How to do the Hard Things in Sales
What do you find hard to do in sales? . . . Let me guess.
I've driven to the
designated area and sat in my car with absolutely no enthusiasm for
getting out and starting door-to-door canvassing - and it's exactly
the same with telephone prospecting, You dream up all sorts of
reasons why today is not going to be a good day, or the time is too
early or late or It's lunchtime. Myself, I then procrastinate
another 10 minutes tidying up all the junk on my desk.
The surprising thing is that once you get started your mindset changes and the task doesn't seem anything like as horrible as you thought it was going to be.
What's more, it has the secondary effect of making you feel bad too. You get to your meeting and have to begin by apologising. That is not a good way to start.
The biggest part of the cure is to understand that even if punctuality seems unimportant to you, many other people think differently and if you turn up late it is going to spoil your chances of doing business.
Practical things you can do are;
Underlying many objections is the fear of spending a lot of money. A good strategy to deal with this is to discover, by asking appropriate questions, what the cost of the 'problem' is and how long it has been going on. Then you can calculate how much the problem has already cost the customer.
Now demonstrate that purchasing from you will save money over the long-term and thus represents a sensible investment.
Writing up activity reports
Nearly always the driver of good sales results is a period of energetic prospecting which you did some while before.
Referring to your customer notes before a call or a visit lets you create the (correct) impression that you are on the ball - another good reason for keeping good records.
Even if you don't feel like it, make your notes immediately after customer contact. The details are rapidly forgotten otherwise.
Getting samples and literature from your company
You ask for a decent sample and a stock of company brochures and you are told, 'Make do with what you've got, we're waiting for new ones to come in'.
So either make your own samples, if that is feasible, or should there be a manufacturing facility in your company, you may be able to obtain some items directly from them.
For brochures, you may be able to create either documents which you print out on a colour laser printer (for a professional appearance), or with some web-knowledge, you can achieve the same in a web page you build yourself.
Either way It's better than using nth generation photocopies. That's what I was offered in some companies I have worked for.
Building up a portfolio of references and testimonials takes time, so always be on the lookout for items you can put into your collection.
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