs analysis, present your product or service and match your solutions to his needs, you present the price.......... and then you sat back and say “So what do you think?”

There is an emotional point where the customer is expecting you to close. They are expecting you to close because you have done everything right up to this point and they see and respect you as a Professional. It is generally at this point (the point where you know you should close, they know you should close) that the salesperson freezes. Your mind says "close", your heart says "no, don't be crazy, maybe they’ll think you're trying to sell them something" and you throw away you entire presentation because you weren’t able to initiate the closing process.

You ARE a salesperson and you ARE selling something! It’s you job to close!

Remember, at this point, it should not be your intention to close the sale, but rather to initiate the closing process. Like your groundwork, and your needs analysis and your presentation, closing is a process - not a once off hit. Expect to get the sale, stop whining and looking for excuses, take responsibility and do what you are paid to do: - SELL!!

 
Should you wish to learn more about Ray Patterson, please visit www.raypatterson.co.za

29 Sales Thoughts for Every Day

1.       Start every day with "drive" and "enthusiasm". You'll feel better and so will your customer. You'll do more with less effort.

2.       When you sell, don't concentrate on price; rather concentrate on selling the benefits of your product or service. Show the customer what it will do for them after they own it. That's what they're interested in. Focus on getting the customer to experience “Good feelings” during the sales process.

3.       Remember that it is your job to build a "permanent customer" rather than a one-time sale.

4.       Use questions, frequently, in your sales presentation. Find out exactly what the customer wants before you start selling.

5.       Appeal to emotion and sentiment more than logic. People have a softer spot for emotion. Customers make the decision to buy emotionally and will defend the sale afterwards with logic.

6.       Talk in the "customer's language". Don't try to impress them with your learning or superior knowledge. It gains you nothing but resentment.

7.       Be a "good listener" as well as a good talker. NEVER INTERRUPT THE CUSTOMER!

8.       Don't argue with the customer even if you feel you are right. You may win the argument but end up losing the sale.

9.       Develop a resourcefulness to meet any new or unusual situation. Be proactive, quick thinking and daring. Originality and judgment are your measure of ability.

10.     Never take a "no" altogether seriously..... Unless you're sure it is "NO". Keep on working out alternatives. “No” is usually only “No“at that moment, but in 3 months it could be different. You never know when the situation may change and could miss out on the opportunity to sell if you don’t follow up regularly.

11.     Good sales people are enthusiastic, energetic and committed people. They enjoy interacting with other people and being of service to their customers. Are you a "good" salesperson?

12.     Use humour carefully. Don't ever let it get out of hand.

13.     Temper and temperament have no place in selling. You may feel better to get it off your chest but you will regret your action when it's over. There is no second chance to correct what you've done.

14.     "Selling is communicating". Your presentation must flow in words that are believable and you must paint a graphic picture of your company, your product and the service you offer.

15.     Be presentable, it's expected of you.

16.     Set a high standard of courtesy. Be natural, being false repels the customer.

17.     The true raw material of selling is people, not goods or services. Be curious about people, types, temperaments, psychology. Learn the differences and you'll learn to be at ease with them..... how to lead them and satisfy them.

18.     Be aware of timing. Knowing what to say and when to say it could be the difference between success and failure.

19.     While it is true that showmanship is part of salesmanship, don't become too dramatic and get carried away.

20.     Stick to the facts. Some "puffing up" is useful, but the "whole truth" is more convincing. Be prepared to back up what you say.

21.     Know in advance, the possible objections your customer may have to the goods or service you are selling and be prepared with practiced responses.

22.     One of the biggest mistakes made by salespeople is not knowing when to close the sale. Many sales are lost because the salesperson can’t or won’t close.

23.     Some people say that those who go into selling do so because they have failed at other jobs. Don't you believe it! Selling is a proud profession which calls for greater qualities and abilities than required in most other professions. Few professions are more interesting, challenging or rewarding.

24.     Never be afraid of making mistakes in selling, see it is a necessary learning experience.

25.     In selling never make snap judgments. They have a way of snapping back at you later.

26.     Don't underestimate your abilities. You can rise to almost any occasion you choose if you have the desire to do it.

27.     Improve your knowledge and skills on a regular basis. You have 5,000,000,000 brain cells, each one capable of comprehending and storing a thousand ideas. How many have you picked up and stored recently?

28.     Never prejudge. Don't underestimate the customer. They may be smarter than you.

29.     Above all remember ......NOTHING EVER HAPPENS UNTIL A SALESPERSON SELLS SOMETHING!!!

Should you wish to find out more about Ray Patterson, visit www.raypatterson.co.za.