The other day I was in the Dymocks bookshop in Sydney when I purchased just over $200 worth of books.

I always find that the more I have around me, the more I seem to consume.

I picked up a book from Robert Cialdina, Twitter Power from Joel Comm, the 7 Habits of Highly Effective People by Stephen Covey, the 8th Habit from Stephen Covey (CD to listen to on the way home), Spin Selling and Secrets Of Closing The Sale by Zig Ziglar.

Now the reason why I purchased a couple of sales books is because years ago I heard that one of the best ways to improve your skills as a copywriter is to read traditional sales books.

Now as I was reading Zig’s book, I noticed a question in there:

“Is the sales process something you do to somebody or something you do for somebody?”

And this is such a fine distinction because many people have a low opinion of the form of sales.

They see it as someone trying to convince the client of doing something they don’t want to do…

manipulating

arm twisting

playing games

And the reality is many salespeople do this. I can remember one of my first sales jobs where the guys on the job used to talk about verbally “slapping” the client to get them to buy.

Obviously, that approach is based on doing something to the client.

But if you believe in your product or service…

If you really know what a difference it can make in their life…

If you can see that it is in the best interest of your client to have your product or service…

isn’t it your obligation to help them buy it?

To point out the benefits in the best possible way. To lift your customers expectations of what’s possible? To ask the questions which allow them to see the importance of purchasing your product or service?

You bet it is.

And once you start to look at the sales process from this angle, people will feel it because you’ll be focusing on helping them rather than just earning your commission or paying your bills.

But it’s not easy. Whether selling in print or selling using the printed word you need to understand the way people think… the way they respond… their motivations…their fears… their desires… etc.

But not so you can manipulate them – so you can help them.

For example, if you’re selling $1,000 suits to business people, they may be uncertain about spending that sort of money on a suit.

But if you can prove to them that the suit will help them stand out from their peers… sell more… and have the look they need for success… they will buy from you.

To do this, you could draw off studies into the benefits of wearing great clothing, you could use testimonials, before and after shots, etc.

You need to be able to prove that the suit is worth more than what the customer is paying for it.

Remember, salesmanship is an art form. And the perfection of it’s technique requires study and practice.