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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

Much has been written and taught about selling, yet despite the primarily good intentions of the people who teach it, the technology of selling is riddled with misconceptions and missing information.

Traditionally, sales experts have taught that selling contains four primary elements:

• The ability to discover important information relevant to a prospect’s interest, which is often referred to as asking “probing questions.”
• Handling objections.
• Closing skills.
• The importance of intention to success.

Although that short list of fundamentals is important, it comprises only a portion of the extensive technology of selling.

Small and Large Sales

The topic of small versus large sales is a common subject of discussion amongst sales trainers.

A sale of relatively small value can be accomplished quickly, during one call or one meeting, or selling can extend over a long period of time with very few limits on the budget.

Defining a small sale versus a large one is relative and depends on the consumer and the product.

Small sales include an inexpensive item of almost any kind, for example, a $100 piece of jewelry, a slightly more expensive item such as a personal computer, or even higher priced items that can be financed on the spot, such as a new car.

Relationship Based Selling

Large sales are often referred to as relationship based selling, especially those involving significant commitments and contractual agreements that may require months and several meetings to complete.

Although distinct differences exist between a small sale and a large one, the steps of the selling cycle for both types of sales are based on similar principles, all of which are fully addressed in the Hubbard College sales training.

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.