Melvin Feller Business Group Discusses Work Life Limitations from a Texas Business Owner

Melvin Feller Details the Art of Sales


Melvin Feller Business Consultants in Dallas, Burkburnett Texas and Lawton Oklahoma. Our mission is to call and equip a generation of Christian entrepreneurs to do business as ministry. We provide workshops and resources that help companies discover how to do business God’s way. When the heart of a business is service rather than self it can be transformed into a fruitful business ministry earning a profit and being of service to the community and their customers. Melvin Feller is currently pursuing another graduate degree in business organizations. Melvin Feller is currently pursuing another graduate degree in business organizations.
Every business needs to sell and the key to selling correctly understands what customers need.

Melvin Feller Details the Art of Sales

When this happens, you are not really selling — you are making people happy.
The idea that great sales people can sell anything to anyone assumes that people will buy products and services they simply do not need. Some people, and indeed some organizations, thrive on this unpleasant mode of operation.


However, it is not for my company or me and it should not be for you either. This way of doing business — the hit and run approach — is best suited to con artists pedaling products or services that are of little value to the customer.


Truly great sales people believe in the product or service they represent. They are evangelists. As a business owner, you will be the best-placed person in your organization to become the best sales person — because no one else will have more belief in the product or service, your business is offering.


Richard Branson, Donald Trump, Steve Jobs, Michael Dell… They are all great sales people. They are great believers.


You may be thinking that sales is not for you. It is just something you are not good at. You may see yourself as a planner or a creative or an administrator — but not a sales person. The idea of asking someone to part with their cash may not sit comfortably with you. Incredibly, many people who start or buy a business do not see themselves as ‘natural sales people’.
However, this is because of a perception of sales being akin to what I have described above — the smash and grab act perfected by con artists bludgeoning old people on the doorstep.

Melvin Feller Details the Art of Sales

Nevertheless, Richard Branson, Donald Trump, Steve Jobs and thousands of great entrepreneurs that inspire us never bludgeoned anyone into buying something they did not need. That is the point. Sales is not about convincing someone into saying yes to something they do not need and therefore will not value. Sales is about knowing what a customer needs, what he truly needs, and then supplying them with the product or service that fulfills that need. In short, sales is about making people happy!


Qualifying the customer is therefore a very important part of selling. This part of the process is often called ‘needs analysis’. In order to make someone happy, you need to know what they need.
For example, let us say you’ve just bought a ski lodge in the Rocky Mountains. It is near some fantastic ski slopes and provides good accommodation too.

Melvin Feller Details the Art of Sales

Ask yourself this. Is good sales about convincing anyone — anyone who has the money — that this is the place where they should spend their holiday? Some sales people might say yes. However, would you honestly try to sell a two-week stay in your lodge to someone that did not ski?


To do this you may end up approaching hundreds of people before you managed to convince someone to say yes — perhaps someone who wanted to learn to ski.
However, a better use of your time would be to target people who could ski. Better than that, you could target people who could ski and were thinking about planning a ski trip. By doing so, you are 50% there. You are not selling now. You are making people happy (in exchange for money, of course).


I recently talked to a commercial real estate agent who told me that 80% of his job was spent doing a ‘needs analysis’. Before he did anything else, he would try to find out whether someone who came to view a property was a real buyer. This is also known as ‘qualifying the buyer’. He would ask himself, does this person have a real need for this property, or is he just looking? He is an expert in getting an answer to that question. He reads body language, tone of voice and he asks all the right questions. He is an excellent sales person but he considers himself a consultant because he sees himself as being in the business of making people happy.

Melvin Feller Business Organization Graduate Candidate and Business Coach

Melvin Feller Business Consultants Group in Burkburnett, Dallas Texas and Lawton Oklahoma. Melvin Feller founded Melvin Feller Business Consultants Group Ministries in the 1970s to help individuals and organizations achieve their specific Victory. Victory as defined by the individual or organization are achieving strategic objectives, exceeding goals, getting results or desired outcomes. He has extensive experience assisting businesses achieve top and bottom line results. He has broad practical experience creating WINNERS in many organizations and industries. He has hands-on experience in executive leadership, operations, logistics, sales, program management, organizational development, training, and customer service. He has coached teams to achieve results in strategic planning, business development, organizational design, sales, and customer response and business process improvement. He has prepared and presented many workshops nationally and internationally.