Dear Colleague,
Do you dive into your presentation before you've even started to qualify? Start asking questions and leave all of those over-glorified brochures at the office!
Problem: I recently spoke to a salesperson who told a story that we all can relate to. He was lamenting that on his last trip to meet with some prospects for the first time, the airline lost his luggage. We all know what a pain that can be, but he was mostly concerned that his big black bag containing all his collateral sales material had been lost. Quite frankly, he was uncomfortable on a sales call without it. After all, he was accustomed to doing the "bag dive" when the prospect baited him with the line, "tell me about your company." The "bag dive" was the move he would make toward his briefcase to haul out the company and product brochures. He assumed since the company had invested heavily in lots of sales materials that they must be effective. Marketing departments love to do this.
Diagnosis: Salespeople rely far too heavily on their literature. The moment the prospect asks them a question about their company or products and they have some slick glossies to help them with the answer, the long slow slide to "unpaid consulting" has begun.
The Novation Selling Solution: Don't take any literature with you - none. If that makes you just a little bit uncomfortable, it's understandable. But it's easy to say early on in the conversation, "You know, I didn't bring literature with me today. I wasn't sure what to bring since I really don't have a good understanding of your issues. Maybe we could spend some time talking about what you're looking for. Does that make sense?" Typically the prospect sees this as his invitation to start discussing his issues.
Remember, the moment you start diving into the bag and breaking out the brochures, your presentation has begun; the info dump has started. After that, it's too late to go back and start qualifying. They have your information. The only thing left to do is ask for the business. When you've failed to qualify thoroughly, your chances of getting the business are poor. So, leave the literature at home and learn how to ask questions instead.
Good Selling!
Ron Silver
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