Saturday, March 9, 2013
When Prospecting, Do Not Think Like A Salesperson - Think Like A Buyer!
By Stanton Harper
Following a worrying medical check-up, a buddy of mine was looking for various home exercise equipment. Even though absolutely nothing had been found to be amiss with his health during that time, his physician suggested that my friend's complacent lifestyle, together with his love for great wine and food, can become a problem in the foreseeable future. He made suggestions for the workouts of which my good friend need to undertake. Not being a person who likes to sweat in public places, my buddy decided to build a personal gym at home. Armed with a limitless charge card, and the doctors selection of the equipment he needed, he approached several stores offering these kinds of items.
It was several weeks before he managed to make his acquisitions. However, because many of the shops he approached were manned by employees who were unable to assist him, the only information about the merchandise they could give, was the same as the information he could see in the pamphlets affixed to the item. They didn't have any working understanding of the equipment! They were unsure about which was the very best piece of equipment in each category. They didn't know anything other than what the makers sales catalogue told them.
The sales representative who ultimately sold the equipment to my buddy made a substantial sale since he took the time to know what was needed. He knew which machines were portable and easy to store. He knew which of machines had more than one function. He recognized that my friend desired to become as fit as possible with as little time and effort as possible. Last but not least, he was able to pick home fitness products which were properly matched to my friend's needs.
When approaching a prospect, go in using more than just the company line. Theory is good information to have, technical specifications have their part to play in any sales situation, but do not forget about the practical application of your product. Learn about how your product functions in a real environment. If you are selling cleaning equipment to huge corporations, talk to people who have used it. Learn how the merchandise works. Do the individuals who use it find it easy or complicated? Learn the bad points along with the good ones. In doing so, you know which of the product's marketing points you can enthusiastically showcase and which marketing points would be best to be quietly ignored. Know your product inside out, if you can try out the merchandise yourself, you'll be able to provide first-hand facts regarding how it works.
A mistake many sales representatives make is only promoting the product's features. Many products have features that are meaningless to buyers because they are not needed! What the buyer wants to know is what your product can do for him in his situation. How can your product increase his productivity? Do your homework before meeting the prospect, look at his company and how your product will be used within it. At the meeting show the buyer that you understand the nature of his business and illustrate how your product meets his needs exactly.
A buyer will always have questions. Put yourself mentally behind your prospect's desk before going into a meeting with him. If you wanted to make a large purchase for your company, what would you desire to know from the sales representative? What would make you put your trust in this particular company? The prospect has probably read a number of brochures, if not spoken to representatives from other companies, what edge do you think he wants to see from you in order to give you the contract? Do you know what potential problems there are with the product? Learn the problems and the solutions, so if the prospect brings up the issues, you are ready to reassure them on the matter.
By spending the time considering your merchandise as a potential customer, you give yourself the advantage of having the ability to discuss the product on a different level than that of someone just trying to make a sale. You'll have the edge of not just understanding the technical features of the product, but also having personal understanding of it. This know-how puts you in a position of having the ability to demonstrate to the buyer how the merchandise can benefit his business from a practical perspective. The buyer is going to be able to see that you've considered his company's processes, and be more confident of placing an order for your product.
"Seek first to understand, and then to be understood." Steven Covey
It was several weeks before he managed to make his acquisitions. However, because many of the shops he approached were manned by employees who were unable to assist him, the only information about the merchandise they could give, was the same as the information he could see in the pamphlets affixed to the item. They didn't have any working understanding of the equipment! They were unsure about which was the very best piece of equipment in each category. They didn't know anything other than what the makers sales catalogue told them.
The sales representative who ultimately sold the equipment to my buddy made a substantial sale since he took the time to know what was needed. He knew which machines were portable and easy to store. He knew which of machines had more than one function. He recognized that my friend desired to become as fit as possible with as little time and effort as possible. Last but not least, he was able to pick home fitness products which were properly matched to my friend's needs.
When approaching a prospect, go in using more than just the company line. Theory is good information to have, technical specifications have their part to play in any sales situation, but do not forget about the practical application of your product. Learn about how your product functions in a real environment. If you are selling cleaning equipment to huge corporations, talk to people who have used it. Learn how the merchandise works. Do the individuals who use it find it easy or complicated? Learn the bad points along with the good ones. In doing so, you know which of the product's marketing points you can enthusiastically showcase and which marketing points would be best to be quietly ignored. Know your product inside out, if you can try out the merchandise yourself, you'll be able to provide first-hand facts regarding how it works.
A mistake many sales representatives make is only promoting the product's features. Many products have features that are meaningless to buyers because they are not needed! What the buyer wants to know is what your product can do for him in his situation. How can your product increase his productivity? Do your homework before meeting the prospect, look at his company and how your product will be used within it. At the meeting show the buyer that you understand the nature of his business and illustrate how your product meets his needs exactly.
A buyer will always have questions. Put yourself mentally behind your prospect's desk before going into a meeting with him. If you wanted to make a large purchase for your company, what would you desire to know from the sales representative? What would make you put your trust in this particular company? The prospect has probably read a number of brochures, if not spoken to representatives from other companies, what edge do you think he wants to see from you in order to give you the contract? Do you know what potential problems there are with the product? Learn the problems and the solutions, so if the prospect brings up the issues, you are ready to reassure them on the matter.
By spending the time considering your merchandise as a potential customer, you give yourself the advantage of having the ability to discuss the product on a different level than that of someone just trying to make a sale. You'll have the edge of not just understanding the technical features of the product, but also having personal understanding of it. This know-how puts you in a position of having the ability to demonstrate to the buyer how the merchandise can benefit his business from a practical perspective. The buyer is going to be able to see that you've considered his company's processes, and be more confident of placing an order for your product.
"Seek first to understand, and then to be understood." Steven Covey
About the Author:
James Malinchak, Showcased on ABC's Hit Tv Show Secret Millionaire, is considered by many people experts as the World's #1 Big Money Speaker Coach and Trainer. For Totally free Video Trainings concerning how to get money to speak and the ways to be a becoming a motivational speaker, try home and learn more.
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