My research has clearly shown that, when it comes to selling, the part we're most comfortable with is talking about what we do - explaining our services and how we can help the client.
So what do you think happens in most sales encounters? That's right? we tell 'em what we do.
Problem #1 - Clients don't really want to know what we do.
Not to start with anyway. Usually they first want to know that they can trust us and that we comprehend their situation. They also want to understand 'how' we can help them. This is different to knowing exactly 'what' we do. To achieve this we need to look at what they want to achieve, and what their concerns are.
Problem #2 - When we're talking we're not listening.
It's a fact. People can think many times faster than they talk. This means that when you're talking, your client can think about lots of other stuff (like their next appointment, or your unpolished shoes). So keep your client focused by getting them to do the talking.
Control the sales encounter with questions. By using a structured questioning sequence you can move from initial exploratory questions to high-impact outcome oriented questions. When done properly this creates a harmonious exchange between the seller and the client. It's not a matter of interrogating the client, or forcing them to make a quick decision.
As the salesperson (whether you be a consultant, partner, owner or manager) the overriding temptation is to start explaining what you do. Often this includes mentioning previous clients and interesting outcomes you have achieved. But does the client care? Not always. And not ever if what you are saying is not relevant to them.
The secret to selling like a professional is to listen closely to the client. Find out as much as possible that might be relevant to your service. Ask questions about their expectations. Then when you have that knowledge, discuss only the aspects of your service that have a direct bearing on your clients stated needs. Use this 'inside knowledge' during your presentation to highlight why you are the best choice as service provider.
And when you finish your presentation and need to gain a commitment from the client, ask another question, or suggest the next step. "Would you like to sign the agreement tomorrow?" or "Can we meet next week to finalise these last few issues?"
With a bit of practice you can replace your old sales monologues with a meaningful exchange of information that leaves your client wanting to work with you.
(c) 2004 Stuart Ayling
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at www.marketingnous.com.au
![]() |
|
![]() |
|
![]() |
|
![]() |
Did you know that there are specific psychological triggers you... Read More
Have you ever passed by a bakery display case without... Read More
"I need more clients!" wails Steve, a 32 year old... Read More
Solving people's and organization's problems is ultimately what business is... Read More
From a customer's perception, it's easy for a salesperson to... Read More
Just because we receive a referral, it doesn't mean that... Read More
Salesmanship is the force that moves business. Without it all... Read More
Increase your sales-in five minutes. This article is the third... Read More
Tired of sending out sales letters that generate anemic response?... Read More
I'm about to reveal the biggest secret to growing any... Read More
Trade shows are so obvious. You go. You hand out... Read More
We are each responsible for our own success - or... Read More
First and foremost are you thinking Strategically? "Do you have... Read More
This issue's topic on sales prospects comes in response to... Read More
For those of us working in the exciting world of... Read More
"I recommend the 5.8 GHz Digital Phone, because it suits... Read More
One of the best books I have ever read is... Read More
On average a sales person spends less than two hours... Read More
To listen to your customer is important, and to hear... Read More
"The Close" is sales jargon for the bit where you... Read More
Having excellent persuasion skills is one of the most important... Read More
"You don't love your kids if you don't buy my... Read More
If you want a truly successful business, you need to... Read More
In my youth I landed a job selling encyclopedias door... Read More
Have you ever eaten a soft taco? The shell isn't... Read More
One of the questions I often get asked as a... Read More
You could just send out your brochure to potential customers... Read More
1. Negotiate with e-zine publishers to get free or discounted... Read More
Have you ever started something and not completed it? Or... Read More
Yes, it's true. Saying "No" is a great way of... Read More
Bill Brooks of The Brooks Group wrote an article several... Read More
Have you ever found a lead on a scrap of... Read More
Your mission as a business owner is to develop a... Read More
The goal of all sales training is not just to... Read More
Yesterday I did a sales training program for a great... Read More
In sales we do tend to become focused upon our... Read More
Having excellent persuasion skills is one of the most important... Read More
It has been said that a customer makes a decision... Read More
One of the quickest ways to loose a sale is... Read More
You could just send out your brochure to potential customers... Read More
Are you tired of excuses? Looking for a persuasion technique... Read More
Implement these smart sales marketing secrets and you'll be capable... Read More
As business owners we all know that in a ideal... Read More
If you're looking for a successful salesperson to hire, a... Read More
Although David has been a graphic designer for a decade,... Read More
All closes are not created equal. Top producers realize every... Read More
Obviously, you can not know all of the things that... Read More
There's loads of material about making money available on the... Read More
It's the prospect. If stalls and objections frequently come up... Read More
We all have something in our past we believe someone... Read More
The reason why you have a job in sales is... Read More
What do you do when you have a big sales... Read More
When Thomas Edison's light bulb finally burned for 45 straight... Read More
Would you like to multiply your web site sales? Or... Read More
Does your business run on a sales engine or a... Read More
How do you persuade someone to do what you want... Read More
We all make mistakes and some salespeople seem to make... Read More
Friends buy from friends. Why? Because people trust that their... Read More
I'm about to reveal the biggest secret to growing any... Read More
In happens every year in June.Six months down and six... Read More
If you've ever flown economy class on an international flight... Read More
Here are three proven ways that will increase your sales:1.... Read More
If you knew a few sure fire ideas that have... Read More
A myth can best be described as somebody or something... Read More
How did you do this past year on your sales... Read More
Just because we receive a referral, it doesn't mean that... Read More
Sales Training |