I dramatically increase business for companies whose sales are stuck
So here’s a great sales story:
There was a bread company that sold delicious breads to bakeries and stores. The sales person went into one of the largest, finest and most high-end store in the city. She told the buyer that she knows about how busy this store is. Their reputation is just amazing. Anyone in the town that’s anybody shops at this store. Everything is entirely organic from small farms and companies. That’s a very important part of the store and their target market.
The sales person was thrilled that she could get into this account with her incredible bread. She was convinced that she would land this.
So sure that she jumped into her sales presentation and how amazing her bread is. It is a totally healthy, vegan bread. No preservatives, no chemicals..just pure, organic, delicious bread. All its organic ingredients come from small farms.
She showed her 14 grain, 16 grain, 20 grain and beautiful seeded bread all in beautiful shapes and forms that just amazed people. She showed her pages of testimonials from people who just loved this bread. Everyone thought this was the best and most beautiful bread they have tasted in years.
They bake the breads and have a brand new, unique, one-of-a-kind way of packing and shipping that’s as if the bread was baked on site. She knew this would be important for an organic grocery store, so she really focused on that.
The buyer was impressed and the sales person was ready to sign her up for a big order.
“Is this gluten free?”, asked the buyer. “They’re not, but that has not stopped the bread from being a great seller”, said the sales person.
“I am sure it is amazing and a great seller”, said the buyer, “but our bakery goods are all gluten free. We do not carry any bakery with gluten”.
The sales person walked away from her 45 minute presentation upset and deflated. Not to mention she did not leave the store buyer happy for wasting time.
Of course there are lessons here. I don’t want to waste YOUR time!
The big lesson…find out what your client NEEDS are and match that to your product. If you don’t know what there needs are, the chances of you showing something they can or worse, cannot use becomes a gamble. Results? You’re never sure. It turns from selling to hoping and hope is not a strategy.
Selling takes strategies. And part of that is to know your client’s immediate needs and fill that need. Saves your time and allows you to grow sales much more quickly and consistently. The days of show and drop or what I call “the flip show” is (or should be) dead.
And most times, unfortunately, it isn’t even this clear. Your client may or may not tell you they cannot use it. You leave thinking you have had a great presentation with a big firm, but look at the sales…..many times a different story. I have seen this over and over again when I train sales people. (and if I am transparent, I use to do this myself!)
If the sales person in the above example would have just asked a few questions before she showed product, she would have saved time. That time could have been used to sell her product to someone who would be a viable account.
That’s a strategy!