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| Selling Skills
The MASTER Method Is a Structured Approach to Persuasion
The word "MASTER", used as an acronym, has turned out to be a very convenient mechanism for organizing all of the principles and techniques of selling and other forms of persuasion:
M Make ready
A Approach with Benefits
S Stimulate Desire
T Tell the facts
E Eliminate obstacles
R Request action
Make Ready means learning as much as possible about “persuadees”, their needs and situation, what you are proposing, and the alternatives “persuadees” may be considering.
Approach with Benefits rather than features, recognizes that people don't accept proposals for what the proposal is, but for what proposal will do for them;
Stimulate Desire means to appeal to the emotions of the people who must recommend accepting your proposal and those who make the decision.
Tell the Facts means explaining the components of the proposal without distracting from the benefits and desire stimulation.
Eliminate Obstacles means to elicit all stalls and objections and eliminate them as effectively as possible; and finally,
Request Action is the step that gets the “persuadee” to make commitments during the steps leading up to acceptance and, in the end, attains acceptance.
M.A.S.T.E.R. provides a classification scheme for the principles and techniques of persuasion. It has been useful in many situations, such as:
* Defining selling cycles,
* Selling business plans to the board of directors of companies,
* Justifying an acquisition,
* Convincing prospective employees to join the company,
* Fund raising,
* Creation of promotional items such as sales letters, ads, direct mail pieces, etc.,
* Preparing proposals,
* Convincing a parent to buy you a car for school
* Getting people to visit your home country
* Creating sales presentations
* Convincing students to attend your university
To learn all about the MASTER Method get a copy of SellingBig Ticket Items: the MASTER Method by Michael W. Lodato Ph.D. Go to the Full-Length Books page. ============================================= Articles to appear: From salesforce.com: o Payoff Trees Help Make Sales
o Building Successful Sales Strategies
o Assessing Salespeople’s Skills
o Getting a Prospect to Commit
o Moving into Management
o The Day I Knew I Was Committed to Management Processes
• What is a Sales Process Anyway? Sales & Field Force Automation,
• What to do when Sales Start to Slip
• Meeting the Sales Effectiveness Challenges of the 90s, (17 pages PenUltimate, Inc. 1993) • The Buying Cycle, The Culpepper Letter, Spring 1982.
• Questions, Answers Key First Steps to Sale, The Official COMDEX Show Daily, May 1984.
• Support Systems Fill In for Absent Sales Person, Micro Market World, January 1985.
• The Dynamic Demo, Computer Dealer Magazine, May 1985.
• Steps Lead to Sales Success, The Official COMDEX Show Daily, May 1985.
• Like Good Intentions, Training Effects Tend to Wane, The Official COMDEX Show Daily, November 1984.
• Sales Effectiveness: How to Assess Prospect's Needs, Parts I & II, VAR Magazine, February & March 1986.
• Assessing Prospect's Needs: A Checklist for Success, VAR Magazine, April 1986.
• Needs Assessment: How to Handle Obstacles, VAR Magazine, May 1986.
• MASTER Method Achieves Success at Each Step, The Official COMDEX Preview, March 1986.
• Unskilled Sales Staff Spells Missed Opportunities, The Official COMDEX Show Daily, April 1986
• Payoff Trees Help Make Sales, The Culpepper Letter, October 1986.
• Lodato Proposes Method to Madness of Selling, The Official COMDEX Show Daily, November 1986
• Telephone Approach Suits Supplies, Service Sales Situations, The COMDEX Show Daily, June 1987.
• Structuring Your Sales Cycle, SOURCEFile, March/April, 1988.
• Selling Cycle Requires Preparation Step-By-Step, SOURCEFile, July/August, 1988
• The MASTER Method: Finding Sales in Cycles, SOURCEFile, September/October, 1988
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