Industry Magazine Commercial Kitchen Spring 2016 | страница 23

Never sell your products or services to someone unless they
perceive it is in their best interest to do so. Always determine their
highest value needs.
Now you determine your prospect’s social style and ask
questions to discover the condition of their current business
relationships. Be aware of any unmet needs they have before
asking questions.
Remember my playbook story? Again, apply the same logic to
sales. Practice, prepare and have a playbook. Know where you’re
going. Now you can motivate the prospect by formulating highly
desireable solutions. Have a notebook full of concrete reasons
they should work with you. Each solution should suggest an action
to advance the relationship to the next level: entering into a
partnership.
If you initially fail, keep trying. Our goal is to nurture the
relationship, not make one sale. Prospects tend to react
negatively when a salesperson pleads. Saying, “Give me a try and
I’ll show what I can do” has become a trite statement. It’s far better
to suggest an action that will directly benefit the prospect.
Don’t be in a hurry to ask for their business. When you feel
the time is right, use a close-ended question. Their answer
will determine where the relationship is headed. A “Yes” will
demonstrate your knowledge, sensitivity and constructive help.
A successful sales career is built by maintaining a limited
number of highly productive clients, not by making as many calls
as possible in a week. “Focus precedes success” is another core
concept of the Relationship Selling Process.
Every sales professional should have a list of prospects they
target to build strong business relationships. In addition, we
should develop at least one new client per quarter. Upgrading our
clientele will increase our productivity, especially with high quality
prospects.
Prospects are open to a new salesperson that can help them
become more successful. Be aware that most prospects are
reluctant to change, especially successful ones.
Our goal is to have a specific number of clients we want as
business partners. Select each one carefully because it will take a
long time to win over each prospect.
Once you’ve defined our prospect’s HVNs you must decide
whether to ask for an appointment to present your solutions or
suggest immediate action.
This decision is influenced by how well you’ve determined the
prospects needs, social style, present business relationships
and potential objections. It doesn’t matter how many sales calls
you make. What’s more important is how effective each call is.
If you want to do more business you need to see fewer people. If
you want to be successful in business by seeing fewer people, you
need to practice, prepare and create your playbook.
… So, are you ready to be the man from mars?

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SPRING 2016

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