Successful Selling
THE BASICS OF GERHARD GSCHWANDTNER
Selling without a system is like taking a tough exam with- out studying for it. You may get a few questions right but your total score will probably be abysmal. To succeed in sales, you need to follow a basic plan. So here it is.
CALL PREPARATION Lay the groundwork for your sale by qualifying your prospects, planning your ap-
proach, and preparing for sales tremors – objections and problems – before meeting with your clients. The four basics of call preparation are finding prospects, qualifying prospects, plan- ning your approach, and adapting your attitude.
Finding Prospects: Use all the possible methods you can identify for locating poten-
tial customers. Contact existing customers about other products your company offers. Call inactive customers about new or improved products. Get referrals from satisfied customers. Develop leads from business directories. Read newspapers and trade publications for potential users of your services. Ask service and repair people to act as scouts for you. Keep in mind that many people have influence over potential buyers. Speak to them. And don’t forget the Internet with all its resources, including companies that are in the business of supplying qualified leads for any industry.
Qualifying Your Prospects: Don’t waste your time with unqualified prospects. Your
initial telephone contact should clarify the prospect’s needs, their position within the company, and the company’s purchasing process. Make sure the person you plan to call on has the authority and the budget to buy. This is also a good time to determine if more than one person will be involved in the decision. Before you call your prospect, make a list of standard questions that will get you information on the prospect’s specific interests, needs, and expectations. During your qualifying call, try to obtain background information about the company, the purchas- ing process, financing, and special problems with past products and services.
26 | MAY/JUNE 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
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