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SKILL


Control the Sales Presentation DAVE JOHNSON


Most sales are made to prospects who hadn’t planned to buy “right now.” They were just looking – gathering information for future buying decisions.


But the job of the professional sales- person is to turn prospects’ thinking around and help them make the buy- ing decision now. If the salesperson assumes helpful control of the sales call, he or she can steer the prospect to an immediate buying decision. As a result, the more help the salesperson can provide, the greater the chances of making an immediate sale. To help the prospect make a buy-


8 | JANUARY 2017 SELLING POWER © 2017 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


ing decision, the salesperson needs information that indicates how the prospect wants to be sold. One basic technique is to use the control interview. For instance, a basic control interview might go like this:


YOU: Where were you born? PROSPECT: In Chicago. YOU: When did you move to San Francisco?


PROSPECT: When I was 10 years old. YOU: Have you lived in San Francisco since then? PROSPECT: Yes.


In this basic interview, you – the interviewer – asked all of the ques- tions and the prospect did all of the answering. Plus, since you selected which questions you were going to ask, you were in complete control of the presentation.


By continuing to ask questions, you can control any conversation. But what would happen if this interview were reversed – with the prospect asking the questions? Could you take control in this setting? Watch how this can be done:


DTITSTUDIO / SHUTTERSTOCK.COM


Helps reps understand subtle ways to keep control of the sales conversation.


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