Following on from last month’s article (Successful Selling: Putting the Basics in Place), you’ve identified your prospects, prepared your sales materials and are now ready for face-to-face selling. How do you get in front of the decision maker, what do you say, how do you handle their objections and what if they say no?
1. Cold calling
Cold calling is something that most businesses need to do when they are starting out, launching a new product or service or introducing themselves to new market segments.
Sometimes there is just no getting past the fact that you need to pick up the phone and make some calls, introduce yourself and talk about the value of what you have to offer.
Cold calls can be most effective when somebody has already introduced you to the prospect or has given you permission to ‘use their name’ to speak with the key person. You can ask your current contacts if anybody knows somebody in company ‘X’ or even join online networks (such as LinkedIn), establish rapport with a relevant group and ask for a connection or introduction to key contacts (make sure you do this with as much decorum as you would in the ‘real world’).
2. Telephone techniques
Choose a time of day, or day of the week when you feel relaxed and positive and commit to making your ‘sales calls’ at this time. If you get to speak to your key contact initially, introduce yourself, mention your mutual contact and ask if they have a few minutes to talk.
Then let them know briefly about your product or service and why you have specifically thought of them as somebody who would benefit from what you offer and why. Make this introduction as succinct as possible with their world and needs in mind.
Ask if this type of product or service is of interest to them. If they decline (it could be for a host of reasons – timing, budget, changing structure etc) ask if you can send them some information to keep on file and seek permission to touch base in six months time.
If the answer is yes, engage the person in a longer conversation (if welcomed) and learn more about their organisation. Ask if you can stop by in person at an agreed date and time to provide them with more information.
If the answer is maybe, offer to send some information and add them to your database. Ask if you can contact them again in the coming months to stay in touch.
3. Voicemail
If you get the person’s voicemail, provide your name and state why you are calling. Let them know that you will phone again to briefly introduce yourself. Try again another couple of times with a few days in between, and then follow up via post if you are still not getting through.
4. Gate keepers
Mention that you were recommended by person ‘X’ (your introductory contact) who suggested there would be a lot of benefits for the person or company you are phoning. If not available at the time of calling, ask when would be a suitable time to phone back rather than leaving a message on the first attempt. Always be friendly and professional and thank the person answering the phone for their assistance.
If you are phoning without an introductory contact, mention briefly who you are and what you do and that you have researched company ‘X’ and believe your products or services can benefit the organisation. Ask who the decision maker is and if you can briefly introduce yourself over the phone.
If they will still not put you through, let them know you will post through some information and check the mailing details with them.
5. Talking face to face
Your first meeting / encounter is all about active listening, asking key questions and finding out the facts. Then when the time is right, paraphrase the needs the person has mentioned and talk about how you can solve their problems. You may like to explain how your product or service has worked well for others and the benefits you know you will create.
Depending on your product or service, this might be the right time to ‘close the sale’. You might feel comfortable with an assumptive close “how would you like to pay for that?” or “which tie do you prefer with your new shirt?” Or you can use a series of minor questions that help confirm the buyer’s overall decision. Or you could try giving the buyer three different options with three different prices (more often than not, the buyer will choose the middle price). Another option is to trial a compromise … “why don’t you start with product X which is lower cost and then when you are happy with it, come back an buy X”. There are other options such as talking about similar or competing companies or well-known individuals who use the product or services with great satisfaction (if you can be sure of this).
There are a myriad of other sales closing techniques, some much more direct than others. I personally like the sale situation where the buyer has a need and you solve that need with professionalism and honesty – this is a safe and credible path to follow.
For written proposals you still need to have a ‘fact finding’ session to identify exactly what it is that your potential customer or client needs. During the meeting, summarise their needs and recommend the way forward. Check with them for agreement (you want a series of ‘nods’ throughout the discussion) and follow up with a written proposal. The proposal should be a summary of the discussion presented as a clear solution(s).
6. Handling objections
Objections are expressions of interest – look forward to receiving them and have your answers ready. Talk about value, reliability, track record and demonstrate high quality service with conviction and professionalism without backing the person into a corner.
Remember to feel positive throughout the whole process, make notes and keep records. You are helping your prospects and customers to solve their problems – you aren’t being pushy (well hopefully not), you are helping people and creating mutually-beneficial outcomes.
If you would like further information or assistance with establishing your sales and marketing activities, or honing your selling skills, please contact me on 07 3899 8335 or email megan@marketsavvvy.com.au .
Best wishes – Megan.