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| 1. Before the introduction |
- Learn about the industry, the company and your contact.
- Observe the prospect's office to find something you both have in common.
- Find out anything about the prospect's personal interests, hobbies or family.
- Listen 80 percent of the time and talk only 20 percent of the time?
- Ask the customer about his or her goals, challenges, and personal and business philosophies?
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| 2. Ask open questions |
- Who else is involved in the decision-making process?
- What does a vendor need to do to earn your business?
- What if anything would you change about your present vendor's product or service?
- Determine how and why the prospect made the decision to purchase his or her present product or service? What is his time frame?
- Discover whether funds have been allocated?
- Uncover the prospect's specific needs?
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| 3. Prospecting |
- Ask a lot of open-ended questions?
- Find out who, what, where, why, when, how and how much?
- Have the customer go into depth by using phrases such as "Tell me more about . . .",
- Ask the broad questions first, and then get more specific to uncover key needs?
- Ask about your prospect's roles, what's important to him and how industry trends or situations are affecting him?
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| 4. Handling objections |
- Listen to the entire objection, pause before responding, remain calm and do not get defensive.
- Answer the objection with a question to find out more specifically what the objection was.
- Restate the objection to make sure you both agreed.
- Answer the objection.
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| 5. A presentation or demonstration |
- Establish a rapport.
- Ask if anything had changed since your last meeting.
- Pre-commit the prospect? Example: "If I can show you how this can make a difference in what we talked about, can we go ahead with this?"
- Prioritise the prospect's needs.
- Talk about the benefits of your product or service to the customer.
- Link the benefits to the prospect's needs.
- Verify each need before moving on.
- Summarize the prospect's needs and how your product or service meets those needs.
- Involve the customer in the presentation.
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| 6. Closing |
- Ask for the order
- Ask "What's our next step?
- Get the customer to identify all possible problems that might be solved by your product or service.
- Get the customer to identify the value of solving the identified problems.
- Get agreement that the proposed solution provided the values identified.
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| 7. Customer Care and follow-up |
- Send a thank-you letter for the appointment, presentation or order.
- Earn the right to ask for reference letters and referrals.
- Maintain communications for future consideration.
- Establish a schedule for follow-up calls and customer visits.
- Prepare and structure your questioning but do not repeat them for every sale. Refer to it whenever you're puzzled by why you didn't make a sale. Maybe there's something you forgot to do that you should have remembered!
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