Package Deal

Polishing Your Personal Selling Style

The key to success when meeting with prospects is being a good listener. If you're doing all the talking, chances are you're missing out on opportunities to uncover your prospects' needs. Ask questions, then listen carefully to the answers so you can come up with reasonable solutions to your prospects' challenges.

Be sure to follow through on your promises. That means quickly responding to requests for information and making follow-up calls exactly when promised. Even with the informal nature of many businesses and the ubiquity of dress-down Fridays, it's still crucial to be polished and professional. Use the same friendly and polite demeanor with your prospect's receptionist as you use with her or his boss. Never forget: Every person in a prospect's company has the potential to help or hinder you.

A little personal polish goes a long way. If you open your briefcase or organizer and dozens of scraps of paper fall out, you've got work to do! Coordinate your appearance, your personal selling style and all your marketing tools to convey a single, cohesive image all your own.

Next: Word! »
Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.

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This article was originally published in the February 1999 print edition of Entrepreneur with the headline: Package Deal.

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