After having the information that allows us to access each potential opportunity, the first step of any sales action is to successfully carry out this stage, well known to those who practice the profession as "visitors" or to those who carry out " telemarketing », and it is also applicable to customer service in commercial premises
Such is the importance that it has in management that, if it is not successful, we would have no concrete opportunity to sell. Likewise, if it is done wrongly, we could definitely leave a door closed that could have provided us with important business throughout the time in which the bond could be cultivated.
There are several aspects that keep us from concretizing it in the professional manner to which we refer, among which are:
- Lack of knowledge and techniques about this key stage of sales management Lacking an effective method of its own that provides consistency in its successes through proven tactics Individual skills and ability to overcome the different obstacles that stand between our purpose and the contact to interview for sale
In the Professional Sales Techniques (2) precisely this first key step of management is developed, which is called "awakening the interest" of the person we wish to contact. Without it, there is obviously no chance of turning a potential opportunity into a specific sale.
The well-known adage that "There is no second chance for a good first impression," becomes of paramount importance at this early stage of the sales bond.
This method must have various ingredients such as "sympathy", "naturalness" and "originality", so that they generate the effect of arousing the interest of the contact in conducting the interview we want, but the most important thing is "how proceed in each case and what to do to achieve this consistently. "
The way we present ourselves to that person, the means we will use, the obstacles that can block our attempt, the way to save them with creativity, originality and without hurting the susceptibilities of any of the "barrier" people, the introductory phrase that really cause the desired effect, they are all aspects inherent in this initial technique to get to conduct the interview with the potential buyer of our goods or services.
It is important to establish that there are no magic or miraculous recipes that can be applied in the same way for all cases and with a guarantee of success.
This is precisely because not all sales representatives are the same, and even less so are the products or services they offer, their brands, management method, the profile of potential customers, etc.
However, there are successful experiences to be analyzed under each lens and nurture creativity that allows developing "the effective method itself" of successfully contacting those interested in what we offer.
In the in-company training of sales professionals, one of the first aspects taught is to rationally assume that in your management you may find one or more “no's” as an answer due to the emotional impact that affects those who do not analyze and elaborate it, psychologically speaking.
With this you must accept that the wonderfulness of your offer is not so so for everyone, as well as the moment or opportunity to make your contact may not be the most favorable.
Likewise, through practical exercises for each specialty and market, the disadvantages are analyzed to conclude by developing tactics and methods that are effective to achieve it professionally.
As will be understood, the subject goes more through the form, style and perfected method than has been discovered as effective through various real experiences and, from its application and refinement, gradually making it more effective and efficient.
As a valid anecdote as an experience that allows us to illustrate and enrich this very important subject of the sale, personal "seduction" plays a very important role in this process, I remember a very special one that is worth sharing in this article.
In my first months of experience as a sales professional, while I was preparing my actions for the day in the office, a colleague with more experience than mine sat in front of me and opened his briefcase to complete his daily administrative tasks.
The most interesting thing about it was that an intense and unmistakable aroma of roses flooded the atmosphere, and without seeing the content and playing a joke on it, I asked "which clients were you planning to interview that day".
After looking at me kindly and with a smile, he approached me while turning the briefcase so that he could confirm my suspicion and discover that there were six red roses individually wrapped in cellophane and with a red ribbon. While appreciating this, he told me: "When the barriers that stand between me and my prospect are women, none of them resist the tenderness and romanticism of giving him a flower with an appropriate phrase."
At that moment, another teammate appeared, who, listening to his words, added: "And I find it giving them a fruit candy or a chocolate bonbon…", while he showed his briefcase with different candy boxes. Other effective procedures are applied by the female sales representatives…
These are simple references to successful experiences that demonstrate how to overcome with creativity and personal seduction many of the obstacles that generally stand between our purpose and its realization.
In the bibliography that accompanies this article, you will find sources to expand and develop your own effective methods to do it as effectively as possible with your potential buyers.
References:
- Professional Retail Sales, 3rd Edition, Part IISee Professional Sales Management ConsultingSee Module 7 of Professional Sales Techniques at the "Sales Representatives" Level Professional Sales, 4th Edition, Part II © Copyright 2003, by Martín E. Heller
