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Guest post by: Neil Mahoney Become an Author

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In the world of Sales & Marketing it's long been assumed that an inquiry from a prospect is an invitation to present your product.

As a long-time associate of mine -- and a contributor to the Evan Carmichael site -- insightfully observes: Inquiries are just as likely to be an effort merely to acquire more information on your product as to be an expression of preference for your product.

Not all inquirers are hot prospects -- people are often just shopping around. In fact sixty percent of purchases aren't made until six months after the initial inquiry is made.

Salespeople need a way to separate the wheat from the chaff. You need a good Prospect Development program and that will be discussed in the next installment.

Right now, the focus is on salespeople realizing the importance of becoming an effective Stage Manager of sales calls. Salespeople first must realize that they don't get the prospects to buy -- they must create the climate and conditions that cause the prospects to decide to buy from them and their company.

A. Sales should have a clear understanding of the purpose of the call.

B. Introducing the company and learning the prospects wants & needs is Job#1.

C. When the time is right, present the features and benefits of the product as they best relate to the prospects' wants & needs -- in the general order of their preferences.

D. Answer questions or objections honestly and fully.

E. If there are questions you can't answer fully, get that infomation and report it to the prospect ASAP. Many studies have shown that "Prompt Response to Needs & Requests" is valued almost as highly as Price by most people, regardless of their position in the company.

E. Get the order or get out before you've overstayed your welcome. Know when the prospect is saying "No."

F. Keep the door open for future opportunities to sell.

In situations that require multiple calls or long-term selling upgrade from "Relationship" selling to "Consultative" selling.

You do this by establishing "Respect" and "Trust."

Respect is earned by:

A. Knowing your product

B. Knowing the business

C. Knowing the competition -- their strengths & weaknesses, but discuss them professionally. Don't knock them.

D. Prompt response to Needs & Requests.

Trust is earned by:

A. Being truthful

B. Keeping your word

C. Keeping your appointments

D Prompt response to Needs & Requests

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