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Last Updated: Apr 20th, 2005 - 10:52:16
Note About Author: How to Handle Experienced Reps Teleseminar - Experienced sales reps can be set in their ways and tough to manage. This one hour program will show you ways that will help you better manage your experienced reps, and help you have a more cohesive sales team.
Can't make the seminar? Pre-order the cd for $10 off original cd prices: http://www.salestrainingcamp.com/t_bbrooks_experiencereps.htm
How well do you tell your sales story with power, believability and behavior? How effective are you at virtually guaranteeing that your prospect will become a customer? Learn how in this week’s article by sales trainer Bill Brooks.
To present your product or service in a compelling and believable way, follow these two simple principles, no matter what you are selling. Here they are:
People buy anything they will buy for their reasons, not yours (or mine)
Prospects expect salespeople to exaggerate the value of their product or service (you or me, included!)
Once you understand and accept these two realities what can you do about them? The first principle can be dealt with very easily and systematically by remembering two things:
The more you are in front of qualified prospects, the better off you’ll be… and the secret is to ask the right questions of the right people (qualified prospects) related to what they’ll buy, when they’ll buy, how they’d like to buy, under what conditions they’ll buy – and then ensure your product or service meets those exact standards.
The second principle, though, creates a little larger obstacle. Most salespeople are accustomed to "telling and selling" instead of "involving and asking." It is true that people learn a lot more from what they experience and actually do than from what they simply hear, isn’t it? The same is true about your product or service presentation. In fact, I prefer to use the term "application" rather than "demonstration" or "presentation." The former means a mutual discovery or learning experience as your product or service is unfolded to your prospect while the latter terms refer to a standard, sterile and boring monologue related to your product or service’s features or, perhaps, even irrelevant benefits.
It has often been said that features "tell" and benefits "sell." Unfortunately, it is far deeper than that! You need to determine which benefits actually do sell! You also need to discover the role that active participation, involvement and education play in the effective presentation of your product or service.
Always remember that people are far more likely to believe what they experience, do, feel, touch, smell, think or immerse themselves in than from what they simply hear from you!
What does this mean to you as a sales professional? Simply this – never underestimate the importance of allowing your prospect to learn all they can about your product or service. Your job? To serve as the tour guide, interpreter or facilitator. To allow them to reach their own conclusions, draw their own comparisons and discover precisely how your product will address their concerns, enhance their profits, solve a problem or meet a need.
Some tips? Let me give you six very specific things you can do today. Here they are:
You need to know how to prepare your "lesson plan" (your presentation) by addressing only the specific issues your customer has.
Your product or service must be seen strictly from the perspective of your prospect or customer – not you, your marketing department, R&D staff or anyone else within your organization.
Keep your presentation simple yet elegant. Don’t confuse your prospect!
Make your application interactive. Show and tell, ask and explain – educate and involve. Ask feedback questions to ensure your prospect or customer understands and emotionally accepts your solution. Questions like, "What do you think?" "How does it fee," "Do you understand?" Do you have any questions?" or "Would you like to try this yourself?" are all essential to ask.
Don’t talk too much, non-stop or in jargon your prospect or customer will not understand. Always remember that people don’t want to be sold. Instead, they really do want to buy.
Ask the right questions (What do you want to buy? When do you want to buy it? How will you buy? What do you need?) and then present only the right solutions – and allow them to experience your product or service. Then, they will buy! And you won’t have to sell them anything.
About The Author: Bill Brooks, CSP, CPAE, CMC, CPCM former CEO of a $300,000,000 corporation and two-time sales award winner from an international sales force of 8,000, Bill has real-world expertise. Bill has spoken or consulted in over 300 different industries while being engaged by at least 150 clients an astonishing six times each. Bill is the author of nine books, including the
best-seller, “High Impact Selling.”
Contact Information:
The Brooks Group
3810 N. Elm Street - Suite 202
Greensboro NC 27455
800-633-7762
www.brooksgroup.com
e-mail: sales@thebrooksgroup.com
© Copyright 2003 by SalesVault.com
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