Whenever I buy a product, I like to understand why I bought from one person and not another. I find that this makes the purchase of the most mundane product a more interesting experience.
Good car salesmen are the real pros of the sales game in my opinion as they have to sell to survive in a very competitive market.
A recent experience of a car salesman reminded me of the key competencies of a good sales person; competencies that are relevant to all of us whether we selling software or conferences or looking to secure sponsors and donors.
The salesman demonstrated the right
The salesman had a passion and enthusiasm not only for his product but more importantly for finding the right solution for me.
I have observed too many people in business development that are only passionate about what they have to offer (their software, charity or arts organisation) which is only half of the game.
The salesman had a detailed product knowledge which gave me confidence in the product.
In my experience too many people demonstrate a lack of knowledge of key information about their organisation or product. I wish I had a dollar for every organisation that I have come across that lacked a detailed understanding of the profile of the audiences that they are selling access to e.g. their members, subscribers and patrons. If you can’t clearly articulate the audiences that you can provide access to, how can you expect your prospect to say yes.
The salesman demonstrated the most important skill of all, questioning and he asked the most important question you can ask any prospect “what’s important to you?”
He knew and I knew that once he had gathered this information he was on his way to the sale. It was and is the pivotal moment of any prospect meeting. Make sure that you ask that question.
Selling is about giving your prospect the confidence to go ahead
The salesman demonstrated the required combination of attitude, knowledge and skills and he gave me the confidence to say yes.
Take a moment to review your own approach, make sure that you are firing on all cylinders in your attitude, skill and knowledge and fine tune where necessary so that you don’t leave your prospect with any room for doubt.