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Jeff Colvin
Management Consultant & Founder of Link,
a Management Consulting Group
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Yes,
this article is directed to you. Don't you fit into the "everyone"
category? Here's why… Independent of the position you hold,
and whether you are even working or not, you are constantly in the
mode of trying to get people to do the things you want them to do.
This includes your kids, a significant other, or a boss or subordinate
in your company.
We are always selling ideas, commitments, or simply expectations.
That is why this month's article is directed toward the core challenges
of a sales person; the value proposition, handling objections, and
closing.
How is it that just because we think we have the greatest idea
that everyone else must think it is great? Your personal value proposition
must be tailored to meet the values needed by your audience, independent
of how obvious it is to you. Start first with looking at the big
picture. If what your selling costs a lot, in today's economy you're
going to have a very tough sell. Break it down into small chunks
and consider the investment in minute increments; just like the
pennies a day sale for Tupperware products.
Worse than money, will be the commitment of time. If what you are
selling requires much of the precious time that people have available
they will turn you off regardless of the cost benefit. The only
way to overcome the time barrier is show how it won't cost them
any. More realistically, the minor investment of time now must be
positioned to reap multiple levels of freed up time in the near
future.
Let's put this in perspective. The engineering manager wants to
enhance the relationship with the design group to expedite the new
product introduction cycle. Rule 1: This is not accomplished through
emailing. Consider the sales approach of features and benefits.
What is in it for the other guy, and how will you create an offer
that they can't refuse. What the folks in design will buy from your
idea is less time and frustration in accomplishing the myriad of
tasks on their current plate. These are the benefits you must demonstrate
through your idea selling.
When you believe you have created interest and stimulated a possible
buy of your ideas, it is time to go for the close. This is the critical
time to call for action. What will you do, what will they do, and
don't forget to ask, by when? Remember to get small commitments
and build up to bigger ones as proof and comfort of your ideas are
achieved.
Your role in the organization is independent of the need to sell
ideas appropriately. Wouldn't your subordinates rather be sold on
working another weekend than ordered to be there? Today you may
be tempted to say, your reward for a good job is your ability to
keep it. Don't! Sell ideas to get commitment and them hold them
to it!
Be Effective at Selling Ideas!
The Value Proposition
- Reduce time and money
- Tie it their personal needs
- Create small chunks of value
Features and Benefits
- Determine what's in it for them
- Consider; what if they didn't have to buy from you?
- Investigate their side of the story
- Show how this solves problems
Handling Objections
- Listen more to understand more
- Involve the decision maker(s)
- Peel back the "put-offs"
- Accept four no's before a yes
Closing
- Get a commitment to action
- Sell small bites
- Manage buyer's remorse
Jeff Colvin (Jcolvin@linkllc.com)
founded Link, a management
consulting group in 1997 whose mission is dedicated to the Systems,
Structures, and Behaviors that make people and companies successful.
Link's bottom line focus on process improvement is achieved through
the facilitation and training of cross-functional teams to address
key strategic goals. Learn more about Jeff
Colvin & Link...
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