Prepare for the sale

Solid preparation is one of the fundamental keys to successful selling, so here are some tips to help you. These tips apply equally to the telephone and face-to-face.

20 Tips on preparing for the sale

1. Know your product or service inside out and believe in it

This is crucial. It is the only way you will successfully be able to show any prospect how they could benefit from owning and using it. Anything else is a con

2. Put yourself in the prospect's position

What does he want to achieve? - How can you help him?

Once you start adopting this attitude you'll both benefit. If it transpires that you can't currently meet his needs, acknowledge the fact and agree that you will be back in contact only as, when and if you believe that the situation has altered. That way you'll find that the that the door will usually be open for you

3. Questions are the answer

Practise asking probing questions in a conversational manner in order to uncover your prospect's need. Try recording yourself - hear how you could improve

4. Make yourself agreeable to people

In a world where it's often difficult to distinguish between one product or service and another, it's a simple fact that people will tend to buy from those people they like

5. Plan ahead

Always prepare the call in advance (whether the call is by telephone or face-to-face). Have a variety of questions ready that can't be answered with a simple "yes" or "no". Make certain that you have something to offer the prospect. Have customer success stories ready

6. Practise listening

Too many sales people concentrate only on what they want to say next and consequently fail to hear and respond appropriately to what the prospect has said

7. Remember:

Selling is not talking people into something they don't want to do. It is helping them understand how they will benefit when they buy

8. Don't exaggerate

If a prospect catches you out in one inaccurate statement it casts doubt on everything you say

9. Learn to recognise and act on buying signals

Listen for comments from the prospect that could indicate a need or potential interest in what you have to offer and explore them. Tailor your offer to meet those needs

10. Don't talk too much

You don't learn a thing while you are talking. Let the prospect participate in the conversation and you will get the information you need to progress and achieve your goal

11. It's vital to make your first few sentences interest packed

This is absolutely crucial when using the telephone

Did you know research shows that people remember 35% of what they see and only 10% of what they hear. But if the individual really wants to hear what someone has to say, he can retain 100%

12. Read these sentences aloud, stressing the words in bold typeface

Hear the dramatic changes in meaning that can come from different intonation - the implication is shown in brackets:

I didn't tell Sarah you were useless (someone else may have)

I didn't tell Sarah you were useless (find someone else to blame)

I didn't tell Sarah you were useless (I may have implied it...)

I didn't tell Sarah you were useless (I told others)

I didn't tell Sarah you were useless (I said a colleague was)

I didn't tell Sarah you were useless (I said you are useless)

I didn't tell Sarah you were useless (I said you weren't very good)

Practise using light and shade in your voice; experiment with varying intonation

13. Develop a positive mental attitude

Take responsibility for your mental attitude

Think big

Think success

Keep a cheerful attitude of mind

Try saying the following aloud and with feeling several times a day, but especially when you first wake up and before you go to sleep at night (it's probably best to do it on your own in the bathroom so you don't get funny looks from other members of the household):

"I like myself"

"I am responsible"

"Something wonderful is going to happen today"

14. When you've asked a closing question, or made a closing statement SHUT UP!

Many people are not happy with silence and will rush to fill the void. He who asks the last question is in control

15. Be yourself

Amongst my fitness videotapes and DVDs at home there is one I cannot bear to use. The workout itself is OK but the instructor has tried to overlay her voice with an accent that is not natural to her. Consequently her voice grates on me every time I try to do the routine. So, provided your accent isn't so strong that the average person has difficulty understanding you (and remember that accents tend to be more obvious over the telephone) leave it alone!

16. Objections

Objections are natural and can occur at any time during the sale. You have to decide whether the objection is real or a red herring. If you are not sure, ignore it. If it is a true objection it will crop up again - that's when you deal with it

17. Competition

Don't knock the competition. Be thoroughly aware of it and know how it differs from your own offer. Just sell the benefits of your own product or service which you know the competition can't match

18. Don't be nervous of the buyer

Provided you are well equipped, you have no reason to be nervous. And the more calls you make, the easier it becomes

19. Don't use high pressure

High pressure is used by less intelligent people. You have no need of it. A prospect could possibly be pressured into a decision once - rarely twice - and you want to grow him as a customer

20. Smile

Enthusiasm and confidence are catching. Bring life and action into your calls and enjoy yourself!