Clinching the Sale

Good, thorough preparation is the key to clinching direct Business to Business sales, whatever the product or service that you provide.

With good preparation, the process will follow a few basic steps.

1. Firstly identify your customer or client.  OK, it sounds obvious, but many businesses do not truly know their customers or clients.  Too many businesses place all of their effort into getting the best possible product ready to market without really looking at the end-user and how to actually sell to them. 

To be successful, clearly define the consumer of your product or service.

Once identified, look at how frequently they purchase and the reasons why they purchase.  Using this information, analyse what it is about your product or service that makes it unique and why it stands out from your competitor’s products. This analysis will form the basis of why people commit to purchase from you rather than your competitor(s).

2.  Next, compile a list of your target customers / clients.

Prepare this list in the order of importance to you in relation to the market opportunities and potential sales which you believe are achievable.

3.  Always ascertain the name of the decision maker or “buyer” at each of the target businesses.  This is who you will address your sales pitch to.

4.  Carefully prepare an email (or letter, although email is now the more accepted route) of introduction from your company and the product / service that you are offering to the decision maker. This should be concise and informative as it needs to quickly capture the reader’s interest. The object is generate enough interest to encourage the recipient to accept a follow-up call from you.

5.  Email your letter to the decision maker of your target business.

6.  Ensure you research the target client (company size, number of offices (or sites), locations, customer base, etc).  It will be obvious to your target business whether you know about their business or not, and whether you truly believe that what you are trying to sell them is either what they need or something they should have.  Prepare a list of questions and ensure to have the answers to hand of any potential questions you may be asked about your product and the company.

7.  Follow up your email with a confident phone call.  Your aim is to get a meeting, but don’t let your drive to achieve this stop you listening to your target – the phone call must be a two-way conversation.  Make sure you listen to the other person in the conversation and respond appropriately to what they say and how they say it. Only provide the  information requested, talking too much is a sure indicator of a lack of confidence.  Ask for a meeting, “may I suggest we meet on either Friday or Tuesday”.

8.  At the meeting start with, ‘How can we help’, you don’t need to explain why you’re there or how wonderful your product/service is at this stage – you’ve already given them enough information about it for them to know you have a product or service which could be useful to them and they will now be ready to ask you questions.  You’ve achieved a meeting so LISTEN.  Remember this is not just about your product or service, it is about the business who you are trying to sell to, and in the eyes of the person you are trying to sell to it is ALL about their business.  Failure to listen will lose the sale.

9.  There is always a moment when you’ve clinched the sale, sometimes its subtle, sometimes obvious. One thing is for certain, you’ll miss the moment if you’re talking too much. When you’ve sold stop talking about the product of service. This an excellent time to demonstrate the quality and ability of your company by concentrating on the contract details, delivery schedules, etc. Get this right and you will achieve your ultimate goal – a potential long-term client or customer.  Get it wrong and repeat business may be very difficult to win.

Good sales techniques are a key to business success.  But planning a sales campaign or developing a new sales strategy is a demanding process and unless a business’ sales process is properly thought through and planned time will be wasted, you will fail to secure sales and money will be lost.

Businesses do not survive without sales, and selling a product or service is at the heart of every business –

Comments are closed.