Wednesday, June 18, 2008

Why Should I Buy From You?

Today is the final installment in our mini-series, "Why should I buy from you?" We've already covered two ways you can respond to this question when it is asked early on in the sales process. 1.) Respond by telling the truth and 2.) developing a great commercial. Here's the third strategy from Colleen Stanley: redirect - nicely.

"Redirecting is an influence skill that's often abused because the salesperson answers a question with a question without proper intent," says Stanley. "Redirecting a question with proper intent means seeking to understand the prospect's position. Many of us assign our own assumptions to a statement, question or word. 'Why should I buy from you?' is not the real question. Redirect to understand."

"That's a fair question and I could give you a pat answer like we are bigger, better and faster. I think what's most important is discussing what you look for when partnering with a new vendor. Tell me about some of your best partners and what makes them so good."

"The salesperson's intent is to understand the question behind the question," says Stanley. "Was this prospect burned by a company in the past? Are they unsure of how to make a right decision? Prospects will clarify and respond with key decision criteria, which opens the door for more and better questions."

Carefully prepare for questions like this, and you'll be that much closer to the sale.

Colleen Stanley is president of SalesLeadership Inc., a business development consulting firm specializing in sales and sales management training. The company provides programs in prospecting, referral strategies, consultative sales training, sales management training, and hiring/selection. Learn more at
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