What do you do when a prospect tells you "I am very pleased with my ad in your competitors paper" ? You can't disparage the other paper without offending the client. Like most sales situations, the answer to this is a question. I ask the prospect "Why do you think your program is working so well?" Listen to the customer to find out what they are looking for. Think about the advantages that your product offers. If you cover areas that the competitor does not reach follow up with "If the competitor paper could reach x number of additional readers, do you think you would get even better results?" and then say "My paper could give you that extra circulation."
Instead of trying to change the customer's mind, build on the beliefs they hold. Present your solution as "more of a good thing" rather than as something different. Once you get a share of the business, win a bigger share by giving the customer superior service and some great ideas to build their business.
Keep Smiling, Keep Selling
Thanks Jim Busch
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