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expertise, that can help them solve problems,” Hall says. “We have a vast number of experts in our company. They talk to our clients. We do a lot of research on the prospects, on issues important to them, and on their com- petitors. When we make a call to a prospect we have to be experienced and knowledgeable.


“As a sales manager my work is to get my staff to ask questions and gather information to begin the relationship process.” Hall notes that a CS needs a different sort of goal set- ting from traditional sales. “We have revenue goals rather than sales goals. The key is a mindset that is oriented to putting the client first. We put a good quality product in front of the client within the timeframe they specify. We talk about our approach and some- times don’t even need to ask for the business. The client often asks us.” Jen Napier, a sales consultant with a medical equipment company, is often a part of a team effort meeting with the client. “We bring our technical


SELLING TIP Go the Extra Mile by Giving Extra Service


Once, when my daughters were very young, I took them to a fast food restaurant for a carry-out dinner. Back home I discovered that everything was not correct and some items were missing. So I packed up the girls, drove back to the restaurant, and asked to see the manager. About 30 seconds later the store manager ap-


peared. As I unloaded on this young man, he stood there patiently and listened to what I had to say. When I finally shut up, he looked me in the eye and said, “Sir, I am very sorry and understand how you must feel. Recently we have had some trouble with the person who filled your order and we are working with her to help her understand the importance of fill- ing orders correctly. If you have a few minutes I would like to completely refill your order and I would like to get you a soft drink while we are refilling your order.” Within three minutes he appeared with our cor-


rected order and he apologized in depth for the delay and inconvenience. He looked at me again and offered to refund the purchase price of my order and


told me that it wasn’t the cost of the order but estab- lishing and maintaining a happy business relationship that was important. This was a young man who would go the extra mile by giving extra service. To go the extra mile, we have to develop an attitude that says, “I’m going to do this for others uncondition- ally because of how good it makes me feel inside.” Make a list of how you’ve gone the extra mile for others. As you complete the list, reflect on how it has made you feel. If you hold the door open for some- one else expecting them to say, “Thank you,” you’ll probably set yourself up for disappointment. How- ever, if you hold the door open because it makes you feel good to go the extra mile for somebody else, you will come out feeling on top of the world. It’s your state of mind and the attitude that you develop toward serving others that makes the difference. By going the extra mile, you’ll feel the wind at your back urging you forward.


– RICH WILKINS SELLING POWER MARCH/APRIL 2021 | 7 © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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Do not anticipate trouble or worry about what may never happen. Keep in the sunlight. BENJAMIN FRANKLIN


person with us,” Napier says. “Actu- ally, I’m often the support person to a sales staff for a machine where our product will be added to provide visuals. We’re also selling advice on the video portion of a CT scanner or ultrasound device.


“I’m called in and the client often does not even realize that I am with another company. It doesn’t matter. I study their needs and determine how that integrates with the overall product being sold – how our piece of equip- ment fits into the puzzle to make it all go well. This requires listening. We can’t afford to have any preconceived notions. Research is very important. To make the seamless connection, I have to know and understand the end user’s requirements well. I have to know my product inside out and be able to pro-


vide solutions to the client’s problem. If I don’t provide a solution, the sale is dead,” says Napier. “You don’t sell blue sky and


promises – just what can really work. I must act in a consultative way both toward the end user and toward the sales staff of the primary medi- cal machine – for example, the CT scanner.”


In a sale where technical expertise or complex product meshing carries most of the weight, the salesper- son must be willing to let his own personality take a back seat to the importance of the sale. Coopera- tion between client and sales staff to find the right solution to the client’s problems is a hallmark of the consul- tative sales approach. 


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