Selling Skills Training | The Sales Call with the Focus on Your Customer
Is always interesting when you call a potential client the first time. In an effort to qualify for the lead, it is impossible to know what questions and objections that you are going to deal with.
The opening of the sales call sets the tone. There are four important things to accomplish as you open a sales call: establish rapport with the customer, clarify the purpose of the meeting, set the focus on the customer, and bridge to needs. Where you are in the sales cycle determines the emphasis on each. But even in the quickest follow-up telephone call, the best salespeople fully leverage their openings.
Don’t skimp on building rapport. Take the time as you prepare to plan your rapport while staying alert to cues for spontaneous rapport, such as photos or other, more personal signals. Be sensitive to customers who are not open to rapport at that moment.
After you have established rapport, state the purpose of your sales call from your customer’s perspective. Briefly bullet the key items of your agenda and check with the customer that the agenda meets his or her expectations.
While your sales objective is the measurable action step you want to achieve, your purpose answers the all-important question, “What’s in it for the customer?” Aim for your sales objective, but position your purpose as you open to engage and gain the interest of the customer. Consider the following two openings:
Opening 1: You state your sales objective: “Alex, Peter said you might be interested in the new things we are doing in research with……., so I’m here to talk with you about our …..….” The spotlight is on you and you are moving to discuss product.
Opening 2: You state your purpose: “Alex, thanks for taking the time to meet with me..... (rapport). I know how busy you are and I appreciate the time. Peter said you are doing some interesting things in ....... I’ve given thought to that and looked at your new website and social media, which looks great. I’d like to learn more about what you are doing in …... and then explore how we might ... (briefly bullet your agenda). How does that sound?” The spotlight is on the customer and you are positioned to identify needs.
Opening 1 is headed toward a generic product discussion, while Opening 2 is leading to an interactive dialogue to understand the customer’s objective and needs before you cover your capabilities or ideas. During the meeting, get credit for your preparation. Leverage that you are prepared by positioning the homework you have done to increase your credibility (as in Opening 2).
Many salespeople are self-focused as they open, which actually hurts not only rapport but also the relationship. The customer-focused salesperson realizes the importance of an opening that builds common ground and a shared understanding of the customer’s needs.
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