Marketing and selling in tough economic conditions - Article 23:

Answers to tough sales questions

Series by : Prasanna Perera, Marketing & Management Consultant, Chartered Marketeer, CIM U.K.

At hundrerds of seminars and workshops I have conducted on selling, several common queries keep cropping up. The purpose of this article is to share these queries and answers with a broader group of people.

Question 1

How do I get new prospects?

Through the Yellow Pages, Directories (Trade), Professional Associations (Member Register), Social Clubs and Associations, customers and employees. Basically there are many sources and one needs to keep looking out.

Question 2

How do I maintain a positive attitude when selling?

An attitude is not a feeling - it's a state of mind that is self induced. Hence, the good news is that you are in complete control of it. You determine what your attitude is.

To maintain a positive attitude, surround yourself with positive things and positive people. Keep away from negative people who say you cannot do something. Believe in yourself and your abilities at all times.

Question 3

How do you make cold calls?

The objective of a cold call is to get an appointment. Therefore, you need to prepare before a cold call; specially the questions you will ask. The secret to cold calling is "engagement" of the prospect and not to make a sale.

Question 4

What is the best way to double my sales?

You need to ensure that you retain all your present customers by selling to them effectively and get each one of them to recommend you to another one customer. Further, you need to spend more time in front of decision makers.

Question 5

What are the biggest mistakes sales people make?

Firstly, believing that sales provides big money. Maybe it does, but if you do not have the passion for selling, your success will be short-lived. Secondly, trying to sell to prospects, rather than helping them to buy. (People like to buy, not to be sold). Thirdly, blaming circumstances and others for not achieving targets, rather than themselves.

Question 6

How important is follow up in selling?

Follow up is absolutely essential. By following up you indicate interest and professionalism. Never send a proposal without a follow up interview lined up. In B2B (business-to-business) selling, a considerable lead time may be involved between submitting a proposal and receiving an order. During this period, regular follow up is essential, or else you could lose the sale.

Question 7

What if customers try to avoid a sales meeting?

This could be due to two reasons i.e. they are not ready to buy and/or they are evaluating other offers. Either way, do not push too hard, as it could leave an impression of desperation. Have patience, but keep following up. do not get disheartened.

Question 8

How should I sell when the market is price sensitive?

A very common question in the Sri Lankan context. Sri Lankans are price sensitive for obvious reasons. However, you do not require sales persons to sell at the lowest price and at the highest discount.

When price objections arise, value added selling should be practised.

For example if you are selling consumer durables, offer extended guarantees, free installation and delivery and convenient after sales facilities.

You must remember, that once you lower the price, it is almost impossible to increase it again.

Question 9

What is the best way to prepare for a sales call?

Visit the website of your customer, so that you can update your knowledge. You could read product brochures, leaflets and other related publications.

If you have already provided a quotation, re-visit it and anticipate the questions that may be asked. Above all, be well prepared.

Question 10

How do I handle rejection by customers?

Sales people hate rejection. Many sales people quit, the moment a customer says "I am not interested".

One of the main reasons for this, is that your belief system is limited or weak. You lack the passion that it takes to hang in there and win the deal.

Question 11

When do I quit trying to get an order from a customer?

When you believe in your heart that you can no longer help the customer or that your solution is not the best for that customer. Until then you need to hang on, even at the risk of being rejected many times over.

In this brief article, I have endeavoured to provide answers to the most common questions in selling.