To this very day I still find hearing that my prospect will choose my solution very exciting. And it’s not just his choice that interests me. I find his motives just as important. What made the difference? Often the difference is in those things that appear to be less important than they really are. In this chapter I’m going to give you some tips that could tip the scales in your favour.
For instance, prospects are allergic to standard sales talks and also dislike the feeling of being at the bottom of your phone schedule. You’ll create more attention with a more personal approach and by learning in depth about the prospect’s organisation...
(18) Regularly use your prospect’s name and the name of his firm in your sales talk. That way he’ll know you’re talking about him. ⇐
Like I said before, an important part of the training you did to improve your sales skills were about removing objections in the right way. Or even better, about turning objections into purchase motives. In due time you’ll get better at this by bitter experience. You’ll even become that good at it, that you’ll be able to figure out clients’ objections beforehand. I’ve witnessed salespeople anticipating objections and naming these at the very moment a prospect is about to express these. For example: “Now you may be thinking Mr. Johnson: Well I never use that...”
Don’t fall for this tactic. The chances are high that Mr. Johnson will reply: “Actually I wasn’t thinking that at all!” What you’ve done is place Mr. Johnson in the same box as all the other prospects. Moreover Mr. Johnson now has the impression you don’t know what you’re talking about. But what’s worse, is that Mr. Johnson hadn’t thought of that objection before and that he does so now. One person’s objection in need of turning around, needn’t be another person’s objection at all...
(50) Avoid mentioning all those objections that everyone mentions to you, if your prospect doesn’t mention them himself. ⇐
Many interesting prospects are short of time and will wonder before the conversation starts whether the time they are spending is worth their while. So the fact they’re prepared to make an appointment with you is worth a compliment. You should hold on tight if you also make a good impression during the conversation. Make no illusions. Maybe you can remember what you discussed a week after the conversation, but the prospect can’t. Once you closed the door behind you, the prospect’s attention will have been drawn to other matters that are even more important to him. Fortunately you can make sure the prospect is still interested and wants to continue conversation...
(62) Email your prospect a report within 24 hours of your conversation and grab the opportunity to add relevant information. ⇐
You can distinguish yourself yet once further conversation develops into you making a proposal. You’ve probably got a standard proposal lying around somewhere and maybe even a colleague in back office can send it to your prospect. However, it’s far better to alter a standard proposal here and there and to refer to relevant items in the conversation. This will make the prospect feel special and he will recognise the attention you’re giving him. The proposal will look made to measure...
(67) He who uses information from earlier talks with his prospect, makes his proposal made to measure and himself more successful. ⇐
Whether you’re a sole proprietor, or whether you work for a big or a small organisation, you’ll always have opportunities of making contact. Chances are that one day a prospect will make contact with you. You can make a good impression by making sure people in your organisation know the name of the prospect’s organisation and of his contacts there. The prospect will surely be vain enough to think the whole company is looking forward to him becoming a client and in that he will feel more welcome...
(28) Surprise important clients’ contacts in a positive manner. Make sure your organisation knows their names. ⇐