Recent Sales Research Proves Change Is Needed For Sales Success
25 April 2010 4:54 am Sales TechniquesIn a recent sales and marketing industry study, it was noted that the sales representatives’ strongest sales skill is PRESENTATION, while their weakest area is HANDLING OBJECTIONS.
This is so traditional that it does not surprise me. It is a strong indication that the sales profession continues to be a “dog and pony show”. In other words, the sales representatives are more concerned about the products/services they offer, and how the sale will affect them, than they are about the customer and his/her interests or concerns.
Sales people, like all others, like to stay within their comfort zone. Therefore, they choose presentation instead of first establishing rapport with the customer. The sales representatives should instinctively set parameters; qualify the specific buying motivators; determine their financial capability and their hierarchy for decision making. Upon completion of each of these steps, then and only then, is it time for the presentation.
Sales people have a great deal of difficulty dealing with objection. However, objection can be avoided. The initial prospect introduction should not lead with a presentation.
A sales call can be compared to a visit with a doctor. He/she would never write a prescription before learning all about the patient. In order to provide a “prescription”, one needs to qualify the prospect and gather relevant information prior to offering a solution. If the prospect doesn’t qualify, a presentation is futile.
Therefore, it is imperative you establish a rapport first and then, gain the prospect’s trust, before you gather the necessary information required to qualify the needs of the prospect.
Up front presentations usually initiate objection. You are basically feeding prospects information they don’t want or need. In turn, they will use that information against you in the form of objection.
A sales person has far more opportunity to prescribe constructive solutions for their customers, if he/she concentrates, first and foremost, on building a rapport. The optimum sales process allows the prospect to do 80% of the talking while the sales person does the listening. The other 20% of the time, the sales person asks pertinent questions.
You will discover that by taking the time to listen carefully and to ask the right questions, there won’t be any objections. You are putting the customer first. Your products and services will now be of interest to him.
If any objections should arise, be sympathetic and sincere about your understanding. For example, many times customers feel the product or service is too expensive. It is your job to uncover why they feel that way and are they making a comparison. Do not be defensive and never justify your price.
It is far more beneficial to approach the objection without hesitation while ensuring the customer feels your sincerity and confidence. In this way, you are helping them discover the answer to their own objection. The customer feels in control of the buying process and not coerced by a selling technique.
The overall difference is to put your focus on the customer. Their needs and desires have priority. Build a strong rapport with all prospects by asking the right questions and listening intently; by qualifying their needs and capabilities; and by maintaining subtle control of the sales process. You won’t have to sell, the customer will buy. Simply, listen, learn, summarize and prescribe the best solution for your customer’s needs. This non traditional selling technique is your ticket to success. Try it, you won’t be disappointed.
April 26th, 2010 at 2:24 pm
Dear Sir Prof. Bob Urichuck,
Thank you very much for your excellent article, with the contents of it I totally agree and highly value. I wish I had received it earlier before I recently made a presentation to marketing students at NIB on Customer relations.
I am attaching an extract of a statement I made in that lesson, which may indicate my belief in your views.
“Understand what your customers really value, communicate empathically to ascertain customer needs, wants, demands, expectations.
Don’t assume you know, ask them, find out what really matters to them intently listen to them, especially your best customers.
Personalize your service.
Tailor your product or service to your customer as much as you possibly can.
Treat complaints as a gift, opportunity to understand where you need to improve and build value.
When a customer complains about your service how do you treat them? This is actually your opportunity to demonstrate just how well you treat your customers. In fact customers whose complaint is resolved well can often become the best advocate, even better than a delighted customer who has never had cause to complain.
Treat your employees too empathically and coach them to treat the customer well, communicate empathically, politely and build rapport.
Make it fun for your employees – smiles are infectious. Your employees are the ones who make the customer experience a delight. Make sure they do the simple things right.
“You can’t have grumpy employees and happy customers”
April 26th, 2010 at 2:36 pm
Dear Sir Prof. Bob Urichuck,
Thank you very much for your excellent article, with the contents of it I totally agree and highly value. I wish I had received it earlier before I recently made a presentation to marketing students at NIB on Customer relations.
I am attaching an extract of a statement I made in that lesson, which may indicate my belief in your views.
“Understand what your customers really value, communicate empathically to ascertain customer needs, wants, demands, expectations.
Don’t assume you know, ask them, find out what really matters to them intently listen to them, especially your best customers.
Personalize your service.
Tailor your product or service to your customer as much as you possibly can.
Treat complaints as a gift, opportunity to understand where you need to improve and build value.
When a customer complains about your service how do you treat them? This is actually your opportunity to demonstrate just how well you treat your customers. In fact customers whose complaint is resolved well can often become the best advocate, even better than a delighted customer who has never had cause to complain.
Treat your employees too empathically and coach them to treat the customer well, communicate empathically, politely and build rapport.
Make it fun for your employees – smiles are infectious. Your employees are the ones who make the customer experience a delight. Make sure they do the simple things right.
“You can’t have grumpy employees and happy customers”
Thanks, Best regards and Best Wishes
Mithra Ariyasinghe
April 26th, 2010 at 2:48 pm
Dear Sir Prof. Bob Urichuck,
Thank you very much for your excellent article, with the contents of it I totally agree and highly value. I wish I had received it earlier before I recently made a presentation to marketing students at NIB on Customer relations.
I am attaching an extract of a statement I made in that lesson, which may indicate my belief in your views.
“Understand what your customers really value, communicate empathically to ascertain customer needs, wants, demands, expectations.
Don’t assume you know, ask them, find out what really matters to them intently listen to them, especially your best customers.
Personalize your service.
Tailor your product or service to your customer as much as you possibly can.
Treat complaints as a gift, opportunity to understand where you need to improve and build value.
When a customer complains about your service how do you treat them? This is actually your opportunity to demonstrate just how well you treat your customers. In fact customers whose complaint is resolved well can often become the best advocate, even better than a delighted customer who has never had cause to complain.
Treat your employees too empathically and coach them to treat the customer well, communicate empathically, politely and build rapport.
Make it fun for your employees – smiles are infectious. Your employees are the ones who make the customer experience a delight. Make sure they do the simple things right.
“You can’t have grumpy employees and happy customers”
Thanks, Best regards and Best Wishes
Mithra Ariyasinghe