One chance for first impression

Mar 23 2009 by Karen Dent, The Journal

IN our last column we explored finding opportunities and getting that all-important appointment: now you’ve been successful and you suddenly find yourself in the starring role.

You’ve done your homework and researched your potential customer so that you’ve got a fairly clear picture of what their needs may be – but do you really?

This is a really easy trap to fall into, making assumptions about what customers want and worse still trying to force-fit your own products or services into assumed needs.

Sales people are known for their ability to talk – you only need to open the fridge door, the light comes on and they burst into pitch-mode.

The key to making a sale and building relationships and credibility is not, however, the ability to make a stunning pitch, but the ability to listen to what the customer wants.

Don’t listen with a view to fitting a solution to what they say, but really listen to get around and behind their problems, opinions and perceptions of what issues are facing their business at this time.

When presenting to potential clients, maintain eye contact and be confident. Be clear about who you are and what your business is. It’s always best to prepare what you’re going to say about your business.

Deliver your presentation with passion and conviction; sell your product or service. Make sure you outline the benefits to doing business with you, emphasise what makes you stand out.

You could also use your presentation to deal with issues or queries before they become objections. It’s best to be prepared prior to a sales appointment, list possible objections and identify answers. When you’re responding to objections be positive, don’t get defensive. You should always have a response or answer even if it means saying you’ll have to check with someone back in the office.

Having delivered a first-class presentation identifying how your business can meet the potential client’s needs, you need to use your negotiation skills to close the order or contract. How far are you prepared to compromise to close the order or contract, perhaps identify areas you would be willing to compromise on?

Don’t sell yourself short here and never agree or offer something that you can’t deliver – you won’t get a second chance to make a first impression.

If you require any further support or advice, please call Tedco on (0191) 428-3535, email enquire@tedco.org  or visit us at www.tedco.org

Carole White, Business Support Manager, Tedco.