Small Business Sales - Part Two

Here, we pick up with the second half of the Sales how-to's, courtesy of my friend and colleague, Gene D'Agostino who is graciously sharing his lifelong knowledge of sales with you here.

Last blog we discussed the elements of a systematic sales approach that included:

1. Focus on the customer
2. Engage emotionally
3. Interrupt patterns

The dreaded sales call - Part Two

Mistake #6 - They fail for get a COMMITMENT TO BUY
Before making a presentation be sure your prospect is ready, willing & able to BUY. Too many salespeople get swept up in any opportunity to show their products or services, they get caught up in becoming educators, as opposed to salespeople.

Mistake #7 - They chat about everything else and AVOID STARTING THE SALE
Sure, building a rapport is necessary, but far too often the small talk doesn't end so that the sales process can begin. Unfortunately, the prospect usually recognizes this before the salesperson & takes advantage of it. This leaves the salesperson back on the street wondering where they stand...but never really knows.

Mistake #8 - They prefer "MAYBE" to "NO"
"I want to think about it." This is the deathknell of the salesperson's ability to meet their goals. Too many salespeople accept this & then have to go back to their office without a definitive answer. But the truth is, getting a "NO" is far better to a salesperson's ability to manage their time (not wasting too much of it following up a dead prospect) & manage their goals. It is far better to recognize the prospect is not a good fit for your product or service than to continue wasting time when your time can be much better spent with qualified prospects.

Mistake #9 - They see themselves as BEGGARS rather than DOCTORS
By conducting a thorough examination of your prospect you are in a much better position to recommend a solution they are likely to want to purchase, rather than find yourself begging for a sale. Be sure and use your tools just as a doctor uses theirs to qualify your prospects.

Mistake #10 - They work WITHOUT A SYSTEMATIC APPROACH to selling

Oftentimes, salespeople find themselves ad-libbing or "going with the flow" allowing the prospect to dictate the sales process. By following a specific set of outlined steps that allow you to cover all the steps of the sales process in a logical manner you will get closer to a sale while not veering off track.

Now, let's put these to the test with a cold call. You probably have only 3-5 seconds to get a prospect's attention & they're on to you. They know a cold call when they hear one so you must sound & act like no other salesperson before you.

Here's how:

Salesperson: Hello Prospect this is Gene (pause) Gene D'Agostino (the pause is the interrupt that gets their attention)

Prospect: Hi Gene (confused or curious)

Salesperson: Sounds like you don't recognize the name? (pattern interrupt)

Prospect: No I'm sorry (embarrassed or impatient), I don't

Salesperson: That's OK. I don't believe we've spoken before. Do you have 30 seconds & THEN you can hang up on me?

Prospect: OK

Salesperson: I often talk with people who, like you, are [frustrated by__________/confused by___________/troubled by_____/kept awake at night by_________]

Prospect: Well what business person isn't?

Salesperson: Which issue is the one that has been taking up most of your time?

What happens here is that it doesn't sound like a sales call. Beginning the call very differently than most. This interrupts the pattern by stating that is OK to hang up on you in 30 seconds. Also, by stating that you know they're having an issue reassures them that this is typical & that you have experience with their peers/competitors. Bottom line: there is NOTHING about this phone call that is a "typical" sales call.

Once you get the "go" for the call (i.e., they haven't hung up) then take just 3-5 minutes to talk about their issue & ask for a meeting. Try this "When I speak with people in your situation about these issues that are important to them, they often invite me in to speak with them further. By doing so, understand that just because we meet doesn't obligate you to DO anything. Any chance you have your calendar handy?"

This approach, combined with the 10 mistakes we've discussed should get you well on your way to a successful, more confident sales process.

You CAN do this.

Now, go pick up the phone!

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