our offering is to the prospect. There are usually 8 to 12 hidden decision makers who need to say yes to your proposal and your customer contact can use this analysis to convince his or her colleagues. Use the investment return analysis to sell your offering as that is what the customer will buy.

4. After Sale Training and Support. Many customers complain that they do not fully understand how to use a product or service that they have purchased. Salespeople failing to make provisions for training at the time of purchase are making a big mistake. However the biggest lack is the failure to follow up a few months later to see how the client is getting on with the product. Instituting an after sales training and support policy can s

This is the key question on every prospective client’s mind, although it is rarely verbalized, and when left unanswered, the deal will be lost. "Why should they buy from me?" is the question every seller should be asking themselves because until one can answer that question to their own satisfaction, it will not be answered to the prospect’s satisfaction. Never make a call until you can answer that question.

In every transaction with a prospect or a client, the salesperson or person acting in a negotiating role must be certain that the prospect clearly understands the difference between similar offerings from competitors and can answer the ‘why’. The smart salesperson will actually bring the question up and answer it to the prospect. This is an excellent way to find out if there is something else that is important to the client. The answer must always fit the customer’s agenda, not yours. However, most salespeople do not ask the question because they have not answered it for themselves and they think avoiding the question will mean that the prospect will not think about it. This is pure fantasy.

Most salespeople when asked the question will start reciting a list of 3 or 4 things that mean little, if anything, to the prospective client. This list includes price, quality, and the sales company’s background – without tying these into the prospect’s needs. The effective salesperson spends time looking at his company and the offering from the prospect’s perspective and then develops an answer incorporating their unique selling proposition. The salesperson that positions himself as a resource to the prospective client adds tremendous value. How can you do that?

There are 5 key ways to do this:

1. Understand Your Customer’s Business. Spend time researching and gaining an understanding of the client’s business, their goals and objectives, their business strategy and their approach to their marketplace. If possible, align your proposal to these points and you could easily separate yourself from the others that are strictly focussing on a ‘needs’ recommendation.

2. Be a Resource. If you can recommend one client to another client because you understand their business requirements from another standpoint, you truly have elevated yourself to a business partner rather than a vendor. Build a network of trusted companies that you can comfortably refer to your clients and establish yourself as a resource. Clients will think to call you for any of their requirements as you gain more of their trust and confidence.

3. Always Do An Investment Return Analysis. This is a powerful selling tool that can help you get new customers and applications. The investment return analysis illustrates the economic benefits for your customer by purchasing your solution. It is the basis for nearly every business purchase and it is far more effective if you include it in your proposal. The greater the return, the more compelling your offering is to the prospect. There are usually 8 to 12 hidden decision makers who need to say yes to your proposal and your customer contact can use this analysis to convince his or her colleagues. Use the investment return analysis to sell your offering as that is what the customer will buy.

4. After Sale Training and Support. Many customers complain that they do not fully understand how to use a product or service that they have purchased. Salespeople failing to make provisions for training at the time of purchase are making a big mistake. However the biggest lack is the failure to follow up a few months later to see how the client is getting on with the product. Instituting an after sales training and support policy can st

t. This is an excellent way to find out if there is something else that is important to the client. The answer must always fit the customer’s agenda, not yours. However, most salespeople do not ask the question because they have not answered it for themselves and they think avoiding the question will mean that the prospect will not think about it. This is pure fantasy.

Most salespeople when asked the question will start reciting a list of 3 or 4 things that mean little, if anything, to the prospective client. This list includes price, quality, and the sales company’s background – without tying these into the prospect’s needs. The effective salesperson spends time looking at his company and the offering from the prospect’s perspective and then develops an answer incorporating their unique selling proposition. The salesperson that positions himself as a resource to the prospective client adds tremendous value. How can you do that?

There are 5 key ways to do this:

1. Understand Your Customer’s Business. Spend time researching and gaining an understanding of the client’s business, their goals and objectives, their business strategy and their approach to their marketplace. If possible, align your proposal to these points and you could easily separate yourself from the others that are strictly focussing on a ‘needs’ recommendation.

2. Be a Resource. If you can recommend one client to another client because you understand their business requirements from another standpoint, you truly have elevated yourself to a business partner rather than a vendor. Build a network of trusted companies that you can comfortably refer to your clients and establish yourself as a resource. Clients will think to call you for any of their requirements as you gain more of their trust and confidence.

3. Always Do An Investment Return Analysis. This is a powerful selling tool that can help you get new customers and applications. The investment return analysis illustrates the economic benefits for your customer by purchasing your solution. It is the basis for nearly every business purchase and it is far more effective if you include it in your proposal. The greater the return, the more compelling your offering is to the prospect. There are usually 8 to 12 hidden decision makers who need to say yes to your proposal and your customer contact can use this analysis to convince his or her colleagues. Use the investment return analysis to sell your offering as that is what the customer will buy.

4. After Sale Training and Support. Many customers complain that they do not fully understand how to use a product or service that they have purchased. Salespeople failing to make provisions for training at the time of purchase are making a big mistake. However the biggest lack is the failure to follow up a few months later to see how the client is getting on with the product. Instituting an after sales training and support policy can s

ctive and then develops an answer incorporating their unique selling proposition. The salesperson that positions himself as a resource to the prospective client adds tremendous value. How can you do that?

There are 5 key ways to do this:

1. Understand Your Customer’s Business. Spend time researching and gaining an understanding of the client’s business, their goals and objectives, their business strategy and their approach to their marketplace. If possible, align your proposal to these points and you could easily separate yourself from the others that are strictly focussing on a ‘needs’ recommendation.

2. Be a Resource. If you can recommend one client to another client because you understand their business requirements from another standpoint, you truly have elevated yourself to a business partner rather than a vendor. Build a network of trusted companies that you can comfortably refer to your clients and establish yourself as a resource. Clients will think to call you for any of their requirements as you gain more of their trust and confidence.

3. Always Do An Investment Return Analysis. This is a powerful selling tool that can help you get new customers and applications. The investment return analysis illustrates the economic benefits for your customer by purchasing your solution. It is the basis for nearly every business purchase and it is far more effective if you include it in your proposal. The greater the return, the more compelling your offering is to the prospect. There are usually 8 to 12 hidden decision makers who need to say yes to your proposal and your customer contact can use this analysis to convince his or her colleagues. Use the investment return analysis to sell your offering as that is what the customer will buy.

4. After Sale Training and Support. Many customers complain that they do not fully understand how to use a product or service that they have purchased. Salespeople failing to make provisions for training at the time of purchase are making a big mistake. However the biggest lack is the failure to follow up a few months later to see how the client is getting on with the product. Instituting an after sales training and support policy can s

s from another standpoint, you truly have elevated yourself to a business partner rather than a vendor. Build a network of trusted companies that you can comfortably refer to your clients and establish yourself as a resource. Clients will think to call you for any of their requirements as you gain more of their trust and confidence.

3. Always Do An Investment Return Analysis. This is a powerful selling tool that can help you get new customers and applications. The investment return analysis illustrates the economic benefits for your customer by purchasing your solution. It is the basis for nearly every business purchase and it is far more effective if you include it in your proposal. The greater the return, the more compelling your offering is to the prospect. There are usually 8 to 12 hidden decision makers who need to say yes to your proposal and your customer contact can use this analysis to convince his or her colleagues. Use the investment return analysis to sell your offering as that is what the customer will buy.

4. After Sale Training and Support. Many customers complain that they do not fully understand how to use a product or service that they have purchased. Salespeople failing to make provisions for training at the time of purchase are making a big mistake. However the biggest lack is the failure to follow up a few months later to see how the client is getting on with the product. Instituting an after sales training and support policy can s

our offering is to the prospect. There are usually 8 to 12 hidden decision makers who need to say yes to your proposal and your customer contact can use this analysis to convince his or her colleagues. Use the investment return analysis to sell your offering as that is what the customer will buy.

4. After Sale Training and Support. Many customers complain that they do not fully understand how to use a product or service that they have purchased. Salespeople failing to make provisions for training at the time of purchase are making a big mistake. However the biggest lack is the failure to follow up a few months later to see how the client is getting on with the product. Instituting an after sales training and support policy can strengthen the client relationship, ensure that the product is being used to the fullest and also provides an opportunity to sell more products and services. Chances are high that there has been employee turnover and new people to be trained even if the initial trainees are still in-house. Further people forget small details or tricks that they learned during training and a short, free training session can reap huge rewards. Everyone should have your business card, be familiar with you and feel comfortable calling you for help.

5. You! Spending a minimum of half hour each day thinking of ways that you can improve your service to clients is invaluable and will pay big dividends over time. Continue to educate yourself about your industry, your profession and develop personally; and your value will shine through. Remember you are unique and your knowledge, expertise, talents and abilities have value. Be outstanding in your field and you will stand out when the customer asks himself, ‘Why should I buy from you?’

Copyright: 10/2006 Susan Bagyura, Blue Danube Coaching Limited