Shamus Brown: Kuidas saada kontrolli müügi üle
Minu müügijuttude lemmik, Shamus Brown üllitas oma meililistis taas ühe hea tüki, mida tahan jagada. Olen ise aktiivselt müügitegevuses osalemas ja see lugu lööb nagu naelapea pihta. Vabandan, et ei jõudnud tõlkida eesti keelde, aga ehk saab ivad kätte ka inglise keelsest asjast. Niisiis:
HOW TO RESPECTFULLY TAKE CONTROL OF THE SALE
It’s a wonderful feeling when you ask a prospect a question, and he tells you about a problem he’s has that you can fix. It’s like having a woman you want tell you that she needs someone like you.
It’s a great feeling cause your prospect does need you when he tells you that.
And when a prospect tells you that he needs something like what you got, he’s exposed himself and made himself a bit vulnerable. Which is why the average sales person doesn’t hear such
needs so easily. Instead prospects tell you either that they don’t need anything, or they tell you exactly what they think they need to solve their problem. Either way they are protecting themselves.
If they say they don’t need anything that may be true. Or it may be that they don’t know that they have a problem, because they don’t know that there is a better way to do things than what they are doing now.
Think about it. Every innovation creates a gap that new things can be sold into. But before such sales can happen, prospects have to become aware that there is a new and better way, that there is a gap. And once there is a new and better way, many people will want that, and hence will have a “problem” that can be solved.
Other times prospects protect themselves by telling you exactly what they want (or think they need) to solve their problem. This usually causes us difficulty as sellers though cause the prospect typically figures out his solution by looking at other products to determine what the possibilities are. And if your product is not the main one he looks at, then you are in for an uphill battle.
Most people prospects, men in particular, would rather speak to you the seller as if they are in control and you are not. You see most people’s experience with sales people is not good. Yours and mine included. Most people think of sales people as poorly educated, not that bight, and aggressive. So people put up their defenses to protect against the idea that you are going to attack them and try to get you to do something you don’t want to do.
This is not to your benefit however. No. You need to be in control of the sale.
There is good news however. Control over the sale does not have to be a battle between you and the prospect. You can respectfully take control of the sale by telling your prospect what you are going to do. You simply tell your prospect at the beginning of every sales call what’s going to happen, and 99% of the time he will agree to it.
Tell him that you are going to start out by asking him questions, and that after you get through asking enough questions to understand his situation that you will answer his questions for example. Your prospect will be relieved that you are smart and respectful and that he doesn’t have to be in control.
When you run your sales calls this way, you will then have the chance to probe and hear about the real true nature of the prospect’s problem, instead of his already thought through and biased-against-you solution.
And you will experience that wonderful feeling of hearing prospects tell you they need something just like what you sell.
Post Footer automatically generated by Add Post Footer Plugin for wordpress.
Sihiks pakkumuste võiduprotsent, mitte kontaktide arv
Jälle müügist ja müümisest. Tahan ennast selles vallas arendada ja olen haakinud ennast Shamus Browni (temast oli hiljuti ka juttu) nimelise mehe blogi ja mailiteavituste lugejaks. Jutte tuleb sagedasti ja mõned päris head. Siin siis üks, mille põhipoint on: selleks, et suurendada müüki, on eelkõige vaja tõsta pakkumiste võitmiseprotsenti kui hakata pommitama üha enamaid kundesid.
Aga siin siis tükk veidi lühendatult ise:
In the big picture, there are two ways to increase the amount of sales you close for the year.
1 – Find a more prospects to put into your pipeline.
2 – Close a higher percentage of the deals that you put into your pipeline.
Prospecting is typically the more difficult activity of the two to make a big change on in a short period of time.
Anyone who has ever cold called knows that with about 1 in 30+ people ever answering their phones live, it takes a lot of effort just to get one appointment.
Other methods of prospecting such as building referral networks, newsletters, etc. often give great results, but only over an extended period of time. In the short term you can’t fill your pipeline off of such indirect methods.
So if you want to make a big impact on your sales results in the next two weeks, two months or two quarters, then you gotta get better at qualifying and closing deals this year.
Selling is pointless, if your qualifying criteria is that your prospect can fog a mirror.
Prospect hard and qualify hard, and your selling will be much easier.
What I mean is this: you gotta qualify your deals so that you are only selling to prospects that are going to
purchase, and that are highly likely to purchase from you.
What point is there to working a deal for a few weeks or a few months, putting together multiple quotes, presentations, and meetings, if you don’t have at least 50% chance or better of closing?
Personally I won’t work a deal unless I can get my odds up to 70% chance or better.
Right now someone is reading this thinking that I am out of my mind. Well if you are thinking that, then you are probably working much harder than you should be for your sales.
I’d rather scratch around for more deals, than expend a bunch of sales time and energy on someone who I can’t say is likely to do business with me.
There is a skill set for qualifying your deals such that 70% or more are likely to close. What you do is you find out WHAT is driving the deal, and WHO is driving it.
You need to know what issues and personality traits cause people to purchase from you and what issues and personality traits cause people to purchase from your competitors.
When you know this with specificity, then you can make a confident decision as to whether you should pursue it any further. You can literally predict with high confidence who they will do business with.
Chasing more prospects with a 30% close rate is not the answer.
Getting your closing rate up above 50% to start, and then on into the 70-90% range is the answer.
Hmm. Mis sinu võiduprotsent on?
Post Footer automatically generated by Add Post Footer Plugin for wordpress.
