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Effective Sales Tips-Before, During & After a Sale
A brief outline of how to effectively plan for, sell to, close and follow-up with a prospect - and make them customers.
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MethodSmart Media
Effective Sales Tips
Before, During and After a Sale
By Gerald S. Adler
Contact MethodSmart Media for information regarding our helping YOUR sales staff become more effective! MethodSmart offers sales training and consultative services, and may be reached at www.MethodSmart.com, Info@MethodSmart.com or 865.599.6843.
1. Preparation and during the introductions:
A. PLAN! “Controlling to Plan" which is to “plan your work, and work your plan" is
essential in all business matters.
B. Learn about the company (research their website or other marketing info), the one on whom you are calling, and the industry he/she is in BEFORE the meeting. Nothing detracts from a salesperson's credibility much more than trying to sell something and having no idea as to the prospect's need for their product/service.
C. Once at the prospect's office, observe the his/her office, decor, awards and desk pictures
to find something you have in common. Find out anything about the prospect's personal interests, hobbies or family. This can help create rapport. People prefer to do business with people they like!
D. Most importantly…LISTEN! People like to talk about themselves and their work, and if
you listen approximately 80 percent of the time and talk only 20 percent of the time, the
prospect will tell you what they want/need – and much of what you need to know to
close the sale! Do NOT proceed with a “canned" or memorized presentation without
knowing the prospect's needs. You may very well alienate him/her!
2. Qualifying:
A. Ask if there anyone else who might also be involved in the decision-making process.
While this may be a screening of you/your company, it may also be a waste of both
your and the prospect's time. Find out if there is someone else with whom you should
meet, or if a group meeting is more efficient for all.
B. Ask the prospect that if they could change anything about their present vendor's
product or services, what it would be. This can be an exceptionally effective method of
differentiating you from the current vendor/competition. Make certain not to speak
derogatorily of the current vendor/competition. No one respects a company that
“trashes" another. It is a sign of amateurish weakness, and is just rude – on your part!
One should always clearly point out how their product/service differs from the current
vendor/competition and how your product/service best meets the prospect's
stated needs…but do so without mentioning the current vendor/competition.
C. Ask the prospect how and why they made the decision to purchase their present
product/service. How was the current vendor selected?
D. As with Item 1D, LISTEN! Again, people like to talk about themselves and their work,
and if one listens, the prospect will tell you what they want/need – and much of what
you need to know to close the sale!
3. Surveying:
A. Ask the broad questions first, and then get more specific (to uncover key needs).
B. Have the prospect go into depth by using phrases such as "Tell me about...", "Describe
for me..." and "Can you elaborate..."?
C. Ask about your prospect's roles, what is important to him/ her, what are his/her hot
buttons and how industry trends or situations are affecting him/her and the company.
4. Objections:
A. Listen to the entire objection and pause before responding, remaining calm without
getting defensive. Objections should not be taken personally.
B. Answer the objection with a question to find out more specifics of the objection.
C. Restate the objection to make sure you both agree on the exact objection, and then
address it. Remember that there is nothing at all wrong with saying “I don't know, but
will find out and get back with you asap." Make sure to follow-up. Not following-up as
promised eliminates credibility. Even if one has not retrieved the required information
by any established time-frame, contact the prospect to inform him/her that you are still
working on it! This gives you yet another opportunity for contact/follow-up, and further
establishes your credibility and customer-service strengths!
5. Presentation or Demonstration:
A. Ask if anything had changed or there are any new relevant developments since your
last meeting.
B. "Pre-commit" the prospect. For example, ask "If I can show you how this can make a
difference in what we talked about, can we go ahead with this?"
C. Prioritize the prospect's needs. Discuss the benefits of your product or service and
link the benefits to the prospect's needs. Address how meeting their needs are your
strengths!
D. Involve the customer in the presentation. Do not “preach" or give a speech. Make the
presentation interactive. Get the prospect to claim some ownership in how you can
collectively address their issues and needs. Make them part of your solution!
E. Ask if there are any questions or issues which require address. If so, address them. If
not, close the sale!
6. Closing the Sale:
A. ASK FOR THE SALE! It is amazing how many salespeople are either afraid or neglect to ask for the customer's business. It is an exceptionally rare occurrence that a customer will volunteer to do business with you. After you have discussed their needs, addressed how you can effectively meet them, ASK THEM FOR THEIR BUSINESS!
7. Customer maintenance and Follow-Up:
A. Often neglected, but crucially important is to make certain to send a thank-you letter/email for the appointment, presentation or order. This is yet another opportunity for follow-up, shows professionalism, appreciation for the prospect's time and consideration of your product/service, good customer-service, and just gold old-fashioned courtesy.
B. Ask for reference letters and referrals.
C. Maintain communications for future consideration. Any time one has good reason to follow-up with a prospect should not be wasted. Establish a schedule for follow-up calls and customer visits.
Gerald S. Adler is President of MethodSmart Media, Inc.
MethodSmart Media provides comprehensive online marketing services. See www.MethodSmart.com, email us at Info@MethodSmart.com, or call 865.599.6843 for further information.
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