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Bill Farquharson

The Sales Challenge

By Bill Farquharson

About Bill

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."

 

Your Miranda Sales Rights

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Anyone who has ever seen a TV cop show knows what the Miranda Rights are and are familiar with the following sentence:

“You have the right to remain silent. Anything you say can and will be used against you in a court of law.”

The idea here was fairly simple. Criminals and suspects would implicate themselves by talking too much and sharing things that would later come back to haunt them. This concept can work to your advantage as a salesperson. By being thorough in your fact-finding with a Prospect and making notes (mental or physical), you can pick up key details that can be used later during negotiations and when it comes to overcoming objections.

For example, let’s say you’re talking with a Prospect and she lets on that her customers are loyal to her because she provides top quality and great service, not because she has the cheapest price.

Fast-forward...

You submit an estimate for a piece she needs printed but you are told that your price is too high. She asks you if you can do anything about it.

Recalling your previous conversation you respond, “You told me earlier that price, while important, is not the primary force behind your customers’ buying decision. I assure you that you will be pleased with the quality and service you receive from me. My goal is to build a working relationship with you and to be a partner in helping you meet your business needs.”

Don’t rush through the process of building a rapport and understanding the needs of the client. The more listening that you do, the more you learn. Anything the customer says can and will and should be used later to help close the business.

Book ‘em, Dan-O.

Bill Farquharson is a Vice President at NAPL. His training programs can drive the sales of print reps and selling owners. Check out his Sales Resources page and contact him at (781) 934-7036 or bfarquharson@napl.org.

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