In April, the first of two columns dedicated to the six components of a successful selling process appeared in Sanitary Maintenance. We covered the first three components — “planning,” “getting the appointment” and “finding the need/want.”

In this issue, we will cover the last three components of an effective selling process.

4. Finding solutions.
We’ve already outlined how to determine a customer’s need, so now we need to find a solution to that need. Remember: no need, no sale.

Many times your prospect doesn’t know about your latest product or service — which proves the old saying: “People don’t know what they don’t know.” It is our job in the selling profession to inform and enlighten them.

A couple of thoughts on finding solutions to customer needs: establish a customer survey that asks open-ended questions, and that is carefully engineered ahead of time to open the conversation on finding a solution.

Also, develop a building audit and offer to walk the facilities with your customer to uncover possible answers to their needs.

One of the biggest mistakes salespeople make is when they confuse a “need” with a “want.” Be careful that this does not happen. You may believe that a customer needs something when, in fact, they want something completely different. The real professional salesperson is able to combine the customer’s needs and wants and come up with a solution to answer both.

5. Getting a commitment.
Obviously, the best commitment you can get from your customer is a purchase order.

Sometimes various issues get in the way of that order. Be sure you ask your customer a few questions about what they expect from the ordering process.

Again, engineer open-ended questions that will help you get to the next step in the order process.

There are also times when you may want to make a certain commitment to help the process along. When you make a commitment — like getting the customer more information or promising to call at a certain time — it shows them you can be trusted and are willing to go out of your way.

There are three little words to ensure your commitment will not be forgotten: “Write it down.”

Before leaving the sales call, always ask for the order in some form or another. If you don’t, your customer might think that you really don’t have much enthusiasm for your product or the motivation to take the sales process to the next step.

6. Follow-up.
Proper follow-up is not only important, it can generate a lot of ongoing business. On the other hand, lack of follow-up can kill any future sales opportunities.

I can tell some stories — and I am sure most of you can too — about improper follow-up by a competitor that opened the door to huge sales opportunities for you.

Follow-up could include installing the new system or product, or providing additional training about the system or product.

It might include an ongoing review of the system to make sure that everything is functioning as promised.

A follow-up strategy also helps you learn more about your competitor’s products being used at that location. Start by becoming more familiar and friendly with the staff and establish more trust for future business opportunities.

To share your selling ideas, fax: (414) 228-1134, contact Mr. Dixon at (877) 379-3566, or e-mail seiche.sanders@tradepress.com.




POSTED ON: 5/1/2006