With all the different sales tactics, books, seminars, videos, out there, people often forget to focus on the most important factors when trying to be successful in building relationships and sales numbers. I have been guilty of this as well. So every now and then I like to take a look back at the fundamentals I try to remember to help me get back to the basics.
Who do people buy from? Yes: They buy from other people and more times than not. They want to like the people they do business with. Make yourself easy to like and focus on the little things. Make sure your response time to their questions is fast and efficient. Make sure you pay attention to how you speak and how to use voice inflection. Check your emails for spelling and grammatical errors. Trust me: Your voice and your grammar have a bigger impact on your likability than you would think. Focus on your follow-up. If you tell someone you will follow-up with them next Friday at 10 a.m., make sure to follow up with them next Friday at 10 a.m. In other words, be professional.
Paint a clear picture. This does not mean to be negative about your competition or make the sales call have a negative feel. But make sure that you show enough passion about your product that makes them think about the negatives if they don’t use your service. Tell a story, and make it all connect. For example, what happens if the prospect makes the wrong choice? What could it mean to them? Will it cost them money, time, service deficiencies? Help them see into the future. Talk about how using your services will save them time and money.
Focus on your services and their needs. Identify what they need to have. Get them to agree that any service that delivers what you have available is the one they need for their business. Then, once you agree to that product or service expectation, show them how your product/company is the only one that can exceed their required expectations. Ideally, show them how your company even has a service or product quality guarantee that no one else can match in the industry.
Finally, remember who is the best: you and your company. Compare yourself versus experience the prospect dealt with the competition. Compare who was more professional, knowledgeable, who had a better presentation, and so forth. Make how you do things a clear sign of how your company is an extension of you and how they operate. Paint a picture to the prospect that if this is how the competition presents themself when they are trying to earn your business, what are they going to perform like when they already have your business? You should be so confident in your performance that you should be able to deliver this line: “If I’m not better or you don’t get the feeling that I am at least a better representation of the company I work for, then don’t choose my company”