How to Sell in Any Type of Market

I came across an article in the Investor's Business Daily
about Selling in a Down Market and I think it applies to
selling in any type of market. My summary of the main
points is below.

According to Cord Cooper's article, sales management has a
choice in how to handle selling in a down market. He then goes
on to give strategies for properly preparing your sales force.

Make your salespeople your first market. They must be sold
on what they are selling if clients are to be sold too.

Think benefits.

A few of the questions in this section were:

"What is the minimum return our clients need from our
products or services?"

"How can we out do that by 50% to 100%?"

"What has been the client's experience with the
competition?"

"What sets us apart?" or

"What is our unique selling proposition or specialization?"

Suggestion:
Take some time during a sales meeting to discuss these
questions, take notes of the answers, put them in an email
and distribute them electronically via email so they can be
modified and expanded by people throughout your company.

You could be surprised at who comes up with unique ways to
help a customer or make it easier for them to do business
with your company.

Set service standards.

Define what the best type of customer service is and then
measure and deliver it.

Sell your track record.

Get permission to use specific client's names and
documented numerical results to increase your credibility.

Nail it down.

Don't assume the customer has a clear understanding of the
details. Be sure to go over information and especially
contracts in detail.

Work back-to-front.

If your start with a prospect's budget and vision it is
easier to work backward and demonstrate how your product
or service will fit their requirements.

Bridge the gaps.

Specify the results you want from your sales force, compare
them to the current situation, and then center your
strategy to bridge the gaps.

Don't promise more than your organization can deliver.
Promising and not delivering is as bad as hearing
complaints and ignoring them.

Use prospects' names as marketing tools.
Create a seating chart in front of you and take note of
their names. Use their names during a presentation to gain
attention, control conversations and underscore points.
Realize that past successes don't cut future deals.
Track client's post sales shifting priorities and work them
into renewal contracts.

Put the customer in charge.
Adapt your company policies to meet the customer's needs.

The bottom line.
Let your customers be in charge by letting their needs
drive your strategy. It worked for Sam Walton the founder
of Wal-Mart and it will work for you too.

--

Make it a great day and a successful week!

Ron S. La Vine, MBA, President and CEO

Accelerated Sales Training, Inc.
Helping you Get Into New and Existing Accounts and Get New Business™
http://www.ast-incorp.com

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