| "I didn't know that!" | | | | products or services you offer that might |
| If you hear those words from an existing | | | | conceivably interest the client now or a year |
| customer who likes and trusts you but who just | | | | from now.o Think of something new and exciting |
| bought something from one of your competitors, | | | | to say about your company; something that |
| you have no one but yourself to blame. It was | | | | casts it in a good light. Did you have a good |
| you who blew the opportunity and left the door | | | | quarter financially? Have you made any |
| wide open to the competition. | | | | acquisitions or acquired any new, high-profile |
| Was your response something like, "Gee, we | | | | clients? Have you hired any impressive new |
| started offering that service six months ago?" | | | | people?o Present this updated information about |
| Then why didn't you tell that to this customer? | | | | your company with the right timing and in the |
| Here's why: You made the common mistake of | | | | right manner. The right time is immediately after |
| assuming that once you have sold a client on your | | | | you have asked questions to build rapport and to |
| company, the client will stay sold unless something | | | | uncover any new needs that may have arisen |
| goes seriously wrong. | | | | since your last visit. The right manner is simple. |
| "Are we a good match?" is every customer's | | | | Just say: "Let me quickly cover some new |
| most important question about your company. | | | | information about (my company)." |
| You cannot answer it before you have | | | | If you don't sell your company on every call, the |
| uncovered, understood, and agreed upon the | | | | competition will un-sell you. You will miss |
| customer's needs. "Sell yourself" first by | | | | opportunities. And you may hear those awful |
| demonstrating that you care about those needs. | | | | words, "I didn't know you did that!" |
| You'll be amazed at how much more effectively | | | | In The Field: |
| you can then sell your company. | | | | After attending an Action Selling sales training |
| Your competitors are continuously un-selling your | | | | workshop, Karen Caligiuri of the United States |
| company. So you must continuously sell it. | | | | Postal Service returned to work and explained |
| The fact is that your competitors are busy trying | | | | one important insight to her district managers: "At |
| to un-sell your company every day. They do it by | | | | USPS, we're striving to overcome bad press and |
| advertising, by direct mail, by Internet marketing, | | | | past perceptions," she said. "So every time you |
| and in their own calls on your clients. That's why | | | | visit with a customer, you should take the time to |
| you must make it a rule to keep selling your | | | | relay a positive note about USPS." |
| company in every sales call. | | | | It isn't only your competitors who can un-sell you |
| Remember: Every year, in every call you make | | | | to customers. If your organization suffers from a |
| on clients or prospects, they become either more | | | | negative image in the marketplace, whatever the |
| or less sold on your company. | | | | reason, it is especially important to "sell your |
| Naturally, you won't tell your entire "company | | | | company" on every single sales call. Otherwise, |
| story" each time you call on a customer who | | | | the customer's bad impressions can only continue |
| already knows you well. But here is what you | | | | to fester. |
| should do in every call:o Describe any new | | | | |