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by Brenda Spiller
When selling it is your job to make the customer aware of her needs and to reinforce her desire to make the decision to purchase from you!
1. To find out wants; this is the requirement (probing)
2. Match what you are offering to the requirement (presentation)
Selling is a procedure so you can learn how to improve
Selling is a procedure, and therefore it's a discipline that any small business owner can master. Learn and practice the following steps, and you will help you on the way to being a better salesperson;
Preparation will improve your success at selling
Unsuccessful selling is generally the result of too little thinking and planning. Here are some sales planning tips,
- Always prepare - including mental/emotional preparation
- List points and questions that need to be asked to identify:
- Right people - decision-makers/influencers/buying process
- Business problem/opportunity
- The decision-making process
- Opposition/competition
Attention
Always check before you start the selling process that you are presenting to the right person i.e. one who can make the decision to buy, or influence the decision in some way
Interest
Establish needs by asking open and probing questions - how, what, why, where, when, who
Desire
Heighten the prospect’s reason to buy based on the need, give benefits and gain agreement on each
Action
Firm close on a next action; or order, price and delivery
Handling resistance
Objections do not always mean 'No'. An objection is an opportunity to sell. Is it an objection or an excuse? If an objection arises:
- Question it e.g. “I'm sure you have a very good reason for saying that. Do you mind if I ask you what it is?”
- Confirm it is the only objection
- If it is true – the prospect will restate and clarify it
- When you have the true objection commit to the way forward. “So if I can answer your concern about... you will be happy to buy?
- Wait for the prospect's commitment and answer their objection
- When handling objections, make it less personal e.g.: “Other customers have found it useful because…”
Closing the sale
If you do not ask for a 'next action' it has all been a waste of time.
Easiest closing techniques
Be direct – just ask!
“You appear to like our product how many would you like to order?”
Assumptive – assume they will purchase.
“May I go ahead and send you a…today?”
Alternative – a choice of doing this or that, but not if!
“When would you like it delivered Thursday or Friday?”
Thank the customer for the order.
Finally, be positive and enthusiastic, and be patient – you may have many conversations to achieve a ‘yes’.
About the Author
Brenda Spiller is the author of, Perfecting The Art Of Telesales Spiced With Magic of Neuro-Linguistic Programming - A Practical Guide To The Art of Objection Handling. For more information on the guide visit: www.CharlesBooksCo.co.uk
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Posted September 13, 2006
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