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2009 will continue to be demanding. It can be a good year for companies and their salespeople willing to make the right effort. Here are some ideas that may help you to drive success in the year ahead:
DEMONSTRATE STRENGTH
Don’t let your company be perceived as a bad bet. The most serious mistake a salesperson can make in the present economic environment is weakness. No one wants to do business with a company perceived as weak or about to go out of business.
STOP PUSHING AND START PULLING
If you try pushing customers to buy in this economic situation, you’re dead. Prospects and customers won’t stand for it. Buying decisions will take longer than they do now. It is important to understand the decision process may take longer in a tough economy. Know your customer.
STOP THE HAPPY TALK
If there was ever a time to get serious, it’s now. People are worried, so put away the “everything’s great” stuff. No one wants to hear it. Be positive about yourself, the company you represent, the product and services you’re selling and be able to show how you can be of value to them.
THINK PERFORMANCE
There’s no room for excuses. It’s results that count. Prospects and customers need more sound advice on how to reduce costs, operate more efficiently and be more productive.
NEVER STOP STAYING IN FRONT OF CUSTOMERS
Don’t disappear in bad times. Now is when your customers can use your expertise. Don’t waste their time but be able to show how you can benefit them, get to the point.
CREATE A BUYING ENVIRONMENT
When meeting with a customer focus your attention totally on the customer and what you can learn. Focus on what your customer wants. Don’t be preoccupied with what you want to sell.
ASK MORE QUESTIONS
Show your knowledge of your customer’s business.
DON'T TAKE THE NEGATIVITY FROM YOUR CUSTOMERS PERSONALLY
These are tough times and customers are under tremendous pressure. Listen patiently to try and understand the emotion the customer is expressing.
TARGET SPECIFIC PROSPECTS
During tough times, it makes sense to be very focused and effective with your efforts. Create a target list of accounts to work and prospects to pursue. By focusing on a manageable number of accounts and prospects, you should receive a greater return on your time invested. Be focused in your sales approach.
DON'T ABANDON YOUR CUSTOMERS
Now is the time to strengthen your relationships with customers even if they are not buying.
PLANT THE SEEDS OF TOMORROW
Prospecting is a process that allows you to identify, inform and educate potential customers so when the time comes they will make the decision to do business with you. Few of them act quickly in today’s market place. Where will your next big win come from?
Reprinted from "The Selling Advantage".
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