Why Your Great Idea Didn't Sell

Watch this week's Short Attention Span Sales Tip here.

Good morning!

You are stunned. Dumbfounded. Bewildered.

You've just left a meeting where you were certain you would close a very significant sale and leave asking yourself, “How will I spend that Commission?” But instead you're asking yourself, “What just happened?”

For all the talk about selling the right solution from guys like me, there's not enough talk about taking the extra step of reading the situation and building the foundation of the sale as if you were building a house. It's entirely possible you could have the exact product a customer needs—an absolutely perfect solution at a phenomenal price—and not make the sale.

When you are pitching your idea, there are the traditional features and benefits to cover. But you need to know what to emphasize and in what order.

Part of your discovery process needs to be learning such nuances. The customer will practically tell you how to sell them if you ask some basic questions, like: “What's important to you?” Not everyone is going to have access to the answer immediately, so make sure you circle back or ask the question in a different way. You might also ask, “Why do you choose one particular vendor over another?” The answer to another good query—why do people buy from your company?—might also reveal some secrets.

Whether you're on a phone call or in person, when you get the sense you've come across an important buying criterion, circle it in your notes. That will be your cue to emphasize that point later in your proposal.

Build the foundation of the sale early by doing more than just learning the story behind the printed piece. Learn the customers’ hierarchy of importance.

The price-based sale is easy: Just be the lowest price. Making the profitable sale is more of a challenge. That’s what The Sales Vault can teach you. Go to SalesVault.pro or call Bill Farquharson at 781-934-7036.

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions.