Tuesday, September 27, 2016

Real strategy business development that works

Real strategy business development that works

Here is a new series of articles with tips on prospecting.

1. Do not disparage your competitors
It is a common mistake beginners business, denigrate competitors, and say that their product is so good, it does not work well, you had unhappy customers of other brands. Be subtle, presenting at your appointment you during your phone conversation, your strengths (what you have more), and stressing the points you know your competitor is less well but without mentioning it explicitly.


Example "I also wanted to show you this feature, because it is really important. This is not the case in all products in the market, I wanted to show it to you because it brings a real plus for users"

This is important in the short term for the sale, because if you directly disparage a competitor you will put the client on the defensive (especially if among buyers you have a person who highly recommended your competitor). But also in the medium term, because with market concentration, you do not know if in 1 or 2 years you will not be colleagues and you will not have to sell their products on redemption! If ever your prospect asks you what is the difference from your competitors, you must prepare your Unique Selling Propositio n (USP) and say how you are unique.

Otherwise to avoid this, you can for example say "We are not in the same market, they are on the XXX market, and we're on the market for YYY. Our products are designed to XXX, and them it is more ZZZ "

2. Do not say "It is the same as X, but it is cheaper"
We must be positive and differentiate, for example by indicating what you do best, you have exclusive. And if possible without putting forward only a price but the service and intangible as reputation, a number of customers.

For this advantage to be truly effective, there are several tips:

-Search through studies and surveys the purchasing key factors (motivation) and develop arguments (eg, ease of use)

-Appoint their features to make them unique (eg The Intuiciel of Heaven software)

3. Do not come to a customer without a plan of attack
Before going to a customer you have to adapt your presentation to its context (see our article "  how to make a good demo ") with customizing your arguments, customization examples. Also find out about the company, its current context, strategy which will allow you to give examples from their activity (not examples out of context, which compel prospects to return them to their contexts activity).

Prepare a first proposal with a Plan B that you can get out if things do not go as planned. For example plan to sell Product X with the service, with an option to offer the product A with Y service if the price raised eyebrows the prospect, or offer different deployment phases.

Plan as a plan C, with a new argument totally different from the first two. For example, present financing offers (BNP Leasecom, Mille), offer leasing systems or product exposure, clocking in stages instead of a global project if the product price is a drag purchase.

4. Anticipate objections in advance.
Before the appointment, put yourself in the shoes of the customer, and imagine the objections that might get you. And prepare against your arguments (but do not go out immediately, take the time to question and verify what exactly is the problem).

For this, simply list your arguments, and you even put up against the arguments. For this to be very productive, make a brainstorming several at a trade meeting with a role play between a commercial that makes the buyer.

5. Do not mention a price, and right after saying "But that's negotiable"
Again you completely demean your product and your credibility, and do not lower your panties even before anyone could react. When you enter a price, you must first justify the profits via (what it brings to the customer), then evidence (number of customers, labels, studies on savings).

Then let the customer respond, and if necessary ask him directly "What do you think? ". And if you say "You are loved", provide reasons and indicate that there are alternatives (start with a lower product and evolve, financing offers).

You can validate what exactly is the price, and why not after return and offer a price effort. This technique is often used by kitchen designers: they offer a crazy prices, and after seeing you blow, they indicate that they can call their manager to try to get a discount. And miraculously, you are entitled to 20% reduction because you are friendly and the need to help young people and if it is still not convincing, after 20 minutes you still have 10% extra because the boss "in person" comes to you and offers you a discount because this is the end of the month.

The mechanisms used in this example are "evidence" for a discount (we do not remits without a concession on the side of the buyer, and it also helps to make it accountable). Having to ask for an "authorization" to an "authority" also enables more "exceptional" rebate, and so suggest that the commercial gesture is all the more exceptional, and that there will no other.

6. Provide a small gift at the 1 st appointment
As stated Robert Cialdini, it is important to make "accountable" your prospect by offering a small gift, even to a minimum. This is for example a USB key, a keychain, a sample, offer a coffee. The key is to make the person "liable" to make you a "flower" to turn, this can be an info on competitors on the case back present your case if a presentation was not convincing.

7. Learn to shut up
The greatest weapon a good buyer is silence. You must learn to resist the urge to talk, and instead let the other speak. It's like a poker game, it does not fau a glimpse of your assets. One of the most deadly mistakes is to talk once we made a quotation: you have to wait, and do not add back "But it is of course negotiable " / "You are too expensive "/" You have convinced me by air".

We must "turn 7 times his tongue in his mouth," c ar one hand it collects information about prospects (signs, requests, questions, hidden), but then let the talk about problems to be sure to have good arguments (and customers love about him rather than hear about your products, this empathy is essential in the early days). Finally, it must be silent to entice the prospect to act or be. If you make a move, you will discover. Now the advantage is to the defense, the one who moves first is often the loser!

8. People like to buy, but they do not like to sell their products.
You can not force customers to buy your products if they buy is that they have either a problem or a need knowing that a problem is often more effective to motivate a purchase. We must not forget that the act of purchase is emotional, and it is the justification is rational. So your goal should be to press these buttons to encourage them to buy your product over another (or to solve a most urgent problem) by highlighting the benefits of your products, the problems that will be solved in encrypting the savings.

But beware, just like in real life, it does not have to have fun to lie, exaggerate instead position itself as a provider of solution, support that will help them solve their problem. It should also reduce the "risk" related to the choice of your product and to trust you. This means your customers reassure references, your recommendations by external studies results through the expertise of your staff, the quality of your product, the results of studies, newspaper clippings.

9. Use the psychological method
There are five psychological levers on which it is possible to play in encouraging a person to act:

- Safety: these are all arguments and functions related to the physical or psychological safety. For example in a car is an integrated alarm, ABS, a recognized brand and a significant number of buyers reassuring in security. This can be psychological (eg, money back guarantee, a well-known brand, quality labels).

- Pride: these are all functions and arguments to develop the ego of the buyer or to show how it will not be "like the others". This is for example you are the first to have the latest iPhone is our high-end version luxury finish.

- The New: This is all that is related to novelty is the latest version of a product (the iPhone 5, which has just come out), there is the new assistant SIRI.

- The Comfort: It is the simplicity of use (eg a free trial), exact adjustment needed, a convenience (eg, you can return the product if you like), the least effort (eg : one book you home and we take you old).

- Money: It's all the price reductions (eg introductory offer), the value for money (eg savings simulator), the savings that this will bring, product durability.

- Sympathy: quite the emotional side as the image of the brand of the product (eg made ​​in France by a local SME), the sympathy of the seller, the brand (eg we still prefer the big challenger leader).

You must identify in the speech, attitude, requests your prospect the major levers of his psychological profile to know what are the most important arguments. 

10. Finally, ask what is the next step
Once all arguments have been raised, that all doubts are removed, that all objections have been lifted, the customer has indicated he has no issue you have to ask to go to the next step. The most natural approach then is to directly propose the next step, locking the action to perform by offering two dates for the next appointment, product installation (For example, "Are you available next Tuesday or Wednesday?"). Beware though, as some novice sellers at this time "fear of success", and they add additional steps instead of close the sale and they do not dare to come to the conclusion of the sale.

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