Sales Basics: Part 1

Prospecting Every one of your current customers was, at one time, a prospect — that is, a potential user of your company's products and services. To convert those prospects into customers, someone (either you or one of your colleagues) sold them on what you and your company had to offer. Someone in a sales or support role did and said the right things to the right people at the right time, and did so in a way that separated your company from its competition.... More

Sales Basics: Part 2

Sorting Leads In the previous article, I talked about the value of prospecting for new accounts. I pointed out the reasons salespeople should constantly be on the lookout for prospecting opportunities. All prospects, however, are not equal. Some are better than others, either because of the potential they represent or the ease with which you can obtain their business. These differences among your prospective accounts bring about the need to make difficult decisions... More

Sales Basics: Part 3

Top Priorities Although prospecting is an important aspect of your work as a salesperson, it is still only one aspect and you cannot let it monopolize your time. You do not serve yourself or your company well if by concentrating all your time and energy on beating the bushes for new business, you neglect to serve your existing accounts. To this point, let me tell you a poorly kept secret: Customers talk. They talk about the things that please them — and the things... More

Sales Basics: Part 4

Quality Prospects Too many managers and salespeople think of prospecting as a numbers game. They focus on contacting as many prospects as possible in the hope of occasionally finding that rare individual who is just waiting for someone to walk in the door so he can buy. Such an approach — concentrating on the quantity of the calls you make — demands a large expenditure of your most precious commodity: time. The result of this approach is often a failure to fulfill your... More

Sales Basics: Part 5

The Top of the Heap No matter what their outward circumstances, your customers will act with some basic perceptions at the back of their minds. Things like, “I will buy from my favorite supplier” or “I can buy from whomever I want!” Any attempt you make to differentiate yourself as a salesperson must take into account such unexpressed “truths.” There are steps you can take to make such underlying attitudes work for you. In this article we will look at how to win business when you are selling against entrenched competition.... More

Sales

Favored Status Your customer answers on the first ring. Brimming with confidence, you ask if her company has made a decision yet. “Yes, we have. I''m sorry, but this morning we decided to go with ABC Supply.” You can''t believe it. ABC again! You really wanted this business; and to make sure you got it, you had quoted a great price. There''s no way ABC could have come in lower. They''re always high. But what else could it be but price? After all, there''s little difference... More