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A Thing It takes Guts


That’s Incredible


N ow that you’ve managed to get a foot in the door with the big prospect, it’s time to demonstrate your credibility as a sales professional.

     Face it—although sales as a profession is a high calling, salespeople as a whole, must overcome an initial perception that is not so glamorous. There is work that needs to be done before anything good is going to take place. The prospect has to begin to trust you, and may even test to see if you are true to your word. The best way to deal with the image and credibility issue is to be proactive and take matters into your own hands by creating credibility.

     One skillful way for beginning to build trust is to exchange information. It is something you can easily do while on your first appointment as you ask qualifying questions to learn about their company. See if you can incorporate a brief history about your company and service as you weave in and out of qualifying questions with the prospect. You might ask, “What have you found to be important in the past about your check-guarantee service?” When they answer, mention how long your company has been in business and how they do what ever it is they mentioned in the response.

     Be prepared to tell them a story. Having a story (either one of your own or a “borrowed” one) of what a great salesperson you are or how wonderful your company is can work to take you a hundred miles toward credibility. “We had a customer once who needed a new terminal immediately. Instead of making the customer wait for a new one to be shipped from headquarters, we drove a ‘loaner’ to him that morning-which kept his sales processing easily.” Note: At the end of the story try making sure there is a positive result that the action in your super story produced. But a successful sales professional can’t get by on company history and stories. Ultimately it is your actions that will create your reputation as being a great sales professional. Remember to do what you say it is you are going to do:

1. If your appointment is at 9:00 AM, don’t show up at 9:02. Arrive five minutes early and be willing to wait.

2. Don’t make promises to the prospect that you can’t keep. It is better to stay within the confines of what you can do than to fail in the impossibilities of what you cannot.

3. Follow-up with all of your customers. After the sale is complete and they are signed up, a ton of good can be done with a phone call or by stopping by to make certain that everything is the way you hoped it would be. And this is also an excellent time to ask for a referral!


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