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They can no longer afford to carry on with traditional selling skills of doing dog and pony shows, feature and benefit dumps, or hit and run closes.
Today's economy demands engaging selling skills, not telling selling skills. Engaging selling skills attract and engage prospects into personal and business conversations - Personal conversations to build rapport and trust; Business conversations to qualify opportunities to do business.
Engaging sales skills starts with a desire to create relationships. Keep in mind that people buy from people, people they like and they trust. Once trust is established, a relationship starts. That is the sales skill foundation to a sales transaction.
To build that rapport, or trust, requires conversational selling skills focused on the prospect, not on you, your company or your products. The selling skill required here is to show a genuine personal interest in the person in front of you. You do that by asking questions, questions that they would like to respond to and talk about.
So, what do people like to talk about?
People like to talk about themselves, their families, hobbies, job, etc. These are more personal conversations. The selling skills required here are asking questions, listening and using your body language to show interest.
Your job is to get them to open up and to keep talking. The more they talk, the more you listen, the more you learn and the more they like and trust you.
Mind you there are also other selling skill techniques to build rapport. One of the best rapport building sales skills comes from Nero Linguistic programming (NLP) where mirroring and matching body language, tonality and words enhances rapport building quickly and magically.
You will know when your rapport selling skill has been established, just by the way the prospect has opened up with you. When they get to the point where they can't stop talking, you know you got the rapport selling skill that would allow you to move onto the next step in the selling system, or sales process.
With rapport, trust and relationship starting, you can then move from personal to business conversation, by simply interjecting another question - Bill, I really appreciate what you are sharing with me, but how much time have you set aside for our meeting?
With the answer to this sales skill question, a new sort of business conversation starts. Your time allocated is either confirmed or extended, either of which matter, as it is the next sales skill question that will make the difference.
"Bill, what is it that you would like to accomplish over the next X minutes?"
Most sales people only think of their objective, and not that of the customers. It is the customer's objective that is most important, so let's get it out of them first. Then we can add our's into the scenario.
For example, they could reply with, "I would like to learn more about your company and it's products or services."
You can then reply with an inclusion of your objective. For example, "that's great Bill, as I too would like to learn more about your company to determine if there is an opportunity for us to do business together or not. Is it ok if we ask each other questions?
Do you mind if I take some notes?
Getting permission to ask questions, and to take notes, is also an important selling skill. It shows interest, and makes the prospect feel important.
There are other parameters that can be set at this stage, but what is most important is that each step in a sales process or selling system is a selling skill.
The selling skill that is most required in today's economy is to be asking questions, listening, showing concern and taking the prospect through a self discovery qualifying process.
