Have you used a plumber or electrician recently? Imagine calling one of them and describing your problem. How well equipped would you expect them to be to carry out the job when they turn up?
How would you react if they turn up with just a screw driver and a pair of pliers? [Standard issue for unqualified electricians in India]
Now imagine a sales situation. You get the meeting, you turn up with limited research on the prospect and you plan to 'wing' the client session based on your experience; you have done it a thousand times before. Only this time it is different, the prospect has done her research, she knows what she and her company wants. She has engaged other vendors too and is looking for a solution that can solve their business issues. How do you engage with her and help her sell you internally within her organisation.
At each stage of the sale you need to both have three personas and the right tools to engage in meaningful conversations that lead to a sale. Before we talk about tools, let's talk about the three behaviour traits sales people need to sell to an informed buyer:
- The Micro Marketer
- The Visualiser
- The Value Driver
In this discussion we will focus on the tools a Seller should have in their kit bag when they meet a prospect or a buyer.
1. The feeler - many sales people want to establish common ground with the seller and can often spend time on small talk. A powerful opening is often a success story where you have solved a similar business problem for a similar client. Pain often begets pain, if the prospect is at the early stages of looking for a solution a success story is very powerful. So start by having a small list of succinct success stories you can pull out. Success stories should be short and focused on the solution delivered. To download a sample please click here..........
2. Diagnostic tool set. A set of questions to diagnose the problem with the prospect. Just think back to when you last visited a doctor, what questions did she ask before prescribing you the medicine? Prepare a set of questions before your meeting, have at least six to ten primary questions and secondary questions to get close to the problem.
3. Identify the emotional hot buttons. Every sales has an initial emotional purchase before the actual purchase. Look at your smart phone; how did you justify buying it? Was it logic or emotion. In most cases we have an initial inkling on what we want to buy, and then we look for the logical justifications for this purchase. List out their key business issues, their motivators for solving the problem and the financial impact if the problem is not solved. To download a copy of the tool please click on the link below.