Sales
Case Studies
The best proof of how good your product or service is, is a customer story written up as a case study. Then you can create the two sentence sales pitch; a statement of what you do and the example to back up your claim. Your pitch and case study proof is much more effective than a pile of expensive marketing literature.
Magic email
Rather than cold calling, try the magic email. It consists of four lines - the first is something about their company that leads into your product or service. The second and third lines are your two sentence pitch, and the fourth is an offer of a short meeting. This can be a very effective method of engaging new customers.
The First Meeting
Sales is not about talking but listening. Find out why they have bothered to meet you in the first place. Tease out their issues and say as little as possible except some golden nuggets about your products and services, backed up with the customer case studies.
Strong potential custom
A strong potential client will meet three criteria: Need, Money, Today. If they don’t have a need, the money to buy and the urgency to do it now then the potential for custom is weaker.
Increase revenue quick
Go back to existing customers and ask for more business and for some referrals
Networking
Successful networkers typically arrive at events armed only with a good mental archive of customer examples and ask simple questions. Listening carefully is very important - it’s often said that introverted people actually make better networkers, as they prefer to listen rather than talk.
Sanity check
Double check enthusiasm of optimistic buyers, by seeing if the initial buyer reaction is matched with enthusiasm elsewhere in the company. If initial enthusiasm is not backed up, be prepared for downgraded sales.
Dealing with objection
Objections that arise over a sale can only be dealt with if they involve misunderstanding or difficulties that simple adjustments can overcome. If objections are fundamental, don’t keep bashing at the door to close a sale. Walk away.
Closing
The mechanics behind closing a deal are very simple with two key tools of “script” and “silence”. A script is a rehearsed two sentences that state the benefits of making a purchase and asks for the sale. For example “It seems our widgets are perfect for solving your problem. How about we deliver 200 on Monday?” Having delivered your ‘script’ stay silent and still until they respond.
Mike Southon
Beermat Entrepreneur and Visiting Fellow in Innovation and Entrepreneurship at London South Bank University
www.beermat.biz
For more useful tips and suggestions, why not visit the Business Link website? www.businesslink.gov.uk/southeast
