Increasing sales is not just a matter of raising quotas, adding new products, changing commissions or redefining territories. Your staff needs to know how to close more of your prospects and how to penetrate your current accounts.
Easier said than done? Not really.
With effective sales training, selling becomes a procedure and closing ceases to be a problem. By learning how to stay on a sequenced, logical path -- even through a long sales cycle -- the salesperson can take the presentation from initial contact to final closing in a manner that is comfortable and natural for the seller and the buyer.
All customers, regardless of what they're buying or the industry they're in, have similar reasons for selecting one product/service over another. Understanding how to treat the motives for buying, and to control the decision-making process, is the core of every presentation.
It's so easy to lose a sale. The salesperson can ramble on aimlessly, the presentation is to the wrong person or the buyer doesn't have the need. There are dozens of mistakes, or "sins," salespeople commit every day that cost you sales. These can be avoided and closing increased.
- Talking too much, listening too little
A typical salesperson walks into an office, gives the official two minute warm-up -- asking about the fish on the wall or the family photo on the desk -- then, like a high diver, leaps into a hot presentation about this feature and that feature, the options available, the price and the savings. For the close, most do a belly-flop and end up with nothing but a big splash.
Afterward, it's always the ex-prospects who are at fault for not understanding why they need the product or service.
Knowing what questions to ask and how to ask them is the only way to find out if you're making a presentation to the person with the real need, the authority and the money. If you're not presenting to the right person you're wasting your time.
A salesperson needs to find out the facts and the feelings of the prospect before an effective presentation can be made.
Selling the product, not the benefits
When someone buys a drill bit, it's not the drill bit the customer wants, it's the hole. People buy to satisfy a need. No one is willing to pay for a product or service that just sits and does not perform.
Yet salespeople sell as if they will. Presentations continually focus on the width, height, weight, power, speed, buttons, bulbs or whatever of the product/service. It's just like selling cars with no gas, pens with no ink or computers with no software. The value just isn't there.
A customer buys a computer for efficiency and profit, not for its whistles and bells. Be they individuals or committees, they buy benefits, not features.
Prospects have hidden buying motives. There are reasons why they select one brand over another, why one product/service seems to fill the need better.
MNİDA
No comments:
Post a Comment