Whether it be an idea, service, product or point-of-view, the goal is to “make things happen.”
Here are a few thoughts on selling (anything!) I learned from longtime Clear Channel programmer Michael Albl:
All objections to buying take on
one of four forms:
1. No
need
2. No
money
3. No
authority
4. No
hurry
These objections can be
eliminated by using NaB & CaPTuRe:
Need: Find out the NEED. Verify, up-front, that your product of
service matches, or is very close to matching, your prospect’s wants or
needs. Here you establish yourself
as a good and careful listener.
And you will have uncovered an important need.
Budget: Their budget for this need is your
second sales stage discovery. If
they can’t pay, they can’t play!
Then again, if they got the money honey…
Commitment: Who makes and when will a commitment to
purchase be made. You have to be
talking to the right person(s). And
if you aren’t there with close in mouth (as opposed to your hand), when they
are ready to buy, you might as well keep your mouth closed.
Prescription…without
thorough diagnosis is malpractice in both medicine and sales. An aggressive sales-person wants to go
where the action is, not sit around gathering information about prospects needs
so their diagnosis of the need is generally superficial.
Take...personal
responsibility for making sure everything sold is delivered exactly as
specified. Get right on top of
remedying the situation. When all
goes well, credit the support staff.
Return...to
the customer within 30 days of delivery to see that all is running well. When it is, then ask for referrals.
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