| The first stage of the sales process is to make | | | | shields lower and lower. And you are learning the |
| sure you are speaking to a buying client. There | | | | tipping points for the client to buy what you are |
| are methods to convert a non-buying client into a | | | | selling. |
| buying client. There are also ways to speak to a | | | | 4. Be certain that your product matches your |
| non-buying client to increase the odds that he or | | | | brainstormed ideas. As you are brainstorming |
| she will become a buying client in the future. This | | | | solutions to the problems the client is listing, make |
| article focuses on moving a client who wants to | | | | sure your product or service can provide those |
| buy something to buying your product. More to | | | | solutions. Don't make this obvious. Don't say "Well, |
| the point, it focuses on moving the client to the | | | | our product does XYZ." Instead, say "So you |
| position where your product is the only alternative | | | | need to do XYZ to solve that problem?" Write it |
| available. By doing this, you can set your stress | | | | down. Better yet, have the client write it down. |
| management techniques to the side, and focus on | | | | The degree of subtlety with which you can do |
| turning the selling process into the buying process. | | | | this is what distinguishes the Salesperson Of The |
| You may not be able to use all the fancy | | | | Month from Salesperson Of The Year. Here is |
| techniques you have learned in that expensive | | | | wher you may use anything you have learned in |
| sales presentation training you have taken. But | | | | all the sales presentation training you have had. |
| the point is to make a sale, not prove that this or | | | | 5. Benefits sell clients. People are selfish. People |
| that tip from sales negotiation training is the most | | | | have pressures to perform for themselves or |
| successful. | | | | their company. They do this by buying solutions. |
| 1. Set the stage by telling client you will help them | | | | So, unless your client has the time and the |
| frame and define their needs. Buying customers | | | | inclination to figure out how Feature A of your |
| are most probably defensive because their | | | | product or service helps him or her to solve |
| perception is that you are trying to sell them | | | | Problem B, it is your job to point this out. Explicitly. |
| something they don't necessarily want to buy. So | | | | Hard. Repeatedly. Let's say a company is deciding |
| put your client at ease - and get him or her to | | | | on hiring a new consulting firm. Consulting firm A |
| lower their defense shields - by telling them up | | | | pitches their worldwide offices, many partner, |
| from that you are going to help them define their | | | | diverse areas of expertise, and huge computer |
| needs and goals. You can explain that this will help | | | | systems. The customer hears "Consulting firm A |
| them decide what product or service will help | | | | has a huge cash outlay that they want ME to pay |
| them the best. While this is going on, you should | | | | for." Consulting firm B pitches internal resources to |
| be tieing whatever the client is saying to | | | | solve customer problems arise, multiple |
| everything you have learned in all the sales | | | | experience levels to maximize the most |
| training courses you have taken. But you are not | | | | appropriate billing level for the task, flexibility of |
| selling yet. | | | | areas of expertise as needed, and technology to |
| 2. Be clear that your goal is to help the client | | | | maximize communication with the client. The |
| decide if your product meets their needs. At the | | | | customer hears "Consulting firm B is set up for |
| same time, be real clear to the client that part of | | | | me." At this stage, you may use your sales |
| the process is to decide if your product or | | | | negotiation training to overcome specific |
| serviced is the best fit for the client. Be honest | | | | objections. |
| with them that you have a stake in this beyond | | | | Once you have determined that a client is ready |
| mere profit. There is your reputation. There is | | | | to buy something, your next step is to move the |
| word of mouth. There is the relationship you are | | | | client to your product. Notice so far you have not |
| establishing with this client. So if you sell the client | | | | asked the client to do anything. Even though the |
| a product that is not want the client wants, you | | | | point of your sales training courses is to sell the |
| are shooting yourself in the foot. | | | | product, the real point is to give the client no |
| 3. Mutually brainstorm solutions to the client's | | | | alternative. Getting the client to make the |
| problems. Spend some time having the client list | | | | purchase is an entire step and process in itself. |
| his or her problems. These may be the problems | | | | This stage is to get the client in a mindset that |
| the product or service will solve. They may be | | | | there is no alternative to your product. This is |
| problems personal to the client - like buying the | | | | where you want to be. When there is no |
| product that guarantees his or her promotion. You | | | | alternative to your product, then your client's only |
| are establishing a relationship with the client. You | | | | choice is buy your product or continue the pain of |
| are helping the client bring down those defensive | | | | having an unsolved problem. |