Posts from — June 2008

Earlier this year, one of my clients conducted a customer satisfaction survey. The number one response was, “I want a knowledgeable salesperson helping me.” I asked my client how she was interpreting that response. She said that she thought it meant that more training was needed in the area of product knowledge.

I suggested that she study the surveys a bit more. The reason for this suggestion is that most salespeople can learn product knowledge on their own by studying and/or using the products. They can read a user’s manual. They can observe other salespeople selling the product or service. In other words, salespeople can learn product knowledge by themselves.

Several weeks ago, I was speaking with Jay Hellwig. Jay is a top sales professional. Jay said, “Zig Ziglar’s CD’s on ‘Secrets of Closing the Sale‘ are my favorite CD’s.” Since there are over 50 specific closing techniques in this CD set, I asked Jay what was his favorite technique.

Jay thought for a moment and said, “Oh, I don’t have a favorite close.” I asked, “Then how can it be your favorite sales training set?” Jay said, “That’s easy. Zig didn’t teach me a closing technique as much as he taught me a closing ATTITUDE! The attitude helps me close more sales than the techniques do.”

If you make a perfect presentation, one that clearly explains the benefits and resolves all the doubts that a qualified prospect might have, the sale will often close all by itself, like a ripe apple dropping out of a tree into your hand.

You will conclude your presentation, check to be sure that the prospect has fully understood the benefits and value to him of the offér and the prospect will say something like, “It sounds good to me, how do I get it? Will you take a check?”

Every one of us in sales has experienced the horror of discovering that, after making the perfect presentation, handling objections flawlessly and closing the sale magnificently, alas (that’s right, “alas”) we were talking to the person who was NOT the decision maker. ARGH!

In order to ensure to the best of your ability that doesn’t happen ever again, make sure the person to whom you are presenting your product or service does in fact have the authority to make the final buying decision.