Guest Post: Six Steps to Winning a Sale

Russ Ackerman by Russ Ackerman | 08.12.2013

Russ Ackerman is the sales director for Certified/Vector Security in Jacksonville, Florida. Since he began his security career in 1986, he has trained hundreds of successful sales consultants and managers.

Tuxedo -Honeywell Total Connect- Z-wave – Door locks- Thermostats – Outdoor Motion Detectors – Outdoor Gate Contacts – Asset Protection – LYNX Touch 5100

When you are in front of a prospect, try these steps that can help you win the sale.

Just when you thought your sales team was well trained on the latest industry technology, the people in the lab coats at Honeywell come up with something else really cool.  Within the last few years, we have seen a lot of new products appear on our price list. It is one thing to train your sales team on the features and benefits of all this, but every sales consultant must also understand which product to present to the prospect he or she might be sitting across from. Sales training is as important if not more important than product training.  When presenting many of the new products, the sales consultant must understand some key principles in order to win the sale.   Whether presenting to a homeowner or to a business executive, these principles will not fail you.

1.  Determine the dominant buying motive (What is the need?).
Ask a lot of questions concerning what the prospect’s need is before talking about products.  Once you understand what the prospect’s need is, then, focus on the right product to handle the need. We have already seen sales consultants lose sales because their prospect was confused.  The prospect was given so many options that they could not make up their mind.

Let’s say your prospect is concerned about the neighborhood children playing in her backyard pool when she is on vacation. This prospect needs a Honeywell outside IP camera to alert her every time there is movement around the pool area. You would not want to spend the majority of your time selling the benefits of Z-wave technology or asset protection.  We all have to be very careful here that we are not answering questions that no one is asking.  You should always mention the latest and greatest products, but be careful of what you are recommending.  It is very easy these days to confuse the prospect with new technology. 

2.  Keep it simple.
Never let your product or service appear to be complicated or difficult to use. Avoid using terms or industry catch phrases that your potential customers might not understand.  Remember, it is likely that they have never used this new technology before. If your prospects feel like your product is too complicated or not user friendly, they are not going to buy.  When you ask for the order, they are likely to say something like “let me think it over”.   

3.  Make sure your presentation is exciting. 
If you are talking to your prospect about the benefits of the LYNX Touch system, you should be prepared to do a presentation on your personal tablet or smart phone.  Make it look easy.  Many of us actually do a LYNX Touch demo in the home with a live working, LYNX demo kit.  When the prospect can actually touch and operate the product themselves, you will get that WOW factor you are going for.

Your goal should be to “dazzle” your prospect with a great sales presentation. A great sales presentation delivered by a knowledgeable sale person is more likely to win the sale.  Make sure you are better prepared than your competitor.  Learn every benefit and feature of your product. 

4.  Understand the concept of relationship selling. 
There is an old adage “All things being equal, people will do business with the sales rep they like the best.”  Here is a better way of saying it.  “All things being close to equal, people will do business with the sales rep they like the best.” The champion sales consultant must be more likeable than the competitor.  The prospect must no only see the sales consultant as a professional, but also friendly. 

5.  Sell what it does, not what it is.
The smart sales rep knows how to apply the correct product to the prospect by using word pictures to describe how the prospect will apply this new technology.  After describing the benefit to the prospect, the sales consultant should use a phrase like; “This is going to be perfect for you because….” Or “You will love this because”….. then go on to describe exactly (in detail), using word pictures, how the prospect will benefit.

6.  Perceived value must be greater than the actual cost.
Perceived value is what we think something is worth to us, it is not necessarily the actual cost.  By describing the features and benefits with excitement and confidence and a clear explanation of how the prospect can benefit from the product, the sales rep can build great value in the product.  Remember, the prospect must feel like the product is worth more than the investment before you ask for the order.  In other words, don’t ask for the order until you are pretty sure you are going to get a yes.

 Are you using any of these ideas when you go to see a prospect? Let me know with a comment below.