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Write down objections.

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Show your prospect you are truly listening to what they are saying by writing down their objections. In this way, you can specifically answer their objections by showing how they will benefit from your product or service. It could be, for instance, by saving money, raising productivity, increasing employee motivation, or increasing their company's name recognition. Offer a first-time incentive. Offer your prospect something significant, so if they do like your product or service, they'll be inclined to make a decision now, rather than wait a few days or put off the decision indefinitely.

First-time incentives might include: "10 percent off with your purchase today" or "With today's purchase, you'll receive one free hour of consultation. Offer a percent guarantee. Let your customers know their satisfaction is guaranteed. Product guarantees should be unconditional and should not include hidden clauses, like "guaranteed for only 30 days. You'll be thrilled with our service or we'll redo it at our expense. Close with two choices: Rather than ask, "How does this sound?

For example, if you're selling educational books to preschool owners, ask if they want to purchase the book series or the book and tape series together. When they state their choice, write the order. Want to really impress your prospect and give him sales materials that will make him want to order now? Follow these five important sales secrets from Bob Bly , an independent copywriter and consultant in Dumont, New Jersey, who specializes in business-to-business and direct-response marketing.

He is the author of more than 50 books, including The Copywriter's Handbook. Target your material toward a specific audience. These days, it's not possible to understand and meet the needs of every potential customer. Show you are a specialist, Bly urges. Use testimonials. People might not believe your product or service can do what you say it will. You can overcome this disbelief by having a past or present customer praise you and your company.

Testimonials are usually written in the customer's own words, are surrounded by quotation marks, and are attributed to the individual. They can be used in sales letters, brochures and advertisements. Write from the customer's point of view. Use questions. A great way to engage your prospect is to pose questions in the headlines of your sales literature. Do you? Turn a negative into a positive.

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If you are new in business and haven't sold many products or signed up many clients for your services, don't despair. You can phrase your situation this way: "Not one widget buyer in a thousand has ever experienced the advantages of this new XYZ widget design.

What's the best way to identify with your customer? Know his business and ask for his feedback, says Barry J. Here are five of Farber's top sales secrets:. Know your customer's business. Customers expect you to know their business, customers and competition as well as you know your own product or service. Study your customer's industry. Know it's problems and trends. Find out who his biggest competitors are. Some research tools include the company's annual report, trade publications, chamber of commerce directories, and the company's own brochures, newsletters and catalogs.

Organize your sales presentation. The basic structure of any sales presentation includes six key points: build rapport with your prospect, introduce the business topic, ask questions to better understand your prospect's needs, summarize your key selling points, and close the sale.

Take notes. Don't rely on your memory to remind you of what's important to your prospect. Ask upfront if it's alright for you to take notes during your sales presentation. Write down key points you can refer to later during your presentation. Answer objections with "feel, felt, found. A lot of my present customers felt the same way. But when they found out how much time they saved by using our product, they were amazed. Ask for feedback. If you want to improve your sales presentation or your relations with your customers, ask them what you need to do to maintain and increase their business.

They just won't buy from you again," Farber says. Just because they're experts now, that doesn't mean they didn't have the nervous jitters the first time they did sales. But check out how they impressed their first clients. I'd say, "Hello, my name is Brian Tracy.

Stop Selling Start Closing

I'm selling Rosamel beauty soap. Would you like to buy a box? I was very frustrated-until I rephrased my presentation: "I'm selling Rosamel beauty soap, but it's strictly for beautiful women. It wouldn't help me. How much is it? Bob Bly: I had been asked to speak before groups and had been paid to do so, but I had never personally gone after a speaking engagement. I wanted to do business with a software company which was having an annual convention for its resellers, but the meeting planner was hesitant to book me.

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  4. He felt that, although my information was good and I knew what I was talking about, I would not be entertaining enough for his group. Barry Farber: After college, I sold advertising for a start-up fashion magazine. I was excited and thought it was the greatest product in the world. The magazine was a great place for local high-fashion retailers to attract a local market.

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    I made door-to-door calls in one day, and sold all the advertising space for that issue. I didn't have the skills, knowledge or experience, but I overcame those deficiencies with a tremendous amount of work. I believe 99 percent of a business owner's success is based on his enthusiasm, faith, passion for what he does, and the commitment to work hard to get his name out in the marketplace. Those ingredients can beat any other combination for success. Linda Richardson: I had formerly been a teacher and had done corporate training before I started my own company that designs custom-tailored sales-training systems for corporations.

    The first four months, I had no clients. I told myself to practice what I preached: "The next sales call, I'm not going to mention my product until the meeting is over. I'm going to build rapport and spend time on the client's needs so I can position my product. At the end of the meeting, the man said, "You knocked my socks off.

    When do we start? Shari Posey: When I introduced my audio-tape series at a trade show, I negotiated for a larger space so I could have room to conduct informational seminars on my product. I invited several of the entrepreneurs featured on my audio-tape series to speak on how they started their businesses and to answer questions from the audience. These informational sessions, I believe, were one reason I sold so many tapes at the trade show. Giving out information is a strong statement that you care about your prospective customers and are willing to give them something for free, whether or not they buy your product or service.

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    Giving out free information also sets you apart from your competitors, most of whom focus strictly on a heavy-duty sales pitch. When you host an informational session, select a speaker who can make a dynamic presentation, and who can articulate the benefits of your product or service. This article first appeared in the April issue of Business Start-Ups magazine. Former corporate public affairs executive Carla Goodman writes on a wide range of business topics.

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