requirements for a sales approach as part of personal selling and sales promotion

Approach

How you approach a sales pitch in terms of attitude, prospect knowledge, and customized product will determine your success.

Getting in the Door

Every salesperson should prepare a customized elevator pitch to quickly entice the customer to view the product offered as the solution to his needs. The elevator pitch simply defines a product, service, or organization and its value proposition. The term “elevator pitch” reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes. Other techniques to get a foot in the door include leveraging common contacts or referrals and simply building a relationship through conversation with the gatekeepers to get information on the best way to approach the purchase decision-maker.

Direct selling is the marketing and selling of products directly to consumers away from a fixed retail location. Direct selling allows salespersons to present, demonstrate, and sell products and services to consumers in an environment that is comfortable to the client. According to the World Federation of Direct Selling Associations, consumers benefit from direct selling because of the convenience and service it provides, such as the personal demonstration and explanation of products, easy delivery, and generous satisfaction guarantees.

Product Demonstration: Direct selling through product demonstrations can give prospects a chance to try out the product and see if it is a fit for their company.

Solution selling is when the salesperson focuses on the customer’s pain and addresses the issue with his offerings. The resolution of the pain is what constitutes a true “solution. ” A limitation of this approach is that not all customers buy to address a “pain”, and not every need is a problem requiring a solution. Keith M. Eades, author of The New Solution Selling, defines a solution as a “a mutually agreed-upon answer to a recognized problem. In addition, a solution must also provide some measurable improvement. By measurable improvement, I mean there is a before and might be after. Now we have a more complete definition of a solution; It’s a mutually shared answer to a recognized problem, and the answer provides measurable improvement. ”

The Importance of First Impressions

First impressions are vital to making a successful sales call. Showing genuine but tempered enthusiasm about the product, making eye contact, and actively listening to whomever you come in contact with are just a few suggestions that will create a good impression. Paying attention to attire is also important. If you are making a sales call to a construction site, you would not wear a full business suit. Attire should be similar to those who you are pitching to, but at least two steps up in terms of clean presentation and apparel.

The average salesperson will also always have a natural negativity toward approaching someone new. Yet it cannot be over-emphasized that, however good his negotiating or closing skills, he will always fail in his selling if he isn’t comfortable approaching new prospects. Since time is a commodity, utilizing the pre-approach company research to create a customized offer will make the client more receptive to hearing about it over a sales call.