Can Anyone Sell?

I don't know about you but it's not often I meet an effective sales
person.It isn't the buyer's fault. Buyers, guess what, generally want
to buy. And they can even buy without being tiresome or difficult if
they are helped to buy rather than sold to.What's the difference? The
difference is empathy with the buyer and an understanding of the
buying process. Grasp these two essentials and selling becomes a
problem solving skill that anyone can employ.When, as a buyer, I meet
sales people I simply want them to follow a few simple rules.Let me
outline them.MAKE ME FEEL SPECIALDemonstrate that you have done some
research and know something of my market sector, my business, my
organisation and, perhaps, even me! Given my job and the reality of
current trading, show an understanding of my likely challenges and
goals. Speak to me strategically, demonstrate an understanding of
underlying commercial, business and financial issues. Don't bluff,
don't show off but do show me that you have taken the trouble to bring
more than just you and your product to the meeting.DISCOVER MY NEEDSAs
a buyer I wouldn't be meeting with you if I didn't have needs. Needs
that neither I, nor others within my organisation, can meet. So please
ask me about what I'm trying to achieve, how I am trying to achieve
it, my priorities, my opinions, previous experiences of other
suppliers and products, what's worked, what hasn't and why. Identify
any major financial constraints. Ask how would I measure the success
of a product, service and supplier and how that success would impact
upon my business.Ask me about time frames, others involved in the
decision and how the buying process works. Identify who else you might
need to talk to. Don't sell. Question and listen so that you can build
up the picture. I need your help to tell me the true reality of my
situation, to verbalise what the solution might look like and to
understand how that solution can be best brought to bear to achieve my
goals.CONSULT WITH METake each issue in turn and help me come to a
conclusion with which I am comfortable. Where necessary educate me
(but don't be patronising). Simplify issues and problems. If
appropriate, sketch diagrams, use illustrations, explain what is (or
is not) happening right now and why. Give me advice; use other
customers as case studies so that I don't feel alone. Reassure me and
give me time to understand what you are saying. Some of it might be a
surprise and I'll need to take it in.CONFIRM WITH ME WHAT NEEDS TO
HAPPEN NEXTThe issues may be so straightforward that you can prepare a
proposal immediately.Or it may be you have to meet with others in my
organisation for a more in depth study of my needs. Fine, give me good
reasons and I'll help you involve others.Perhaps you need to think
about it and consult with your own colleagues first. That shows you
haven't got all the answers and that you want to get it right. Maybe
you want to return with someone else, a specialist, to carry out
further fact finding. If it makes the solution better, then again,
fine. Do it.Whichever route you suggest, do so revealing the
experience and judgment that draws you to this conclusion. Show, too,
that you know that I need to make the right decision the first time.
And show, through every conscious and unconscious signal, that you
would like to do business with me tomorrow as well as today.
Understanding, openness and commitment can only increase my confidence
in you.INVOLVE ME IN THE PRESENTATION OF YOUR PROPOSALWhen you present
your solutions to me don't make it a slick one-way sales pitch. Take
me through your proposal a stage at a time, discuss points with me,
let me put you on the spot, test you out, ask the difficult questions
and pose objections. In the final analysis, this is the only way that
I can assess the quality of your proposal and discover if I can trust
you.When you've presented your proposal then please leave me alone. If
you will, ask when it would be convenient to call and enquire if we
need any more information or advice. But don't pester me; let me get
back to you. I have to own the initiative in order to be truly
committed to the decision.The key to me buying from you is that I
respect you, I trust you and you have taught me to believe in the
product or service you offer. I shall buy from you because during the
buying process I've glimpsed how you and your organisation perform and
whether you truly value me as a customer.Talk at me, be overly smooth,
drown me in product talk and feign sincerity and you'll get the
response you deserve-`Very interesting, I'll get back to you'. And of
course, the chances are I won't!Can anyone sell? In my view, all too
few are capable of doing it well. Can anyone sell? The answer is "of
course", because, let's face it, it's only common sense and empathy
with the buyer. And all of us are buyers.