Personal Advancement
Listen up for more salesMastering the art of selling is critical for new entrepreneurs because, without sales, you won't have much of a small business. "Most folks simply try to get customers to buy their stuff, when they should be focusing on building customer trust," sales expert Tom Stoyan says. ROGER PIERCE |
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 [ 2006-05-17 ] |
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'Canada's Sales Coach'
Heralded as "Canada's Sales Coach" (www.canadassalescoach.com), Stoyan has helped sales and management professionals for more than 15 years.
During that time, he's worked with many big-name companies including IBM, Rogers, Air Canada, Hallmark, GE, Canada Post and the Royal Bank of Canada.
A former college professor, he is the founding president of the Ontario Chapter of the National Speakers Association, was the first inductee into the Canadian Speaking Hall of Fame and has authored three books. One book titled Sell More has been endorsed by more sales trainers, associations and sales professionals than any other book of its kind.
"What most professionals know about selling is inaccurate," he claims. "Most people think it's about closing deals when, in fact, customers don't want to be 'closed'."
According to Stoyan, one of the biggest mistakes sellers make is not listening to custom"We buy people, ideas and services --in that order you truly listen to your customer or prospect, you can really help them with their buying decisions."
He believes entrepreneurs aren't aware of their strengths and therefore don't sell themselves effectively.
"We buy people, ideas and services --in that order," Stoyan says. "People want to buy from someone who is competent, confident and compatible."
Stoyan recommends new small business owners should play up their competitive strengths, "surprise and delight" their customers with unexpected performance, practice active listening and be truthful. "Don't say anything to your prospect that you wouldn't say to your Mom," he says.
Stoyan will share his selling expertise at the Visa Small Business Big Thinking Conference (www.visa.ca/big thinking) held on June 12 at the Metro Toronto Convention Centre.
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