5.2 The Sales Approach

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5.2 The Sales Approach

Unless it has been necessary to contact the decision maker(s) at the research stage, this will normally be the first - and most important - contact at the decision making level.

In the first 2 minutes of the approach, the customer will form an impression of the Salesman and his Company that will not easily be changed - be it good or bad!

The first 2 minutes are therefore crucial. Polite "pleasantries" should of course be exchanged, particularly if the local culture expects it. But these should be completed quickly and efficiently. It is no time to talk aimlessly about the weather, traffic, sport, politics, or to launch into a history of your company. The customer has a "problem" and your research should have indicated the likely nature of that problem.

Therefore (a) State the problem.

(b) Suggest that you might be able to solve it - in terms of

BENEFITS. (c) Start asking questions when?, what?, how?, why?

For example

"As you know, Mr Bloggs, current legislation requires that you keep all work areas and surfaces clean and sterile. The plain fact is that these are a direct charge against your profits, for which you get very little, if any, return - don't you agree?

I believe our comprehensive cleaning, maintenance and sanitising service can help you to minimise the costs of complying with the legislation, and indeed help to improve productivity. It will only take me a few minutes to establish whether we can help. Tell me, how many shifts do you operate in the main work areas ?"

In this short space of time, what have we achieved?

We have:

(a) identified the problem and, most important, have got the prospect to agree it.

(b) indicated that we can offer some positive benefits.

(c) led the prospect into a meaningful discussion.

During the discussion that will follow, concentrate on talking about benefits, in conjunction with your "selling points". Don't let the prospect have to work out the benefits for himself.

For example:

(1) Selling Point:

We use the latest and fastest cleaning and sanitising equipment.

Benefits:

Therefore you will save on capital investment and you will reduce "down time", which will increase productivity".

(2) Selling Point:

our people will be in and out in less than one hour each day".

Benefits:

so there will be minimum disruption to your production and you will save the cost of keeping full time cleaning staff

If there are features of your product or service that do NOT result in positive benefits for the customer, don't bother talking about them. The customer is only interested in "what's in it for HIS Company".

Similarly, if you find it hard to think what benefits you can offer to the customer, there probably are none !! In that case, leave the customer alone and try elsewhere (or look for another job!).

Next page: 5.3 Empathy