Sales Training Series - Sell yourself before you sell your company

Research has shown that customers make five major purchase decisions during any major purchase. These decisions are always made in the same order. The first is whether to "buy" sales people - you. The second is whether to "purchase" your company. Only after making these two decisions will the customer seriously consider whether to purchase your product.

This means you need to sell yourself to your customers before you start selling your company and its capabilities, by building good relationships and conducting good needs assessments. It's no coincidence that the needs assessment can also make you more successful in selling your company. why? Because you must first understand the needs of your customers before you can answer the most important questions about your company.

Before you can effectively sell your company, you must understand the needs of your customers.

When deciding whether to do business with you, the customer has three basic questions about your company:

1. What does it do?
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2. What is its name?
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Is your company a good partner for me?

The first two questions can usually be answered through a rehearsal presentation that explains the benefits of your company's work and other customers' business with you.

However, the third question is the most important, you can't answer it with a generic representation that relies on standard information. To convince customers that your company matches their company, you must tailor the answer to their specific needs.

The best way to do this is to connect the company presentation directly to the needs that were discovered earlier in the sales call. So you can use your company's capabilities as a solution to your customers' key issues and opportunities.

E.g:

"You told me that your current supplier's service time is more than 24 hours, which will cause you to have problems in achieving your production goals. We will match you well because our service response is less than four hours on average. Dealing with your service will make it easier for you to achieve your goals."

"Are we a good game?" is the most important question for each customer about your company. You cannot answer it until you find out, understand and agree with the customer's needs. Start by "promoting yourself" by proving that you care about these needs. You will be surprised that you can sell your company more efficiently.

In the field:

If you're in the commodities business and compete with competitors that only sell on price, it's important to tell your customers a strong "company story" to explain why they should do business with you. The national camera exchange, which is a commercial competition for photographic equipment, is a daily challenge to many price-only suppliers.

National Camera's added value proposition is the expertise and consulting skills of its sales staff. Its success or failure equation is simple: if there is no effective story about consulting skills, the company will lose its low-cost competitors. Sales and training manager Sean Morgan said the sales action sales training program has made the world unique. Morgan said: "Because our sales staff is more telling the story of our company, we are releasing more and more, and it doesn't look like a roller coaster." "When customers need to train camera equipment, for sales The key to success is to show them how National Camera matches their needs."

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Orignal From: Sales Training Series - Sell yourself before you sell your company