A Targeted Selling Process

Filed Under (OP Sales Training) by Don on 27-11-2007

Selling in today’s B2B market can be frustrating and rewarding.  It’s frustrating in the commercial office products industry due to several factors.  The bait-and-switch tactics of our big box competitors (which many individuals and corporations are finally beginning to recognize) and the low balling of RFQ’s from many of these same folks.  Let’s be realistic, the competition is tough, often unfair, challenging, wrought with rude buyers and demanding purchasing agents and yet with some determination, planning and a winning attitude it can be very rewarding and satisfying. 

Selling involves different processes but most of all it is about you.  By that I mean your individual personality.  You are the most powerful weapon you have and you are also your own worst enemy.  The enemy is your fear of rejection.  We all have it and we all have to control it and remain focused on our objective, winning and maintaining new accounts.  I am surrounded by many successful sales people.  Some are more successful than others because they have learned to utilize their personality and strengths to their advantage.  We’ll come back to that in a moment.

When it comes to sales prospecting for new accounts I use a method similar to the following approach:

  • Gather a list of appropriate targeted industries such as law firms, CPA’s, manufacturers, etc.
  • Research each account via the internet (and other methods) to identify business type, size, number of employees, business potential, number of contacts such as purchasing agents or user-choosers and identify their business strategy and mission statement
  • Verify buyers and contacts titles and correct spelling of names
  • Identify the prospects business objective

Finally you need to figure out where you are the best fit with your products/services.  This method for prospecting gives you valuable information on your prospect and allows you to better position yourself to help the prospect meet their business goals.  Once you have this info is the point where you use your best asset.  You!  What makes you successful is your drive, ambition, sincerity, ethics, professionalism, product expertise, creativity, all the things that make you who and what you are.  These traits and how you use them can be the single most important tool at your disposal.  After you have done your due diligence in obtaining the company info and have identified your strengths and how to position yourself to benefit your prospect the second most important thing you need to be is persistent.  Many accounts can’t be won with a single call, you have to demonstrate persistence and a willingness to overcome their concerns or objectives.  Just because the prospect told you your prices were to high doesn’t mean they don’t want to do business with you it simply means that you have not convinced them of the value of your product and your company.  People buy from people.  Zig Ziglar always says “You can have anything you want if you help enough other people get what they want.”  It took me a long time to really understand that but more than ever it applies to what we do every day.  Wishing you success in all you do, have an outstanding day!

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