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Added for You - The Sales Training Series: Selling With A Better Strategy
In dentistry as with any other profession is it important that you know what your clients think of you and why they came to you. You need this information so that you can devise a marketing campaign to bring in more patients like those that patron you often already. You can’t just assume that you know what they think. Because you have been in business 20 years you may have some idea; this is true. But you would be sur
Example:
My company, (its name), has created a remarkable software product that makes it extremely easy for our customers to create and maintain product catalogs, then produce th
I recently did some consulting for a large retail company and sat in with their help desk department, which was probably the worst I have seen in my 10+ years in business. This was an internal help desk, with the end-users being employees from the various retail stores and warehouses. Not surprisingly the perception of their company’s IT support was not flattering to say the least.Some of the problems I noted we
In prospecting, your objective most often is to persuade a new customer to agree to meet with you face-to-face. To gain that commitment, you must convince the prospect that you are someone worth meeting. Every customer’s first major buying decision is whether to buy you—the salesperson. They’ll never decide to buy your products before they’ve bought you.
You must begin to “sell yourself” in your very first call on a new prospect.
Here is a quick, four-step prospecting strategy that allows you to begin “selling yourself” immediately.
1. Introduce yourself: Use your people skills to politely introduce yourself and your company. Say please, say thank you, and use the prospect’s name twice.
Example:
You: Hello, (first and last name) please?
Answer: This is he/she.
You: Thank you, (first name). This is (your first and last name). I'm with (company).
2. Gain Attention: Make a very brief capabilities statement about your company. What is the most appealing thing you can say about your company’s offerings? Choose a capability that is fairly universal, so as not to eliminate any potential customers.
Example:
My company, (its name), has created a remarkable software product that makes it extremely easy for our customers to create and maintain product catalogs, then produce th
Former managing director of Boston-based integrated marketing firm Polese Clancy, Christine Arena now calls the West Coast home. She is author of Cause for Success (New World Library, 2004) and The High-Purpose Company (Collins, 2006). In this interview, she describes the “litmus test” she developed to identify high-purpose companies, and provides advice on what organizations can do to meet their
You must begin to “sell yourself” in your very first call on a new prospect.
Here is a quick, four-step prospecting strategy that allows you to begin “selling yourself” immediately.
1. Introduce yourself: Use your people skills to politely introduce yourself and your company. Say please, say thank you, and use the prospect’s name twice.
Example:
You: Hello, (first and last name) please?
Answer: This is he/she.
You: Thank you, (first name). This is (your first and last name). I'm with (company).
2. Gain Attention: Make a very brief capabilities statement about your company. What is the most appealing thing you can say about your company’s offerings? Choose a capability that is fairly universal, so as not to eliminate any potential customers.
Example:
My company, (its name), has created a remarkable software product that makes it extremely easy for our customers to create and maintain product catalogs, then produce th
What is the secret to sales letters that get read? That sell product? That keep readers reading until the last line? What about emails? Which ones get read? Which ones keep the reader “hooked” until the last line? Why do we buy from some email letters and not others---assuming the same product, same benefits?I propose that it has to do with the conversational tone of the sales letter or email. Now don’t g
1. Introduce yourself: Use your people skills to politely introduce yourself and your company. Say please, say thank you, and use the prospect’s name twice.
Example:
You: Hello, (first and last name) please?
Answer: This is he/she.
You: Thank you, (first name). This is (your first and last name). I'm with (company).
2. Gain Attention: Make a very brief capabilities statement about your company. What is the most appealing thing you can say about your company’s offerings? Choose a capability that is fairly universal, so as not to eliminate any potential customers.
Example:
My company, (its name), has created a remarkable software product that makes it extremely easy for our customers to create and maintain product catalogs, then produce th
If you’re like most people in business for themselves, you market yourself in an ad hoc fashion: when you have time, when you think of it or only when a specific opportunity comes along. But wouldn’t you agree with me that inconsistency in marketing creates inconsistency in new client flow? That seems to be the bain of existence for most self-employed people like us.So, is there such a thing as being a
You: Thank you, (first name). This is (your first and last name). I'm with (company).
2. Gain Attention: Make a very brief capabilities statement about your company. What is the most appealing thing you can say about your company’s offerings? Choose a capability that is fairly universal, so as not to eliminate any potential customers.
Example:
My company, (its name), has created a remarkable software product that makes it extremely easy for our customers to create and maintain product catalogs, then produce th
According to a Forum Corporation survey of commercial customers lost by 14 major service and manufacturing companies:15% found a better service/product15% found a cheaper service/product20% cited “lack of contact and individual attention from the company”50% said; “contact from old suppliers” personnel was poor in quality”These days, it seems that everyone from dog walkers to dotcoms
Example:
My company, (its name), has created a remarkable software product that makes it extremely easy for our customers to create and maintain product catalogs, then produce them in just about any media from paper to Internet.
3. Create a Vision: What desirable goal can the prospect achieve due to the benefits of your products or services? Communicate that goal as vividly as you can.
Example:
With our Catalog Builder software, customers are dramatically reducing their catalog costs and time requirements while growing their top-line sales due to the new markets they’re able to tap.
4. Ask for Commitment: Prepare to ask for what you want to achieve as a result of making this call - for instance, a face-to-face meeting.
Example:
Would you be open to exploring how we might be able to reduce your costs and drive more sales toward your company?
Start with this basic approach. Tinker, refine, and document your results until you have tailored the most successful prospecting strategy for your individual situation.
In The Field:
A major supplemental-insurance company improved its prospecting results dramatically when it adopted a strategic framework, then documented and fine-tuned an approach that works best.
Before the comp
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