ack To Basics

At a time when we all are remembering and re-energizing basic tenets of humanity, one area of our professional life that will benefit greatly is the reinforcement of good selling fundamentals.

As every productive sales agent knows, such obvious skills as listening and needs analysis are the difference between a deal and a polite decline. Mastering these skills takes awareness, understanding and practice. It's a mastery that is easily within your reach.

Listening involves an 80/20 ratio - spending 80% of your time listening and only 20% actually talking. How will you meet your customer's needs if you don't take the time to uncover them? Are you hearing your merchants? Are you asking a lot of questions? Are you taking a lot of notes? That all- important sale rides on their every word.

Your presentation may be letter-perfect, but if it doesn't address specific business needs, it will not hold the merchant's interest. Questions that reveal the merchant's needs, expectations and feelings about your products and services will increase your chances of hitting a hot button.

Showing that you're more interested in putting the prospect's needs before your desire to make a sale will build trust - a key to any lasting and prosperous relationship.

Make sure you don't assume beforehand what the prospect's business is all about. A good doctor performs a thorough examination before making a diagnosis. As a merchant's "physician," an ISO is obligated to follow that tenet. Ask your "patient" to share knowledge before you try to prescribe an effective payment-processing treatment.

As you listen and ask questions, be sure you're listening and questioning the right person, a task whose difficulty is in direction proportion to the size of the merchant. Your presentation involves precious time and energy. Wasting it by discussing your offerings with someone not in power to reward your efforts with a commitment doesn't fit in a good sales equation. Invest that extra effort and time garnering critical information. It will guide you to the decision-maker.

These last few months have been a time when people have strived for understanding, acknowledgement and comfort. Extending that attitude to your business persona and sales presentations surely will translate into successful sales.