Forget you and forget your standard sales presentation.
Let me explain…all of us have our own unique way of perceiving the
world. This map has been created from the moment you were born to this very
day…all your experiences have gone into the pot and created your map. Nobody
else will have had your experiences in exactly the same way. They will have had
their own experiences and will perceive the world in their very unique way.
So what does this mean to you and importantly how can you use this to
increase your sales success?
It’s really important to get into the map of your potential client,
really understand them, their problems and desired objectives. Only then can
you deliver an offering that is irresistible and create the desire to buy from
you.
Why is it then that so many people pitch their offering before finding
what the buyers ‘map’ is?
This causes so many challenges when it comes to sales:
- You get objections
- Not everything you pitch will be relevant
- You may leave relevant information out
- You’re not able to close based on the map of the buyer so closing is more random
- You get objections
- Not everything you pitch will be relevant
- You may leave relevant information out
- You’re not able to close based on the map of the buyer so closing is more random
It’s so much more effective…and easier, not to start with your pitch.
Start by asking well crafted open questions. Any that start with who, what,
when, where or how. Avoid ‘why’ questions as they are so confrontational. Find
out what’s going on in their world, from their perspective.
Do they want to solve a problem or do they need something to move them
forward?.
Forget what you think they need until you’ve got every last scrap of
information from then. Then you can tailor your pitch exactly to their
needs…using their words, values and beliefs.
It’s also crucial to use ‘YOU’ language. This is so much more engaging
for them and shows that you are really in their space…their map! Whenever you
use ‘WE’, ‘I’ or your company name, you are in your map and focusing on
yourself, your offering or your company.
Do this and the benefits will be enormous:
- No objections because you’re only responding and not pitching
- More engaged buyers because you’re focusing on them
- Greater depth of information from your ‘YOU focused’ open questions
- More tailored close
- Higher conversion rate…more sales is always good :)
- No objections because you’re only responding and not pitching
- More engaged buyers because you’re focusing on them
- Greater depth of information from your ‘YOU focused’ open questions
- More tailored close
- Higher conversion rate…more sales is always good :)
In short you’ll be increasing your selling skills - and increasing sales!
One more thing…give your buyers lots of time to answer, really listen
and pause when you think they have stopped. It’s often in these pauses that
you’ll get the golden nuggets of information.
Leigh
020 7903 5426
www.sales-consultancy.com
For previous 'Tricks of the Trade' go here
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