About this video
The common presumption of sales people is that they sell the benefits and the reasons and the value that their product or service has to offer.
But in this lesson, Nicola Cook, author of The Secrets of Success in Selling, explains that many customers buy, not to gain the benefits, but to avoid the loss.
Video length: 5.32
About Nicola Cook
Nicola specialises in helping business leaders create accelerated growth and scalability in their sales function.
Originally from a blue-chip background, Nicola held senior sales positions at American Express, Procter & Gamble and Gucci, before switching her focus, initially to a scale – up business where she was part of the management team that successfully scaled and exited, before starting her own consulting firm, Company Shortcuts, in 2004.
More from Nicola Cook
How do I build a compelling customer proposition?
Every salesperson needs to create something that's compelling for their customers. In this lesson, Nicola Cook, author of The Secrets of Success in Selling, explains how to take the value that a company offers and make it compelling.
Why is personal goal-setting so important in business?
If you are selling, setting professional goals makes sense, but setting personal goals? Nicola explains how personal goals are integral with people’s day to day motivations.
Do people buy emotion?
Why it is important to sell a prospect an emotional attachment, as well as the product or service that is being sold?
How can sales people generate more opportunities?
How can salespeople maximize the opportunities they have when they're with clients? In this lesson, Nicola Cook explains the three ways to increase revenue
How do I close a sale?
In this lesson, Nicola Cook explains the three key parts to the closing process, and how the bottom line sometimes comes down to simply, ‘taking the dog for a walk’.
How do you spot buying signals and recognise when it is the right time to close?
In this lesson, Nicola Cook explains how salespeople need to have ‘Scooby ears’ when looking out for buying signals! Watch this lesson to find out more…
How do I qualify my customers?
One of the things that's underestimated in sales, is the importance of qualifying prospects. Nicola Cook, explains the techniques a sales person needs in order to qualify a prospect’s buying intentions and, thereby, make their job that much easier.
How do I engage my prospect?
When meeting a new prospect, just telling them you are a (another) training company or product manufacturer offers no value. Nicola Cook, explains that engaging a prospect’s interest in your offer starts with your ‘prologue’.
Do people buy only on benefits or to avoid loss?
The common presumption of sales people is that they sell the benefits and the reasons and the value that their product or service has to offer. But in this lesson, Nicola Cook, explains that many customers buy, not to gain the benefits, but to avoid the loss.
How important is your mindset in selling?
You don’t consider you're a natural salesperson - but you’ve just started your own business, and you are trying to make some sales for yourself - so how, or where, do you start?