Book: "Psychology of Sales".

ithout them, any large company would have to close, which is why those who have managed to specialize in selling products can achieve incomes as high as those of lawyers, architects, doctors and other professions with high academic degrees. Sales is one of those professions in which you can start with few skills and abilities, and that when gradually improved can represent a significant increase in income.

Different studies have shown that salespeople's income follows the Pareto 80/20 principle; 80% of the profits are obtained by 20% of the salespeople and the remaining 80% of salespeople only obtain 20% of the profits, however, all those who belong to this privileged group were once in that percentage of salespeople who obtained less profits, but thanks to courses, seminars and reading they have been able to obtain the best results.

So if you are a salesperson or you already have a business in which you have to deal with customers, some of the following ideas will be very useful to you:

There are two main obstacles to making a sale:

The fear of failure and the fear of rejection. This book tells us that a customer will usually have a fear of failure in their purchasing decisions, the countless mistakes made in the past when purchasing a product or hiring a service make the customer is reluctant to consider new proposals; on the other hand, the fear experienced by the seller is that the potential customer will reject the offer. The author Brian Tracy in his book clarifies that to be a successful seller is vital to eliminate the fear of rejection, since as a general rule 80% of sales calls end in a NO, which does not necessarily mean that there is something wrong with the product or the seller, there is simply no interest in acquiring it; so if you are in sales the best thing you can do is accept that rejections are part of this profession and those who have managed to be the best sellers is because they have managed to overcome the fear after receiving many responses in their offers.

As long as you have not asked enough questions and listened carefully to enough answers you are not in a position to sell:

A doctor cannot write a proper prescription if he has not asked a considerable number of questions of a patient. In the field of sales the same thing happens, it is through questions that we must identify the customer's needs, to do this ask as many questions as necessary to encourage the customer to express the reasons and motivations that have him interested in making the purchase, only through them you will be able to determine if your product or service meets the customer's requirements. The more information you have available, the more successful you will be in closing the deal with your customer.

The customer does not care what the product is, but what the product will do for him:

Talking about the features of your product without naming its respective benefits will not increase people's interest in acquiring it, for example: talking to a businessman about a computerized system designed with the latest technology element, ease of use, that improve administrative processes within the organization will not generate enough impact to attract his attention; but if instead you tell him that such system can reduce administration costs by 30% or increase sales volumes by 20%, this will naturally generate the interest to know a little more about it. Business people are interested in their companies generating more dividends, that is why when offering products, the main benefits should be highlighted, such as in the case of people, personal growth, health, profits, security, approval and many others that are what ultimately generate the motivation and need to purchase the products.

The sales halo effect:

A characteristic can influence the positive or negative perception of other aspects. In the field of sales this concept can play in your favor, since your prospect assumes that, if one part of the sales presentation is of high quality, the rest of your product or service is probably very good, it is also of utmost importance to dress appropriately since you will be able to generate positive effects on your potential customers.

I have been in the place you are now. When I started my dream of starting my own Medical Clinic and was the CEO, I did not know how to fulfill my responsibilities at work and be present at home with my family at the same time. However, after making changes in my productivity, goal setting, and leadership, I was able to bring to my

If you want to know more about our training proposal in aesthetic medicine, we encourage you to contact us. We will solve your doubts and advise you on what you need.

Dr. Manuel Rubio Sanchez

aesthetic doctor