You are ready for a spectacular
New Year. The resolution has been made: you are committed
to working on your business relationships and advancing your
career.

You began reviewing the list of prospects who said “No”
to you last year. Sure, they may have turned you down in the
past but the New Year usually brings changes; changes in the
economy, in technology and in your prospective client's business.
If your approach is merely to "touch base" and see
if they are in a better purchasing position, you have the
same "plan" as every other salesperson.

Instead, before making your next contact, spend some time
evaluating the history of the account. Chances are there were
things you missed during your initial interaction that cost
you the sale. Uncovering where you went wrong, realigning
your thinking then developing a strategy to follow will enable
you to generate the result you are seeking. Here are a few
ideas:

- Determine Why They Really Didn't Buy

This is better done immediately after you are turned down,
but it's also a good way to get back in front of someone.
The key is to get someone to speak to you openly. This can
be difficult, since many clients feel the need to disguise
the truth not to "hurt your feelings." Instead,
they use generic reasoning, such as high price or bad timing.
Get to the real reason by asking questions about their goals
this year, problems they are facing with their current product
or service, etc. This often leads to a conversation about
the potential purchase of your product/service that you would
never have gotten otherwise. Here’s a great question
you can use to uncover the core objection. “I’m
sensing that there may have been something else that got in
the way of us working together other than the (price/timing/etc.),
is that true?”

- Do Your Homework

It isn't enough to simply understand the problem and provide
a solution. Anticipate your client's future needs. Where do
they rank within their industry and how does that compare
to past years? What changes are expected for their industry?
Will the economy or technology have an effect on their business?
What are some of the problems they will face this year? How
will utilizing your product/service help solve them? If you
want to create a new purchasing opportunity, uncover what
their current as well as future needs are; needs your client
may not be able to even identify themselves.

- Get Their Attention

What is the client's motivation to listen to you another time?
Determine the advantage your product/service will produce
for them; the benefit of the benefit. It can be greater productivity,
lower overhead, monetary savings or an increase in their quality
of life. To stimulate the client's attention, develop a short,
concise message you can send them via fax or email describing
the specific problems solved through utilizing your product/service.
Be creative. There are probably dozens of features you could
promote. It is up to you to uncover the one that would motivate
this client to speak to you again.

- Become More Than Simply A Salesperson; Become A
Resource

Determine how you can contribute to the growth of a client's
business aside from the product or service you are offering.
It could be supplying them with a free newsletter or educational
seminar, a better service plan or connecting them with other
people in your circle of influence that can contribute to
the success of their business. Create a contest amongst your
staff to develop ideas that will add value to your product/service
without increasing your prices or fees. More service and value
at a perceived lower price creates a new interest. Adding
value to your product or service at no additional cost to
the client is exceeding your client’s expectations.

- Stop Selling Products, Start Selling Solutions

Feature and benefit selling is a dying strategy. Most companies
are no longer in the business of selling products but of providing
solutions. Clients are more interested in what the end result
or advantage your product or service will produce for them
as opposed to what your product does. It can be greater productivity,
lower overhead, monetary savings, or an increase in the quality
of life. What problems are solved by your product or service?
How much value will they derive as an end result of what you
are offering? In order to provide a solution you must first
understand the problem. Ask questions up front to get a complete
understanding of the client's position. You can then look
ahead to create a picture of what's next and be better able
to accurately pinpoint how your product or service can assist
them in reaching their goals.

- Stop Chasing Dead Opportunities

Are you making too many follow-up calls? Whether it's because
of a stubborn attitude or ignorance that a sale is truly dead,
salespeople sometimes spend too much time chasing accounts
that simply don't qualify as a potential sale. This should
have been detected during the discovery process. If it hasn't,
ask questions to determine exactly where the prospect stands.
When discussing the possibility of earning the business of
a client, it is crucial that you give them the opportunity
to not only say "Yes" but "No" as well.
Getting turned down can make you feel rejected, but it also
allows you to go on to more promising prospects.

Copyright ©1997, Keith Rosen

About The Author:

Keith Rosen is one of just a few people that has earned the
title Master Certified Coach. SalesTrainingCamp.com has personally
asked Keith to handle all of their sales coaching requests.
If you are interested in inquiring to see how a personal sale
coach can increase your sales visit our website at http://www.salestrainingcamp.com/salescoaching.htm.

You can also purchase Keith’s latest ebook A Routine
for Results by clicking on the following link: http://www.salestrainingcamp.com/products_books_ebooks.htm