As a business owner, one of your challenges must be
how to help your company succeed by capturing market-share.
Fads come and go, however long term sales success demands
strict adherence to some relatively simple fundamentals.
One proven, but often overlooked strategy bares constant
repeating. To guarantee overwhelming sales results, we
must set ourselves apart from the competition.
Prospects purchase products and services they feel
best satisfy their needs. They scrutinize each sales
message to identify anything they feel specifically
benefits them. Lacking a perceptible difference, they usually base their decisions
on price, convenience, or personal relationships.
So the big question is how unique is your message? A unique and meaningful message doesn’t just happen. It first requires a thorough knowledge of what your
competition is saying about themselves, their products and (perhaps) you. The
following are a number of excellent ways to learn what they are saying.
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• ASK YOUR
BUYERS – They hear everyone’s message. What have
you said that really hits home and puts you in the driver’s
seat?
• VISIT WEB SITES – Most make the mistake of printing their entire
presentation for everyone to read.
• TRADE SHOWS – Visit their booths and listen to their pitch.
• ASK THE COMPETITION – People love to talk (often too much for their
own good).
• READ THEIR LIT – Read which features and benefits they actively
promote.
Next, adjust your message accordingly. As we learned during
our discussion, just about everyone promotes the same things:
quality, value, customer
satisfaction, and outstanding products/services. Instead of simply
promoting customer satisfaction,
dig deep and promote something unique that you do specifically. Here’s
an example of how you might set yourself apart.
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The generic (and
wrong) approach: “Ms. Kraft, we have an excellent record of delivering
the absolute best customer satisfaction possible.”
The unique approach: “Ms. Kraft, we ensure customer satisfaction with
a difference. First, I take personal responsibility for following your order
through
to its delivery. Next, I personally oversee its installation. Finally, can
you think of anything more I should do?”
Are you satisfied with your current sales results? Raise
your closing rate by focusing your message on those points
that separate you from the competition.
© 2005, John Paraschak
John Paraschak is President of the Baltimore/Washington Chapter
of Sales and Marketing Executive International.
www.smei.org,
410-987-2576
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| Effective questioning
is undoubtedly the single most important tool in our sales
arsenal. Well thought out questions help build buyer trust,
ensure better understanding of needs and wants, and close
more deals.
Sales calls can last just 5 minutes or run on for hours.
If you only had enough time to ask each buyer five questions,
what should they be?
Question #1. What are their specific needs, problems
and concerns? Purpose—an
effective and meaningful presentation isn’t possible unless we have clearly
defined needs. Probe deeply and help both you and your buyers get to the heart
of the matter.
Question #2. What will the right solutions mean to the
buyer’s
organization… and them personally? Purpose—the
greater the potential
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value of a proposal, the stronger
the desire to take immediate action. Build a powerful case
for your proposal and quick
buyer action by dramatizing exactly how your solution best
provides the value they want. Don’t forget to focus
on your key buyers. They may have personal agenda’s
that might be more important to the decision making process.
Question #3. What is their
vendor selection process and who makes the ultimate purchase
decision? Purpose—knowing the precise mechanics behind
a purchase decision enables us to formulate just the right
follow-up strategies. Focusing on the ultimate decision-maker
guarantees your message reached the right person(s). Question
#4. How do they “really feel” about your
proposal (solutions)? Purpose—we can never be sure
how our message is
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received. Only the buyer’s
opinion counts. Don’t hesitate in asking them to critique
your recommendations. Make sure they understand and appreciate
your proposal’s value. Take this opportunity to identify
any new issues that crop up unexpectedly.
Question #5. When can we get
started? Purpose—nothing
happens until a sale is made. If you have identified all
their needs and offer the best benefit package there is absolutely
no reason not to ask for the order now! Don’t forget
an initial rejection will provide invaluable information
necessary to better construct your next closing effort.
© 2005, John Paraschak
John Paraschak is President of the Baltimore/Washington Chapter of Sales and
Marketing Executive International.
www.smei.org, 410-987-2576
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