How To ‘Cross-Sell’ And ‘Sell Up’ Over The Telephone

Written by Jeff Downs

Continued from page 1

5. Summarise customer needs and wants

Before presenting your idea, product or service, summariserepparttar customer’s needs and wants usingrepparttar 127222 following structure: ·Thankrepparttar 127223 customer for giving yourepparttar 127224 information ·Ask them if it would be helpful to summariserepparttar 127225 key points to check your understanding of their requirements ·Feedbackrepparttar 127226 key points from your notes if appropriate (the customer will probably correct any misunderstandings en route) ·Check that you have a reasonable and accurate understanding and ask them if they have anything to add.

6. Present relevant propositions

Based onrepparttar 127227 accepted summary, only presentrepparttar 127228 ideas / products / services that are relevant torepparttar 127229 customer. Linkrepparttar 127230 advantages of your propositions torepparttar 127231 customer’s needs and wants. Avoidrepparttar 127232 ‘pitching’ of irrelevant propositions. Emphasiserepparttar 127233 benefits —repparttar 127234 ‘pay-offs’ in relation to their needs and wants. As you present, testrepparttar 127235 customer's commitment, e.g. “how’s it sounding so far Mr Brown?”

7. Have relevant proofs to hand

Throughrepparttar 127236 above process you will generate a good match betweenrepparttar 127237 customer’s requirements and your offering. To gainrepparttar 127238 customer’s commitment you need to develop their belief that your solution will work. Your claims need substantiation or evidence to overcome any customer doubt or scepticism. Good examples of proofs are: customer references; case study materials; charts; brochures; product information sheets; press releases etc.

8. Expect objections and prepare for them

Objections are a sign of genuine customer interest. Without them, sales are rarely made! It’s imperative that we unearth any objections asrepparttar 127239 one to fear most isrepparttar 127240 one we don’t know about! Most objections raise their heads regularly and can be anticipated. Get together with your colleagues and develop ‘best of breed’ answers.

9. Develop an information base

Unless you are dealing with a ‘one-off’ contact / sale, develop an information base onrepparttar 127241 company / individual. Whether on a sophisticated CRM system or on ‘shoebox’ record cards, keep details of all previous conversations, in particular their needs and wants. Develop a check list ofrepparttar 127242 background information you would like to collect for each customer. Use this as an aide memoire forrepparttar 127243 questions to be asked in conjunction withrepparttar 127244 ones required to define needs and wants for your offering.

10. Follow-up and keeprepparttar 127245 initiative

Every “no” gets you closer to a “yes.” Based on your conversion ratios and average sales value work out how much each “no” is worth. It can be quite motivational! A “no” today is not necessarily a “no” forever. Gainrepparttar 127246 customer’s commitment torepparttar 127247 next stage even if it’s only to take a follow-up call in 6 months. Never rely onrepparttar 127248 customer to come back to you (usually they don’t). Keep control ofrepparttar 127249 sale and keeprepparttar 127250 momentum going. If all else fails, qualifyrepparttar 127251 customer out and get on with something else. This in itself is a win.

In summary, our experience is that you will ‘sell-up’ and ‘cross-sell’ more effectively by following these practical guidelines. Furthermore, evidence strongly indicates that customers will more readily buy into your company’s added-value across-the-board if you successfully integraterepparttar 127252 guidelines into your sales approach.

Jeff conceived and jointly-founded Quantum ( in 1992. Prior to Quantum, over a 20-year career, Jeff built a wealth of experience across a number of companies and industries - moving from sales into sales management, general management and on to become a Divisional Director. With a well deserved reputation as a high quality consultant and senior management advisor he has been a central figure in Quantum's growth.

Sell More Books With a Powerful Back Cover

Written by Judy Cullins

Continued from page 1

4. Mistake: Omitting testimonials.

Solutions: Testimonials sell more books than any other information onrepparttar back cover. Put three or four up. Contact a variety of people. Use one from a top professional in your field, one from a satisfied reader, one from a celebrity who cares about your topic, and one from a famous media person.

In her book, "A Kick in Your Inspiration", Ruth Cleveland got one testimonial from an exconvict!

Jacqueline Marcell, author of "Elder Rage," took eight months to get forty testimonials from celebrities. Her book is endorsed by: Steve Allen, Ed Asner, Dr. Dean Edell, Dr. John Gray, Dr. Nancy Snyderman/ABC, Regis Philbin. Jacqueline Bisset, and Phyllis Diller it was worthrepparttar 127221 effort, because in April, 2001, she maderepparttar 127222 cover ofrepparttar 127223 AARP Bulletin distributed to over 35 million readers. It included a feature story, some how-tos and contacts and large pictures ofrepparttar 127224 author and her book. She had to dance fast, and order 10,000 books to get distributed byrepparttar 127225 timerepparttar 127226 piece came out. After it came out, she was inundated with speaking engagements. There's a problem you might love to have!

After you write several books and become rich and famous, you, like other professionals, will fill your back cover with testimonials. You won't even need to add benefits, because people have already bought your other books and liked them. Potential buyers will purchase when they see people they trust and know recommendrepparttar 127227 book. Besides fillingrepparttar 127228 back cover with testimonials, you may want to even add extra testimonials inrepparttar 127229 front pages ofrepparttar 127230 book. The more testimonials,repparttar 127231 better! for more information, contactrepparttar 127232 book coach.

5. Mistake. Independent publishers submitting galleys to reviewers, distributors, and wholesales without ANY back cover information.

Solutions:People who may helprepparttar 127233 author wantrepparttar 127234 back cover! Makerepparttar 127235 back cover your first area of concern, "says Susan Howard, Director of Consulting Services at top publishingfirm, The Jenkins Group Inc., who write "The Publishing Connection" She adds, "Waiting for testimonials is generallyrepparttar 127236 reasonrepparttar 127237 back cover of a galley is left blank. Failure to realizerepparttar 127238 value ofrepparttar 127239 back cover seems to equate withrepparttar 127240 failure to realize thatrepparttar 127241 text forrepparttar 127242 finished back cover can always be changed beforerepparttar 127243 printing ofrepparttar 127244 book."

It's important for writers to "market while they write"-- To make each part of their book sell copies. Your book's back cover is all- important.

Judy Cullins: 20-year author, speaker, book coach Helps entrepreneurs manifest their book and web dreams eBk: "Ten Non-techie Ways to Market Online" Send an email to FREE The Book Coach Says... includes 2 free eReports Ph:619/466/0622

    <Back to Page 1 © 2005
Terms of Use