Промышленный лизинг Промышленный лизинг  Методички 

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ЦгА1иШ:11 пилимы ggf

Notes

1. Chapman, Elwood N. Life is an Attitude! Staying Positive During Tough Times. Page 5, 1992. Crisp Publication Inc.

2. Chapman, Elwood N. Life is an Attitude! Staying Positive During Tough Times. Page 23, 1992. Crisp Publication Inc.

3. Hopkins, Tom. Low Profile Selling: Act Like a Lamb. Sell Like a Lion. Page 200, 1994. Tom Hopkins International Inc.

4. Nelson, Bob and Peter Economy. Managing for Dummies. Page 124-125, 1996. IDG Books Worldwide Inc.

5. Boyan, Lee. Successful Cold Call Selling. Second Edition. Page 37, 1989. Amacom

6. Tracy, Brian. Winners Seminar. Calgary, Alberta. 1992.

7. Branden, Nathaniel. The Six Pillars of Self Esteem. Page 5, 1994. Bantam Books.

8. Tracy, Brian. Advanced Selling Strategies: The Proven System of Sales Ideas, Methods, and Techniques Used by Top Salespeople Everywhere. Page 80, 1995. Simon & Schuster.

9. Hill, Napolean. Think & Grow Rich. Page 75-76, 1960. Ballantine Books.

10. Brooks, William T. Niche Selling: How to Find Your Customer in a Crowded Market. Page 84-85, 1992. Business One Irwin.

11. Cloke, Kenneth & Joan Goldsmith. Thank God Its Monday: 14 Values We Need to Humanize the Way We Work. Page 61, 1997. Irwin Professional Publishing.









Chapter 3: Planning and Preparation: Measure Twice, Cut Once

Overview

The people at Training Magazine tell us that planning will become one of the most important selling tools of the future. Planning is probably the most overlooked selling skill and yet it is the cornerstone to a successful relationship. In proactive selling, salespeople can no longer wing it by developing their plan on the fly. The reality is that very few sales professionals actually commit the time required to thoroughly preplan a sales call. It is far too easy to jump in the car, race over to an appointment, then anxiously await to hear what the first thing out of your mouth will be.

Customers concur that on the top of their list of selling annoyances is a lack of preparation by sales representatives. Buyers are most annoyed by sales representatives (notice I refer to sales representatives) who show up at an appointment lacking customer knowledge and saying, So, what do you guys do here? or, Interesting, I didnt know you guys did that. A recent study suggests that 48% of buyers agree that customer knowledge is a powerful selling tool but is underutilized. Planning and customer knowledge working in harmony deliver a tremendous sales advantage. Knowledge is a very powerful differentiator.

It is an accepted truism that humans dont plan to fail, we fail to plan. Why is that? The reason is simple: We are human. By nature, people tend to be lazy,-searching for the path of least resistance, looking for a quick solution. For some reason, many sales representatives think they are immune to any precall planning. Some sales representatives give new meaning to La-Z-Boy. Although most salespeople have a great capability to improvise, this ability cannot always carry us through a sales call. I suppose part of the reason is that we often see ourselves as being productive simply because we are keeping busy. As long as we are busy we must be doing good things. Wrong. Many salespeople are doers, action people who prefer to start doing something instead of wasting idle time planning. They see planning as an activity reserved for engineers, accountants, architects, and so on.

The difference between making or not making a sale depends on several factors, but the amount of homework done by the salesperson is a major contributing factor. The more information he or she obtains prior to the call, the higher the probability of earning the customers business. Successful entrepreneurs see advance planning as essential to achieving success. Increasing confidence, using time effectively, building credibility, reducing sales cycles, and differentiating themselves from the competition are just a few of the benefits they see. As an investment, planning and preparation increase productivity a minimum of 20%. Think about it. Imagine the outcome of a wedding or a vacation if you didnt take the time to plan or prepare. As one sales manager says, Even to successfully rob a liquor store, you have to plan. However, be sure that the costs involved in precall planning dont outweigh the potential benefits obtained.

The corporate arena will no longer tolerate selling by the seat-of-the-pants approach. We must plan prior to the sales call. A good carpenter knows all too well: measure twice, cut once. Imagine the positive results if we did that in our personal lives and in our sales careers. Interesting how there is never enough time to do it right the first time, but there is always enough time to go back and fix it. Winging it is a luxury that sales professionals cannot afford, as it could be months or years before we get a second chance to do it right. A No Fear T-shirt said it best, Second place is the first loser. Unlike the Olympics, the sales arena doesnt offer a silver or bronze medal. Just as an athlete commits to countless hours of training and conditioning prior to a game, a sales entrepreneur must also commit to several hours of preparatory work.





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