In theory, that approach makes sense. In practice, however, even though there’s a lot of talk about “partnering” and being “consultative,” too many salespeople still rely on, and structure their selling approach and eventual presentation around things like:
- The features, benefits and unique selling points of their product or service
- Their company’s history
- The product’s reputation for reliability
- Their customer testimonials
- … and so on.
When you build your sales approach around your reasons for the prospect to buy, it’s still the hard sell, even if your demeanor is not aggressive or demanding. When prospects end up buying from you after you make such appeals, they’re buying in spite of your hard sell, not because of it. You need the prospect’s reasons!
Make the effort to discover the prospect’s specific reasons for buying your product or service, as well as their criteria for buying from one company rather than another. Then, structure your approach and presentation around what you have discovered.
If you wish to learn more about how to help prospects discover to buy from you, and how to shorten your sales cycles in a slow economy, then join us for "Growing Your Sales & Profits In A Weak Economy" on April 21, 2010. For more information go to http://top-biz-events.info/bmd .
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