It is interesting how concepts become clarified into solid and usable principles. In a recent conversation with a social media business owner we were discussing the subject of hundreds of books and seminars; prospecting and selling the solution based service or product.
In responding to my companion, I was able to break down what I do into four definable steps that have led to a track record of success.
The four steps are
1) Rapport
2) Fact Finding
3) Solution Presentation
4) The Close
Having learned patience the hard way, I offer what wisdom I have gained. Don’t rush the process. Work the process.
Step One: Rapport Building
For the cold calling sales person this can be the most frustrating activity. This is the drop in, scheduled or unscheduled, where you spend 2-5 minutes with the business owner or decision maker. The goal of this meeting is to put a face with a name with a voice. In this meeting the goal of the prospector is to share a value process statement to grab the attention of the prospect and gain a second meeting to have a further discussion. The only close on this appointment is setting the next appointment for when you will have enough time to find out what their true needs are.
The value of the rapport builder is this, it gives the prospect a sense of who they are dealing with. People try to do business as much as possible with those that they know, like and trust. This meeting is to set your credibility in the eyes of the prospect and find out if there is a future need, and if they are truly the person that you need to be speaking to.
As soon as you get back to your office, be sure to send a hand written thank you note to the person you met with. Do this no matter what, even if they are not the decision maker or if they have no need, you have made a positive contact and a source of future referrals.
Step Two: The Fact Finding Appointment
The key for this appointment for the sales rep is to ask open-ended questions, listen intently and take copious notes.
As a salesman myself, it is tough to resist the temptation to start sharing ideas and solutions right away. If you have ideas, write them in the margins of your note pad by the notes you have taken on what the prospect has said on a certain subject.
Depending on the depth of the sale or the size of the prospect, you may need more than one fact-finding meeting. Often times a second meeting can be used to crystallize the objectives of the prospect. This second meeting lets the prospect know you were really listening as well as assures you that the solution you are looking to present is set to meet their needs and move them from prospect to client.
The third step is the Solution.
This is where all of your product knowledge and customer service savvy comes into play. Your prospect is already mostly sold on you as a rep at this point. They like you, they have trusted you enough to share their needs as it relates to your products and services. As you make your presentation to them remember to use as much of the information they gave you as well as their direct verbage in your presentation. This lets the prospect know that this is a solution just for them and will help them take ownership of the implementation process.
As you present your solution remember to clarify often. This builds a feeling of confidence in the prospect that they have a full understanding of the solution. When you present the solution it should be as detailed as possible, and in your presentation of it you need to display your understanding of the details. The more detailed and the more buy in from the prospect you garner during the solution, the easier the close.
Do not be too put off if after your presentation the prospect asks for some time to review the proposed solution. The more in-depth the solution, the more likely this will be. Before wrapping up your meeting ask them specifically which parts they need to review and if there was anything else that they need to see in your solution that they need to see. Often times you have covered these points and may just need to restate them so there is clarity. If it is highly technical and the prospect states they need to run it by person X, person Y and person Z, Offer to set a meeting where the technical reviewers can be present as well. (Technical can refer to IT, Engineering, Accounting or Legal).
Then set your closing meeting. It is not at all inappropriate for you to have contracts at your solution presentation and pursue entering a provider /client relationship at that time.
Never leave a prospect without first setting your next meeting, in this case it could be a solution follow up or your close. If you are able to close at the solution meeting, then it is the follow up to the install.
The Close
There are several thousand blogs about closing. If you are not closing at the appointment where you present the solution, I would advise to go back over the key points, the product, the value and their pain with their current circumstances, then confidently ask for the order.
If you need more help on closing, I would advise read some of the techniques listed in other blogs, write scripts that apply to your product or service and practice them over and over. Ask the top producers in your office how they close, ask them if you can accompany them on a close, take notes, and practice, practice, practice.
The place to practice your closes is in front of a mirror or colleagues, never in front of a prospect.
As a sales rep, you are responsible for being completely prepared when you show up for any appointment with a prospect.
Brian J. Rogers
