Grammar of a Sales Call

Every Sales call is as unique as a cusotmer. A Sales person gets to detail how a product or service works and why it is better than what the customer uses already. Though selling is all about Detailing Features and Benefits, a Sales call has its own Grammar. Grammar to a sales call? Yes. A sales call has many parts to it even if it is a-2-minute-sales-call. Honing in on those two minutes is very important.
After Greeting a customer appropriately, the first statement by the sales person becomes crucial as it helps in getting the customer’s attention 100% and gets the customer interested in the conversation. This Opening statement helps in leading the customer into the sales call and hence it is very vital.
Once the customer’s attention is with the sales person, he should use a set of Closed or Open Ended questions to understand the needs of the customer. The choice of an Open or a Closed end question will depend on what needs to be learnt. Closed ended questions will normally elicit a “yes” or “No” answer. Open ended questions should be used when the sales person needs to explore more and need to know more. These are called probing techniques to know more about Customer’s needs and wants.
Basis the answers to the probe used, the sales person has to choose the product or service. The features of the product(s) chosen should address the understood needs of the customer. This has to be detailed by converting Features into respective Benefits. Generally the customer interest will grow at this point and signs of agreement can be seen when this detailing is done correctly.
The sales person should summarize the understood needs and Solutions offered.
The sales person should look for any objections or clarifications, if any.
If there are objections, the sales person should handle it. The objections could be real or false. A real objection generally arises out of a misunderstanding of either the needs by the sales person or the solutions by the customer. Going back to the detailing of Features and Benefits and setting right the misunderstood part will help overcome this. A False objection arises when the customer is not yet ready to buy the solution(for whatever reasons). Restating the Features and Benefits and requesting the customer to think over it will help overcome this.
If there are no objections, the sales person should immediately close the call by taking a commitment from the customer towards buying the solution. It is generally an order to buy the product/service.
In any part of the call, if the customer gives a commitment to buy, irrespective of what stage the call is in, the sales person should close the call. This is very important.
Close, Close, Close—it is very important in Selling.
You can look foward to my future post on “Grammatical mistakes in a Sales Call”. Till then……Happy Selling!!!!!
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