What really separates the best salespeople from the rest of the pack? Recent research shows that they do the following nine things — from the customer’s point of view — extremely well.
- Listen. Buyers want to deal with professionals who ask the right questions and truly listen to the answers. They want to work with people who can take what they’ve heard and translate it into appropriate solutions. Want to boost your listening skills to top-performer level? Take notes, summarize and restate what buyers tell you. And — this is just as important — listen when they confirm whether you’ve gotten it right.
- Tell the truth. Ken Thoreson, president of Acumen Management Group, Ltd., a sales leadership training organization, says he cringes whenever he hears salespeople tell clients or prospects, “Let me be honest with you,” as if they haven’t been honest so far. If you don’t know the answer, don’t make it up.
- Do more than push services. Of course, it’s vitally important for salespeople to know about the products/services they represent, but talking only about features and functions went out in the ’70s. Top performers today focus on helping buyers achieve their business goals.
- Know the client’s business. Stay abreast of developments in their industries. When prospects see that you’re familiar with their businesses and industries, they begin to trust you and have confidence in you — key ingredients in any successful sales formula.
- Address pain points. Top performers outdo the competition by personalizing their presentations, showing how their solutions help clients resolve specific business problems, achieve important goals and generate impressive ROI.
- Keep promises. Buyers keep track of what you say you’ll do and whether you actually do it. If you offer to send a white paper or a list of references, be sure to follow through. And get it there when promised.
- Avoid wasting time. As a salesperson, you have the right to be persistent and to be respected, but not to infringe on customers’ time. Dropping in on a client unannounced because you were “in the neighborhood” sends the wrong message. Instead, schedule your visits, have a stated objective for each meeting and be sure the time spent results in value for the client.
- Serve as an information resource. Top-performing salespeople often provide clients with useful background materials, typically from reputable outside sources. Consider passing along to your buyers relevant information from newspapers, business journals, industry magazines and newsletters.
- Make the buyer a hero. Top performers know what personal factors drive each buyer’s behavior, whether it’s ego, the desire for a bonus, the potential for a promotion or some other factor. Do what’s necessary to make sure customers view their purchases as personal wins.
Info: This info was culled from a recent study conducted by the Acumen Management Group, Ltd.