Simitri Insights
IMAGINE THIS SCENARIO. Half-way through the financial year, your boss asks you for an updated forecast of the year-end sales figures. You know exactly what has been booked to date, but now you have to identify what is in the pipeline to complete a projection for the next three months.
Two of your sales executives are close to finalising small deals, but they are already factored in, and you approach the third team member for news of the big account he has been working on.
IMAGINE IT IS two weeks before an important pitch. You are putting the finishing touches to the proposal, but something does not look right. You tell your manager that the price seems high and remind him that you missed out on a recent contract when offering a similar rate. First, there is silence, then comes the answer you did not want: "We need this fee to make the project worthwhile.”
HAVE YOU EVER asked a business executive their attitude towards suppliers in the market? If so, chances are you heard “they don’t understand my business.” Your perception may be different, but what you think doesn’t matter. Since the client signs the cheque, it’s their perception that counts. As a professional you’re under great pressure to really understand the client. In fact you’re probably competing against people who come from the industry you’re targeting – giving them the inside scoop. To succeed today, you can’t afford to be accused of not understanding your client’s business.
IT’S THE FIRST meeting with a potential client. Instead of launching into a pre-determined sales pitch you take a consultative sales approach. You use the BRACES process to guide you through the meeting. You started off well by briefly building rapport (‘BR’) to position yourself and your company. Now it’s time to move to the next stage - ascertaining (‘A’) in detail the prospective client’s situation and confirming (‘C’) your understanding.
YOU'RE MEETING WITH a prospective client for the first time. Your only prior contact with the person has been a few emails and a brief telephone call. After introductions have been made and business cards exchanged, you pull out your laptop, fire up PowerPoint and start your sales pitch – regional offices, qualified team, services or products offered, etc… This scenario is played out time and time again when selling professional services. The problem is that a solution is being offered before there is an understanding of the prospective client’s business. Nothing good can come from this. Even if you propose the right solution, you may be missing out on a much bigger opportunity. Or worse, the solution you’re proposing may be wrong. As professionals we know the importance of understanding the client’s needs – we’ve read the books, attended seminars, participated in training, heard it from our managers. But this doesn’t stop us from offering a premature solution. The justifications (or excuses) are many. It’s a sales meeting and we’re expected to sell. The client wants to hear what we’ve got. I have to take every opportunity to sell.
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