Sales, contrary to popular belief, is not an easy job, says nationally acclaimed sales trainer Mark Zokle. In the following Q&A, Zokle answers questions to help neophyte sales professionals adapt to client needs.
Q: Who is in the best position to identify what my customers really want?
Mark Zokle: Chances are, your company will have a list of items they believe every customer will be looking for. However, it is ultimately up to you, the salesperson, to ask the right questions. Never assume that your buyer’s motivations are exactly in-line with your company’s expectations.
Q: What is the best way to communicate with my clients?
Mark Zokle: Unless your clients are all the same, which is unlikely, you will have to adapt your communication style for each individual. Some clients will be direct and strong-willed. For these, you must be succinct and specific in your objectives. Others will be friendly and enthusiastic throughout the entire process. Providing a warm environment and keeping the details to a minimum will likely make these buyers feel more comfortable. It’s always a good idea, however, to present yourself in a nonthreatening and logical manner and arrive at every meeting prepared and ready to put on a professional presentation.
Q: How should I handle objections?
Mark Zokle: The best way to go about this is to know ahead of time the specific areas where your customer might have lingering reservations. Have an idea on how you can answer any one of several different scenarios and you won’t feel quite as “on-the-spot” on presentation day.
Q: When is the right time to go for the close?
Mark Zokle: Once you have established a rapport with your client and truly believe that your product is their best solution. While you should proceed with some level of caution, remain confident, don’t waver on your price, and be gracious.