Prepare for the Sales Call Do Your Homework
Before every appointment make sure you do your homework. Pretend like it matters because this time it does if you don’t get it right you you’re wallet will be a little less full.
In the sales profession, there are people who think that they just “wing it” when someone actually gets on the phone or returns their call. Being unprepared is a sure fire way to lose sales and become very frustrated very quickly. The first impression that you give someone is likely the lasting one…and surely the one that’s either going to allow you to keep moving forward or have the door slammed in your face.
Now that we know the difference between a suspect and a prospect…let’s sell them something! No! Not yet….Ask more questions. Find out what keeps them up at night. Ask “besides yourself who else is involved in the decision making processwho else besides the person you’re talking to makes decisions on where products or services are purchased. Take a closer look at their website, learn what they do….Uncover their pain points and you’ll become their hero. Knowing their pain points will help you craft a solution to make their life easier. Ask questions about their likes and dislikes as it pertains to their current supplier. They’ll talk! People love talking about themselves. At no time EVER should you say anything negative about their current supplier! Most salespeople will tend to speak that way. You’re only reinforcing that you think they’re stupid for using that supplier! Be bold. Be smart. Speak in positives. Deliver the solution on your merits, not on the other suppliers’ negatives. Turn those negatives into the things that you can do positively to improve, enhance and help you prospect grow their business. Make your presentation to your prospect positive and upbeat. Show them how working with you will make their lives easier. After all, isn’t that why we’re in sales….to have an easier life! Above all, make your presentation stand out above the others.
Research opens up a world of opportunities just like a great education. Instead of learning your ABC’s and 123’s you’re learning your customer or prospects business and better yet how you might be able to help them.
Start with their website. It will tell you what they want you to hear…if you were their customer! What it does do is tell you what they consider to be important to their clients and if you think just a little bit then you can tailor you questions and solutions to contribute to those attributes.
Tip: read their press releases. How you ask? If they are a public company their press releases will be readily available on their website. There is a lot of choice out there for me it’s “my yahoo” but the choice is entirely up to you. If they’re a public company, not check the news section of their websites and any industry or trade associations they belong to. Call and ask their marketing department. Some private companies use a new wire or press release service that can be added to your research page on the net. All you need to do is log in daily and read for a few minutes
Things to do: Create an industry and prospects page on the web. In most cases you can do it for free with the investment of just a few hours of your time. Visit www.unnaturalsalesman.com for a set of links, an explanation of how free technologies like RSS can help with your research and a complete free online guide.
There are subscription services that can serve as not only lead sources but can help you prepare for your approach. Some of them include Hoovers, Dunn & Brad Street, Info USA, LexusNexis, and Morning Star just to name a few.
Temptations of a Sales Person
1) fake it walk in cold or only know what you read while waiting in their lobby- want reality… you now suck like every other hack that is calling on them!
2) Failing to understand what they do- it’s ok not to get it in great depth in the beginning but walk into a call without a basic concept of what their business is and you won’t be prepared to add anything of value. Your chances of getting a second date with them just went out the door!
3) Going only on hear say – enough said – believe nothing that you hear and only ½ of what you see.
4) Assuming you’re in good because someone else opened the door for you…this is a biggy whether it’s a referral into an account or you’ve been brought in by someone else in a “team selling arrangement” make sure that you are up to speed. Act like a reporter and check their preparation so you can have the maximum impact.
Who else do you know that is doing business with them as either a vendor or a customer. Chances are if you are out in the world networking and build your own set of business contacts you know someone who can help you out. Take the advice for what its worth but there are usually a few nuggets of truth to be found including some key names to help you get in the door.
Tip: talk to the competition! We all like to think we’re so special we don’t have any but everyone does! Except of course the Government. Do you know their competition? If you do see what they are saying? Ask a few questions sometimes you might even get some one to “talk a little smack” about how they compete and who they are taking business from or where they are winning it. File it all away and use sparingly in direct for but later when we get to questions…use it in disguise to build you insightful questions.
Being prepared does a number of things, it helps your confidence, it improves your effectiveness and most importantly it sets the right image and expectations for the customer. If you’re prepared and well researched it shows that you not only take the opportunity seriously but their company their interests and their time. It is a sign of respect! Walked in unprepared and you’ve joined the masses, do your homework and you’ll be perceived for what you are…a true professional. People appreciate and respect professionals they tell others about good and bad experiences.
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