 As you will recall from the last
issue, we began our sales process with prospecting - developing a
list of potential customers. Now that you have that list, what are you
going to do with it? Who should you spend more time on? How are you
going to convert that list of potentials into customers? The next step
is "preapproach."
Preapproach
The most successful salespeople are thorough in their preapproach.
This process can include determining who the decision makers are,
reviewing your prospect's history with the Internet (i.e. do they have
a website currently?), obtaining literature and other information about
what the prospect's company does, looking at other websites related to
their industry, and generally preparing yourself to be able to help the
prospect learn how the Internet can help his business.
This can be a time consuming process, so you can see how important good
prospecting is. You don't necessarily want to do all of this research
for every single company in the phone book. However, being properly
prepared before you first approach a prospect can make all the
difference.
Approach - A question of purpose
We've reached that critical point. Your approach - the way you contact
a potential customer - is a huge step in the sales process. It is
important to look at it from the right perspective, however. What is
your purpose in making this approach? What is the purpose of your
business and what you do? Is your purpose to sell websites? If it is,
you may find it difficult to do so. On the other hand, if the purpose
of your company is to help your target market become more successful by
using the Internet, you may find that people are more willing to open
up to you. Decide right from the beginning that your intention is to
create relationships where both parties benefit. Approach your
business with the idea that your purpose is to act in your customer's
best interests. They will feel that difference and be more willing to
trust you and your judgment.
So, what does someone with that perspective do in the initial approach?
Listen. It is that simple. The primary purpose of your initial
approach is to gather information about your prospect's needs and
objectives. Strive to develop a relationship rather than push a
product. Seek to learn about what your customer does, where they are
at and where they want to go. Armed with that valuable information you
will be able to accurately determine how your services can add value to
their business. With the rapport and trust developed in this initial
meeting, your prospect will be better prepared to receive your message
about your product.
Next Issue: Take the information gathered in preapproach and approach
and make your sales presentation. Also, learn how to handle common
objections.
|
|
