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How can you teach your sales reps to learn to speak the language of your customer?
All customers are not alike, thus having the same sales pitch for each doesn't really work. How do you teach your sales reps to speak to each individual customer?
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3 Answers
Training. Train them to match their customers pace. Listen to each customer individually and verbalize their wants, needs and objections back for clarity. Engage the customer in conversation so they are comfortable and you build trust at the same time.
Trust is paramount in sales. Building trust with a client base and following through will build the long term relationship one should seek.
Utilize the sales staff and build a training model. Using a Q&A, i.e. ask where the failures and success are, and what we can do to improve, you may have your eyes opened. Your staff on the whole, may bring about the solution to your problems by analyzing and critiquing their own performance.
Interpersonal skills training will give them the tools they need to develop immediate and lasting rapport. That's the first step followed by developing their skills in the "craft of asking the right questions" to further engage the customer. Of course asking questions without hearing the answers will not do much good so to that end, an "effective listening" course will go a long way!
The key to understanding the customers language is by completely understanding what they are telling you. Too often sales reps are only concerned with what they want to "tell the customer". It is not enough to just ask the right question(s). You need to listen carefully to what was just said and then ask "questions behind answers"!
For instance, you ask how many locations they have.
They answer 4 locations. Most sales reps stop here thinking they have done a good job of finding out details about this prospect. But do you really completely understand what was just said? Are there additional follow up questions you can ask that will help both you and your prospect?
Sure there are. Here are just a couple;
Are all of the locations here in this geographic area?
Do you have more in this state? Throughout the country?
Are you in charge of purchasing for all locations? If not, would you give me the name of the other purchasing agents? Would you be willing to give me an introduction?
Do you plan on opening others locations in the next year?
From just that one simple question, you can find out much more information than almost all of your competition.
Selling is all about discovering your prospects/customers P.A.I.N.S. and providing a specific and unique solution for them.
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