Page 132 - How To Sell Yourself

Selling Your Product 131 9
Selling Your Product
THROUGHOUT THIS BOOK, I’ve repeated several points that I con- sider vitally important. This chapter is the ultimate in redundancy because common sense says “no one will buy your product until and unless they like you.” The more you understand that prin- ciple and work on your likability factor, the better your sales record will be.
Selling your product by selling yourself
Over the years, I’ve trained thousands of Merrill Lynch finan- cial consultants. At first, the people I trained were professional people with several years of experience and above-average sales records. They reported that their sales shot through the roof after understanding the open face, eye contact, gesture, storytelling, personalizing, and appearing not as sales professionals, but as loving family members.
They convinced the people who run the training center that it would be the most useful to bring me to the new hires and give them all a better start. I can’t tell you how satisfying it is to have so many people express gratitude for opening a door through com- mon sense principles.
The need to communicate
It helps to realize that we’re all on trial constantly. We’re all running for public office every day.
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