By DK Publishing
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Additional resources for Understanding Selling (WorkLife)
Example text
DVISOR 4HIS PERSON CONlRMS THAT THE TECHNOLOGY IS SUITABLE FOR THE ORGANIZATION 3HOW HOW YOUR PRODUCT HELPS FULlLL THE COMPANYS AIMS &UNCTIONAL -ANAGER 4HIS PERSON IS IN CHARGE OF IMPLEMENTING THE SYSTEM 9OULL NEED TO SHOW HOW YOUR PROPOSED BENElTS CAN BE ACHIEVED ON THE GROUND - ! ' % 4 ( % 3 ! 24 9OU COULD USE A VARIATION ON THE TRIAL CLOSE TO SUBTLY CHECK THAT YOU ARE NOT OFFERING A LEVEL OF SERVICE HIGHER THAN THE CUSTOMER ACTUALLY NEEDS &OR EXAMPLE IF YOU USUALLY USE AN EXPENSIVE COURIER SERVICE FOR DELIVERY IT IS WORTH CHECKING IF THIS IS UNIVERSALLY REQUIRED h)F WE GET COURIER STOCK TO YOU WITHIN TWO HOURS WOULD THAT MAKE YOU FEEL HAPPY TO SIGN v 4HE CUSTOMER MAY WELL RESPOND THAT SUCH SPEED IS UNNECESSARY "Y NOT ASSUMING THAT EVERYONE NEEDS FAST DELIVERY YOU WILL HAVE SAVED A SIGNIlCANT AMOUNT OF MONEY AND TROUBLE 1 5!
4 ( % 3 ! LWAYS lNISH YOUR OPENING WITH AN OPEN QUESTION TO GET THE PERSON TALKING 4)0 4AKE BACK CONTROL OF A CALL BY SUMMARIZING THE MEETING SO FAR AND ASKING THE PROSPECT A QUESTION 49_ED248_US 49 49 49_ED248_CMYK_ 0 , ! 4 ( % ) . ) 4 ) ! , 3 ! , % 3 # ! T THE BEGINNING OF A MEETING FOR EXAMPLE ASK CUSTOMERS WHY THEY AGREED TO SEE YOU )T CAN BE REVEALING TO ASK A CHALLENGING QUESTION EARLY ON AND OFTEN LEADS TO INTERESTING INSIGHTS INTO THE PERSONS THOUGHT PROCESSES - !
13/7/06 pm 20/3/064:20:05 14:55:00 -ANAGE 4HE 3ALES 0ROCESS )N ORDER TO MAKE A BUYING DECISION PROSPECTIVE CUSTOMERS WORK THROUGH A SERIES OF STEPS UNTIL THEY FEEL READY TO BUY EMOTIONALLY AND LOGICALLY 4HE JOB OF THE SALESPERSON IS TO HELP AND GUIDE THE PROSPECT THROUGH THESE STEPS 4HIS CHAPTER WILL SHOW YOU HOW TO GET A PROSPECT TO THE POINT OF BUYING YOUR PRODUCT 4OPICS COVERED IN THIS CHAPTER INCLUDE s (OW TO PLAN AND EXECUTE SUCCESSFUL SALES CALLS AND MEETINGS s (OW TO MAKE STRONG EFFECTIVE PROPOSALS s (OW TO DISTINGUISH GOOD PROSPECTS AND QUALIFY OUT THOSE WHO ARENT SUITABLE s (OW TO MANAGE EACH STEP IN THE SALES PROCESS FROM OPENING THE SALE THROUGH TO NEGOTIATING TERMS AND CLINCHING THE DEAL 44_ED248_US 44 44 44_ED248_CMYK_ 13/7/06 pm 20/3/064:06:11 14:55:03 45_ED248_US 45 45 45_ED248_CMYK_ 13/7/06 pm 20/3/064:06:12 14:55:05 $ElNE THE 3ALES 0ROCESS 4HE LENGTH OF TIME IT TAKES TO CLOSE A SALE CAN VARY CONSIDERABLY BUT WHATEVER THE LENGTH OF TIME INVOLVED THE STEPS IN THE PROCESS REMAIN ESSENTIALLY THE SAME 3TART THE 3ALES 0ROCESS )N SOME CIRCUMSTANCES YOU MAY AIM TO COMPLETE THE SALE AT THE lRST MEETING IN MORE COMPLEX SALES IT CAN TAKE MUCH LONGERUP TO SIX MONTHS OR MORE "UT 5NDERSTAND THE 3ALES 0ROCESS HOWEVER LONG THE PROCESS 0REPARE TAKES THE KEY TO A SMOOTH 'ET ALL THE INFORMATION ABOUT THE PROSPECT THAT YOU NEED AND PLAN SALE IS PREPARATION THE OPENING CALL "EFORE MAKING CONTACT WITH PARTICULAR BUSINESS CUSTOMERS lND OUT AS MUCH /PEN THE SALE AS YOU CAN ABOUT THEM 5SE 5NCOVER THE CUSTOMERS NEEDS AND CRITERIA THE PEOPLE INVOLVED PUBLISHED REPORTS RELEVANT AND THE lNANCIAL POSITION REFERENCE BOOKS AND THE )NTERNET TO IDENTIFY s 4HE PRODUCTS THEY SELL AND "UILD THE SALE THE MARKETS THEY SELL IN $ECIDE ON THE SALES STRATEGY MEET THE KEY PEOPLE AND PRESENT YOUR s 3ALES TURNOVER AND PROlT SOLUTION s 4HEIR MAIN COMPETITORS s "USINESS STRUCTURE s 4HE KEY EXECUTIVES -AKE A PROPOSAL 4HIS SHOULD GIVE USEFUL CLUES /UTLINE WHAT THE PROSPECT SHOULD BUY AS TO WHICH PRODUCTS MIGHT THE BENElTS TERMS AND CONDITIONS BENElT THEM AND WHAT QUESTIONS YOU NEED TO ASK YOUR PROSPECTS WHEN YOU #LOSE THE SALE MEET THEM TO UNCOVER THEIR (ANDLE OBJECTIONS AND TAKE NEEDS AND REQUIREMENTS THE ORDER i w %VERY SALE HAS lVE POTENTIAL OBSTACLES NO NEED NO MONEY NO HURRY NO DESIRE NO TRUST :IG :AGLAR - !