Firstly, a quick comment on some of the things that crop up in sales meetings:
- Remember to differentiate between the features (what it is) and the benefits (what’s in it for the buyer) of your offering.
- If you are asked what your USP (Unique Selling Point or Unique Selling Proposition) is, make sure you have a response – silence will not help your cause.
- If you are asked for proof that you can do what you say are offering, ensure you have some options up your sleeve – e.g. qualifications, case studies, testimonials. The crucial issue is to “de-risk” the decision from the buyer’s perspective.
Secondly, when discussing price, try to have 2 approaches in mind. If it is a straightforward requirement, quote the price and then stay silent – you don’t need to justify it. On the other hand, if it is complicated then merely state that you will go away, work it out, and have a firm figure to the prospect within a certain period.
Whatever you do avoid thinking out loud in front of the prospect – a rocky road to losing the sale. If you get pushback on price, think about whether you can trade time and not money e.g. if you have offered a “modular” solution then take out a couple of modules if you are prepared to lower the price.
Finally, develop a few ways of asking for the business with which you are comfortable. A couple of examples that have worked well for me are:
- The “alternative close” – would you like to start this month or next month (the “will you buy it or will you buy it” approach)
- The “summary close” – you have identified several benefits which would arise from doing this work (repeat them); should we therefore put a date in the diary to make a start?
In a perfect world you create a situation where the prospect wants to but from you rather than you sell to them, but the world isn’t perfect, so you need a few tips and hints that you can employ. I hope these help and remember you can always contact me for advice and information.