We all know that proper training goes a long way in enabling salespeople close deals efficiently. Successful reps tailor their sales conversations to meet the needs of prospects and convey their products’ value proposition in an effective manner. Today, let us look at three best practices of training your sales folk to hold winning conversations with potential customers.
Best Practice 1: Empower Reps to Open a Good Conversation
It is rightly said that well-begun is half done. Salespersons, who open conversations effectively can close deals better. Here are three sure-shot tips to enable your reps start a successful sales conversation.
1. Ask your reps to “survey” prospects online
Salespeople must go through the prospect’s website and visit his LinkedIn profile. This would give them a reasonable idea of the prospect’s business and his needs. Armed with this information, reps can address the needs in the first few vital minutes of the conversation.
2. Train salespeople to ask relevant questions
Erica Stritch, a sales training expert believes that the following questions help gain the trust of the prospect quickly.
- I see A, B, and C developments in your industry. How are they going to affect your organization?
- You mentioned that your key priorities are 1, 2, and 3, in your annual report. What are the issues faced in achieving them?
- I understand that regulations X, Y, and Z are introduced in your industry. How do you intend to deal with them?
Reps need to customize these questions based on the prospect. Stritch says that the questions enable sales staff to position themselves as an authority on the potential customer’s industry and build credibility.
3. Coach your salespeople to clearly explain what they can do
Most B2B customers will consider doing business with a sales rep who tells them upfront how their product can resolve their problems. The best way to do this is present case studies of how your product enabled organizations in the customer’s industry overcome similar challenges. For instance, a salesman of a CRM software developer can present a case study to a car manufacturer, highlighting how his product helped streamline the marketing process of various companies in the automobile industry.
Best Practice 2: Train Sales Reps to Deal with Objections Confidently
Salespeople who are trained to handle customer objections effectively can convince a prospect of their product’s value. Wendy Connick, a sales expert believes that reps can deal with customer concerns deftly in three steps.
1. Listen carefully to the prospect’s objection
Pay attention to what the prospective customer says to understand his concerns. A good comprehension of the customer’s objection helps the rep resolve it effectively.
2. Address the objection effectively
After comprehending the objection fully, the salesperson must cite specific examples (such as the experience of an existing customer) or relevant statistics to resolve the objection. Most prospects will accept a well-reasoned explanation that allays their concerns about the product.
3. Bring the prospect back into the flow of the sales conversation
Once the objection is addressed, the rep must quickly summarize what he’d been talking about before proceeding further.
Best Practice 3: Develop Abilities to Close Sales Conversations
A proper ending to a sales conversation will cement the relationship built over the course of the conversation. Ask your salespeople to focus on three main aspects when they close conversations.
1. Ensure that the customer is ready to end the conversation
It’s advisable to ask the prospect whether all his queries and objections have been answered, before closing a sales conversation.
2. Summarize the conversation
Reps must summarize what has been covered in the sales conversation. This will enable reps to confirm that all important aspects pertaining to the prospective customer’s need and its solution have been discussed.
3. Identify the next steps to be taken
Don’t forget to discuss how the relationship can be taken further. Ask the customer what he will do, and if possible, secure a commitment from the client.
Effective sales conversations are the cornerstones of successful business deals. By following the above mentioned best practices, you can train your sales force to hold winning conversations. Hope you liked this post. Do share your views.