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A logical step in learning the subject of selling is to define the most important term:

“SELLING, the act of assisting, inducing or being responsible for a person buying a product, service, property or idea.” — Modern   Management Technology Defined

Sell: A standard dictionary definition of “sell” includes “to exchange or deliver for money or something of value.”

The definition of selling makes it clear the job of the salesperson is often to correctly answer the prospect’s questions, and assist him or her in making the purchase.

At other times the salesperson must induce (lead or move) the prospect through the steps of the selling cycle, using the prospect’s interest as the guide.

Although there are many steps to the selling cycle, including discovering interest, handling objections, and closing, “assisting” and “leading” summarize the two primary actions of selling.

And please note the statement in the first definition, “being responsible for a person buying a product, service, property or idea.”

One of the definitions of “responsible” is “able to be trusted or depended upon, reliable.” With that meaning in mind, the definition of “selling” as shown above emphasizes customer satisfaction as a critical element of selling success.

© 2011 Hubbard College of Administration. All Rights Reserved.  Quoted material by L. Ron Hubbard: © 1976 L. Ron Hubbard Library.  Grateful acknowledgment is made to L. Ron Hubbard Library for permission to reproduce a selection from the copyrighted works of L. Ron Hubbard. IA # 11042201

Millions of dollars are invested annually in sales workshops, seminars, training CDs, videos, books and sales management consulting. Visit your local bookstore or library and you will discover shelves of books on sales.

Although most sales experts are personally successful at selling, the majority of them teach very similar concepts. And thousands of books have been written on selling techniques as well. It’s like having dozens of slightly altered recipes for the same chocolate chip cookie. And the two words that seem to be repeated most often are “closing” and “objections.”

Effective closing and the skill to handle any objection are certainly important, but those are only two of the steps of selling.

For many salespeople success is a hit or miss proposition; some weeks are good, others poor, and many don’t have a high degree of confidence or security in their job. It’s commonplace for an organization to have one or two successful sales reps and a revolving door for all the others.

Why? What are the missing ingredients? What’s missing in so many schools of sales training?

To begin with, it is important to identify all the elements of the selling cycle, from initial contact to the final step of the selling, delivery.

Another factor that sets sales training at the Hubbard College apart from others is an understanding of the rules that govern communication and human emotion, and their importance in the technology of selling.

Selling is based on specific principles and rules. Learn them and you will be successful!

Over the years the Hubbard College has trained thousands of people on the rules of successful selling, and one of the most essential lessons to learn is that SELLING IS A TECHNOLOGY.

Selling at the highest levels is a highly accomplished skill based on four primary factors:

– Communication

– Emotions

– Control

– Interest

Although all of the factors named above are vital, communication is the most important.

By developing a customer relationship with communication, the ability to apply the technology of emotions, positively control a prospect through the steps of selling, and discover and expand interest, can be successfully accomplished.

Communication comes first, and then the rest of the tools of selling can be applied.