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by Kellie D'Andrea
In today’s environment, reaching your target audience and key decision makers is more difficult than ever. Whether you are in a corporate sales position, involved in internet or retail sales or simply just pitching a solution or idea to a colleague, chances are you are making some critical mistakes that are resulting in you not reaching your goal – the sale! There are dozen obstacles in your way – busy schedules, limited budgets, gatekeepers and communication breakdown.
So how do you overcome these obstacles and engage your customer to take action? You have a small window of opportunity to entice your prospective customers to want do business with you and with your company.
The best way is to ask quality questions that uncover specific issues, concerns or initiatives that your customers are faced with and bring them back to a similar situation where you supplied the answer and make the emotional connection that your solution was the answer. You will immediately position yourself as an expert and gain instant credibility. Once you have this emotional connection, you can easily guide them through your process, educating them along the way as to the next steps and what they can expect. This will move you closer to your sale and when done correctly, will keep you in complete control.
It looks something like this:
“Introduction to Company”
“Products & Services”
“Client List”
“Key Differentiators (you know the ones – quality service, market leader, one stop shop, strategic partnerships, etc.)”
” Process Overview” and finally “Questions”.
This may be the only opportunity you have so don’t waste precious time on the “company pitch”, focus on engaging your audience and demonstrating you understand their needs and the issue at hand. Audiences need to be engaged and be part of the process early on so organize your sales discussion in a way that provokes interest in you and your company.
Treat each sales call, presentation and message as an opportunity to personalize the conversation between you and your prospect. Demonstrate a genuine interest in their problems and bring forward your solution and why your solution is the right decision for them. Stay away from generic buzz words that do not really tell the customer anything about your product and/or service and customize a discussion based upon the customer and not your company.
About the author