|Right on Target|
|What Are You Trying to Do?|
|Reach the Decision-maker|
|Do They Need Your Product?|
|Emphasise the Benefits|
|Objections to the Sale|
|Closing the Sale|
Compare these two statements, with two different approaches to selling:
Salesman 1: 'This PC has lots of RAM. I recommend it.'
Salesman 2: 'This PC has enough memory for you to handle word processing and the management accounts. It's just what you need.'
Salesman 1 is selling the product, but his sales pitch will be the same for every customer. Salesman 2 has found out the prospect's needs, so he can then sell the benefits of his product. He will sell many more PCs than Salesman 1.
5.1 Use open questions (questions that cannot be answered 'Yes' or 'No') when investigating potential customers' needs.
5.2 Listen carefully to what the prospect says.
5.3 Make sure your prospects understand their own needs and opportunities.
5.4 Confirm that the need is important enough to merit taking action.