Selling is not too difficult if those who are doing it fully believe in their product. If sales people believe that the customer will be better off because of a purchase, they can be very persuasive.
Good selling comes from having confidence in the features, advantages, and benefits (FAB) of a product or service. Your sales people must be knowledgeable as to what you sell. As a leader, you have to make sure the knowledge is there. Small businesses are successful because they know their customer and their product better than their larger competitors.
How many times have you turned away from making a purchase because the sales person could not answer all of your questions to satisfaction? So, you must transmit the knowledge and make sure the business is able to back up your statements and guarantees. If an industrial sales person promises a customer a certain delivery date, the company must deliver or risk losing the customer forever.
Selling is comprised of six steps:
1. Prospecting : Getting good leads or attracting customers with unsatisfied needs and the ability to purchase.
2. Making an approach : Using the most effective manner to attract the attention of the customer.
3. The presentation : The demonstration or explanation of the features, advantages, and benefits of the product.
4. Handling objections : There are always going to be reservations. Make sure that your sales team can anticipate these objections by turning them into a question that benefits the customer. For example, objection “the price to high” – answer “if we can show you how this purchase will save you money, would you be interested?”
5. Making a trail close : A trail close is normally a question aimed at discovering where the customer stands in the decision process. For example, “Do you believe this carpet will look nice in your living room?”
6. The close or asking for the order : If you don’t ask, the customer will not make a purchase. You and your sales team have to understand the proper way to ask for the order for your particular product.
These steps can be learned through sales and product training. The training material should not only about effective selling techniques but also contains motivational value to the team. With these ‘weapons and ammunition’, your sales team will be ready to ‘fight’.
Source of this cool post: The McGraw-Hill 36-Hour Course ‘Entrepreneurship’