How do you start an initial conversation with a prospect that you’re meeting with for the first time? If you’re in the prospect’s office, do you scan the room and look for a conversation starter? The fish mounted on the wall, the golf print or the family picture are usually great targets. If you use this technique, welcome to Vendorville.
Be warned. Vendorville is not a place you want to go. That’s where all those pesky, pushy salespeople go. It’s a place where you’re not treated or respected as a advisor, but you’re seen as just another salesperson.
To avoid being cast in Vendorville, you have to act and behave differently than other salespeople. You have to become a trusted advisor who is sought out for your expertise, counsel and resources.
Consequently, the best way to start a meeting with a prospect is to behave differently. So don’t comment on the mounted fish, the golf print or the family picture, because that’s what every other salesperson before you has done. It rings of insincerity, even if you’re sincere.
You can set yourself apart in your meeting with a few easy steps. First, set the ground rules that will help diffuse any sales pressure (and mean it). Second, test for personal and company fit before you focus on needs. Third, use the right approach.
Let’s look at each of these steps.
Set The Ground Rules: The ground rules should outline how you will proceed. To put the prospect at ease, let them know that you are not there to sell them anything. You need to take any sales pressure out of the exchange right from the start and create an environment where either of you is comfortable to end the conversation at any time. If done properly, you will be able to see the prospect relax and his defensive armor will melt away.
Focus on Fit: The personal fit is usually the first thing that is sacrificed by salespeople in Vendorville. They are so anxious to “sell” that they really could care less about who buys as long as they buy. Instead of making flattering small talk, show genuine concern for the prospect. A great personal fit question to get things started is “Tell me how you got in your current position?” While it’s personal, it’s not too intimate for a new relationship. In turn, it will tell you about the other person and lead to other personal questions.
The reason personal fit is so important is because it allows you to dig much deeper when you get to the needs fit. Most prospects will be reluctant to share beyond a surface level with most salespeople.
The Right Approach: The right approach means that you make no assumptions. Often times, salespeople get very excited about selling that they assume that everyone needs their product or service. The problem is that when you assume, you exert sales pressure. And sales pressure makes the prospect retreat.
A better approach is to focus your efforts on getting to the truth. Find out what’s important to the prospect and why. And don’t be concerned that your product may or may not be the answer. If your goal is to get to the truth, you’ll be trusted. It’s that simple. No hidden agendas, no trying to cram your solution down the prospects throat. Just have an open and honest discussion to determine if you are a good fit for each other or not.
Stay Out Of Vendorville - To learn more about this author, visit Will Turner's Website.
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