| The Science of Selling
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| | close? It is a question. Perhaps, "When
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| Many people seem to believe that selling
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| | would you like to start?", or, "How many
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| is the province of people with the "gift
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| | items would you like as an initial
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| of the gab". Oddly enough, nothing could
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| | shipment?", or "What colour would you
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| be further from the truth. Whilst a sales
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| | prefer?". I'm sure you get the idea. One
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| person needs to be a good presenter,
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| | thing to notice however is that all these
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| which can involve talking, it is more
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| | questions require a commitment from the
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| important that they be a good
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| | customer or prospect. They are not open
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| communicator.
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| | ended questions like, "What do you
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| Communication is a two way street, not
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| | think?". Questions of that nature are way
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| one way and if a sales person never shuts
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| | too general and destroy the process you
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| up, then they will never get to find out
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| | have been building.
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| about the customer's needs, the
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| | With any luck, the customer or prospect
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| customer's wants, the customer's
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| | may simply order from you at this point
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| expectations or other matters of vital
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| | and you can go on your merry way towards
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| importance to the sales process.
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| | your next sale. But if they don't then
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| There are only two reasons why people
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| | you move on to the next step which
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| won't buy something. Either they don't
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| | is............
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| need it or they can't afford it. Although
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| | 4. Answering Objections
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| you may have heard the saying that some
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| | Many sales people are terrified of
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| salesperson could sell "sand to Arabs" or
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| | objections, but the reality is that they
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| "ice to Eskimos", they are just sayings.
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| | should be welcomed with open arms. If a
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| Neither of these groups "need" the
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| | prospect of customer raises an objection
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| product. Likewise, you aren't going to
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| | then it means they are interested.
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| sell a luxury yacht costing $3million to
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| | Experience with your product or service
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| a battling family in the suburbs - they
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| | will teach you over time every single
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| simply can't afford it. Consequently good
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| | objection that a prospect or customer
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| sales people "target" their market so
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| | could possibly raise. Granted, you may
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| their time is spent effectively. That
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| | come up against the odd surprise at some
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| however is the subject of a whole
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| | stage, but objections should always be
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| different article.
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| | regarded as a learning experience on your
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| Essentially there are five basic steps to
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| | part. The more objections raised, the
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| a sale.
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| | greater the opportunity that you as a
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| 1. The Opening
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| | sales person has of displaying your
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| The opening of your presentation is one
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| | expertise with the product or service
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| of the most important parts. This is
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| | which in turn builds the trust and
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| where you establish rapport with your
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| | confidence of the prospect or customer in
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| customer if he/she/they are new. If they
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| | you.
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| are an existing customer, then it will be
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| | Sadly, this is one area of sales that
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| a bit of a "catch up" since your last
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| | seems to be ignored by Internet
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| meeting or contact. Establishing rapport
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| | Marketers. They put up a page and rely on
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| is often underestimated by sales people.
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| | someone hitting the order button. I have
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| They blindly rush in to trying to sell a
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| | personally had questions about some
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| prospect a product or service without
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| | products I have seen, but either there
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| establishing essential ingredients in the
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| | isn't an email address on the page or
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| sale. These are the integrity of the
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| | your emails are ignored!
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| sales person and also establishing trust.
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| | Now here is the important part. At the
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| Just because the person you are talking
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| | end of answering every objection you go
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| to may be an existing client, these
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| | back to Step 3 and do a Trial Close on
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| things are not to be taken lightly. It is
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| | the prospect or customer. Keep doing this
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| a well established fact of selling that
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| | until there are no more objections and
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| it is far easier to sell to an existing
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| | then move on to the last part of the
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| client than it is to a new prospect.
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| | process which is..........
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| Overlooking a decent opening to an
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| | 5. The Close
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| existing client can leave them feeling
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| | It is at this point that the pens and
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| "taken for granted" and you could well
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| | paper come out and the details of the
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| end up losing their business. From the
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| | sale are recorded. Once this has been
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| Opening, you move on to the......
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| | documented there are still two more
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| 2. The Presentation
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| | important things to do before packing
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| This is where you move into the
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| | your bag and heading off. The first is to
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| presentation of your product or service
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| | recap and go over the details of the
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| to the prospect of client. Make sure it
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| | order with the prospect or customer. Have
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| is well thought out and rehearsed. Let me
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| | them confirm to you verbally that all is
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| repeat that - Make sure your presentation
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| | in order. You can do this several time
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| is well thought out and rehearsed. There
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| | regarding key points if relevant.
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| is nothing worse than a presentation that
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| | The last thing to do is to thank the
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| is full of stumbles, errs...aahhhhs and
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| | prospect or customer for their business.
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| pauses. What you are really saying to the
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| | Remember, you are in the trust and
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| customer or prospect is that you don't
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| | relationship building business and
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| really know your product or service that
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| | treating people with respect and
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| well. If this is what you are conveying,
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| | appreciation will go a long way to
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| how can you possibly expect the prospect
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| | building these integral parts of the
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| or customer to buy from you? From the
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| | relationship.
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| Presentation you move on to the.........
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| | Despite what many sales people think,
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| 3. The Trial Close
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| | price is not the primary consideration or
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| The sad fact about selling is that many
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| | factor in a client's mind. This does
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| sales people do not know how to close.
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| | apply for some of course, but they are in
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| They get to the end of their Presentation
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| | the minority. Price is only one of many
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| and don't know what to say next. The
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| | considerations taken into account by
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| conversation can deteriorate into small
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| | buyers and is in fact only one of many
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| talk about the weather or other inane
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| | objections you may have to overcome in
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| subjects and they leave with the customer
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| | achieving a sale.
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| or prospect saying that they will think
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| | Apply and refine these techniques and you
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| about it. If you want the order, then you
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| | can be assured of success in sales.
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| have to ask for it! So what is a trial
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