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A 3 pages term paper on “The One Minute Sales Person" by Spencer Johnson and Larry Wilson

Co-author of The One Minute Sales Person with Spencer Johnson, Larry Wilson heads the Pecos River Learning Center, a 2,000-acer ranch in New Mexico that serves as a high performance laboratory for many of America’s top corporations. Its fame has now spread to the international scene, and it has served companies from overseas as well, including Germany and Japan. Larry Wilson began his career as an insurance agent. He earned the distinction of becoming at age 29, the youngest lifetime member ever (at that time) of the prestigious Million Dollar Round Table.

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When they talk about The Symbol of the book (a digital number in a circle), the intent is to remind us to "take a minute to look at each customer as a PERSON and to realize that they are our most important resource. What a concept...to treat each customer as a person!  This really falls in the realms of customer service, doesn't it? 

As a company, our corporate creed says that our success is rooted in the respect for the individual and must be nurtured through the embracement of a common set of values.  So it seems that our focus should always be about "taking care of the customer"!  The Question then becomes, how can we take care of the customer, make them feel like a Person and bring success to our sales effort?  Seems like it's all about ownership.
      
As an owner you know your product inside and out so your initial meeting can quickly become a friendly discussion because (as an owner) we are prepared to do whatever it takes to make our guest excited about staying with us.  Your excitement and positive attitude are the keys in winning the trust of your new guest so that even in tight economic times, they will only think of you because you think like an owner does and everyone wants to be associated with a winning team. 

To the question of 'How to Sell Peace Building?'  We are all Sales Persons - from President Bill Clinton (now George Bush) to ourselves.  Whether you sell ideas, products, services, or yourself - you need to know what works.  Possibly, a better understanding of this will also help our little Peace Builders organization to work better.

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Almost everyone who succeeds is really an effective sales person, whether he or she realizes it or not. Successful peace activists sell others on the value of their ideas and how they will bring people what they want in terms of peace.  (Marketing, on the other hand, is about doing research to learn what people want, creating the products and services that people want, pricing them competitively, and then making it easy for people to buy.)  Even valuable ideas can wind up on the scrap pile just because they weren't sold.  As good as some of the ideas to solve the problems of war and violence might be, how much good would they do if either side decided not to buy the answers?

Successful Sales Persons know that behind every sale is a PERSON.  And they are successful because they are adding value to the other person - to the buyer.  The 'Wonderful Paradox' is: I have more fun and enjoy more (peace) success when I stop trying to get what _I_ want and start helping other people get what _they want. In simple terms, you have to know and convey 'what is in it for them to buy'.

Successful Sales Persons 'Sell On Purpose'.  First, Selling On Purpose means that I am usually conscious of what I am doing.  I am not unconsciously repeating a memorized sales routine.  On each 'pitch' I am doing what I am doing consciously - on purpose.  The second, deeper level of Selling On Purpose is, however, where the real power is: appreciating the difference between a goal (for example, putting on a conference) and a purpose.

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Many people are not sure they know what other people really want.  'What do _you_ want?'  When you answer that you will probably know what other people want.  Most people want to feel good ... about what they are doing ... and especially about them.  Success in selling peace is helping people get what you want to get: My Selling Purpose is to help people get the good _feelings_ they want about what they bought (peace ideas) and about themselves.  The fastest way to achieve your goals is to stay on purpose.

The fact is, with an idea or service you believe in, selling is inherently purposeful.  You do add value. You help people solve problems, seize opportunities, and, by acting, feel better about them. You can either recognize that fact or not. Give yourself credit for the fact that you are serving, helping, contributing, making a difference - adding value. It comes down to caring about your 'customers', doesn't it? Caring is what purpose is all about.  We are talking about customers who trust me and give me referrals and stick with me for the long haul.  Selling On Purpose isn't an issue of being nice, but of being smart.  It is the single major difference that sets apart the top twenty percent from the other eighty percent (Pareto's 80:20 Law).

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There are certain obstacles to a 'sale' that we have to help buyers overcome:

1. No Trust - you have to earn their trust; why should they trust you?  Referrals help immensely.  Point to other evidence of successes.

2. No Need - one of the most helpful values we provide is helping people recognize what _they_ really want or need. We do that with our ability to ask relevant questions and use intense listening. Know your customer. Ask 'What do you have and what do you want?'  Point out the difference, so they can recognize their problem and discover the feelings they want. You cannot present a solution to a problem that someone didn't feel he had. Tie together problems and solutions. If he doesn't recognize a need, get out of the person's office.

3. No Help - here is where, if appropriate, you can point out the unique advantages of what you have to offer, and how they have worked on similar problems elsewhere.  Without your help, how will the buyer get what they want?  If not your proposal, then what?  If someone else can help them better, refer them to that source.

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4. No Hurry - usually it is the other person's fear that is the cause of 'no maximum opportunity for them to gain with the minimum risk (including cost and hassle factor).  When the smallest personal risk is combined with the greatest personal payoff, people get over 'no hurry' in a hurry.  Then ask them to 'buy' in to your program.


Bibliography

The One-Minute Sales Person by Spencer Johnson and Larry Wilson. Avon Books. 1986.

 
 


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