Test tubes and periodic tables aside (thankfully), a deeper relationship which goes beyond a script and into the senses and sentiments of the client. According to the Harvard Business Review, sales training accounts for three times the average business’ expenditure compared to marketing. This means that companies value the ability of a sales person to persuade over creating demand through marketing. That being the case, one of the things which gets overlooked is the efficacy of a sales team in cultivating chemistry with prospective clients.
Here are two ways you can create a team of sales scientists without introducing white lab coats to the company dress code:
- Change the line of questioning
Your conversation should be geared around discovering what the prospect is worried about, scared of and anxious about. The answers we’re looking for here are not vertigo or spiders, but issues which are overhanging his or her position in the company such as ensuring the company’s growth over the next 5 years or maintaining a strong footing against a particular competitor. The conversation your sales person has with the prospect ought to be around the emotions which drive the decision making process. You can lure these issues out onto the table in order to provide you with a clearer channel towards a close. It’s much easier to see how a deal will be made and what the deal will consist of if you envisage your product/service solving the specific issues your prospect is facing. Tailor the package to them and have the confidence that you are now consulting as opposed to cold calling.
- Leave a trail
Whether it’s a face to face meeting or a phone conversation, the sales person ought to dominate proceedings by providing some information after the discussion. If it’s in person then this might be a brochure or a USB of some sort. Over the phone, this will generally be an e-mail with an attachment to a brochure or other literature. The key here is to make sure that the trail you leave behind is bespoke and not generic. You should have all of their pain and gain points sussed out and so a killer move at this stage would be leaving them to mull over a document which is customised to their personal needs. Leave the trail, let them pick it up and watch how smoothly the next call or meeting goes.
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