Put
More "Sell" Into Your "Show And Tell" Session
March 29, 2006
One of the most critical points in a
sales situation is when you actually show your product or describe your service
to your prospect. The way that you pass through the actual application stage of
a sales situation can either make or break your sale, points out Bill Brooks,
CSP, CPAE, CMC, CPCM. Brooks is a former CEO of a $300 million corporation and
two-time sales award winner from an international sales force of 8,000. He is
the author of nine books, including the bestseller High Impact Selling. Brooks
has spoken or consulted in over 300 different industries while being engaged by
at least 150 clients an astonishing six times each. Brooks taps his real-world
selling experience to offer the following tips on how to improve your sales:
When you are to the application point of
your sales presentation, you need to choose the most appropriate product or
service that will fulfill exactly what your prospect needs or wants. Many
salespeople become too eager and sometimes fail to fully understand what their
prospect truly needs or wants. You, as a salesperson,
need to take full stock of what your prospect is looking for because if you
show the prospect the incorrect product or service, you are going to lose the
sale. A prospect that is shown the incorrect product or service knows that the salesperson
has failed to pay full attention to what he or she has said, and that prospect
will walk away. Typically, you will get only one shot at a sale, and if you
blow it, your chances of getting in front of that prospect again are slim to
none.
Your presentation must focus on the
prospect and not on yourself, your company or your product. Your prospect will
give you valuable information about what he or she truly wants. All you have to
do is listen. If you are too busy pointing out the
benefits of doing business with a great person such as yourself, or with a
company as wealthy as yours, you will fail to listen to what your prospect
needs and wants. By focusing your presentation on the prospect and his or her
needs and wants, you will make that prospect feel important, as well as learn
which of your products or services will best serve that prospect.
If you stumble when your prospect asks you
a question at the Apply stage, you will definitely look unprofessional as well
as ill versed about your product or service. Any prospect who assumes you, as a
salesperson, possess inadequate knowledge about your product or service will not
buy from you. I can promise you that!
Another reason that you need to know
everything about your products or services is that you will be better able to
present your prospect with the product or service that best fulfills his or her
needs and wants. Again, if you show the incorrect product or service to your
prospect, you will lose your credibility as well as any chance you have of
making the sale.
Involve that prospect from the very beginning.
If you fail to make the Apply step a give-and-take process, involving obtaining
candid feedback from your prospect, then your prospect will feel left out and
insignificant. You need to ask your prospect for reactions as you present your
product or service in order to ensure both yourself and your prospect that what
you are presenting is appropriate and correct. Deal with any objections in an
appropriate manner, without losing your cool.
If you keep all of these tips in mind and
focus on the prospect's wants and needs, then you will surely do a fine job of
selling the prospect exactly what he or she wants. And if you give your
prospect exactly what he or she wants, then you will get exactly what you want
. . . the sale!
For More Information
The Brooks Group
800-633-7762
www.brooksgroup.com
sales@thebrooksgroup.com