By Richard Hession
Designed for the person, this sensible textual content offers suggestions for revenues good fortune constructed from a UK-centred viewpoint. It contains chapters on: perfecting a revenues procedure; studying the artwork of negotiation; maintaining the initiative; and out-doing rivals.
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Additional resources for Be a Great Salesperson: Powerful Techniques to Make That Sale and Boost Your Career
Credibility: Don’t wildly exaggerate and make unsupported claims for your product or service. Its qualities will speak for themselves – just be sincere, honest and demonstrate the truth of the claims you can make for your product. Competence: Show you know what you’re doing and saying, and that you’ve done your homework and are adequately prepared for the interview. Nothing must be overlooked or forgotten. Important papers are of little use if left on your office desk or in the car, for instance.
Too many salespeople praise the features of the product, but not the benefits in terms of what’s in it for the customer. So: • List all particular features of the product or service. • Describe all the general features of the backup services available. • Translate these into benefits under each heading of ENSCADE, expressing them in terms of what’s in it for the customer. Selling Benefits 55 • Commit these benefits to memory. • Identify which aspects of ENSCADE will be of prime interest to the customer.
You pay for advertising your products in our catalogue. Signed: the buyer 7 Selling Benefits DEFINING THE BENEFITS The dictionary defines benefit, among other things, as an advantage. In the sales sense there’s no advantage to be gained until a product or service offering benefits is actually used. Many features of a product or service are of advantage, and the salesperson should always translate these into terms of benefits to the customer. The way to go about this is to list all: • the integral features of your firm’s product or service • the technical features • the features of the aftersales service and then, for each of the above, list: • the benefits to be derived from each feature and build them into each and every sales presentation you make.