During a sales lab class in December, a participant said, “I am friends with a lot of my prospects but they still aren’t buying from me.” He was frustrated and wanted to know why. The reality is that many sales people can build great relationships. They are outgoing, friendly people who build rapport quickly. They become good friends with their prospects— but they still don’t always buy from that sales person. Why?
Thirty, 20, or even 10 years ago, the most important thing in sales was to become friends with your prospects. In today’s world, it takes more than a strong relationship to get business people to buy. Money is tight and business people have to have a reason to move and make an investment. Don’t get me wrong, if people don’t like you, they are not going to buy from you, so relationships are still important. It’s just going to take more than that today.
Here are three quick rules to help your prospect want to “BUY”:
Be an expert. You have to know the products, industry and benefits of your solutions like the back of your hand. This knowledge is what will make you a valuable resource to your prospects.
Undo the status quo. Prospects have gotten used to doing business the way they are currently doing it. You must ask the deeper questions and get prospects thinking about the possibilities for their businesses. You have to help them see the future with your solution and how it will help them. Paint a vivid picture so they want it so bad that living without it is not an option. This is the most important part of getting them to “BUY”.
You have a goal. This means that every time you meet with your prospects there should be an appropriate goal for that meeting. When you’re at the end of your sales cycle and have painted that vivid picture of them enjoying your solution, ASK FOR THE SALE. Don’t be afraid; remember the goal is to sell.
People do business with people they like and trust, but in this economy you have to go one step further, you also have to challenge yourself and your prospects to think differently and have deeper business conversations so they will “BUY” from you.
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