By Bigg Success Staff
05-22-08

Bigg Success in Sales

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There’s a small portion of the tire on a race car that actually makes contact with the race track. It’s called the contact patch. Racing crews do everything they can to get a good contact patch because it’s one of the more important factors in winning the race.

As a sales person, you also have a contact patch. You spend a small portion of all your time in front of your prospects. What happens in those moments is essential to making the sale.

However, what happens in those moments is dependent on what you do before you get to them. Preparation is what makes the difference. You need to be sure you’re ready when the opportunity presents itself.

You’ll succeed when product knowledge, prospect knowledge, and people skills meet.

Product knowledge
You need to fully understand the features and, more importantly, the benefits of your product. But don’t stop there. You also need to fully understand the features and benefits of your competitors’ products.

And when we say “competitors”, we mean every alternate way your prospect might meet their need. It goes beyond people who do exactly what you do. You also need to understand what substitutions your prospect could make for your product.

Prospect knowledge

What problem do you solve for your prospect? Find a problem your prospect wants to solve and show them how to solve it. In order to do that, you’ll need to do some research on your prospect.

Problem-solving is a case-by-case thing. One prospect may be experiencing difficulties that another one isn’t. If you take the time to find the unique needs of a unique prospect, and then offer them a unique solution, you’ll make the most of every contact.

People skills

You also need to develop the people skills necessary to communicate your message and understand what the prospect is saying. And not saying. Learning how to read non-verbal cues is an essential art of being a great sales person.

So listen as much as you talk. Question your prospect to make sure you fully understand their responses. Watch them to see what they’re not saying with words. Then use your product knowledge, your prospect knowledge, and your people skills to make the sale!  

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