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Here is a fundamental mnemonic reminder of the main points of good salesmanship. Some people are "born salesmen", but almost anybody can sell successfully if they apply ALL of the principles properly:

" PLAN AIMS, ETC. "

"Plan" beforehand:

• P - Prepare by research
• L - Lose time, lose all
• A - Analyse the situation
• N - Never just call

"Aims" during:

• A - Arrest the senses
• I - Interest by questions and novelty
• M - Move by proof and demonstration
• S - Succeed in getting a "yes"

"Etc" afterwards:

• E - Evaluate the outcome
• T - Teach yourself and others
• C - Check for results

Most of the principles above are self-explanatory, but a few points that are often too-easily forgotten are worth expanding upon.

Prepare by research - Find out about your client's needs and circumstances beforehand, and always apply the "PPPPP" principle!

Never just call - Always have a strong and valid reason for contact, otherwise your self-introduction is more likely to result in a wasted sales opportunity.

Arrest the senses - Stick to your target and don't take it personally if a sales pitch attracts criticism or rebuttal. Similarly don't be misled or put off by the personality or charm of others. A good salesman should not (at the time) be sensitive to their own feelings, but should simply continue with his/her aim to succeed in the sale.

Succeed in getting a "yes" - A client who commits to something - anything, even just an agreement to meet again - is far, far easier to sell to next time, than a client who is simply left undecided.

Check for results - Make sure that the client does get what you've sold them, or else there will no opportunity for a further sale in the future!