Last week, we have helped Amos, the Asian Salesman to change his knowledge, attitude, skills and accountability, in order to perform optimally when Qualifying Leads. He had to make those changes with the aim of increasing his sales capabilities in order to reach his quota and impress his boss. We will now look into the next sales process called Pre-Approach & see how we can help Amos improve himself.
The pre approach is when you gather relevant information regarding the prospect in order to create a customized sales presentation. Planning, researching and preparing, both internal and external, are important in this process. A better-prepared approach leads to a better approach and vice versa.
Amos has spent too much time before, to ensure he has a clear profile and information of his prospects, so that he can develop plans to fit them. Since he now needs to focus on a bigger pool of leads, he does not have time to do this. He should not spend time knowing so much about the leads. He needs to focus in ensuring that there is an in-place sales kit to approach prospects. We can now look at how Amos can change his knowledge, attitude, skills and accountability to bridge the gap between his current profile and the expectations of the company.
First of all, Amos needs to increase his knowledge on the general buyers’ persona and come up with a brief and effective presentation sales kit. This sales kit need to focus on the prospects’ wants and needs instead of the product itself. This way, he could ask ‘hot button’ questions to make them feel like they have to buy the products thus increasing the chances of sales conversion. While knowledge is important, it does not necessarily lead to sales. He still has to connect with people’s psychographic and have high empathy on his buyers. He now needs to put himself on his buyers’ shoes, not on the product itself, thus changing his attitude towards others.
For Amos to be able to increase the chances of sales conversion, he needs to have the skills to point out to his prospects, what would be the reason(s), for buying the product from him. This would require him to rehearse and deliver the kit while understanding the customer. Previously, he was also focusing on the Unique Selling Proposition (USP) of the product. He needs to shift into focusing on the Unique Perceived Buying Motives of his buyers instead. To be accountable for this, he has to learn all these skills quickly from others, be it his team members or his supervisors.
After looking through what he needs to do at the Pre-Approach stage, we have managed to bridge the gap between the actual performance and the desired outcome. He has gone a step further in achieving his dreams to become a successful salesperson. In next week’s issue, we will go through Making Approach: The Fourth Sales Process.
*The key principle is that anyone can sell, depending on where the strength lies at and how to leverage them with the surrounding opportunities unique to the sales person to achieve the desired sales outcomes! Find out more on how you can leverage your sales via https://pearcomms.com/