By Chris Cowan
If you’re a sales professional who has done your research on a prospective customer (see part 1 of this blog series), what’s next in your sales approach?
I’d coach that you should be able to form a point-of-view and identify 3-5 key areas of importance that will form the basis of your approach to this prospect. The goal of your first meeting will be to test these concepts and determine if there is a viable fit between your offering and their needs. If you’ve done your research well, it will not only inform future stages of the sale, but will allow you to ask incredibly insightful questions, based on a deep understanding of the company. If done right, it shows your dedication, thoroughness and intelligence and will buy you instant credibility with your prospect.
Once you’ve thought about and planned for your outreach to your prospect, you’re ready to make the sales call.
A successful sales call is one in which the salesperson and the customer make an informed, mutually-beneficial decision. And to reach a mutually beneficial decision, there needs to be an open exchange of information that focuses on our customer’s needs.
At AchieveGlobal, we focus on a four-part process that ensures each call ends in a successful outcome, of benefit to both the sales organization and of course, the customer.
- First, it’s important to open the conversation by exchanging information about what will be covered or accomplished during the call.
- Next, the representative can probe by gathering information to identify what the customer needs.
- Third, the salesperson should demonstrate support by providing information about how the company’s capabilities are aligned with those needs.
- And lastly, the sales representative can close the call by exchanging information about the next steps for working together.
We’ll focus on these four steps in upcoming sales success blog posts. Of course, it remains important to stay focused on the needs of the customer – establishing the need, seeking ways to satisfy the need, and looking ahead to how the need may change or be differently addressed in the future.