Proactive Selling by cmlang


									by: Terence Traut

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

Are you getting nos bleed from customers saying no too often? Try asking questions that cant 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:

Im calling to see if theres 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 Im following up to see if youve received it. lob...wait...
The response usually is Yep. But I dont need anything... or I dont 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

In General

Also dont forget to:

Begin each call with a specific Initial Value Statement.
Confirm that youre 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 wont work for everyone and wont work all the time. But when youre feeling
like youre getting nos bleed, try proactive selling.

This article was posted on January 26, 2006

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