1. KNOW YOUR CUSTOMER
I learned from the best, my Mother. She sold Encyclopedias door to door when I was a small child. As soon as she walked up a stranger’s path she had already learned who her new customer was. If there were children’s tricycles and toys blocking the pathway she knew she was going to be talking to a busy young housewife and she would offer to hold the baby while the customer made them a “nice cup of tea”. They would sit and chat a while. Mother was patient. There was nowhere she would rather be. She loved strangers. She could talk for hours.
By the time she had left the home she was armed with freshly baked cookies and a pocket full of crisp pound notes. She had also made a new friend.
Before walking into any buyer’s office you should know who your buyer is and who your customer is. Do your research.
2. PREPARE YOUR SELLING AREA
Create the right environment for a pleasant experience. Never sit too close or “crowd” your buyer – respect their space. Place your sales materials and products at a comfortable distance from the buyer.
Remember that everyone has an invisible protective barrier… don’t enter it until you are invited to do so.
4. TELL YOUR STORY… FACTS TELL - STORIES SELL
Always have a well rehearsed, truthful story to tell. A buyer will remember your story about your product but he may forget your face the minute you leave the room.
3. NEVER PASS ANYTHING TO YOUR BUYER UNTIL YOU KNOW THEY WILL BE RECEPTIVE TO IT.
If you give the buyer any reason to reject the product early in your presentation it is almost impossible to change his mind. An early rejection is death to a sale. Be patient. Don’t expect your buyer to touch anything you have bought into the room until he feels it is comfortable to do so.
4. NEVER ASK A QUESTION UNTIL YOU KNOW YOU WILL GET A POSITIVE ANSWER…
Keep to multi choice questions until you know you will get a positive answer
An early “no” means a later “no”.
5. ALWAYS SHOW THE UTMOST RESPECT FOR YOUR BUYER
He is the expert in his business. If you have done your homework you can earn his respect by acknowledging his experience and by having done your research in advance.
6. ALWAYS SELL YOUR PRODUCTS FROM THE LOWEST PRICE POINT TO THE HIGHEST PRICE POINT
If you come in too high initially and the buyer does not see a “perceived value” for your product you have lost the sale before you have even started. Multiple prices gives the buyer a choice.
And never change the price of a product during a presentation.
Am I the only one that gets annoyed when someone is selling me a program over the phone and starts off with a price over $1,000 and then after I have refused the offer four or five times, – finally discounts the price to $150.00. This company has lost all its credibility.
I would sooner be offered the $150.00 price and then be advised of more expensive programs with added benefits so that I can make an informed choice.
Sales people often feel that offering the most expensive product first that they are established a higher perceived value… and then will suddenly “surprise” their buyer with a less expensive version. Buyers are not stupid. They know their business and if there are different prices for different products then it should be obvious in their perceived value. Don’t play games
7. DON’T FORGET TO ASK FOR THE ORDER
You will be surprised how many sales people never actually ask for the order.
When the time is right. Ask for the order. If the buyer you are meeting with does not make the decision – then ask who does and when you can set up a meeting with the decision maker. If the buyer will be making the presentation to upper management make sure that you have provided the buyer with all the sales materials, product samples and promotional materials required.
Asking for the order is a confirmation of the “deal” repeated back to the buyer.i.e. So we are looking at a 500 store test with approx. 36 products per store. You are wanting the product shipped end of November for a Holiday in-store promotion?. Is that correct? Wonderful… When can we expect to receive the order?
8. FOLLOW UP AFTER THE MEETING
Type out a call report. List everything. Buyer’s background, comments, likes and dislikes, promotional opportunities, sell-in periods, mood during the meeting – everything. This is for your eyes only but crucial to your continued success with this account.
Follow the Blueprint
Causes Leonie Mateer Supports
St Judes Children's Research Foundation
Conservation international Foundation
Breast Cancer Research Foundation