interview: The Psychology of Selling with Simon Shinerock – Property Wire

interview: The Psychology of Selling with Simon Shinerock – Property Wire

I was interested to learn, recently, about your highly developed sales skills and knowledge surrounding sales processes/systems. I’m curious as to how this came about: and to what extent you believe others can develop this skill set? Prior to establishing Choices, you were Regional Director at AXA, where you were eventually put in charge of re-structuring the sales force to meet the requirements of the FSA. Was it within your role there that you developed (or realised that you had) this talent?

Ever since leaving University, I have specialised in sales and sales management. I think, however, though that I’m a ‘natural salesperson’. When I was five for example, I’d go door to door in our street selling apples; and during ‘Bob a job week’, I’d make a fortune! However, when I left college, my first sales job was in recruiting, and that was the first time I had had any formal training. It all made instant sense to me.

These sales principles were further reinforced when I got a job selling office equipment, and then again when I went into the life assurance industry, which is where I really learned about consultative selling. I also did a lot of reading. I was especially influenced by Dale Carnegie’s ‘how to win friends and influence people’ as well as Napoleon Hill’s ‘think and grow rich’, which introduced me to ‘the law of attraction’.

What I learned, convinced me we discovered good selling principles. We didn’t invent them: they were always there.

If you had to sum up selling in three words, what would they be?

Empathy, presentation and close. Of the 3 words; the 1st one, empathy, is 80% of everything you need to know about selling. Empathy is having the ability to be able to put yourself in another person’s shoes and see things from their point of view. It involves being able to build a relationship, have excellent communication skills and carry out a thorough fact-find, so that you know your client.

Once you have obtained that information, the second word, ‘presentation’ comes in to play. Take what you have learned during the empathy phase of the sale and apply it selectively to your client’s situation, which should summarise the good things and the bad things about what you’re proposing. Both the strengths and the weaknesses. Never miss out the weaknesses, or you undermine your credibility and risk making the client feel that what you’re offering is ‘too good to be true’.

Clearly if it’s in their interest, the emphasis will be on the strengths. Which leads you, having done the job properly, to the final part of the sale. But the sale is never complete until it’s closed. If you’ve done the 1st 2 phases right (you’ve built a relationship with your client, you know your client, you’ve given them good advice – and they understand the benefits outweigh the disadvantages): then you’ve done a good job.

So, once you have formed a good relationship with the client, attracted them to the product, convinced them that the benefits outweigh the disadvantages – and have subsequently reached ‘the close’ stage: Is that final part …….