Convert internal training to customer understanding to thrive in selling. Why? Because, unfortunately, internal professional sales trainings programs, are company, not customer, focused. They focus inward, not outward. They focus on the science of the product, not art of selling it. Companies engage in sales training to empower their front line. If only companies knew
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“Make a customer, not a sale.” How? Via stupidity and selfishness, not the brochure and jargon. Let’s find ease in this disease. Let’s celebrate a birthday-our column’s birthday. Appearing weekly in the Business Daily, Sales Pitch is now eight years old. This is the 380th article. How do we celebrate? By blowing one candle for
“If youknowtheenemyandknowyourself, you need not fear the result of a hundred battles.” (The Art of War) It is not enough to know your product. To sell successfully you must also know your competitor’s product. The failure to do so will cost you sales. You will be stumped when thrown a curve ball. “But, (your competitor)
Doing so makes you an order taker; you are little more than a shopkeeper waiting for the buyer to say, “I want a loaf of bread,” for you to jump into action. If you acquiesce to discounts based solely on your salespeople’s feedback, then you and your sales people have a problem; you, a business
Show up unannounced…say you have something to show…and more So the prospect (possible buyer) is refusing to see you. What to do? First, it is not necessarily a given that him not seeing you means he is avoiding you. He could be genuinely busy with other more pressing matters, or, waiting to give you something