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Page 64 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

From reading and talking to salespeople,

Alessandra determined that there was a need

for an "honest approach to selling." This was

the basis for his courses and subsequent book,

Non-Manipulative Selling. He did not limit his

research to what others had written about sales

training. He went far a field to other disciplines

like psychology. He found that most of the current

sales training information was based on

behavioral psychology of people like Pavlov

and B.F. Skinner, which uses psychology

against the buyer. Alessandra advocated a

more humanistic approach based on the teachings of

such people as Carl Rogers, which suggests working with the buyer.

Today Alessandra is not only an expert sales

trainer, commanding fees of several thousand

dollars for a one-hour talk, he also is an expert on how to develop a celebrity profile. He has

spoken at various meetings of the National

Speakers Association on the topic of how to use

writing, speaking, and serving as a media expert to promote

yourself.

Research Gives You the Edge

Starring in the film When Harry

Met Sally, Meg Ryan plays a

woman who never orders anything

the way it appears on a

restaurant menu. Waiters are

given detailed lectures on how

to prepare and arrange the food

on the plate. Billy Crystal, as Harry, questions

his date on why it takes her longer to order a

meal than it does to eat it. Sally explains, "I

want it the way I want it."

ATTENTION RETAILERS

SHORT + LONG TERM

BUSINESS LOANS

For:

Working Capital, Purchases, Equipment, Business Line of Credit

4.5%

www.retailersbank.com

From MANY PROGRAMS

AVAILABLE

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