Have
You "Earned Your Way" Through the Front Door?
Dale Carnegie knew a lot about sales. He understood that
confidence is one of the hallmarks of presenting oneself, and further defined
how mastering the three E’s can lead to a confident expression of one’s
knowledge and expertise.
· Earning
the Right to speak
about a subject. This is reflected in our effort to learn as much as we can
about our topic. We've “Earned the Right” to speak when we know we can
confidently answer questions about our product, service, or area of expertise.
· Excitement
about the Topic: Very few people are excited about every aspect
of what they’re selling, but every product solves a problem for someone.
Focusing on how our product solves problems and benefits others will allow our
enthusiasm to come through when speaking to potential clients.
· Eagerness
to Share: When we know enough about a prospective
client to be able to speak knowledgeable and confidently about how our product
or service will address their situation.
Together, these three E’s will give you a true understanding of
how Value Added Selling will place
you light years ahead of most of your competition. It will also provide you
with an edge in today’s competitive market and help you build strong business
relationships that will stand the test of time.
The
key to successfully employing all three E’s is to begin with an honest
assessment of where you are right now. I’ve made hundreds of sales calls with
sales people who haven’t properly prepared. When I began my selling career, I
was guilty of "winging it" sometimes too, but soon realized the
importance of thoroughly researching a company beforehand.
If
you want decision makers to carve time out of their busy schedule to hear what
you have to say, don’t waste the meeting by sharing information and ideas that
have no relevance to them, their needs, or their problems. Prepare yourself
ahead of time so they will be willing to carve time out for you again and
again.
Here
are ten questions to help you “Earn Your Way” through the front door:
1. Do
you have a thorough understanding of your product or service so you can answer
your prospect’s questions?
2. Have
you practiced your presentation and reviewed anticipated objections before the
sales presentation?
3. Will
your presentation still work even if your laptop doesn't?
4. Will
you and your presentation both survive interruptions?
5. Have
you fully qualified the customer or prospect beforehand?
6. Have
you identified the prospect’s business needs, wants, and vision for their
future?
7. Is
this a preliminary visit or will the decision maker be attending the meeting?
8. Are
you prepared to list the benefits of your offering? Remember—buyers may like
features, but they buy benefits.
9. Do
you know and understand who your competition is and how your position in the
marketplace compares to theirs?
10. Do
you have solid examples of other customers as proof statements for the meeting?
Your
commitment to preparation today will build your confidence and pay off in the
long run.
Alan
Luoma is a Sales Coach and Speaker with extensive experience in industrial sales,
sales management, and sales and product training. He holds key accounts with a
national sustainable packaging company, is a motivational speaker, and provides
sales training to individuals and groups. He is a member of the Hartford
Springfield Speakers Network, Toastmasters, The National Speakers Association,
and The New England Speakers Association. You can view his profile on LinkedIn, or contact him at Luoma@snet.net .