As a salesperson, you should know your products or service better than anyone else. Read company brochures, brush up on industry terminology, and read industry news and reports. This will help you to become an expert and to sound like it with prospects. After all, you need them to trust you and your knowledge.
Know your product: What are you selling?
Take the time to learn everything you can about what you are selling, but also know where you can turn to for more answers. Think of it this way. If you are selling computer software, you need to know everything about how that software impacts the life of the person you are selling to. You don’t need to know what platform it was built on or coding specifics. Still, you should know who you can connect a prospect with if they want that level of detail.
Features Tell… Benefits Sell
As a salesperson don’t get hung up on features. A product feature is a data point. For example, an annuity is an investment. A benefit is what it does for a prospect. In this case, an annuity gives financial security so you can retire in comfort, while having peace of mind. Benefits are personal so you need to use them as often as possible.
Make a list of all the benefits of your product or service before you pick up the phone to make a sales call. You typically won’t find these in product brochures so get creative and think about the person you are selling to and their needs.
What are the next steps?
Always be prepared to discuss the next steps. If someone is interested, you need to walk them towards the close. Don’t get back to them with what to do next. Tell them now and make a plan to go to the finish line. For example, tell them the next steps are that you will send the paperwork for them to sign and you need them to sign it and put it in the return envelope you provide. Be clear and detailed so that they can do what you want them to do.
Why should someone act now?
Remember to provide a reason that someone should act now instead of waiting. Loss aversion works well, and so does the fear of missing out. Make them want to act quickly.
Anticipate Their Questions
Sophisticated buyers are going to ask you questions. Be prepared.
An easy suggestion is to ask a colleague or friend who is unfamiliar with your product or service to listen to your pitch and ask every question they can think of. Write down their questions and the answers so that you won’t be caught by surprised on a sales call or in a meeting.
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