During the early 2000s, I dealt with forestry companies. Primarily with their engineering department as well as the forester’s themselves. These companies were very motivated by pricing and loyalty was as good as your pricing. They changed suppliers at a drop of a hat. However, later I did find out they did have loyalty.
They use a particular commodity that would retail anywhere from $0.81 – $0.95. There were a 100 units in a case. The average order for this commodity would be anywhere from 5-20 cases at a time.
Does anyone remember the days when you walked into a prospects/client’s office and simply stated what you had, what it did, how it did it, why they needed it and when did they want it? I do. I also know if you are doing this, you may not be getting the results you want, or need.
Those days are long gone and I for one am so happy they are. There was no ‘getting to know the prospect’ time. All we wanted to do was walk in, tell them all about the newest thing and get out with an order if we could. The sad part was, we walked out more often without the order than with. Then, things started to change and we began the ‘bonding and rapport’ process.
It was not a miraculous concept, it simply meant we started to get to know our clientele better. We slowed the process down. The end results were more sales orders than before.
Confucius said: “Life is simple, but we insist on making it complicated.” Why is that?
There are many times during a session of The Action Suite I get: “Joe, it can’t be that simple.” to which I reply: “Yes, it truly is.”
There are so many out there in the area of sales that are expounding all sorts of techniques and tricks as well as manipulative ways to get to the bottom of what the prospect may be thinking or feeling. Here is a thought; ask.
Have you ever had a conversation with your significant other and as they are speaking you make a decision on what they are speaking on, hoping the one-sided conversation will stop, only to find it continues, regardless of what you said? It was like they did not hear you.
How about the time your kids were insisting on something and you replied: “No.” However, they continued on making their case and hoping that with the consistent badgering, you will actually give in. Again, were they even listening?
You have planned for a couple of weeks. Put everything in place for a very important meeting with a major prospect including travel and accommodations as you will need to be there the night before to be able to meet them on time. Then you get the call: “Hi. I will be coming over to your town and would like to meet Tuesday instead of Monday.” All you can think is: “But, I had everything arranged for Monday in their city.”
“Now what do I do?”
This is where your versatility and mind has to shift because of an unexpected event.
You have an incredible product/service. You have a phenomenal presentation showing the features and benefits of your product/service. However, you are not making any headway. Why?
Is this scenario familiar to anyone? Let’s take a closer look at this often occurring situation.
What we must all accept, is that consumers today are aware and educated about our products/services even before they meet us. Therefore, if you are still highlighting the features of your product/service, you are putting your audience to sleep as they in all likelihood know as much, if not more, than you may. Do not sell on features. If you do have to mention features, keep it to a minimum. When you have a good feel for the minimum, cut it in half.