When planning the daily call itinerary it is wise to find as much information as possible about the prospect so you can target the sales presentation to their needs. In most cases information relating to the prospect may be found by observation on an initial cold call, driving by, or through the internet. Once you have an idea of what the company is all about, you still may not know of a specific need they need filled.
This is where many sales people stumble and when it is time to close, do not understand why they cannot obtain a sale. In the sales persons mind, their presentation was flawless on the planned product or service. They showed great vigor and passion, explaining the features and benefits of the product or services with samples shown, testimonials given, and all questions answered in a positive manner. It is now time to have the prospect sign on the dotted line and they refuse to do so. The sales person goes over in their mind what they might have missed and try to close again, to no avail. They end up walking away from the meeting with no sale and no understanding as to why the prospect would not purchase.
The prospect did not buy because they did not need the apple, no matter how shinny or cheaply it cost. The sales person forgot to find out the prospect needed oranges, not the apples they had presented. No matter how prepared, passionate, smooth, answering every question, and removing almost every objection, if the sales person is giving the wrong presentation those attributes do not matter. The sales pro finds out what the prospect needs and then fills the need.
Filling the need seems like common sense so why doesn’t that happen at every sales call? The sales person did their homework and found information about the company and tried to determine what would be best to present. When they were granted time with the prospect they began the prepared presentation without taking time to ask questions and let the prospect talk. Traditionally sales people love to talk and monopolize the conversation, and if the prospect says, “I’ll give you 15 minutes,” the sales person doesn’t want to waste any time, so they immediately launch into the prepared presentation. Sales pros know the key to success is letting the prospect and others do the talking and by listening and asking open-ended questions can determine the prospects need and then fill that need.
Harvey McKay, the extraordinary business leader said, “You learn and earn when you listen…not just money but respect.” The sales person left without an order after making a beautiful, flawless presentation on apples, but the need was for oranges. The sales person did not question the prospect and in turn did not learn what was needed and certainly did not earn any money by returning without an order.
Sales pros know their products and services in detail and this knowledge assists them in tailoring a product or program to fit the needs of the prospect, which they have learned through listening. Even though they initially had prepared a presentation on apples, they eagerly switch to a professional presentation on oranges and close the sale.
As Zig Ziglar has taught, “You can get everything in life you want if you will just help enough other people get what they want.” Selling apples to apples and oranges to oranges will help you do that!
Gaylen is the Director of Sales for Varsity Contractors, a full service facility service provider. For free information on How to Clean in a Minute write: gthornton@varsitycontractors.com