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5. Summarise customer needs and wants
Before presenting your idea, product or service, summarise the customer’s needs and wants using the following structure:
·Thank the customer for giving you the information
·Ask them if it would be helpful to summarise the key points to check your understanding of their requirements
·Feedback the key points from your notes if appropriate (the customer will probably correct any misunderstandings en route)
·Check that you have a reasonable and accurate understanding and ask them if they have anything to add.
6. Present relevant propositions
Based on the accepted summary, only present the ideas / products / services that are relevant to the customer. Link the advantages of your propositions to the customer’s needs and wants. Avoid the ‘pitching’ of irrelevant propositions. Emphasise the benefits — the ‘pay-offs’ in relation to their needs and wants. As you present, test the customer's commitment, e.g. “how’s it sounding so far Mr Brown?”
7. Have relevant proofs to hand
Through the above process you will generate a good match between the customer’s requirements and your offering. To gain the customer’s commitment you need to develop their belief that your solution will work. Your claims need substantiation or evidence to overcome any customer doubt or scepticism. Good examples of proofs are: customer references; case study materials; charts; brochures; product information sheets; press releases etc.
8. Expect objections and prepare for them
Objections are a sign of genuine customer interest. Without them, sales are rarely made! It’s imperative that we unearth any objections as the one to fear most is the one we don’t know about! Most objections raise their heads regularly and can be anticipated. Get together with your colleagues and develop ‘best of breed’ answers.
9. Develop an information base
Unless you are dealing with a ‘one-off’ contact / sale, develop an information base on the company / individual. Whether on a sophisticated CRM system or on ‘shoebox’ record cards, keep details of all previous conversations, in particular their needs and wants. Develop a check list of the background information you would like to collect for each customer. Use this as an aide memoire for the questions to be asked in conjunction with the ones required to define needs and wants for your offering.
10. Follow-up and keep the initiative
Every “no” gets you closer to a “yes.” Based on your conversion ratios and average sales value work out how much each “no” is worth. It can be quite motivational! A “no” today is not necessarily a “no” forever. Gain the customer’s commitment to the next stage even if it’s only to take a follow-up call in 6 months. Never rely on the customer to come back to you (usually they don’t). Keep control of the sale and keep the momentum going. If all else fails, qualify the customer out and get on with something else. This in itself is a win.
In summary, our experience is that you will ‘sell-up’ and ‘cross-sell’ more effectively by following these practical guidelines. Furthermore, evidence strongly indicates that customers will more readily buy into your company’s added-value across-the-board if you successfully integrate the guidelines into your sales approach.
About the Author
Jeff conceived and jointly-founded Quantum (www.quantum-sales.com) in 1992. Prior to Quantum, over a 20-year career, Jeff built a wealth of experience across a number of companies and industries - moving from sales into sales management, general management and on to become a Divisional Director. With a well deserved reputation as a high quality consultant and senior management advisor he has been a central figure in Quantum's growth.
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