DON’T MAKE THIS MISTAKE ON A SALES CALL

I almost always take cold sales calls. You never know when the person calling may have just what you are looking for but don’t know it yet.

I don’t mind taking five to ten minutes out of my day to learn about a new product. I’m always looking for something that will enhance the efficiency of my business.

On a recent sales call that I initiated, I hoped to learn more about the product I was interested in. Unfortunately the salesperson spent most of the time talking. He talked and talked and talked, telling me how wonderful the product was, how they were a leader in the industry, why they were better than the competitors, and why he understood my problems.

As a result I spent the entire hour long call somewhat bored and disinterested. By the end of the call I no longer had any interest in the product. It may very well have been a product that was useful to me. However, I was so put off by the sales call I didn’t even want to spend any more of my time on it.

What was the mistake the salesperson made?

He failed to ask me any questions. By the end of the call, he knew next to nothing about me, the company I worked for, what our problems were, or how his company was going to solve them.

As a fairly engaged and interested potential customer, the salesperson’s job should have been easy. If he had tried to find out more about me and my company, the sales cycle would have continued. Instead it was stopped short.

You are in the business of satisfying the wants and needs of your customers. You won’t know what they are unless you ask. The more information you have about your potential customer, the better you will be able to tailor your message to target their problems and show how your product or service will solve them and make their lives better.

The easiest way to keep that customer interested is to ask them questions, and really listen to the answers.  If you are doing all the talking on the sales call, it is preventing you from finding out what your customer needs.

Here are a few questions you should ask your potential customer:

1. What initially made you interested in our product or service?
2. What are your biggest problems that you think our product or service can solve?
3. What would an ideal solution look like, in your opinion?

The sale may not happen on the first call. Engage the customer by asking questions. They will welcome additional contact and information. If your solution works for them, they will be happy, and likely refer you to others.  This enhances your network and reach, building a positive reputation within your target market.