that cut prices are trying to sell products that do not, from the buyer’s perspective, meet the demands of their business and therefore have to sell more to meet their targets. The sales force are then told to ‘work harder’, ‘book more meetings’, ‘knock on more doors’. So they do as they are told; they contact more businesses and see more people. Sales leads are thus less targeted and success rates spiral lower and lower. This soon becomes very demotivating to any sales person. A demotivated sales team certainly is not going to help any business sell more!
So how do you make buyers feel confident about buying your product? Confidence is achieved by demonstrating the low risk nature of your product. You can achieve this by
By being seen to ask questions and listen more (much more) to what they want to buy before you demonstrate your product or make your presentation.
- Getting satisfied customers to refer you - Offering money back guarantees - Keeping your promises whatever it costs you
- Keeping to deadlines
- Under-promising and over-delivering - Maintaining contact with potential
customers even when there is not a sale currently in sight - Demonstrating your competencies with case studies and testimonials
The above corporate behaviours are so rare that many buyers in our research across UK and USA said that they would pay for an hour with a sales person who had learnt how to create value for them in this way. Yes you have to invest in learning how to do it effectively but the benefits of doing so are enormous. Companies will happily pay high prices what they see as safe, low risk products. Offer guarantees and charge your customers for them.
Bob Etherington is MD of The Bob Etherington Group and is recognised as one of the most influential and effective sales training and coaching organisations in the World. Bob has spent over 40 years in the sales profession living and working for the longest periods in London and New York. He has written a number of books on sales related matters and has two, five year best sellers on
amazon.co.uk : “Cold Calling for Chickens” and “Presentation Skills for Quivering Wrecks”.
www.bobetheringtongroup.com
Your donation DOES make a difference!
“I spent my first two years at university betting and playing fruit machines. I was out of control. I used to go to the Money Shop and sign cheques for £50 cash that I did not have in my bank. I would sneak around hoping friends and family would not see me gambling. I was fully aware of the shame I felt at my problem.
When I finally graduated and secured a job my starting wage was £24,000. I was £25,000 in debt by this point on credit cards alone.
I probably owed a further
£25,000 on college and student loans etc. I managed to secure a job on a very good salary and made a good bonus every year for the last three years. But I lost £30,000 in three months. That was when I found GamCare. I'm so glad I did - it was nice to find many others with similar problems and good to share experiences. In many ways, it has saved me from hitting rock bottom.
Unfortunately the clock cannot be turned back. I can however control my future.”
GamCare client 2010
The GREaT Foundation raises money from the Gambling Industry to help problem gamblers. As you can see, they are real people and your donation does make all the difference by funding their treatment.
Please help us to raise £6million by the end of March 2011.
To make a donation please contact
Karen Churches (Fundraising Director) either by phone on 020 7287 1994 or by email at
churchesk@thegreatfoundation.org.uk This advertisement was kindly printed free of charge by Ace Publishing Ltd, publishers of Casino Life and Bingo Life. 29
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