3. RESPONDING TO ENQUIRIES

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3. RESPONDING TO ENQUIRIES.

In many companies enquiries are handled on a routine, almost casual basis. They typically have a standard reply letter accompanied by a bundle of brochures. For example:

"Dear Sirs,

In response to your enquiry, we enclose brochures on Product X (and maybe all other products).

if you require any further in formation, please do not hesitate to contact us."

WHAT A WASTE !!!

ENQUIRIES ARE LIKE GOLD !!!!

When someone makes an enquiry, he has saved you a lot of research and prospecting. The enquiry should be treated as TOP PRIORITY.

Incidentally, if you do use the kind of "standard" format shown above, and then phone the client later to follow up, he will most likely say "Oh yes, I've got all the in formation I need; I will call you when we want to take it further."

What's happened? You've lost the initiative, and the opportunity to engage in effective selling.

INSTEAD:

1. Ensure all enquiries are passed immediately to the appropriate Salesman.

2. The Salesman should telephone the client immediately to "qualify" the prospect:

"Thank you for your enquiry I've got a lot of in formation I could send, but I want to ensure you get precisely what you need. Tell me, what prompted you to enquire ?"

In this short conversation, what has already been achieved?

( a ) The Salesman is inviting the prospect to state his problem (not just the product that he thinks he needs).

( b ) By getting the prospect to state his problem, the Salesman can start thinking about "benefits", rather than just products.

( c ) The Salesman retains the initiative; he decides whether it is a serious enquiry or not.

( d ) If it is a serious enquiry, the Salesman can decide to make an appointment.

( e ) If it is not a serious enquiry, the Salesman may say "Can I send literature today with my business card attached ?" (Here, the Salesman wants to avoid wasting time in sending formal letters to people who are not likely to produce orders.)

Finally, when responding to enquiries, qualifying prospects, and in face to face selling, remember these GOLDEN RULES

GOLDEN RULES

GOOD DO NOT "SHOWER" A PROSPECT WITH PRODUCT INFORMATION… THEY "SPRINKLE" HIM WITH IT WHERE HE NEEDS IT MOST.

GOOD SALESMEN DON'T DO ALL OF THE TALKING. THEY DO SOME OF THE TALKING AND THE LISTENING.

GOOD SALESMEN ASK "WHAT?" "WHO?" ASK "WHY?" N WHERE?" "HOW?" "WHEN?"

GETTING AN ANSWER OF "YES" OR "NO" YIELDS VERY LITTLE REAL INFORMATION EXCEPT WHEN ASKING FOR A COMMITMENT.

Next page: 4. MAKING QUOTATIONS MORE EFFECTIVE