I assume you’re reading this because you want to be much more than just a ‘salesman’ or ‘saleswoman’. What you really want is to develop a reputation as something much more. While they’re referred to by different names…’trusted advisor’, ‘solution provider’, ‘new business consultant’ – in every case, their clients actually look forward to meeting with them. They don’t just squeeze them in for a quick meeting, they rearrange their day to make room for them on their calendars – and they often ensure that any other necessary department heads are in attendance.
If you’re just looking for a quick way to get a yes out of some prospect and move on to the next sucker in line then none of these steps are for you. On the other hand, if you want to put into action the steps that will help you build the type of reputation that sets you up for closing a lot more long-term business then read on.
1. Identify why you’re calling on a prospect
Do your homework first. Meet with someone only if you can specifically identify how this person is going to help move you toward growing your business. Making calls just to fill a quota; hoping that the person you’re seeing just might be interested; guessing that they’re a decision maker; chasing long shots; or just dropping in to say ‘hi’ – none of these are a productive use of your time.
2. Set the stage for success
As a part of your homework, determine which of the companies that you’re already working with will generate the highest level of respect from your prospect. Send the prospect a testimonial from that satisfied customer along with confirmation for your meeting date and time. Include an agenda and an outcome for the meeting that teases at their “what’s in it for me?” question.
3. Never meet without a plan
Plan out your goals for the meeting. Write them down. Include notes from the person who referred you, from their web site, from articles about your prospect or their company. Know up front where you want to start, where you need to end and a couple options on how to get there.
4. Forget what you want to sell
What you want to sell doesn’t matter. You’re there to clearly identify the real issues that are of importance, or concern, to your prospect. What matters is what the prospect wants/needs to own. Don’t try to get them interested in you, your company or your product/service until you’ve demonstrated that your primary interest is in them.
5. Provide a solution, not a presentation
Your role is to be viewed by the prospect as the person most capable of providing them with a valuable solution – not someone only interested in putting on a show. Stop the act and be real with them. And if you’ve got a canned speech your sales manager taught you – scrap it. Prepare one that enables you to be “authentic”.
6. Objections are as valuable as gold
Even though your first impulse will be to answer, or counter the prospect’s objections – resist the temptation. You will never hear more clearly from your prospect what it will take to earn their long-term business than when you get them to elaborate on their objections. Really hear them out; dissect the objection; draw them out by feeding the objection back to them; discover what they really want/need. When you get to the bottom of an objection you learn what it will take to engage them.
7. Don’t be timid about asking for the business
The numbers vary – 76%, 83%, 89%. The bottom line is that the vast majority of presentations or business meetings never get to the point of actually asking for the order. Regardless of how many steps you took to get to this point, do not walk out of that office without asking your prospect for their business. Plan for it, rehearse it if necessary, but say it.
8. Plan to over deliver on what you promised
Know exactly what your company is capable of delivering and then promise a little bit less. Never stretch it to get the sale – or you won’t get a 2nd one. Unmet expectations are extremely damaging and hard to recover from. Let the other guy come up short – you build your reputation on always exceeding expectations.
9. The sale’s not over even after they sign
Getting a signature, or even the check, is not the end of the sale. How much follow-up business you’ll generate is dictated directly by how well you follow up on what you promised to deliver. From hand-written thank you notes, to walking the order all the through the production line and even the delivery, if you have to – you take the responsibility for ensuring that the customer is taken care of.
Treat every step of the process with every prospect as if your future depends on their giving you your best testimonial yet. The results…the beginnings of a successful relationship and the creation of a powerful reputation that will reap rewards for years to come.
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