Proactive Selling by:Terence Traut
Abstract: This article distinguishes proactive selling from reactive selling and
illustrates the technique and benefits associated with proactive selling.Are you getting "no's" bleed from customers saying no too often? Try asking questions that can't be answered with a no. Try proactive selling.
Reactive Selling
Much of the time, we adopt a reactive posture with our customers. We "lob" a statement or benefit over the fence and wait for the customers to respond to the statement or benefit. Then we react to their response. Reactive statements include:
-"I'm calling to see if there's anything we can help you out with today." lob wait The response usually is "No, not today. Thank you." Our reaction is "Well, if something comes up."
-"Last week I sent you our line card and I'm following up to see if you've received it." lob...wait... The response usually is "Yep. But I don't need anything..." or "I don't remember." Our reaction is, "Well, if something comes up..."
At the very best, many reactive sales calls end with the rep - not the customer - doing something. Reactive sales calls result in the rep sending literature or setting up another phone call.
With reactive sales calls, you give up control of the conversation and reduce the possibility of making something happen.
Proactive Selling
Bring the customer into the conversation with an open-ended but specific question:
-"How familiar are you with our Pro-Act registry service?"
-"How familiar are you with our Inventory Elimination service?"
-"How familiar are you with the depth of inventory we stock?
This question should be targeted towards the customer needs but can be very effective for cold-calling as well. You retain control over the conversation and build the opportunity to qualify the customer.
In General
Also don't forget to:
-Begin each call with a specific Initial Value Statement.
-Confirm that you're speaking with the decision-maker. "Are you the one who makes the decision to buy/sell"
-Ask if this is a good time to talk for a few minutes.
-If the customer has done business with your company, thank them for their business.
And Finally
Proactive selling won't work for everyone and won't work all the time. But when you're feeling like you're getting "no's" bleed, try proactive selling.
About the author
Terence R. Traut is the president of Entelechy, Inc., a company that helps organizations unlock the potential of their people through customized training programs in the areas of sales, management, customer service, and training. Check out our 40 customizable modules, training tools, and eGuides at www.unlockit.com. Terence can be reached at 603-424-1237 or ttraut@unlockit.com. How to Find Your Unclaimed Money by:Nicole Anderson Joey Political Essentials: The Grass Is Not Always Greener by:Gary Whittaker Entelechy Speaks to Dr. Jay Conger about Leadership Development by:Terence Traut Time is a Unique Resource by:Terence Traut Grassroots Leadership Principles - a Review of It's Your Ship by:Terence Traut Communication In Six Sigma by:Peter Peterka How to Get Equity Loans Fast by:Talbert Williams How to Obtain Declined Equity Loan Support by:Talbert Williams How to Consider Loans for Equity by:Talbert Williams Network Marketing Success Secrets Made Simple by:Monica Karge How To Dissect Mutual Fund Returns by:Sam Subramanian New Dynamic Perpetual Cyclers Increase Financial Leverage Overnight by:Chris Morgan The Myth About Price by:Kelley Robertson