Been traveling again and hence the delay in this post.
This one came about after I worked with my sales team stationed at Delhi…these awesome girls are doing a commendable job with our wedding services platform http://www.ourvivaha.com
I noted that there were a few fundamental mistakes that they were all committing during their sales calls; mistakes that were completely avoidable and if left unattended would hamper a perfectly good opportunity.
So i decided to write this simple -to-follow guideline for them and for everyone else who would care to analyze and then amend their process and improve the ROI on sales.
So here goes…
- Rule #1. Pace the conversation so that the customer is never overwhelmed. The average customer can listen to only three sentences before becoming overloaded. If you become an information fire hose, the customer will simply shut down and say “I’ll think it over” at the end of the presentation. (And then you’ll call back three days later and the customer won’t even remember your name.) Instead, use questioning and requests for feedback to pace the conversation. I am tempted to name my wonderful sales intern who has everything going for her…she is very pretty, good with numbers, analytic…BUT very aggressive when talking to her clients or prospects…and when I noticed that, I sat down with her, counseled her…she mellowed down, the the results are spectacular!!
- Rule #2. Listen intently to build trust and rapport. When the customer talks, listen. Really listen, don’t just sit there thinking about what you’re going to say next. The golden rule of selling is to sell to your customers the way you’d like to be sold to yourself. Listening carefully also allows you to better sense the customer’s true attitude and mood. Connecting with the customer in this fundamental way is the key element of turning a sales presentation into a sale. Here again without naming my sales star…young kids, eager to get cracking on the targets, just forget to LISTEN….and again counselling really helps…and once that is done ( enforced if need be ) , the results are delivered automatically !!Try it …it really works …
- Rule #3. Discover if the buying decision will be made soon. One of the biggest mistake that salespeople make is focusing on customers who aren’t really going to buy. The best way to get this information is to ask a question like: “if I show you exactly what you’re looking for at a reasonable price, what kind of time frame will it be for you to make a decision?” NOW …this one comes only after a long list of “trials and errors”…the trick is to shorten the learning process and to inculcate a certain judgment maturity in the process…
- Rule #4. Push inevitable objections off the table. If you’re reasonably certain that a particular objection is likely to surface, preempt it by admitting it before the customer surfaces it. Example: “Some people say that our product costs a little too much, but…” Admitting the “cons” to your offering as well as the “pros” also enhances your credibility and positions you in the role of an advisor rather than a salesperson. THIS one is often the most difficult to get done, because we as people are programmed to never admit that we were wrong….it takes serious courage of conviction and maturity to do this and once you have mastered it, I guarantee you that it really works and earns the long term respect of your clients who will value you for your brutal honesty even at the expense of losing that all important sale !!
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