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Communication
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Why
is communication so important to sales? Why is it that those sales
professionals who communicate well are the successful sales professionals? Because
communication allows you to turn your product or service into a solution
that fills the customer's need, solves their problems, and enables them to
reach their goals. How
do you find out how to turn your product into the solution? Listen to your
prospect. Ask for information that will help you help them. The questions
you want to answer pertain to the merchant, their industry, and your
competition. The
merchant ¥
What are the merchant's objectives? ¥
What are the merchant's needs? ¥
Is the merchant experiencing any challenges? ¥
Is it a new business or an older business? ¥
How has the business changed over they years? ¥
How have their customers changed? The
Industry ¥
What kind of business is this? ¥
Who is the competition? ¥
Are they any new competitors? ¥
Are the new competitors specific businesses or entirely new types
of business? (For example, is a TV repair shop losing business to another
electronic repair shop or to a store that sells new TVs?) The
Competition ¥
Is someone already providing your types of products or services to
this merchant? ¥
If so, for how long? ¥
Are they happy with the service? If not, why not. If so, what could
be improved? Much
of what we do in the sales industry comes down to simple skills we learned
as children. Listen and pay attention. If we do those two things, all we
have to do is identify the need and help the merchant reach their goals.
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