When you think of sales, do you think of back-slapping, joke-telling, insincere extraverts?
Or perhaps you think telling a prospect all about your product, your story and your goals is how to sell.
Or maybe you think you should have a relationship, so you ask personal questions about hobbies and kids, etc.
Well, there is a smidgen of truth in all of these:
- It helps to be fearless and outgoing; reaching your sales goals requires persistence and tenacity. However, no one appreciates obnoxious or relentless behavior.
- You do need to have a great product and be able to communicate your story well.
- People do buy from people, so you should form a relationship with this person over time, but don’t rush the personal stuff.
It’s exciting to be in front of a prospect and have them show interest in your product. Perhaps they’ve stopped by your booth at the show, or responded to your advertising, or you have an in-person meeting at their office.
Now what do you do to be a highly effective sales generating rock star?
Well like most things, it’s not haphazard. It’s a process.
Step 1 Introduction: Have a five-minute summary memorized that explains what you’re selling, why it should interest them and who you are. Just enough to establish your relevance to them, there’s interest on their part and that you won’t waste their time.
Step 2 Establish the agenda: Explain that you are interested in learning about their business and becoming a great business partner by helping them succeed.
Step 3 Probe: Ask questions about their business. You want to learn about their mission, how you might fit in, what it takes to be successful. Keep an open mind. We often think we know what it takes, yet each customer has different priorities. I always learn something useful.
Step 4 Listen… really listen: The answers are the keys to success. You need to fit your products and marketing tools into the prospect’s needs.
Step 5 Articulate how you can solve their problems: Address how you can work with them on their terms. Repeat back to them their expectations using their terminology. Now is the time to sing your product praises, explaining how it will add revenue to their category and be an outstanding addition because you are going to fit into their programs and promotional needs.
Step 6 Clarify: Confirm how decisions are made, what the next steps are, who is doing the paperwork, what expectations they have of you.
Step 7 Close: Ask for the order! (You can do this anytime during the process if you are getting buying signals.) Don’t keep selling if you can write the order. After you get a “YES”, you can ask about the kids or the golf game.
Anyone can use this simple and effective process to be a Super Human Selling Machine by putting the focus on the prospect and their needs. It’s the ultimate win-win.
Deb coaches teams and individuals in how to be Rock Star Sales Professionals.
