Added Value

Power Selling

Planning

Focus

Self 
  Actualisation

Sales people will recall the “boss” having said, “Sales don’t happen in the office!  Get your butt out there and see some customers”. Well its one thing seeing customers and quite another seeing potential business partners.  One of the classic mistakes made by inexperienced sales people is wasting time on the wrong people for the right reasons. In this article we take a look at three important aspects which if done properly make the difference between a busy sales person and an efficient sales person.

A. Planning: As a value added, sales professional, It is imperative that you understand the buying habits of perspective customers and plan your call around satisfying these needs.
B. Prospecting: As a sales person, your venture capital is your valuable time, and you want to invest it wisely.
C. Staying in touch: After you leave the customer's office, your attitude and thorough follow-up will determine whether he is willing to see you again.
 

A. PLANNING

How "hot" are they?
What must I do to guarantee my success?

To start off with you need to develop some industry knowledge relevant to your target market.  You should know? Who own who, you may have an advantage over the opposition or visa versa; Who buys Vs who supplies, certain goods may be purchased and distributed through central buying offices while others are purchased directly; Industry culture, it is not advisable to go onto a building site wearing a three piece suit.

You should also have some insight into the specific company you intend calling on.  Ideally you should know the following aspects of the company; History, Management Structure, Size, Policies and procedures, Current supplier, Possible price structure.

In order to plan your call these are some of the questions that need to be answered:

Does the company order only from single vendors or do they prefer multiple vendors?
Who are the present suppliers?  Is the company satisfied with them if not why?
In what volume does the company buy?  How often?
What is the contract determination date?
What are the prices paid?
What is the company’s credit rating?
Does the company practice reciprocity?

In planning your call it is imperative that you decide what you want to sell and set an objective.  If you aim at nothing you will hit it every time. Ask yourself?

1) What do I want?  -  Order, trial order, another meeting?
2) When do I want it?  -  Set yourself an exact day and time.
3) How much of it do I want?  -  What % of the business, or exactly how big an order? 

Having anticipated the customers needs and having set your own goals, plan your sales presentation.
Write out a detailed script for yourself
Make sure your presentation follows a logical sequence
Use examples and stories to illustrate the key points
Prepare a FAB worksheet to help you remember all relevant features advantages and benefits
Remember to demonstrate the benefits
Practice your presentation on a colleague or spouse

If you don’t already have one make a checklist of all the necessary tools you require for a successful presentation.  All too often I have heard sales people say, “ Sorry, I forgot my business cards in the car” or “ I seem to be fresh out of brochures, I’ll drop one off with you tomorrow”. 

B. PROSPECTING

A profitable appointment is one that is scheduled with people who can buy or who can strongly influence the sale, or a service call to an existing customer. A prospective customer must fulfil all three of the following characteristics:

1) They must have a need for your product or service.
2) They must have the ability to pay for it.
3) They must have the authority to pay for it.

Where to find leads
A common problem facing sales people and sales managers, is where to find new leads.  Too often they overlook the obvious places and rush off in search of that elusive “big fish” on the other side of town. Some of the best places to start are: 
Acquaintances and friends are usually a good source of information; all you have to do is ask them.
The endless chain, ask your most recent customers, if they could recommend anyone else who may need your product or service.
Circles of influence, the old school boy network is still very powerful, use your influence with people at the life saving club, golf club or round table.
Set up informal meetings with non-competing sales personnel from industries that sell to the same target market, it’s amazing how much information they have to share.
Observation, drive around with a note pad on the seat next to you. Once you’ve conditioned yourself, you will notice an endless amount of “triggers”, from advertising posters to decals on vehicles and building names. 
If you still have time on your hands there is still, Direct mail, Lists and directories, Advertising, Telemarketing and Cold calling.
 

Now that you have a list of qualified prospects, your first goal is to get the appointment.  How many times have you heard a prospect say, ”We already have a supplier” or simply just evade an appointment with petty mumbling about budgets, tight schedules not “right now.”  Very often the reason for their apathy is that they do not perceive you to be able to add value to their business.  The challenge is to get them to want to see you.
Decide on method, depending on the circumstances you could choose to do something unique; Send them your brochure in a bottle with the lid glued on, telling them how creative you are.
Persistence is often the name of the game.  If your prospect says to call him again in about six weeks, open your diary and inquire if it is better to phone early morning or after lunch.  Pencil it in your diary and call him back on the prescribed date, reminding him that it is a follow-up call at his request. 
Perception is a powerful influencer. Don’t try making telephonic appointments if you’re having a bad day, wait till you’re in a better mood.
Enthusiasm sells itself.  Prospects want to buy solutions to their problems, you need to telegraph the fact that you sell solutions.
Don't ask for commitment.  There will be ample opportunity to sell to the customer when you make your presentation.  Right now the objective is to get an appointment. 
Promise to add value, why else should he see you?  Tell the customer what you want to show him (solution), not what you want to sell him.
Getting past the “guard”?  Secretaries have a huge influence over who the “boss’ sees and when he sees them. Establish a good rapport with the secretary and the battle is half won.
Authority is the password, for goodness sake stop begging.  You are a professional sales person who sell solutions and adds value, behave like one.

C. STAYING IN TOUCH

You've made the sale and you feel great!  Now what?
Your goal is to keep your customer.

The Achilles heel for many sales people and indeed organisations is customer retention.  How you end this call and follow up on the customer is crucial to planning the next call.  You may want to recite the following six points every time you meet a prospective business partner. 

1) I will value the relationship with my customer
2) I will keep in touch with my customer on a regular basis
3) I will encourage customer feedback -  both positive and negative
4) I will respond quickly to my customers problems
5) I will personally handle any special needs
6) I will keep up to date records of customer service and results

If you want to keep your customers stay in touch with them on a regular schedule. If you don’t take this time, your competitors will.  Send a letter of thanks or confirmation, preferably by the next day.  If it is an important deal or client, have the letter hand delivered.  Phone the customer, once the order has been delivered to ensure that everything is in order.  Follow up with the end user of your product to determine satisfaction.  Develop proactive follow-up strategies.
 

Alert customers to published articles that may have an impact on their business. This says you are taking the time to keep up to date. Suppose you know that your customer's organisation is going to make a major purchase of a popular service.  You came across an article that compares the top four providers of this service, and you call your customer.  She has not seen it.  You send the article and it gets discussed at the decision-making meeting, and used in supporting their decision.   You have aided their plan for utilisation of the service.
Help your customers to network.  Become a business 'match-maker.'  Your customers all have unique ways to tackle a problem or capitalise on an opportunity.  One customer's skills in one area may be a resource for another customer.  Always call your customers before you give out their names; they will be flattered that you recognise their special abilities.  Customers need networks of their peers, and you can be a valuable conduit.
Ask your customer on a regular basis; “Is there anything I can do for you today?”  They may say no, but they appreciate the fact that you asked.

Next month we look at the six step selling process that fits in between Prospecting and Staying in Touch. A process all too often over looked by consultative sales people because they are to busy being consultative. Any way that is next months story, till then good luck and happy prospecting.