How To Rise Above Your Competition

I sell aircraft for a living, but I didn't get to that level of sales by accident. I paid my dues by selling various products, taking part in many, many sales training processes, owning a retail business, and finally becoming a master of promoting myself. Promoting yourself is another subject I'll be writing about soon. Currently, I sell jets by day and have an online business. Follow the steps below and you'll reach a new level of selling.

1. RESEARCH: If you remember nothing else, remember this: Always bring something of value to your prospect. He/she will appreciate your knowledge and be more apt to take your call again. Research your prospects competition, prepare a market report surveying the current trends, compare your prospects product/service to his/her competition. Give an analysis of past market trends and where you think the market is heading or why you feel the market is down trending/up trending. If you are selling something non tangible such as advertising, then prepare a report of how your advertising medium reaches more subscribers than the competition. Draw graphs and use concrete numbers in your report. Decision makers are usually very numbers oriented, they'll be interested to learn that 30% of their target audience doesn't listen to the country music radio station they are advertising on.

2. PRESENT: When you call to make your appointment, tell your prospect you have interesting information he'll want to know. I will use terms like, "The market is on-fire or holding steady" then give a brief description of why. Of course, save the real interesting info for your meeting. If you have to leave a message, get an email address from the receptionist or executive assistant, then send a follow up email with the same information you've left on his/her voice mail. This may seem a bit redundant, but it works and you'll be remembered. Once you are in front of your prospect or have phone contact, present your information. You'll want to present this information in a conversational manner, leaving him/her plenty of opportunity to comment. Be prepared to expound upon your findings.

3. DISCOVERY: As you present your research findings, ask questions about the company, the product/service. If you are speaking with the owner, ask about his/hers short term goals, long term goals for the business. If you make this a very relaxed conversational meeting, your prospect will be at ease and more willing to contribute to the conversation. Stay away from any questions which ask your prospect to disclose financial or otherwise private information. If you stumble and blurt out something that triggers a negative reaction, back pedal as quick as you can. Apologize and quickly move onto another subject. You'll be able to tell when and if he/she begins to relax again.

4. If you have a product which constitutes a short selling cycle then ask for the sale. I don't like to ask " How can I earn your business?" because it usually brings a stiff reply which gets you absolutely nowhere. My theory is you are the expert and you know how to earn their business. A good question might be " What is important to you?" Then fill the need he/she has described. If you have a product which constitutes a long sales cycle, I don't usually ask for the sale at this point. I offer to provide more information and to keep in touch.

5. Follow up with an email, letter, note card whatever you prefer. Just be sure to follow up. If they are close to making a decision of using your company/service then, start an email campaign making contact every few days. Again, remember to try to bring something of value. If you have absolutely nothing to offer, then ask if they have any further questions regarding the information you presented. You are developing a rapport and becoming a trusted source. If this is a long sales cycle, set them up on your calendar to receive more info in a month, six weeks, 3 months whatever is appropriate.