How to Win the Sale Before Winning the Order - No More Cold ...

How to Win the Sale Before Winning the Order · Making-a-Sale Guest blogger Andy Paul shares success secrets for every step of your prospects' ... HowtoWintheSaleBeforeWinningtheOrder Jan15,2015|0comments GuestbloggerAndyPaulsharessuccesssecretsforeverystepofyourprospects’buyingprocess. “Howyousellismoreimportantthanwhatyousell.” “Howisnotaboutstyle,butisaboutsubstance:howyoufollowupsalesleads,howyouaskthequestionsthatdefinethecustomer’srequirements,howresponsiveyouaretocustomerrequests,howquicklyandcompletelyyouprovideinformationandanswerstoyourprospects.” TheseareacoupleofmyfavoritequotesfromAndyPaul’srefreshingnewbook,AmpUpYourSales:PowerfulStrategiesThatMoveCustomerstoMakeFast,FavorableDecisions.Andy’sclearwriting,stories,examples,challenges,andreminderswouldappealtoanyoneinterestedinthetopic.Buthereallygotmyattentionbyaskingthekeyquestion:how. Weallknowtherearemultiplephasesofthebuyingprocess.Sohowdowegetcustomersintothesalespipeline,andjustasimportantly,howdowekeepthemthere? Andyremindsusthatcustomersnolongerenterthesalesfunnelatthetop.Today’sbuyersoftenhavetheinformationtheyneed,sotheyenterthefunnelhalfwaydown—whichhaschangedhowweselltothem.Thekeytoengagingprospectsatthisstageisresponsiveness:Whatinformationcanyouprovidetohelpthemmakequickandinformeddecisions? Inthisweek’sNoMoreColdCallingguestpost,Andysharescriticalrelationship-buildingtipsforeverystepofyourprospects’buyingprocess.Here’swhathehastosay: “Onekeytoampingupyoursalesistofocusyoureffortsonwinningthesalebeforeyouwintheorder. Prospectsmakeuptheirmindsaboutwhichsellertheywanttodobusinesswithwellbeforetheymakethefinaldecisionaboutwhichproductorservicetobuy.Thatmomentprospectsdecideyouarethesellerwithwhomtheywanttodobusinessiscalledwinningthesale. Butdon’tcelebrate—youhaven’twontheorder. Yet. Onceyou’vewonthesale,ifyoucansupportyourprospectthroughtherestofhisorherdecision-makingprocesswithhigh-valuesalesinteractions,youroddsofwinningtheorderareprettyhigh. Fromthatmomentforward,yourcompetitorswillbewastingtheirprecioustimefightingforsecondplace.Andtheywon’tevenknowit. Herearethreekeystepstohelpyouwinthesale—andtheorder: 1) Makeapositivefirstimpression. Winningthesaleisasmuchaboutperceptionassubstance. Yourprospectsmakejudgmentsaboutyou,yourcompany,and thesolutionyouofferbasedonthevalueyoudelivertothematthebeginningofyoursalesprocess.Soyourresponsivenessandthevalueyouprovideduringinitialinteractionswithaprospect arecrucialfordifferentiatingyourselffromthecompetition. Basedonthatpre-salesexperiencewithyou,prospectswillmakea snapassessmentaboutwhatitwouldbeliketoworkwithyouandyourcompany. Oncetheprospecthasformedapositiveperceptionofyou,you’vemovedclosertowinningtheorder. IrememberonesalesopportunityearlyinmycareerwhereIwonthesalesixmonthsbeforeIreceivedtheactualorder.Fromthatpointforward,mycompetitorsstillbelievedtheywereintherace.Buttheywerefightingforsecondplace. 2) Treateverysalestouchwithequalimportance. Winningthesalecanhappenduringanystepofthebuyingprocess,andyoucan’tusuallypredictwhenitwillhappen. Theprospect’sfirstperceptionsofyouareextremelypowerful—andextremelysticky,makingthemdifficulttochange,forbetterorworse.Sobepreparedtocreatethebestimpressionpossibleeverysingletimeyouinteractwiththeprospect. Forexample,acompanywaslookingforanewofficephonesystem.Theteamdidtheironlineresearch,narrowedthefieldofpossiblevendorsdowntofourcompanies,andplacedcallstoeachofthem.Onlyonesalesperson,Jackie,followedupwithinthesamebusinessday.Shehadherfirstface-to-facemeetingwiththeprospectbeforeanyoftheothersellersevenresponded.Basedonthespeedofherresponsivenessandthevalueshedeliveredduringthatinitialinteraction,shewonthesaleonthefirstcall—andreceivedthebigorderthreeweekslater. 3) Executeavalueplanforeverysalestouch.Todelivermaximumvalue,planeverysalesinteractionwithaprospectinadvance.IsuggestcreatingaValuePlanbeforeeachandeverysalestouch. AValuePlanhastwoelements: AGoalthatisdefinedintermsofthevalueyouwilldelivertotheprospect. AnOutcomethatisdefinedintermsofthenextstepstheprospectwillcommittotakebasedonreceivingvaluefromyou. Ataminimum,yourGoalmustbetoprovideprospectswithinformationofsufficientvaluethatwillenablethemtomoveatleastonestepclosertomakingadecision. Ifyoudon’thaveaValuePlanforasalestouch,don’tdoit!Don’ttrickyourselfintobelievingyoucanjustwingitinfrontofprospectsandhelpthemmakedecisionsquickly.Asalestouchisatimeforpreparation,notimprovisation.Youcan’taffordtowasteprospects’timewithemptysalestouchesthathavenovaluetothem.Dothattoooftenandyou’llfindtheyhavenomoretimetogiveyou. Committothedisciplineofsalesplanningthatwillresultinwinningthesale.Itcantakealongtimetogetanorder.Butitdoesn’ttakelongtowinthesale.” AbouttheAuthor AndyPaulisCEOandfounderofZero-TimeSelling,Inc.,andauthorofAmpUpYourSales:PowerfulStrategiesThatMoveCustomerstoMakeFast,FavorableDecisions.Whenyouorderyourcopynow,youwillgetinstantaccesstoAndy’s6-partvideoserieswithsalesgiantsJillKonrath,JeffreyGitomer,AnthonyIannarino,ArtSobczak,andmoreonconcretestrategiesyoucanuserightawaytoampupyoursales.Learnmorehere. 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