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Winning and winning consistently!
Firstly, let me dispell one of the great urban myths about
selling. Winning matters but it is not everything. Well I
have got news for you because winning is everything and if
you are involved in sales, winning is the only thing that
matters. What we all have to do is remember that the "rules"
of selling remain the same for everyone regardless of their
particular industry.
The facts are:
1. Business is more difficult than ever to win and keep.
2. Clients expect you and your team to do more and more for
less margin in order to win their business.
3. Time is at an ever increasing premium and you appear to
be running harder just to stand still.
Yet why is it that some people are winning and winning
consistently!
Well let me tell you how.The theory behind this is very
simple and can be broken into 5 specific areas. Once you are
familliar with these areas then you will understand what is
required to overcome any obstacles. They are:
1. Motivate the buyer to give information (the buyer can
also be the customer)
2. Ask questions to identify the buyers needs.
3. Tailor the presentation/sales pitch to meet the buyers
needs.
4. Close and gain commitment from the buyer.
5. Handle objections.
I was told a long time ago by a former CEO of mine that the following always worked.
Good
salesperson + bad organiser = bad sales results.
Bad
salesperson + good organiser = good sales results. Why you may ask' Well it's simple really because the key to every good salesperson is planning,planning,planning. The more you organise means the more clients you will see.
Well that is fine you are probably saying but how does that help you to
keep winning the business'
Think of it like this. You are fully conversant with the 5
areas of business theory noted above and you will use these
5 areas as a "template" for every single sales call you
do.However what you will also do is now devote more time to the planning aspect of your working day.
Who will I see'
When will I see them'
Why should I see them'
Where will I meet them'
How often will we meet'
This method is very simple and I guarantee that after a few
appointments/sales calls, the 5 areas of theory template
will become second nature, which means that you will have
mnore time to plan your diary effectively.
Remember, more
planning = more sales calls = more money. Try it and see
what difference it makes to your business, after all, it
worked for me! ABOUT THE AUTHOR
Anthony Harrison is a salesman. He is currently the Head of Sales for the UK division of a US investement bank. He also lectures on sales development
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