This article is an excerpt from one of
the many sales training programs dealing with consultative
selling delivered by Mark Hunter, The Sales Hunter.
Every sales call you make needs to include the “Learn,
Teach, Sell” concept. Today’s customer has many options
available to them. Rarely are we in a position to sell to a
customer something that is so unique and compelling that they
have no other choice but to buy from us. To help create a
competitive edge in the marketplace, we must find ways to
distinguish our selling process from our competition’s.
One of the most effective ways to do this is to use each call to
“learn” something about the customer and to “teach” them
something about the business. When we take the time to both
“learn” and “teach” the customer something, then we have earned
the right to “sell” them; this is an consultative selling
approach.
“Learning” something about the customer is absolutely essential
if we are going to be in a position to help identify their true
needs. Therefore, the questions you ask must allow you to gain
information that can be used either in the current call or at a
later time with the customer. An example might be finding out
from a customer what their financial limits are.
“Teaching” is the way we can help the customer become more
qualified in their position and, in turn, make better decisions.
Teaching them something should not be centered on the products
or services we offer, but on the industry and business
practices. The key is to provide them with practical
information. By doing so, you will demonstrate that you are
interested in helping them be more successful, rather than just
selling them something.
The final step is to “sell” the customer. Naturally, we want to
sell our products on every call. However, reality reminds us
that many times there are objections and other issues that must
be overcome before the customer will buy from us. Still, it is
essential for us to “sell” on every sales call, whether it is
simply selling our integrity, our listening skills, or our
personal style.
In the end, we have been successful if we have earned the right,
privilege, honor, and respect to call on the customer again.
This is best achieved when we’ve taken the time to first learn
from them, and, second, teach them information of benefit.
Mark Hunter, “The
Sales Hunter”, is a motivational sales speaker and industry
expert who addresses thousands each year on how to increase
their sales profitability.
For more information on his sales training or to receive
a free weekly sales tip via email, contact “The Sales Hunter” at
www.TheSalesHunter.com.
Reprinting of this
article is welcomed as long as the following is included:
Mark Hunter, "The Sales Hunter",
www.TheSalesHunter.com,
© 2007
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