Recent articles have detailed the demise of traditional retailers such as Sears in the United States, in contrast to the increasing dominance of online retailing.
This has led some to reflect on the role of a face-to-face sales force, and wonder if they can still be effective.
The counterargument is that while online sites can offer convenience and preliminary information, sales persons can explain and clarify, reassure, and offer the personal touch that many clients still crave.
We asked our resource person, Dindo Raymundo, who has experience in sales and marketing, training and development, and a former manager for PBA teams, for some tips on how to ensure that your sales team is still up-to-date and relevant in today’s increasingly virtual world.
1. Master your product (or service) and all your competitors
It is important to be able to describe your product or service features and its benefits to a potential buyer.
You also need to know about most (if not all) products and services that form your chief competition—a crucial step as you can expect your buyers to use the internet to research on viable alternatives before they even consider you. Ensure you have several differentiating advantages you can cite that your brand has over others.
2. Uncover the expressed and implied needs of your customer
This is where some skill and training might be needed.
You will need to be an amateur psychologist (or improve your EQ) to “read” your customer—take the trouble to find out what they really need and to understand the concerns and constraints they have.
One quick example would be to probe and eventually discover that maybe they need help with payment terms, while having few concerns over the product.
Prepare some guide questions to help you discern the implied, unexpressed needs and wants of your client.
3. Solve their needs and the sales will follow
As a salesperson it is better that you are seen as a provider of solutions.
Take the time to listen to what they’re saying and respond accordingly—be sincere, be specific, be factual.
Clients will feel if you sincerely care for them and you are there to help achieve their business goals.
That is something customers will not get from regular online transactions.
Dindo Raymundo will conduct a workshop titled “Sales Proficiency Training: Methods and Techniques in Sales & Negotiation” on March 16, 2017.
The Inquirer Academy is at 4168 Don Chino Roces Ave. corner Ponte St., Makati City.
For more information about the workshop or if you would like to add your input on the article, you may email ask@inquireracademy.com, call (632) 834-1557 or 800-8110 and look for Jerald Miguel, or visit the website at www.inquireracademy.com.