Four pillars of marketing: Start with your brand - These next four columns will be focused on what I believe are the four most important elements of marketing. Get these four correct and the rest is just de...
Saturday, March 27, 2010
Defining Sales Activity - What Salesmen Do
There are five areas that sales professionals need to be able to use successfully. This is based on what we see the very best salespeople doing, from organization to organization.
This does not include prospecting, which is covered here.
There are three arenas where you will work with people who are not committed to buy from you. They are:
Face-to-Face - How can you meet someone and have them want to buy your offering? You know people need this skill when they start complaining about a lack of Qualified Leads. One time I flew from Washington, DC to Chicago sitting next to a nun, who had never used a computer. By the end of the flight, she thanked me for talking with her and was going to get some COBOL at her first opportunity. She said COBOL had become a priority for her.
Phone/Web - With voice mail, the telephone has become asynchronous. You can have a constructive conversation and complete a task without ever being on the line with the other person. That means good phone calls are designed for completion through voicemail.
Events - When people get together, the two most valuable positions are leading the meeting or being in the audience. The best make the most of either opportunity.
There are also two excellent opportunities when someone wants to buy.
The first is the classic "presentation" request. Three things should happen.
You need to present your offer,
Develop a solution, and
Negotiate an agreement.
Whether that takes one meeting or twenty (and it can!) has a lot to do with how organized both sides are. Here is how you can organize your side.
Your final opportunity is after the sale. This opportunity is often missed because of time constraints or lack of confidence in the offering. There are four good things that happen after the sale:
Realize (Get it installed),
Reload (As long as we are putting one here, can we put one there?)
Refer (If you've ever seen a hapless salesman seeking referrals, THIS IS THE TIME!)
Recommend (What? You would rather make cold calls?)
How close is this model to what you are doing?