Sales is all about making connections. The first personal contact you have with the prospect is called the approach. However you make this first contact, you have one purpose, to set up a sales interview. Of course, the sales interview itself is the defining element in the process of making a sale. A good definition of the term sales interview is the opportunity to tell your story under favorable conditions. Conditions are favorable when both you and the prospect can conveniently meet to consider each other’s needs and how your product or service can fill those needs.
What is the Approach?
The approach is the first contact you make with a prospect, and your primary goal is to set up a sales interview. You can make this initial contact in a variety of ways, but it’s important to be professional and focus on the prospect’s needs. If you can convince the prospect that you’re worth their time, you’ll be one step closer to making a sale.
For a favorable condition to exist in a sales interview you need the following three factors:
- A Class “A” prospect
- Time for consultative selling
- Reasonable privacy
A Class “A” Prospect
If you want to make a sale, you need to have a Class “A” prospect. This is someone who wants and needs your product or service, who has the ability to pay for it, and who has the authority to make a buying decision. If you do not have enough information to qualify the prospect as Class “A”, the most important of the favorable conditions does not exist. More research on this prospect or company is required before making an approach.
When you have a Class A prospect, there are a number of approaches that can be taken in order to make a sale. The most important thing is to remember that each prospect is different and that the best approach will vary depending on the situation.
Time for consultative selling
Time for consultative selling is the second important element of favorable conditions. Consultative selling is the process of helping your prospect identify a specific need or desire which may be filled by your product or service. You cannot expect to identify the prospect’s need or suggest a viable solution in 5 minutes. The more time available for consultative selling, the greater your chances of success.
If you want to be successful in sales, you have to put in the time and effort to learn about consultative selling. This means taking the time to understand what it is, how it works, and why it’s so important. Only then can you hope to master this essential selling technique.
So what exactly is consultative selling? Quite simply, it’s a process in which the salesperson works with the prospect to identify a specific need or want that can be met by the product or service being sold. In order to do this effectively, the salesperson needs to take the time to really get to know the prospect and their individual circumstances.
This is not a quick process – it takes time and patience. However, it’s essential if you want to close the deal and achieve success in sales. By taking the time to engage in consultative selling, you’re much more likely to find out exactly what it is your prospect needs and how your product or service can help them. This in turn increases the chances that they’ll make a purchase from you.
So if you’re serious about selling, make sure you take the time to learn about and master consultative selling. It could be the key to success in your sales career.
Reasonable privacy
Having reasonable privacy is another condition necessary for a sales interview. The term reasonable must be emphasized, for it is a fact of life that interruptions will occur and that interviews will, on occasion, be denied the time they truly need. You must also translate the word reasonable into terms that are meaningful to your particular selling style. Decide what is essential for you. If you need relatively complete privacy, make whatever arrangements you require at the time the interview schedule is set. Professional salespeople work to assure themselves and their prospects of reasonable privacy.
Pre-Approach Communication
Pre-approach communication is essential in order to set the stage for a successful consultative sales interview. By communicating with the prospect ahead of time, you are able to establish a connection with them and let them know who you are and why you are contacting them. This also gives the prospect a chance to prepare for your upcoming contact, which can make for a more productive interview.
There are a number of different ways to communicate with prospects pre-approach, and each method should be tailored to fit the specific situation. In general, though, it is important to be clear and concise in your communication and to make sure that your message is relevant to the prospect.
If done correctly, pre-approach communication can help to build trust between you and the prospect and can pave the way for a successful sales interview.
When it comes to selling, your approach can make or break the deal. And in today’s digital world, your approach might just happen via email or fax.
That’s why it’s important to follow some key guidelines when crafting your pre-approach communication. First, make it personal. This is your chance to connect with potential clients on a deeper level and get them interested in what you have to say. Second, don’t reveal too much information about the upcoming sales interview. You want to keep them guessing just enough so that they’ll be eager to learn more. Finally, be systematic and follow through with your communication. If you promise to call or send additional information, make sure you do so in a timely manner.
By following these simple tips, you can create an approach that will pique the interest of any potential client and help you close the deal.
Sales Approaches
There are many different sales approaches that can work, but some are more effective than others. Below are four approaches that have proven to be successful in generating leads and sales.
1. Cold Calling
Despite its bad reputation, cold calling can still be an effective way to reach new prospects. When done correctly, you can reach a large number of people in a short amount of time and potentially generate a lot of leads.
To make the most of your cold calls, focus on providing value and building rapport. Don’t try to sell them on your product or service right away – simply provide helpful information and build a relationship.
It is important to note that less than 2% of cold calls result in a sales meeting appointment but this tool can still be used to get your foot in the door of a potential client.
2. Cold Emailing
Cold emailing is another great way to reach new prospects. It’s less intrusive than cold calling and can be just as effective – if not more so.
The key to a successful cold email is personalization. You need to make sure your message is relevant to the recipient and that it’s clear you’re not just mass emailing everyone on your list.
To further increase the likelihood of getting a response, offer something of value in your email (e.g., a free ebook, an exclusive discount, etc.).
Compared to cold calling, cold emailing has an average response rate for personalized cold emails between 15 to 25%.
3. Warm Emailing
Warm emailing is similar to cold emailing, but it involves reaching out to people who have already expressed some interest in your product or service.
This could be people who’ve signed up for your mailing list, Referral Program, or so on. Because they’re already familiar with your brand, there’s a better chance they’ll be interested in what you have to say.
When crafting your warm email, make sure to personalize it and focus on the value you can provide. Just like with cold emailing, offering something of value (e.g., a free trial, an exclusive discount, etc.) can increase the likelihood of getting a response.
4. Referrals
Referrals are one of the best ways to generate new leads and sales. They typically result in higher conversion rates and lifetime value because the people being referred are already interested in what you have to say.
There are a few different ways to get referrals, but one of the best is through existing customers. Ask your satisfied customers if they know anyone who might be interested in your product or service.
You can also offer incentives for referral sign-ups, such as discounts or freebies. Just make sure the incentive is something that will actually motivate people to take action.
The average referral conversion rate is about 16%, so this is definitely an approach worth considering.
5. Social Media
Social media is a great way to connect with prospects and customers. It’s also an effective tool for social selling.
There are a few different ways you can use social media for selling, but one of the most effective is LinkedIn prospecting. This involves reaching out to people on LinkedIn and trying to build relationships.
To make the most of LinkedIn prospecting, focus on providing value and being helpful. Don’t try to sell people on your product or service right away – simply provide helpful information and build a relationship.
You can also participate in social media discussions and answer questions that your leads might have. This will help you build trust and credibility, making it more likely that they’ll do business with you down the line.
Build Trust in Digital Channels
As digital channels become more prevalent in sales, it becomes increasingly important for reps to build trust with their customers and prospects. This can be difficult to do in the absence of face-to-face interaction, but there are a few things reps can do to master the language and emotion of selling and trust building.
One key way to build trust is to be transparent. Be open and honest with your customers about what you can and cannot do, and be clear about your pricing. If you make a mistake, own up to it and apologize. Transparency builds trust because it demonstrates that you have nothing to hide and that you care about your customers’ satisfaction.
Another way to build trust is to be responsive. When prospects reach out to you, respond quickly and courteously. Don’t make them wait for a response or keep them on hold for long periods of time. Responding quickly shows that you value your customers’ time and that you’re committed to providing good customer service.
Finally, be reliable. Deliver on your promises and follow through on your commitments. If you say you’re going to do something, do it. Being reliable builds trust because it shows that you can be counted on to keep your word.
Digital channels provide a number of opportunities for salespeople to build trust with their customers and prospects. By being transparent, responsive, and reliable, salespeople can create strong relationships with their clients and increase their sales success.
Sales approaches and techniques are always changing with the times, and it’s important for sales reps to stay up-to-date on the latest strategies. In this article, we’ve outlined five of the most effective selling approaches for generating leads and sales. These approaches include referrals, social media, LinkedIn prospecting, transparency, and responsiveness. By using these approaches, sales reps can build trust with their customers and prospects, increasing the likelihood of a successful sale.