Download - Be prepared to Sell
Presented by Daniel LockPrincipal of Daniel Lock Consulting
BEFORE THE CALLKnowing your client
SPEAK TO THE RIGHT PERSONSelling to a buyer
NEVER RUSHSelling to a need doesn’t mean being pushy
GET CLOSE BUT KEEP YOUR DISTANCEMaking sales a personal business
KEEP SOME BACKThe art of successful pricing
CONTENTS
1
2
3
4
5
BEFORE THE CALLKnowing your client makes
the cold call easier
PART ONE1
If you want to sell,then unmask your client first
Japa1945Japan, Today
• If you know your client, then you’ll be able to talk to him about his needs
• Your conversation will be better, and more targeted
• You’ll gain his respect, because you already know him
• And this applies to the business and the person to whom you are speaking (if possible)
What you need to Know:
• What does the company do?
• Where does it do it?• How does it serve its
clients?• New products/
Services?• What is your lead’s
role?
YOUR CLIENT
?
in the quest to know your client:
• Use every resource available
• Speak to other people in the organisation
• Newspapers• Other companies• Company website• LinkedIn• Even Twitter
USEFUL RESOURCES
!
SPEAK TO THE RIGHTPERSON
Always sell to a buyer
PART TWOPART TWO2
THE MOST COMMONSALE MISTAKE
Learn to evaluate your contact:• Use screening questions• Know your contact’s job
title and responsibilities• Never be afraid to ask:
“If we were to shake hands on this, could we start
tomorrow?”
Selling to a non buyer is not selling, it’s just talking:• Low level employees will be
happy to speak to you• But they can’t make
decisions• And won’t tell you until you
think you’ve closed the deal• But they could be intrinsic
to the deal, all the same
NEVER RUSHYou need to be assertive,
but don’t appear pushy
PART TWOPART THREE3
THE MOST COMMONSALE MISTAKES
DON’T:• Sell what you think the
client needs• Make assumptions about
the client’s work processes• Tell the client you know his
business better than he does
• Rush to close the dealX
THE MOST COMMONSALE MISTAKES
DO:• Sell to the client’s needs• Ensure you know what the
client does and how he does it
• Ask qualifying questions before moving to a close
• Help the client see his objectives, and sell him the solution to his problems
GET CLOSE, BUT KEEP YOUR DISTANCE
Keep it personal but at arm’s length
PART TWOPART FOUR4
SALES IS A PERSONAL BUSINESS
DON’T:• Your client will buy into you before
he buys into your company• Build a rapport by listening to your
client’s concerns• Take time and ask open ended
questions• The conversation should be about
your client and his business• Build trust, but don’t be a ‘yes man’• You’ve cracked it when private
concerns about the business are shared, or appropriate personal stories exchanged
!
KEEP SOME BACKSuccessful pricing is about knowing
how to negotiate
PART TWOPART FIVE5
SALES IS LIKE A POKER
• Remember to sell to the client’s aims and needs
• He will buy the benefit and on value, not on price
• Make your first meeting exploratory, and don’t discuss price
Opening with a price will either shock or give a base for downward
negotiation
THE WINNING HAND
• The client has bought into you
• You’ve sold to his needs• He realises the benefits to
him• Now offer the price• Any negotiation downwards
should be accompanied with a reduction in value
IS PLAYED LAST
“What would you be happy to remove so I can come down
to your price?”
1. KNOW YOUR CLIENT
2. SPEAK TO A BUYER
3. BE ASSERTIVE, BUT NOT PUSHY
4. LET YOUR PERSONALITY SHINE AT ARMS LENGTH
5. KEEP SOME BACK FOR A STRONGER NEGOTIATING POSITION
BE PREPARED TO SELL CONCLUSION
Thank You!