This past week we had a guest speaker in class. The speaker was Coach Didenado, head coach of Grove City College football program. He had a past in sales and wanted to share what he has learned throughout his sales experience.
During his presentation he taught us five rules for selling:
1. Pre-Call Analysis:
Whenever you are selling, you must know who you are talking to, what you are trying to sell, and how you are going to go about it. You never want to go into a sale unprepared, and not know what your end game is.
2. Need Analysis:
Whenever you talk to a perspective client you never want to ask closed-ended questions. The reason for this is because you don’t want the client to give “yes” or “no” answers. If you do this you will never be able to find a connection between the client and yourself to find similarities to bond about. Instead, you want to ask general open-ended questions to the client to try to strike a conversation easily and quickly. You never want to ask pointless questions, instead only ask quality questions (AQQ).
3. Need Awareness:
This is the step where you want to ask probing questions. Try to talk about what you are trying to sell, and involve the customers own experience into the mix. You want to make the customer think about what you are selling and why they need it.
4. Need Solution:
Coach said “Features tell, Benefits sell”. People are not going to buy a product or service that they do not need, or find to not benefit them. Features are a good way to try and show what the product is or does, but benefits of the product should be the main selling point. Try to tell the customer what buying the product will do for them and improve their life in some aspect.
5. Need Satisfaction:
This is the fifth and final step. This is when you ask for their business. This can be a very intimidating task for some people, but at the end of the day this is why your talking to them in the first place. The outcome for this step will depend on how you approached it in the first place. If you nailed steps 1-4, the chances of them accepting your business will be higher rather than having a poor conversation.
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