Those of you who have been following my 5-part series on how to conduct a really great first sales call with a prospect, know that the skill and success lies in leading a meeting that is all about your prospect’s business. And not about what you sell and how great that product or service is. But at some point in this first meeting you will get an opportunity to tell your prospect how you help businesses to be more successful. And that’s the key, you tell your prospect how you can help him/her, and illustrate that with a story.
Once you have an idea of the prospect’s key issues (goals, challenges, pain points) you should then give a brief description of how you’ve helped another company or person in a similar situation. Emphasize the aspects of your solution that are in line with your prospect’s situation. This story should illustrate how you helped that company to achieve their goals, mitigate their challenges to achieve business success. Any such discussion should always emphasize the results or business impact that your customer obtained or continues to realize – these can be expressed in revenue improvement, improved efficiency, employee satisfaction/retention, etc.
Throughout this discussion you should continue to engage your prospect, gaining their agreement along the way, or learning about what you may have missed or misunderstood.
This is your opportunity to really teach your prospect something new. Share with them any insights you have that will help them to gain a competitive advantage in their own industry.
The results that your clients get from your product or service answer the question, “So what?” That is, what the prospect’s company will achieve by using your product or service – the impact you will have on their business.
So, think about the types of ways your product or service impacts the business of your clients? That is, what tangible results do your clients realize when they work with you?
As always, if you need any help in putting your messaging together for this important phase of the sales process, give us a call or drop us a line: 416-520-4897 or Linda@TheKernGroupInc.com. We look forward to speaking with you!