| in client conversations: | | | | point. |
| In Hamlet, Shakespeare said it best: "Brevity is soul of | | | | Next time you make a cold or warm-call try saying, |
| wit." When marketing a particular product, a buyer will | | | | "Mr. Smith, my name is Bob Salesman; I'm calling from |
| lose interest if the benefits of the solution are not | | | | ________ (maybe even add in what your company |
| expressed in a clear and concise manner. | | | | does). I do truly understand you are very busy, |
| Psychologically, buyers usually have a lot on their minds | | | | however could you give 30 seconds of your time? |
| (as they have their own jobs and goals too) and want | | | | About a week ago, you came to my firm inquiring |
| to get to the point. Too much information or elaboration | | | | about x, y or z, and I'm hoping to set up a five minute |
| on a certain topic can put a sales person in a position | | | | phone conversation in the next few weeks to |
| where the client purposely avoids them due to their | | | | elaborate on our organization and better introduce |
| conversations' perceived length. If you want an | | | | myself." Ink in the appointment and, prior to that next |
| example, call one of my family's pet sitters (name | | | | phone call, refer to the "Question and Benefit Selling" |
| confidential). | | | | part of the article. |
| Question and Benefit Selling: | | | | Industry Contacts: |
| Either speaking in-person or over the phone, a good | | | | In any industry, the easiest way to get in the door is to |
| sales person asks the proper questions and uncovers | | | | know the decision makers within your target market. |
| the client's needs in a timely, friendly and professional | | | | These days, being able to sell to "C" level executives |
| manner. They also always write down the client's | | | | (the new Lexus of resume listings) is a skill in great |
| concerns in order to address them one by one. | | | | demand. These contacts are formed over time |
| Knowing these requirements allows the sales | | | | through trust, careful relationship building and delivery of |
| representative to work with the buyer bit-by-bit to | | | | a product that the executive and her company |
| solve their problem via a tailored offering. In a meeting, | | | | perceive to be beneficial. The effective sales person |
| it is the buyer, not the seller, who should control the | | | | realizes that these people are busy and that account |
| situation. | | | | manager must be on-call to see them whenever a |
| Accessible Language with Supporting Evidence: | | | | free moment arises. If you want to know how to find |
| In nearly any complex sale, a sales person will deal | | | | out who these people are, websites such as |
| with all different types of decision makers within a | | | | Linkedin.com, Hoovers and can get you the right |
| company. This can range from that stereotypical | | | | names. Now, with the right wit and an ability to get |
| reserved CFO to the boisterous VP of Sales. No | | | | past the gate keeper (sales term for assistant), you |
| matter who they are, they will all understand catch | | | | can build your own black book of important contacts. |
| phrases such as 'hit it out of the ballpark' or 'we can | | | | Friendliness and Professionalism: |
| give you a better price, however, as we all know, at | | | | Good sales people represent their organization in a |
| that price, I feel that the resources we can allocate | | | | professional manner while reaping the benefits of |
| may be a swing and miss.' These are aspects of | | | | establishing good relationships with their valuable client |
| everyday life, and to bring them to the negotiation | | | | base. However, some of these aspects can backfire |
| sales table can put everyone on the same page. | | | | when making a sale or laying the groundwork for a |
| Efficient phone technique: | | | | "cross-sell" or future business. How can this go wrong? |
| Nothing grabs the undivided attention of somebody | | | | Occasionally, Account Representatives tend to have a |
| purchasing a product better than a sales | | | | very outgoing personality and can easily cross the |
| representative who speaks with a tone of voice that | | | | bounds between a good working relationship and an |
| not only shows confidence in himself, but confidence in | | | | outside friendship. The best friend tactic sometimes will |
| the product he or she is selling. Typically, I can tell a | | | | work with occasional clients as they want to establish |
| good salesperson within thirty seconds, due mainly to | | | | both a strong working and personal relationship with |
| voice projection and confidence. Also, before a strong | | | | their sales representative. Other clients have their own |
| bond is formed with the client, intelligence and proper | | | | interests and think of a sales person as only a minute |
| grammar are significant steps to becoming a | | | | (and possibly annoying) part of their work day. Unless |
| respected part of that client's business day and | | | | the product and service is great, a professional faux |
| decision making process. Most importantly, good phone | | | | pas can kiss just about any account goodbye. |
| technique follows the old proverb straight and to the | | | | |