An area that many franchisees need to become strongly aware of is the development of professional sales techniques and attitudes. Quite often the professional salesperson develops an "electricity" during the sales presentation. This electricity may be viewed as an AC/DC current.

A - AWARENESS - interest

C - CONVICTION - emotional need

D - DESIRE - emotional decision

C - CLOSE

Selling is the highest paid profession in the world. Everything that is used is sold. However, the 80-20 rule applies in that 20 percent of sales people will make 80 percent of the sales profit. Simply stated, if you own a clothing store franchise and your sales people are paid on commission, you may easily find that at your next sales meeting with 20 people, 4 will take home the money of 16 others.

As you become better and better at your profession, you will realize that everyone at the top of your profession is also selling better than the others. If you are going to the top of your profession, you also must sell better. Many established franchisors now envision themselves not as executives, presidents, or CEOs, but rather as salesmen. They sell franchises, new products, and new ideas. They sell the board of directors, the stockholders, the vice presidents, the franchisees, the managers, the staff members, and the customers, all at the same time. They sell.

As a professional you will generally need two trades: 

(1) your profession, and 

(2) your "other trade" or the trade of selling.

Selling is important. Selling should be fun. Selling is a game. We need to learn the rules of the game but we also need to learn that it is a game. If you, as a franchisee, are a professional sales person, then you have the ability to excite and motivate your managers and staff to develop the products and services to the best possible degree. You also have the ability to influence your customers to purchase your products or services.

RULE OF THUMB:  Being a professional is like life. It isn't the destination, it is the journey that counts.

The professional salesperson will also develop their own game book. This game book will include sections on: 

(1) Mission (Vision) Statement,
(2) Questions or Probes,
(3) Benefits, 
(4) Ability to Listen, 
(5) Supporting Statements, and 
(6) Close. 

The professional salesperson will understand the need for a unique mission statement which includes the name of the individual company represented and the specific value of the product or service being offered. This initial statement will arouse the attention of the other individual and explain within forty words the value of the product or service being offered. For example, "My name is Robert Tracy from Kwik Copy Corporation. We help you match your needs and desires with just the right printing job while saving you time, money, and frustration."

Another step of selling activity is to probe the buyer and ask them questions relative to the products or services. This is often best done by asking questions using who, what, when, where, how, or why. For example, "Mr. Strawn, how are printing decisions made in your company?" Or, "When will your company be requiring printing services?"

Benefits are very important in the sales process. This is a way to begin the actual selling portion of your presentation by telling the individual who this product or service will help them as an individual, will help them individually solve their own needs or desires. For example, "With a office copier, you are often limited to that copier's capabilities. Our widely experienced team of specialists here at Kwik Kopy Corporation can give you many insights and options in handling your important printing decisions."

One of the most important aspects of selling is the concept of listening. Listening is an art. You need to listen to what is being said, what is not being said, and what cannot be said. Expert listeners have developed the skill of providing full attention to the speaker and strive to determine the desires of the speaker rather than providing rebuttals.

In addition, it is important to occasionally provide supporting statements about your products or services. For example," You are right Mrs. Henry. Printing is important and we can provide your printing requirements in 48 hours and our office is only two blocks away."

Finally, it important to close. Most closings do not happen until after the fifth try. Most sales people will never even try to close. It is surprising that over 50 percent of sales people never try to close in their sales presentation. The objective of selling is to obtain a commitment from a buyer. This commitment is called the close. The easiest way to close is first to assumed the sale is made then ask for the order. The easiest way to ask for the order is simply to begin with who, how, when, where, or what. For example, "When would be the best time to deliver your printed materials?" Or, "We want to be your printing dealer. Where would you like to have this printing delivered?"

The professional sales side is exciting. It is an opportunity to play a game. It is an opportunity to help an individual help themselves by purchasing your good or service.