Sales Tips From The Voice of Reason
"Ever Wonder How You Lost The Sale?"
by Robert Reason Sr.
Every time we make a claim our prospect is reminded of something our competitor said. Maybe a better claim than ours. How can he or she know who to believe?
We should take the time to analyze every claim we are making about our product and service, and practice ways of converting these claims into questions.
When we say that we are the biggest, the oldest, or the best, we are telling our prospect that we love OURSELVES. When we ASK, "is X,Y, or Z important to you," we are showing that we care about THEM. Not only that, but we are now getting THEM to tell US that these benefits are important.
When we get our prospect to tell us that what we are offering has value, closing becomes a formality. We are simply providing what THEY said they wanted. How then can we determine who is a prospect and never MISS that sale, and who is not a prospect, and not spend unproductive time with them?
I will explain what I do with the companies with whom I work. They report sales increases by as much as 50%. But you can improve your closing ratio by applying this method yourself.
When I teach sales people how to sell virtually every PROSPECT and how to determine who is not a prospect, I first spend time in the field with a sales person and ask a lot of questions, so that I can learn all I can about their product, their competitor’s product, the strengths and weaknesses of each, and what objections they are now getting.
Once I understand these factors, I can outline a presentation which not only ensures the sale if you are talking to a PROSPECT, but will let you know early, and often if you are not. If this outline is followed with EVERY presentation, you will never MISS a sale, and time will not be wasted talking to someone who is not a prospect.
The presentation outline must include the right questions (not statements) which will lead our prospect to feel that his or her decision to buy was theirs, and theirs alone. Few sales people understand how to do this. We will ask questions which will expose a non-prospect. The proper presentation will also afford complete control. We answer questions when we are ready. If we stop and answer questions in the order our prospect wants, we will LOSE sales which we could have made.
Sales are not missed in the close. They are usually missed in the first few minutes by not properly "setting things up." If we allow our prospect to dictate when things are covered and questions are answered, we are going to LOSE the sale!