Selling Skills – Personalising the message and gaining partial agreement – In call effectivenss (ICE)
I want to carry on my in call effectiveness series with personalising the message and gaining partial agreement
I call it the three P’s
Purpose – Engage the customer in a compelling value proposition, tailoring your message – Gainingh custmer agreement throughout
Process – Observe, create and discuss examples
Pay Off - New, better, different ways of personalising your approach, use a collection of relevant and powerful words to warrant a call to action at the end of your call
You need to select features and benefits of your product that you are selling which are aligned to the customers stated needs. Gain partial agreements throught your call.
Tailoring our approach:
CHOOSE the right mesage – (What will you say) – (What will you show)
DELIVER -with conviction – (How will you say it)
ASK- for agreement (Gain partial agreement)
A benefit is only a benefit of the customer stated a clar need; that can be matched with a feature /advantage.
In earlier posts through the selling skills section of my blog I have talked about the face value reason people may give you upon questioning and the real reason that they buy. You have to drill down with those more specific questions and start asking about the real needs of the customer.
We have several factors playing a part in the buying process:
- Emotional
- Rational/Logical
- Political/cultural
In my fomer life as pharmaceutical sales executive, we had strong inputrs in all theree reasons, culture was dicated by old school medicine that resisted change and the political aspect was also being pushed by the local funding authorities which stepped out of the department of health and the government.
Finding out what’s the biggest or the most important factor in your sales call is the key to success in these situations.
