Humanize the Sales Process

Q & A

Q. Sometimes when I'm presenting to clients, I sense that the customer tunes out. Is there a better way to communicate with a customer or engage them?

A. Salespeople get caught up in the hype of their own product and lose touch with their client's reality sometimes. You may be an expert in your field, but you have to assume the client is not. Most clients do not speak tech-ese, so you have to couch the conversation in language that is familiar.

Q. In high tech sales situations, what are some ways of obtaining better results on sales calls?

A. Start by shifting the focus from you to your client. Instead of presenting information to a client on your first sales call, try asking the client what expectations they have for the meeting. You can build a list of desired results from their answer. Try using questions that put the client in the driver's seat. For example, "What would you like to learn more about?" or "How can I help resolve these issues?"

Q. Are clients actually put off by technical language?

A. It depends, because there are instances when it is appropriate. If you're speaking to a technical person who expects you to inform them about these aspects, go ahead. In many cases, the decision maker is not technical, so speaking in terms the client does not understand wastes their time. Even worse, they feel uncomfortable. Do you know anyone who would buy under these circumstances? There is no easier way to lose a sale then alienating a client.

Q. What's the best way to speak about a technical product to a non-technical person?

A. Refrain from using acronyms and technical jargon. Some common words that are not generally understood are IPSEC, T-1s, WIFI, Routers. Concentrate on the problem they need to fix or the result they want to achieve. If the client needs a technical description, they'll ask for it. Otherwise, avoid using these words.

Q. What are some other key ways I can improve the sales experience for my clients?

A. You need to humanize the sales experience. Once you learn to communicate in ways that relate to and reach they client, you regain your most distinguishing feature ? yourself. Shorten your presentations by focusing on the capabilities and solutions you can provide in the client's unique business environment. Learn to listen closely, catch key phrases, and hone in on their needs, not your own sales agenda. Incorporate business terms that are meaningful to the client in your dialogue.

Q. Do you think the first meeting with a prospective client should be a fact-finding interview?

A. That is one way of thinking about it. Keep in mind clients don't consider your products and services just for the heck of it. They either have a problem they need to fix or a result that must be achieved. The salesperson's job is to use questions to uncover their business challenges and concerns. The goal in the first meeting is to set the foundation to build a relationship.

Q. When I'm presenting my high tech solution, how do I position it to come across persuasively so that the customer wants to purchase it?

A. Don't simply explain what your product does and how it works. Present the value it brings to their business. For example, most salespeople would sell a high-speed internet connection that claims to be x times faster, rather than selling a solution that allows the client to process orders at a higher rate resulting in increased revenues. Demonstrate the benefits by linking back to how it will solve problems and achieve results.

Amy Fox, Accelerated Business Results

About The Author

Amy Fox has designed and delivered sales training for Fortune 500 telecommunications and technology firms for companies such as Global Crossing Telecommunications, Cincinnati Bell, and Trivantis. Ms. Fox has taught M.B. A. courses at Xavier University on creating a coaching culture. Amy Fox founded Accelerated Business Results in 2003.

amy.fox@acceleratedbr.com

---

Invite Questions to Boost Your Sales

Do you invite your prospective customers to ask questions ...or... Read More

Turning Sales Techniques Into Sales Success!

The goal of all sales training is not just to... Read More

Are You Missing Out On Sales Through Fear of Pain? Improve the Persuasive Power of Your Words!

Education plus Motivation is a powerful formula. But how do... Read More

Closing The Sale

Several weeks ago I asked my Newsletter subscribers to send... Read More

Being Politically Correct When Selling Can Cost You Sales

In our culture it is basically un-American for a prospective... Read More

4 Easy Ways to Boost Your Sales

Here are 4 easy ways you can boost your sales... Read More

Making Sales is Easy When You Learn How to Make Friends

Friends buy from friends. Why? Because people trust that their... Read More

Why Salespeople Fail

Since 1990 I have focused on the three primary barriers... Read More

As They Approcah the Finish Line... The Winner Is?

Recently, right before I was about to deliver a motivational... Read More

More Sales with Less Selling

Have you ever passed by a bakery display case without... Read More

Top 5 Low Cost Ways To Get More Sales Leads And Sell More Without Cold Calling

Cold calling may now be outdated. People have become defensive... Read More

Three Ways To Get A Prospect To Say Yes To Your Offer

Here are three proven ways that will increase your sales:1.... Read More

Emotions That Sell, Part 2

In the last article, we looked at three emotions (besides... Read More

Got Sales Objections? Wheres Your Value?

A sales manager who reads this newsletter regularly suggested the... Read More

What Does It Take To WIN A Sale?

What to do when you win or lose.You have given... Read More

How to Build Rapport in 7 Seconds!

I had my first official sales training by a man... Read More

The Top Five Traits of a Successful Salesperson

If you're looking for a successful salesperson to hire, a... Read More

Instant Rapport: The Key to Sales Success

Did you ever meet someone with whom you just clicked?... Read More

Spend More Time Selling

On average a sales person spends less than two hours... Read More

Whats Your Sales Training Goal - Exposure or Behavioral Change?

When your company invests in sales training, what is the... Read More

Seven Keys To Closing More Sales During The Second Half Of 2006

It's not too early to start planning for the sales... Read More

Do You Have to Be Aggressive to Make Sales?

A few weeks ago I was onsite at a company... Read More

10 Power-Packed Ways To Spark Your Sales

1. Spend money on targeted advertising instead of mass media... Read More

The 7 Deaths of a Salesman

In sales, you can work one of two ways. You... Read More

Customers For Life

Who's talking to your customers? Is it your competition? Why... Read More

You Dont Need Health Insurance!

Seems almost every situation in our lives is centered on... Read More

Essential Training Skills for Managers

Today's manager lives in a world where change has attained... Read More

In Sales - Heres News You Can Use

Here's an idea on how to make reading the daily... Read More

Follow-Up Marketing: How to Win More Sales with Less Effort

A study done by the Association of Sales Executives revealed... Read More

Growing Sales Through Creating Connections

Your mission as a business owner is to develop a... Read More

Is the Sales Funnel Dead?

Think about it. If only it was as easy as... Read More

How to Make Training and Development a Power Agent for Change

Does this sound familiar? With high expectations, you sent your... Read More

Sales Tips from Sales Masters

Dogs are great teachers of how to sell easier and... Read More