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Sales Secrets
How to handle objections? How to obtain a
order? To answer these and other challenges of the commercial world,
we have used five famous authors of books and tapes devoted to
sales, to share with us their secrets. Then
presented his 25 secrets for success in sales.
Chairman of Brian Tracy International, California, is author of several
sales books, among which includes Advanced Selling Strategies (Strategies
advanced sale, Simon & Schuster). His secrets for business sales
that are initiated are:
1. Sell benefits, not features. The great mistake of entrepreneurs
lies in the way of approaching what is your product or service, rather than focusing
in what he does. And that is what matters. Tracy exemplifies:
"A healthy food contains nutrients that benefit those who consume it.
That's what it is. The product manages the thin client, which has more
energy and can display increased activity with less sleep.
Always focus on how your product benefits the customer, "
explains.
2. Venda people most likely to purchase. Your best customers
are those who are interested in your product or service and who have the resources
cheap to acquire. You buy more quickly.
"If you sell photocopiers, not to sell to who ever
has purchased a copier; band who has one and show that its
product is superior, "suggests Tracy.
3. Distinguish your product. Why the customer would buy
you and not your competitor? Tracy suggests meeting at least three characteristics
the client do not buy. "For example, your product or service
works faster, is cheaper and its ingredients have
higher quality. People do not like leaving the comfort of the known
to experiment with new products. Therefore offers three reasons for
proving their product, "explains Tracy.
4. Make the sale face to face. Fabulous sums to invest in mass media
or direct mail is one of the least effective ways to build a company
new. Do not try to avoid personal contact. Approach customer
if not personally, at least by phone.
5. Almost 85 percent of all sales occur on the recommendation
verbal. "These sales are made because someone tells a friend or associate
buy a product or service because it was satisfied, "says
Tracy. Therefore, concentrate on developing future reference with
each client. "All efforts must be directed towards the second sale.
Ask yourself if your first experience is as satisfactory for the
customer will buy again or recommend it to friends. "
It is possible to improve the rate of sales so surprising
learn all you can about your potential customer and focuses on their needs,
says Linda Richardson, president of The Richardson Company,
leader in sales training based in Philadelphia, and author
Stop Telling, Start Selling (Out straw and more sales, McGrawHill,
Inc.). The expert offers these secrets to successful presentations
Sales:
1. Establish relationship. Before we talk about business, engage in relationship
with the client. "The future customer must feel that they can trust you
before doing business, "says Richardson. To establish this relationship,
need to do homework. Find out if you have a colleague in common
customer if the company has had recent press coverage, or if
is interested in sports. "Learn about the company
or individual who can establish a genuine relationship, "suggests
Richardson.
2. Make several questions. These questions should require direct answers
"Yes" or "no" and cover such matters as costs, prices,
procedures or technical aspects of the customer's business. Richardson
says that, more importantly, ask questions that reveal
motivation to make the purchase, the problems and needs
customer as well as its procedures for decision making.
"Do not be afraid to ask what he feels, that is the only way
to understand, "says Richardson.
3. Drill. If a customer reports: "We want to reduce costs and increase
efficiency, "respond immediately", saying how
that your product meets those needs? According to Richardson, sellers
smart no rush to respond, ask more questions to deepen,
saying,
"I understand the reasons why it is important to you, but
Could you give me specific examples? "." Ask for more
better information to position your product and show that he understands the
customer needs, "suggests Richardson.
4. Learn to listen. Sellers who monopolize the floor during the presentation
customer not only bored but usually lose the sale.
It is necessary to listen at least fifty percent of the time, says
Richardson. To improve the ability to hear the language it should be noted
Customer body, eliminate distractions (such as thinking of questions
personal), to avoid drawing conclusions without understanding what the customer
not only meant what he said and take notes during the interview.
5. Monitoring. Send thank you notes, call the customer after
a sale to see if satisfied and develop an agenda for future
communications. "We need to maintain presence with the customer and show
attention. Might not be able to make a sale on the first presentation,
therefore, monitoring is critical, "says Richardson.
Shari Posey
`` A good sales presentation starts with a preparation
ends carefully and ensuring customer satisfaction,''says
Shari Posey, president of Executive Insights, producing tapes and specialist
products for business, based in California. Its first product was
a series of six films: Start Up & Stay Up: Success Secrets of Entrepreneurs 17
(Start and stay in business: the secrets of 17 entrepreneurs
to succeed) and its five main strategies are:
1. Enter your sales presentation. Giving a presentation
sales is not something that is improvised, warns expert. Always use a
written presentation. Think of the six main characteristics
your product or service. Develop questions that will enable it to ascertain the reactions
and your customer's needs in each key point of sale. "This will help
to identify potential customer objections, so that you can
show that your product or service meets their needs. "
2. Write objections. Show that listens to what the client says writing
their objections. This allows you to respond specifically
and tell you how your product or service will benefit, what
which can be from savings, increased productivity, motivation
staff or recognition of the company.
3. Initial Offer incentives. Give your customers something meaningful
so that, if you like your product or service, be inclined to make a decision
Now, rather than postpone it for days or indefinitely. The
initial incentives can be a discount of ten percent in the immediate purchase
or one hour free advice.
4. Give a hundred percent guarantee. Tell the client that guarantees
your satisfaction. "A good return policy
reduced customer objections and shows that you believe in your product
or service. "guarantees must be unconditional product
and no hidden clauses, such as "guaranteed for only
thirty days. "If you sell services, offer:" Satisfaction
guaranteed. You will be delighted with our service or otherwise,
repeat it at no cost. "
5. Close to two options. Instead of asking, "What
think? ", offer an option. For example, if you sell educational books
Schools owners, ask if you want to buy the series of books
or a book and tape series. When making your choice, complete the
order. "It is possible that the customer does not stop it because they understood
is committed and has given an affirmative answer, "explains
Posey.
Bob Bly
Want to impress your client and provide sales materials
encourage you to buy right away? Follow these important sales secrets
Bob Bly, advertising writer and independent consultant in New Milford, NJ
Bly specializes in business to business advertising and direct response
and author of over thirty titles.
1. Direct advertising to specific audiences. Today
not possible to understand and meet the needs of all customers
power. Show off specialist. "You will have an advantage
will have sales and customer confidence if their materials
sales are directed strictly to specific audiences. By
eg `provide accounting services for advertising agencies', not only
`Accounting services, '" explains the expert.
2. Use testimonials. It is possible that people do not think your product or service
is what you say. To create a climate of trust, to use testimonials
past or current clients. Usually written testimonials
with the client's words in quotes and attributed to its author. Can
used in sales letters, brochures and ads.
3. Enter the customer's view. "We should begin the text
your ad with something that engage the customer and what is most interesting
people is to tell you about itself, "suggests Bly. If a company
Insurance wants to offer its new program of health protection
small business employees can use the phrase, "present
our employee benefit plan. "However, the company
get better results if you write something that interests the client:
`Do you threaten your business high insurance premiums? '. That sentence leads
that any employer who provides services related to your product, "
Bly explained.
4. Use questions. A great way to interest the customer is using questions
in the header of your sales literature. "All owners
car wash businesses know about these seven secrets for success
How are you? "
5. Replace the pessimism over optimism. Do not despair if you are new
the business and has not sold many products or do not have many customers to
services, describe your situation as follows: "Neither
a buyer in a thousand has experienced the advantages of the new design
XYZ. "
Barry Farber
What is the best way to identify the customer? Know your
business and request feedback, advises Barry J. Farber,
Farber president of Training Systems, Inc. and Maverick Media, Inc., in Livingston,
N.J., and author of several books. We offer here the five secrets
Farber sales:
1. Know your customer's business. Customers expect you to understand your business,
their customers and competition as much as you know your product or service. By
Therefore, to study the client's industry, know your problems and trends.
Find out who your main competitors. Some instruments
for this research are trade journals, directories
Chamber of Commerce, and annual reports, brochures, catalogs
and company newsletters.
2. Organize your sales presentation. The basic structure of
any sales presentation includes six key points: to establish
customer relationships, introducing the topic of the visit or call, ask
to better understand customer needs, synthesizing their points of
key selling and closing the sale. "Always start the viewing process
a successful outcome, "advises Farber.
3. Take notes. Do not rely on your memory to remember what is important
for the customer. Ask directly if you have no objections to you to take
notes during the sales presentation. Enter key to
you can refer later, during the presentation.
4. Answer objections with "feel, felt, found."
Do not argue when the client says, "I'm not interested", "I have
one "or" My brother sold the same. "Just say:
"I understand, many of my current clients felt the same, but when
discovered the time saved with our product, they were surprised. "
Then make another appointment.
5. Ask for feedback. If you want to improve your sales presentations
or relationships with customers, find out what you need to
maintain or increase their clientele. "Many clients have minimal complaints
but never express them. They just do not buy again. If asked
his opinion, often expressed gladly give you
opportunity to solve the problem, "said Farber.
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