SELL TO SUCEED

Let's face it: the greatest accomplishment for a member of the sales community is closing a deal with a skeptic. Many who are proficient at this art agree that it is far more gratifying to convince someone who initially felt your product was not necessary. Let us examine the fundamental techniques used by those who succeed in persuading the worst of cynics.

1. Know your product/service
Know it inside and out, backwards and forwards. You should know its strengths, weaknesses, and any proprietary features. Also understand the factors that influence its supply and demand. All of these will strengthen your presentation and help the skeptic make a more informed purchasing decision.  You will definitely be asked questions, so be prepared to demonstrate all aspects of your product/service in response.

2. Know your prospect
Along with knowing your product comes knowing your prospect. Strive to know all you can about your potential clients. Make sure you deal with the decision maker. You should know their purchasing habits, what motivation determines their choice, and how long a buying decision takes. You must understand how your product fits into their overall purchasing strategy. When you know the buying habits of your prospect, you can use it to develop a longer-term sales plan—that means repeat business. Put yourself in the most favorable position to get a "yes" by focusing on what most concerns your prospect.

3. Believe in your own words
You will never be effective selling something you do not believe in. Your lack of enthusiasm will be  obvious as you attempt to convince your potential buyer. When you emanate passion and confidence, you break down the wall of doubt the cynic has built.  If you are lucky enough to sell a product you do not believe in, you still lose because you risk killing referral business and losing the trust of your customer.

4. Be transparent
Too often, we give strong pitches with lots of hype and little information. Be prepared to give as much information as needed to convince the potential buyer to make a purchase. Transparency builds trust. Things people do not understand will always be greeted with "no." The more information available when making a purchasing decision, the more likely they are to say "yes." Another benefit of being transparent is,the more  you divulge , the more likely you are to generate interest in your product/service.

5. Compare and differentiate yourself from your competitors
Know the nature of your business. Is it commodity based, where the low price bidder wins? Is the strength of your brand a factor? Is there something unique about your offer? You must understand your competitors and their advantages and disadvantages. If possible, demonstrate the differences that make your product/service unique or superior.
6. Sell the relationship, not the product
 The best salespeople not only close deals, they foster relationships. Relationships are more valuable to both you and the prospect than a one-time transaction. For the salesperson, relationships bring repeat business , increased referrals because you gain access to the prospect's network base. For the skeptic, relationships help build trust.,which let them know they will not be abandoned after the transaction is finished. Ultimately, they are buying a relationship with you and your firm, not the product/service, so approach selling that way.

7. Focus on benefits offered and value delivered
Self-interest is the skeptic's primary concern, so focus on how your product/service solves their problem, fulfills their need, or satisfies their desire. If your prospect is solely bottom-line focused, your presentation should be centered on how your product or service will make or save them money. If your product satisfies a desire, focus on how it fills an emotional void. Emotional selling differs from bottom-line selling because it focuses on feelings rather than costs. Remember to focus on the benefits that concers the potential buyer,otherwise he will lose interest and you lose the sale.

8. Isolate their objection
 One of your fundamental goals as a salesperson is to help people make informed decisions.  A series of well-placed questions will allow you to isolate any objections. You should brainstorm every possible reason, that a skeptic will rely on, not to buy from you and formulate an effective solution or rebuttal for each. Any other question should be crafted in a way that allows for only one reasonable answer, and that answer should compel your prospect to agree with you.

9. Don't seem desperate!
Your emotional state will be apparent, never appear as though you "need" a sale. Everyone avoids a hard-pressed individual.  Understand there is always a bigger sale out there, so you need not be pressed for this one. Your confidence will put the cynic at ease and make them more likely to buy from you.


N.Raghu