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Sales trap - we love to talk, but need to snoop - sales-training


My examination has obviously shown that, when it comes to selling, the part we're most comfortable with is discussion about what we do - elucidation our armed forces and how we can help the client.

So what do you think happens in most sales encounters? That's right? we tell 'em what we do.

Problem #1 - Clients don't especially want to know what we do.
Not to start with anyway. As a rule they first want to know that they can trust us and that we comprehend their situation. They also want to absorb 'how' we can help them. This is altered to calculating closely 'what' we do. To do this we need to look at what they want to achieve, and what their concerns are.

Problem #2 - When we're discussion we're not listening.
It's a fact. Citizens can think many times closer than they talk. This means that when you're talking, your client can think about lots of other stuff (like their next appointment, or your unpolished shoes). So keep your client all ears by being paid them to do the talking.

Control the sales come across with questions. By using a structured questioning categorization you can move from first investigative questions to high-impact outcome oriented questions. When done as it should be this creates a amicable altercation amid the hawker and the client. It's not a be important of interrogating the client, or forcing them to make a quick decision.

As the merchant (whether you be a consultant, partner, owner or manager) the overriding temptation is to start elucidation what you do. Often this includes mentioning earlier clients and attractive outcomes you have achieved. But does the client care? Not always. And not ever if what you are axiom is not germane to them.

The cloak-and-dagger to promotion like a certified is to listen in attentively to the client. Find out as much as doable that might be applicable to your service. Ask questions about their expectations. Then when you have that knowledge, converse only the aspects of your advantage that have a address behavior on your clients affirmed needs. Use this 'inside knowledge' at some stage in your presentation to highlight why you are the best abundance as advantage provider.

And when you be over your presentation and need to gain a dedication from the client, ask an added question, or advocate the next step. "Would you like to sign the arrangement tomorrow?" or "Can we meet next week to finalise these last few issues?"

With a bit of apply you can interchange your old sales monologues with a eloquent argument of in rank that foliage your client imperfect to work with you.

(c) 2004 Stuart Ayling

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for ceremony businesses. He helps clients to better their marketing tactics, catch the attention of more clients, and augment revenue. For further marketing resources, together with Stuart's common monthly newsletter, visit his web site at www. marketingnous. com. au


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