I recently was traveling through an airport and came across a kiosk selling customized music CD's. I approach the booth and was met with a warm, confident outstretched hand and a big "Hello, how's your day going?"
After we exchanged pleasantries I asked the guy "so what's this all about?" I expected to ask the question and then sit back and listen to the "spiel". He said, "We make customized music CD's for kids that includes the name of your child in the various songs over 40 times throughout the entire CD - do you have kids?" I nodded and he asked for one of their names. Thinking I was on a slippery slope to a lengthy demonstration I qualified my time by saying that I had a flight in a short while and didn't have a lot of time. He said, "no problem, you can go when you have to, it's easier and quicker to show you then it is to explain it, it'll only take a minute". I gave him one of my boy's names and true to his word he had a live presentation for me in less than 15 seconds.
While he was doing the demo he asked about my other kids names, their ages and if the music would be appropriate for the older boy. I said it wouldn't be. He asked if the other two boys were familiar with the two different kid's musicians he was playing and whether or not they liked the music. I said they were and they did. When the demo was over he said, "What do you think of that?" I mentioned it was very cool and that my boys would love to hear their name incorporated in their favorite music CD's. I then asked "how much?" He told me the price and then simply asked, "It takes 3 minutes to burn a customized CD, should I do one up for each boy with each of the different groups you just heard?"
Done deal. I'm happy because I got an early birthday present out of the way and my boys will love it.
There were a number of things this guy did right - let's have a look:
- Engage immediately. As soon as he saw me looking he approached me. Friendly, inviting and smiling are hard to resist.
- Excitement. He had a good response to my question, "what's this all about?" Why? Oh maybe because he hears it 1000 times a day! Prepare good answers to common questions that grab attention and create some excitement. Don't try to wing it all the time.
- Optimism. He was not deterred by my comment about having to go soon. He understands that catching your flight is on everyone's mind in an airport. He understands that it doesn't mean the person won't stay and listen, but that it is just the customers' escape route they are setting up in advance should they need it. Imagine how successful he would be if when someone said they only had a short while and he rushed them off with an informational brochure? Again, he had a good logical response. He alleviated my concerns by saying I could go any time and educated me as to how long it would take and what the benefit was to my hearing the presentation.
- Involvement. His odds of making a sale go up if he can get to a presentation so he asked for it right away. He had a smooth transition and a logical reason/benefit for me to hear the actual product not just hear him talk about it. Selling is leading. Are you taking the lead in your sales conversations?
- Professional presentation. The guy new what he was doing; he was practiced. He was quick and to the point and new exactly the best way to show value in his product. Can we say the same about the way we explain our products to people?
- Polite and not presumptuous. He got my input on what I thought about the product before moving to the next step of the sale. Do we get the clients involvement during the sales process? Are we asking confirmation questions to check our progress?
- Solid conclusion. He knew time was an issue. Why prolong the process? I saw the product and answered all the questions in a way that suggested this might be something I'd consider buying - what else is there? It's not complicated. He asked for the sale. He brought it to a logical conclusion by riding the momentum he had gained through a good interview and presentation. Standard sales practice: ask questions, demonstrate product, get feedback from the prospective buyer and, if positive, ask them to buy. Are you asking for the sale every time you present a product?
How often is the sales process all herky-jerky and unorganized because the sales person isn't leading? Make sure you have a plan for the more common questions and products you deal in. Don't complicate the process with unnecessary points and steps. Create momentum with a planned approach that leads the client to a buying decision.
1. Be optimistic
2. Interview and get acknowledgement of a need.
3. Present your product professionally and efficiently
4. Get feedback from the buyer.
5. Ask for the sale.
Thursday, February 14, 2008
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.
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.
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