Saturday, October 24, 2009

Customize - Personalize Selling Strategy





Big organizations like to standardize and systemize. This often results in sales executives for large organizations falling into the use of a sales script, or relying upon their internet site rather than direct communications. You may remember that while I teach a “Sales Process,” I stress that the process is different for every sales executive and for every presentation. We need to observe how the “Big Boys” fall into a script or push people to their websites. We should be putting the touch back in selling, not taking it away. When the prospect visits our offices or calls, we want to change the script and show something new and different. Let’s work on diversifying our message and our offer. By changing the offer and diversifying the message, we will give the prospect a new look and a personalized message. Combining this with client knowledge will make your organization a superior sales organization.

After having visited three “Big Boys” and hearing their big boy message of bigness, let’s give him a different picture; a picture that we believe is better. If the competitors are selling on price, let’s focus on selling service. When your sales organization focuses on service and commitment rather than price, you differentiate your company. Change the way you operate and hit the “Big Boys” where they are the weakest. When they react, let's change again and make them work very hard. Let's wear those “Big Boys” out!

For example:

"You know, many of our competitors offer a similar package of products and services. While the products and services may be similar, we raise the level of service to a higher level and therefore, our service offering is quite different and more specific to your needs and wants. For every client, we look for ways of providing more service and ease of doing business with us. We look to add value to our relationship of you and assure that you continue to depend upon us to meet your needs and wants."

or:

"Tom, I realize that some of competitors have a convincing presentation. Most companies can talk a good game but the proof is in the delivery of superior service. While the competitor might sound good, will they take the time to really understand your business? Do they listen to you? We have a program called "Quality Assurance Review." This is an ongoing dialogue with you about how we perform and meet your needs. We listen to you and adjust our services to make sure you are happy. Because we are smaller, you are very important to us."


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