Good sales calls, eventually, come down to what you do and when you do it. Here are some examples:
- Features and benefits of your product should enter the sales call at the end and not the beginning. How do you know if specific product features pertain to prospect needs? You don’t until you know what the problems are.
- Divulging the price of the product or service should not happen until after you’ve identified the cost of the prospects problem-to them and the company. What if you tell the prospect the product cost and he or she can’t relate it to the cost of their problem or the or the budget?
- Answering a question without knowing the real reason behind the question can lead to mis-communication. Never assume you know what the prospect means when they ask questions. Ask for clarification so you don’t get lost in a maze of smokescreens?
- Establishing a relationship and/or a strong bond with your prospect begins at the handshake and first eye contact. Don’t wait until you’re half way through the sales call to determine the style of your prospect.
- If you do not know what will happen at the various stages of the sales call then who has control of the sales call? Hint: you don’t!
A sales call is not an event that can be programmed. There are almost an infinite number of directions a sales call can take so knowing with 100% accuracy what to do at any given time is practically impossible. However, the goal of the professional salesperson is to manage the odds of what will happen at any given time. That is knowing what to do and when to do it.
The Final Thought: I do not want to foresee the future. I am concerned with taking care of the present. God has given me no control over the moment following.” Mohandas Gandhi