Never be in a hurry to sell, take time and understand prospects

Prospects are now wiser and more informed. Take time to engage them and, that way, keep rivals at bay. PHOTO | FILE 

By JOHN KAGECHE

In Summary

• Times have changed; prospects have become wiser and more knowledgeable; today the progressive salesperson is reversing that trend and seeking to understand so as to be understood.

Seek to understand to be understood. This isn’t just a religious mantra. It’s a philosophy of life and the progressive sales person’s Holy Grail.

There was a time when successful selling was equated to longing for the prospect’s jugular sooner rather than later. After sending the proposal the salesperson, like the Count turning into Dracula at night, would release his fangs intent on sinking them into the prospect to draw blood before daylight.

As such selling has been seen to be little more than a sleight of hand explicitly intended to hoodwink the prospect.

Times have changed; prospects have become wiser and more knowledgeable; today the progressive salesperson is reversing that trend and seeking to understand so as to be understood.

Usual query

For instance, when a prospect calls seeking a print job, the instinctive thing the average salesperson does is ask for information that will enable her quote. And so to the query, “We will need souvenir brochures (300 copies, A4, 20 pages approx.) and stage branding printing, as well as a couple of pull up banners in time for the event on February 24, 2015.”

The response goes: “Quick questions, do you have the artworks ready? Do you have preferred paper stock to enable me quote? Is the booklet/brochure self-cover? On the roll up banner, what is the size and do you want light or heavy base? I look forward to your feedback”.

Anything wrong? On the surface, nothing. Technical questions met with technical responses. Typical. Compare that to this response.

Sample material

“To be of greater assistance, please let us know what the nature of the event is, and, if you’ve held it before, please share sample marketing material you have printed in the past to enable us appreciate the level of quality you desire (or don’t).

Understanding your event will enable us share insights from our own experience that may be of benefit to you. If it’s OK with you, we are happy to meet and share ideas.”

“Who does that?!”, I hear you ask incredulously. “It’s a cut-throat business this print industry and you must go for the kill yesterday!” And you are right, and I’m sure you have the closes and targets surpassed to prove it.

You also know that that kind of selling is much akin to sprinting, yet sustainable business, especially with today’s informed prospect, is built on a marathon, not a sprint.

Successful businesses hold a long-term view and many lament that few vendors do; they want to engage on the shortest terms possible. And so the businesses have adapted by commoditising services and products much to the disadvantage of the vendor.

How? In the case of the print job, do you suppose you are the only firm they have sought a quote from? Of course, not. And armed with the many quotes from the eager beaver salespeople, they now use them as a sword to spar with the vendors, seeking the lowest price tag.