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How to make your prospect confident enough to buy from you.
The prospect won’t buy if he or she lacks confidence in you or your product. How do you establish buyer confidence? Use sales tools, examples, and stories in a way that the prospect can relate the use of your product to their business environment. When is the appropriate time to begin establishing this? As soon as you can. Besides the basic four -- be enthusiastic, be on time, be friendly, look professional – here are 12 effective techniques… 1. Be completely prepared. A fumbling, excuse-making, apologizing salesperson, builds zero confidence. 2. Involve the prospect early in the presentation. Get them to help you or hold your samples. Something that makes them feel like they’re on your team. 3. Have something in writing. An article about your company or product from a national news source will enhance your credibility. 4. Tell a story of how you helped another customer. This creates a similar situation that the prospect can relate to. 5. Use a referral source if possible. “Mr. Prospect, you should call (name of company and contact name) to find out how we helped them”. 6. Drop names of larger customers or the buyer’s competitors. If you are doing business with a large firm, state it in a way that shows strength and competence rather that sounds like you’re bragging. (NOTE: Be extremely careful not to drop their competition’s name until you’re sure it’s appropriate. Sometimes it will work against you to be doing business with the prospect’s competition.) 7. Have a printed list of satisfied customers. Include large and small accounts. Make perfect copies on good quality paper. 8. Have a notebook of testimonial letters. Try to get letters that cover various aspects of your business such as Quality, Delivery, Competence, Service, and extra effort. Be sure some of your letters answer buyer’s objections. 9. Don’t bombard the prospect. Work your examples in as a natural part of the presentation. Let confidence build to a natural close. 10. Emphasize service after the sale. The buyer needs to be certain you won’t sell and run. Talk delivery, training and service. 11. Emphasize long term relationships. The customer wants to feel that you will be there to help with problems, new technology, growth and service. Give your cell phone, or even home number. 12. Sell to help; not for commissions. Prospects can smell a greedy salesperson. It’s a bad odor. Number 12 is key..... successful sales people see their prospects as opportunities for them to help and provide a solution for……. Not as a paycheck. Have Fun, Alan |
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