What's the best way to identify with your customer? Know his
business and ask for his feedback, says Barry J. Farber, a
top-rated sales, management and motivation speaker, and author of
several books, including 12 Clichés of Selling and Why They
Work. (He's also Entrepreneur magazine's
"Sales Success" columnist.) Here are five of
Farber's top sales secrets:
1. Know your customer's business. Customers expect
you to know their business, customers and competition as well as
you know your own product or service. Study your customer's
industry. Know it's problems and trends. Find out who his
biggest competitors are. Some research tools include the
company's annual report, trade publications, chamber of
commerce directories, and the company's own brochures,
newsletters and catalogs.
2. Organize your sales presentation. The basic structure
of any sales presentation includes six key points: build rapport
with your prospect, introduce the business topic, ask questions to
better understand your prospect's needs, summarize your key
selling points, and close the sale. "Always begin the process
by first visualizing a successful outcome," Farber says.
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3. Take notes. Don't rely on your memory to remind
you of what's important to your prospect. Ask upfront if
it's alright for you to take notes during your sales
presentation . Write down key points you can refer to later during
your presentation.
4. Answer objections with "feel, felt, found."
Don't argue when a prospect says, "I'm not
interested", "I just bought one," or "I
don't have time right now." Simply say, "I understand
how you feel. A lot of my present customers felt the same way. But
when they found out how much time they saved by using our product,
they were amazed." Then ask for an appointment.
5. Ask for feedback. If you want to improve your sales
presentation or your relations with your customers, ask them what
you need to do to maintain and increase their business. "Many
customers have minor complaints but will never say anything. They
just won't buy from you again," Farber says. "If you
ask their opinion, they'll be glad to tell you, and to give you
the chance to solve the problem."
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