Using the example of the Franchisee, we explored three of the five wants buyers have:
Primary Want; Product and Service Want; Provider Want. Next, let’s take a look at the Benefit Want.

As mentioned before, to gain the best chance of having your benefit claims believed, position them before you describe them. Use words like:

• Decisions that are obvious
• Take the risk out of decision making

For example, say a benefit you can provide is a “proven process of collection.” To the Franchisee your “proven process” takes the risk out of his decisions (and operations), and provides a system for addressing the collection issue. This puts the Franchisee at ease – he has a system – no risky decisions about what he has to do.

You position your solution by stating you can remove the risk of decision making through your proven process. Simply stating you have a proven process does not satisfy the benefit want; it must be positioned in terms that are meaningful to the Franchisee. Solutions must be presented in terms that are meaningful to the buyer.

So, as you present your solutions, think about how your solution benefits the buyer in his/her world, and position the benefits in terms that are meaningful to your buyer. They are more likely to want your solution.

Submitted by:

(No Ratings Yet)

 Loading …

No Comments »

Last week we looked at the idea of The Primary Want. This week, let’s take a look at the second of the five wants, the Product/Service want. As before, I’ll use the example of the franchisee.

Remember, the franchisee purchases a franchise because they believe it is a workable, proven, business opportunity. It’s accepted in the marketplace. It “works!”

And it works because it has been proven to work, and the proof resides in all the manuals describing operational procedures. The routine for running the business is the same every day – and that’s a source of comfort to the franchisee.

This is the appeal to the franchisee – a proven process that it is perceived to be low risk. And that’s exactly what a franchisee’s Product/Service want is. So, when positioning your product/service use words that demonstrate an appreciation and understanding of this primary want.

Words like:
• Proven
• Respected
• Dependable
• Operates the same every day

These words position your solution (product/service) in such a way that the franchisee feels the security they seek. When you use these words, the franchisee’s perception of you is, “You are a salesperson who understands me and my business.”

Obviously, your solution must deliver on this promise for the franchisee. Just demonstrating and understanding is not enough. Having a viable solution and knowing how to position it correctly with your prospect is a major key to successfully allowing people to buy your solution.

Submitted by:

(No Ratings Yet)

 Loading …

No Comments »

Whether you’re just getting started or you’ve been selling for years, it’s important to remember sales don’t just happen – they are the result of pursuing the right activities at the right time. Keep your selling career on track with this handy checklist of essential sales activities.

Pre-Call Planning

1. Are you talking to qualified prospects?
2. Timing: Are you in front of your prospects when they are ready to buy, not when you need to make a sale?
3. Prospecting: Do you prospect regularly and consistently?
4. Positioning (PDF): Do you define how you want your prospects to perceive you, your organization and your products or services?
5. Gather in-depth data about: your prospect’s business drivers, purchasing process, decision-makers, challenges, problems, organizational structure, and competition.
6. Have you identified key players within your prospect’s organization?
7. Time: Choose your daily activities wisely and treat time like inventory – too valuable to waste.

Meeting with Prospects and Establishing Rapport

8. Confirm your appointment (don’t assume that your prospect will remember your appointment).
9. Double-check for materials (business cards, list of satisfied customers, brochures, pens, notebook, calculator, delivery schedules, etc.).
10. Pay attention to your prospect’s personality/behavior style.
11. Pay attention to non-verbal cues.
12. Credibility: You have only seconds to convince your prospect that time spent with your will be valuable.
13. Don’t start your conversation with unsolicited small talk (PDF).
14. Trust: Do your prospects believe you and your organization are credible and you will deliver on every promise or commitment?

Presenting and Asking Questions

15. Forget about generic product demonstration
16. Choose the most appropriate product or service for each prospect
17. Tailor your presentation to your prospect’s needs and wants
18. Focus on benefits, not on features or price.
19. Clear up any misunderstandings that your prospect may have
20. Don’t confuse your prospect or overwhelm them with too many options
21. Ask the right questions
22. Then listen. Listen actively and take notes.
23. Find out: What he/she will buy, how he/she will buy it, why he/she will buy it, and under what conditions he/she will buy it.
24. Don’t focus on what you want to have happen at the end of your sales call.
25. Instead, focus on what your prospect wants to have happen.
26. Do you get feedback from your prospect and make sure that your presentation is on-target?
27. Don’t make price an issue.
28. Remember: Success in sales is driven by margin and volume.
29. Present price after you create perceived benefits that exceed price and perceived emotional cost.

Closing the Sale

30. Never make a claim you can’t back up with facts.
31. Do you provide testimonials from your customers?
32. Try to involve happy customers with your prospect
33. Convince prospects that what you say is true and that the benefits of your product/service outweigh its price.
34. Handling the details: Try to work out any objections or problems.
35. Don’t give them canned responses to objections
36. After the sale I: Do you tell the prospect they’ve made a wise decision?
37. After the sale II: Do you invite your customer to buy more?
38. After the sale III: Do you service your accounts as enthusiastically as you sell them?
39. Be responsible and accountable for your own sales results.

(3 votes, average: 4.67 out of 5)

 Loading …

1 Comment »

Thanks for participating. We need your help… Please visit the Ask Bill post and rate the questions that you would like Bill to discuss next week.

(1 votes, average: 5 out of 5)

 Loading …

No Comments »

Take a moment to think about NOT making these common positioning mistakes:

• Relying too much on cold calling
• Appearing as a pest or as pushy to your prospect
• Coming across as desperate to make a sale
• Coming across as a stereotypical, fast-talking salesperson
• Immediately dropping your price, rate or fee
• Being a product pusher or data-dumper
• Too much social talk

Instead of mis-positioning yourself with these old school tactics, take 5 more minutes and think about incorporating these strategies as a way to position yourself as a resource:

• Research the organizations your customer belongs to and join them (associations, clubs etc.)
• Read the publications / materials your customer reads
• Search the web for information related to their industry
• Ethically and professionally gather information about their customers
• Talk to other salespeople who sell to their organization and find out what they know (NOT those who sell the same products and services you sell)
• Dress one notch above your customer – appear as an expert who knows the importance of respect and image
• Work smarter, longer, harder than your competition

Begin (gradually) to include these as more effective ways to position yourself. Add one at a time to your toolbox. You’ll be amazed at the result – from just 5 more minutes.

Submitted by: Richard Dickerson

(1 votes, average: 5 out of 5)

 Loading …

No Comments »