Selling (Collins Business Secrets)

Schiffman, Stephen Cold Calling Techniques

Be ruthless about prioritizing your active selling time.

Scrutinize time. If you’re wondering which are the ‘large rocks’ – or most important tasks you should schedule first, ask yourself which tasks represent actual, real selling to prospects or customers.

Prioritize concessions. Now you have a list of things that you might be willing to give away, in exchange for things the buyer might be willing to give. Now put your list into order of priority, with the things you’re most willing to concede at the top. This is the order in which you want to trade concessions away

You can’t sell by negotiating. Price offers and discounts are really a form of negotiation, and they will have little power if the prospect is not already agreed in principle that they wish to buy

Use a handout. Provide a brief summary of the content of your presentation in the form of a printed handout

Throughout your presentation, try to check the audience has got the message you are trying to convey

Make your solution specific. Having made your first points directly relevant to the customer’s situation, you can now go on and explain how your solution fits those needs.
Tell a story. If possible, try to describe your proposition in terms of a story the customer can relate to. Use a scenario they will recognize, and try to use examples of how the benefits can be achieved in the context of their own markets

Leave all that until the end, and start by explaining your understanding of their ‘pain’. Then demonstrate you understand what their goals are by summarizing the impact of solving that ‘pain

Start with the customer. It is essential that you grab the audience’s attention right from the start