During my workshops I frequently speak of the need for selling professionals to be prepared for every selling situation. With the lack of selling methodology and training amongst 92% of the selling population there are a number of gaffs during the sales day.

After a relaxing Independence Day weekend, I returned to several emails. One of the most striking included the following, “I realize that your company may be too big to have a need for our training materials, but I liked what I saw on your webpage and I thought it might be worth having a conversation.”

While I honor the selling representative for having the gumption to connect, their lack of knowledge for my firm is alarming. Worse yet, there exists the typical bromide of “what you can do for me approach”. Selling professionals must refrain from selling products and begin to realize the need to invest in and develop relationships. Consumers buy from those they know and trust and this begins with intellectual dialogue based on objectives and values.

If there is a desire to invest in a relationship then:

1. Conduct fundamental research on the company and establish need.
2. Get introduced to the economic buyer through a third party.
3. If a cold call is required, ensure the focus is on objectives and measurements of success.
4. Conduct research on the true economic buyer, blind messages to gatekeepers will only get lost.
5. Stop thinking of input; consider how your product or service will benefit the customer. Think of external value end the selfishness and focus on the prospective client.

Before you pick up the phone or key a letter:

• Know the customer.
• Know the industry.
• Know the competition.
• Know your value.
• Know your differentiation.
• Know your value proposition.
• Know your output.
• Know your decision maker.
• Know your time frame.

Customers are too busy and not inclined to have their time wasted on the folly of sales commission. The only methods of competitively selling today include differentiation, value and output. Anything less is simply a waste of the selling professionals time. How much do you know?

© 2010. Drew Stevens PhD. All rights reserved.

Drew Stevens is one of the world’s leading authorities on Sales Marketing & Business Development Solutions . Drew is the author of the successful sales process book Split Second Selling. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration. To discover how Dr. Drew can assist your organization visit his marketing and sales website.

The Sales Corner is a leading resource for 100% Free Sales and Marketing and Business information to help you grow online and off! Drew Stevens PhD, President of Stevens Consulting Group and renowned author, consultant and sales expert literally wrote the book on improving sales skills. Dr. Drew is the author of the best seller Split Second Selling and Ultimate Business Bible that have helped thousands of frustrated sales managers, selling professionals and entrepreneurs improve their skills and gain dramatic results. Experienced with helping entrepreneurs and mid sized business, Dr. Drew works with organizations that desire to dramatically accelerate business growth! Drew has been successful in developing a consistent business methodology that increases customer acquisition by 40% while creating selling standards to reduce labor intensity-resulting in record revenues and higher productivity and profitability. Drew Stevens is a passionate, professional, and personable keynote speaker, and workshop facilitator; Drew conducts over 50 presentations per year in over 20 countries. He is also the author of 100 articles on sales, customer service and selling strategy quoted frequently in the media, with periodicals such as Personal Selling Power and Sales and Marketing Management, The New York Times, The New York Daily News, and Chicago Tribune. Dr. Drew can assist your organization with: