Posts Tagged ‘Larry Wilson’

The great sales trainer, Larry Wilson, taught that before we could sell our prospect, we needed to “warm them up.”  He recommended using an ember.  Now don’t get the wrong idea!  He did not mean we were to set them ablaze.  In this case Larry used ember as an easy to remember acronym.  E.M.B.E.R. stands for “Establishing a Mutually Beneficial Empathic Relationship.”  Some salespersons today might say that we need to create a “Win Win” relationship with the prospect. For both the salesperson and the prospect to believe that the purchasing ...

The great sales technician and trainer, Doug Edwards, said “people buy emotionally and then justify their purchase logically.”  Salespersons have been proving this statement true for decades through their own experiences.  Since we know that our prospects are very likely to have their emotions involved in their buying decision; that should affect how we present the benefits of our product.  As professional salespersons, we know that a presented benefit tells the prospect what the product “helps them gain” or “helps them avoid losing.”  Should we present our benefits positively or negatively?  The answer is “Yes.” Studies over many years have determined ...

One of the longest standing, most respected and basic presentation methods is F.A.B. Selling.  I do not know who first identified this method, but I learned it from Larry Wilson in a Sales Sonics course in the late 1960s.  The abbreviations stand for Feature, Advantage and Benefit.  Many salespersons would tell you that they understand F.A.B. Selling.  My 40+ years experience in sales training has taught me that this is not necessarily so.  When salespersons say they understand it, what that has usually meant is that they know that prospects do not ...

Zig Ziglar, one of the most well known sales authorities of all time defined selling.  Zig said, “Selling is the transference of feelings.  If I can get my prospect to feel about my product or service the way I feel about my product or service, he will not only want it … he will demand it.”  To persuade someone, it is not nearly enough to get them to think as we think, it is imperative that we get them to feel as we feel.  Getting a person to feel the ...

Once we have found our prospect, it is important to understand why and how to qualify him to determine his level of interest.  What are the different levels of interest?  Does this prospect Require (need) a product/service like ours?  For example, if the prospect is a nurse, he or she would need a watch with a highly visible way to see the seconds in order to take a patient’s pulse.  Does this prospect Desire (want but not need) a product/service like ours?  For example, if the prospect has a watch that is ...