Agenda: Who’s agenda are you on? Always look to be on the customers agenda, not yours. This is one of the most important concepts of sales. You want them to feel that you are there to help their operation. Not to “get a sale”. Disconnect yourself from the “sale” and look to be of help.
Empathy: In order to get on some ones agenda, you must show them empathy. You care about them and want to truly help them. (What’s in it for them?) Agenda and Empathy should go hand in hand.
Time Tension Line: This refers to how high the tension is during a presentation. When you are prospecting, the tension line is very high. When you are back for a second appointment, it is low or level. You want it to be as low and even as possible.
Note: Low doesn’t mean disconnected. It means even low pressure without spikes. I like to call it “Pleasantly Persistent.”
Ego: You never attack a persons ego. You cater to it.
Hot Buttons: What is most important to the customer. Also called “buying motive” Learn to ask the question “What is the most important thing to you?”
Active Listening: When you ask your customer questions, listen to how they answer. Take note of the answers and mold them into your presentation. The answers they give become the reasons they need the product or service you offer, over the competition.
Checking for agreement: Through out a presentation, you need to know where you stand at all times. You need to do little tap-ins to find this out. This is not “trial-closing” It is just questions asked to see where you stand. You should never leave a presentation not knowing why they bought or why they didn’t. If you are not checking for agreement early enough to deal with objections, you are likely to hear “ I have to think about it”.
1st Level Questions: Questions you do in warm up that build commonality between you and the customer.
2nd Level Questions: Questions you do in discovery to help you understand what they are doing now. Who they are with. What kind of pricing/service they have. What they like or dislike about what they are doing now. Also, this is where you find what their buying “criteria” or “motive” is.
3rd Level Questions: Questions that get to the root of, or define a problem. They are to help you dig for the opportunity. Ask what we could do to make things perfect for them. Are there issues or missing pieces my company could fill in?