How often do you find yourself talking instead of listening? How often do you find yourself using the time you have to talk, telling and not asking questions?
Are you ever guilty of trying to demonstrate your own brilliance and knowledge by presenting your solution to a prospect before they've committed to buy from you? Have you ever invested precious time, money and resources proving to a prospect that you can help them identify their needs, give them solutions to their problems .... and then wonder why you aren't closing enough business.
You gain credibility from the questions you ask not from the information you give. Your job in the sale is to gather information not to give it.
You're in sales to go to the bank .... not to prove how bright, knowledgeable, educated or wonderful you are.
If you're giving information what aren't you doing?
You're not gathering information. You're doing free consulting. You're telling the prospect what s/he wants to know .... so what reason does your prospect have for retaining your company or your services? Not much.
This lesson learned late in my career cost me over £12 million in fee income and £3.6 million in lost commission.
Rule: Prospects never argue with their own data.
Gather their data and play it back to them in the form of their pain and in my experience and the experience of my clients you'll sell more, more often.
Happy selling!
(C) Sandler Sales Institute 2006 Marcus Cauchi Managing Director S.A.L.T. (Europe) Ltd Sandler Sales Institute, 180◦ From Traditional Sales Training©
Sandler Sales Institute® - Licensed Franchisee Guerrilla Marketing® - Licensed Master Practitioners Mob +44 (0) 7876 616 983 Tel 0845 458 1237 (UK Only)
London1.Sandler.com
Sales Training London: Sell Today Educate Tomorrow - To learn more about this author, visit Marcus Cauchi's Website.
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Marcus Cauchi
(Visit Marcus's Website)
Marcus Cauchi is London's first licensed
Sandler sales trainer. 19 years in direct
sales, he's sold physical products,
services and intangibles with varied
success. Over 16 years he left behind over
£56 million in deals he could have won,
but did because he didn't know any
better. He thought you had to qualify for
needs, present the benefits of your
solution, trial close, follow up with a
proposal or further information and the
close. He learned the hard way that when
you "pitch" a prospect lies to protect
himself. When you present and answer his
questions, he'll steal your ideas. When
you close, he'll mislead you or defer to
a higher authority (boss, wife, CFO) and
then when he's got you to document in
writing (proposals) and give away your
confidential pricing, he'll shop that
around your competitors to get the best
deal. When you follow up for a decision,
he'll give you unlimited access to his
voicemail and hide. Marcus teaches
counter intuitive selling. Average clients
increase revenues by 100-1100% in a year.
He's probably not for you though as it's
difficult and expensive.
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