Preparation key in sales

Jason Cannon March 5, 2013

And you do this by knowing what you’re talking about – being prepared.

Part of the preparation is understanding your customer, and understanding them is not the same as getting to know them.

Aquaro offered four essential steps in sales.

1. Sell yourself first. People buy from people. You want them to say, “Why should I buy from this guy and not from other people.”

2. Sell your company second. This is essentially an extension of the first directive. Why should they buy from you, and what makes your company better than others? Always refer to your company as “we” or “our” not “they.” Make yourself an authority for the company.

“Mr. Customer, I would like to tell you a little bit about my company.” This should only take about 30 seconds. “How do I tell my story in about 30 seconds,” Aquaro asks.

3. Sell your product third.

Then, present your price and be prepared to negotiate.

In negotiations, don’t forget the most important part: Asking for the business.
Aquaro says he is consistently amazed at the number of sales negotiations that fail to wrap up with asking for the order.

Sure, that’s implied. Why else would you be there? You’re there to make a sale.
However, asking for the order is the easiest catalyst to jumpstart negotiations en route to the close, Aquaro says.

Once you’re in front of the customer and working on negotiations, don’t say this: “I will have to talk to my boss and get back with you”

Say this: “I will have to study that proposal and see if it’s the best decision for both our companies.”

You’ve essentially said the same thing, and you’re still going to back up and talk it over with your bosses, but you’re taking ownership in the decision process and preserving your authority in the negotiation process.

You don’t “get” business, you “earn” it.

Understanding how to earn it can easily pave the way to earning more of it.

Jason Cannon is Online Managing Editor of Successful Dealer. He can be reached via email at jasoncannon@randallreilly.com. Follow him on twitter at @By_Jason_Cannon.

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Jason Cannon is Online Managing Editor for Truck Parts & Service.

You can follow me on twitter at @By_Jason_Cannon


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