Monday, October 24, 2011

Is Your Prospect Ignoring You?

It happens to everyone. You meet a prospect, have a pleasant chat and they appear interested. They may schedule a second meeting, or even a third. But then that dark day comes. You call and email and you’re ignored. Sometimes, the problem is you.

There are three questions you should ask yourself to ensure your meetings and follow-up tactics have been effective.
1. Did You Click With The Buyer? While you may click with some prospects instantly, your personality may clash with others. To earn a return invitation, focus first on rapport building and being more likable. Some buyers enjoy chit-chat about personal issues, while others want to get right down to business. To establish what the buyer desires ask, "How did you end up at this job?" Do they enthusiastically share bits and pieces of personal history such as where they grew up or went to school? Or do they limit their answer to a short unembellished recitation of career highlights? No matter what is said, the answer illuminates preferences and copying the buyer’s conversational styles helps you establish rapport and keeps the sales cycle progressing.

2. Did You Bring Enough Value? Beyond price, many prospects are looking for a vendor’s ability to meet critical requirements relating to product usage, delivery dates and material requirements. In “Selling to Anyone Over the Phone,” Renee P. Walkup categorizes benefits in five basic categories: saving time, saving money, increasing revenue, reducing stress and improving productivity. Customers desire some of the benefits you offer and don’t care about others. They don't always buy the best solution, but they buy the solution with the best value.

3. Did You Employ Inspired Selling? Inspired selling starts with a positive attitude that is visible to the buyer from the first moment you meet. In a world where buyers have many options, inspired selling creates competitive advantage because it focuses on a critical differentiator that can’t be copied—YOU! Inspired selling shows genuine concern for the buyer’s best interests, and delivers a message customers want to hear. It’s aspirational as well as personal. It doesn’t just tell customers what you can do for them; it evokes emotions and is visionary, painting a clear and compelling picture of how life will improve by making the purchase. Inspired selling will get you follow up appointments and will inspire buyers to buy.

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