How to Write an Ad That Adds to Your Bottom Line
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by Gary Watson, GW CopyWriting Services
- Research your prospective client fully and understand their needs in relationship to your product before contacting them.
- Consider the prospective client’s top two competitors and their relationship to your product before even making the appointment for the sales call.
- Establish the sales call objective. For example, what do you want to achieve, close for a demonstration, close for a 2nd appt, close for an order, information gathering.
- Listen more than you speak. Your client will tell you everything you need to know to make a sale; all you have to do is listen.
- Make the sales call revolve around them and not round you and your product.
- Ask open-ended questions that will lead the prospective client to discuss your product and frame the conversation sales call.
- Have good, basic sales skill. For example, a general benefit statement to open the sales call, know how to handle objections, listen effectively, understand the benefits vs. features of your product, have good closing skills.
- Maintain the highest ethical standards in all of your business affairs.
- Know the Return On Investment on your product. Remember, if you can tell your customer the ROI, you have a prospect. If your customer can tell you the ROI, you have a sale.
- Know your differentiator (what separates your product from your competitor’s) and your value add (what are you giving to the customer with added value - user group where they can network - above and beyond).
- Dump your product information in a "stop me when you see something you like" fashion.
- Spend the first three minutes jumping into a sales presentation. Always establish rapport first.
- Use profane language, discuss religion, talk politics, or tell dirty jokes - ever!
- Chatter about you, your products, or make too much small talk. It shows nervousness.
- Knock your competition. Instead, sell the features of your product. For example, "Company A is an honorable opponent, but our product is more reliable and user friendly."
Well-developed sales skills are essential to success in every field, but there are a few traps that even the senior sales managers fall into. Making a few mistakes can ruin a great opportunity. Don’t let this happen to you- review the Do’s and Don’ts of sales calls and you’ll meet with greater success more often. Do
