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					Proactive Selling

Word Count:
465

Summary:
This article distinguishes proactive selling from reactive selling and
illustrates the technique and benefits associated with proactive selling.


Keywords:
sales, selling, customers, customer service, communication, value


Article Body:
This article distinguishes proactive selling from reactive selling and
illustrates the technique and benefits associated with proactive selling.

Are you getting “no’s” bleed from customers saying no too often? Try
asking questions that can’t be answered with a no. Try proactive
selling.

Reactive Selling

Much of the time, we adopt a reactive posture with our customers. We
“lob” a statement or benefit over the fence and wait for the customers to
respond to the statement or benefit. Then we react to their response.
Reactive statements include:

• “I’m calling to see if there’s anything we can help you out with
today.” lob … wait … The response usually is “No, not today. Thank you.”
Our reaction is “Well, if something comes up….”

• “Last week I sent you our line card and I’m following up to see if
you’ve received it.” lob...wait... The response usually is “Yep. But I
don’t need anything...” or “I don’t remember.” Our reaction is, “Well, if
something comes up...”

At the very best, many reactive sales calls end with the rep – not the
customer – doing something. Reactive sales calls result in the rep
sending literature or setting up another phone call.

With reactive sales calls, you give up control of the conversation and
reduce the possibility of making something happen.

Proactive Selling

Bring the customer into the conversation with an open-ended but specific
question:

• “How familiar are you with our Pro-Act registry service?”

• “How familiar are you with our Inventory Elimination service?”
• “How familiar are you with the depth of inventory we stock?

This question should be targeted towards the customer needs but can be
very effective for cold-calling as well. You retain control over the
conversation and build the opportunity to qualify the customer.

In General

Also don’t forget to:

• Begin each call with a specific Initial Value Statement.

• Confirm that you’re speaking with the decision-maker.   “Are you the one
who makes the decision to buy/sell…”

• Ask if this is a good time to talk for a few minutes.

• If the customer has done business with your company, thank them for
their business.

And Finally…

Proactive selling won’t work for everyone and won’t work all the time.
But when you’re feeling like you’re getting “no’s” bleed, try proactive
selling.

(This information comes from Planning for Success, a module in
Entelechy’s High Performance Sales program. Check out this module as
well as our 40 other modules, training tools, and eGuides at
www.unlockit.com.)

Terence R. Traut is the president of Entelechy, Inc., a company that
helps organizations unlock the potential of their people through
customized training programs in the areas of sales, management, customer
service, and training. Terence can be reached at 603-424-1237 or
ttraut@unlockit.com.

				
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