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Have you ever met with, or talked to a prospect that wasn’tready to buy what you had to offer? What did you do with thatprospects? Most sales gurus of the 1980’s and 90’s wrote booksthat told you to move on to the next prospect who is ready tobuy now, and not waste your time on those that aren’t ready yet.James, here’s the wrong assumption to make in thatsituation. You took the time and educated the prospect; theywalked out, and you automatically think that they either boughtfrom someone else, or they were just tire kicking. Wrong!!!> > > Why Prospect Shop Price AloneDid you know that your prospects were conditioned by yourindustry to make price the overriding issue when looking forproducts and services? Whose fault is this? In my opinion, Iwould have to say that in most cases, it’s the fault of thevendors that are selling your product or service.Why do I say this? Think about itmost prospects that call youhave done most of their research regarding the type of productor service that you offer and are now ready to buy. The typicalprospect makes 3 to 5 phone calls asking who can provide thebest price, because they’ve already done the research and knowwhat their needs are. What might you tell them? You might jumpat the opportunity to gain a new client and say, “I’ll give youthe best price, what did the other guy offer you?”James, have you ever wondered how to sell your productsand services more on value than simply on the price?Understanding The Educational SpectrumThink of the Educational Spectrum as a horizontal line from leftto right, with the letter “A” representing the far left hand sideof the spectrum and “Z” being the far right. Prospects jump onthe educational spectrum somewhere from A to Z. A is when theprospect first gets the idea that they have a need for what youhave to offer. We call these “Future Buyers”. Z is when moneychanges hands and they acquire the goods. We call these”Now Buyers”.Here’s a simple illustration of the Educational Spectrum. Thekey is to determine where your prospects are on this spectrumand help them move comfortably and consistently towards the rightof the spectrum where they then become the “Now Buyers”.=====================================================A D G J M P S V ZA- Prospect firsts gets the idea to buy what you sellD- Starts gathering information on an informal basisG- Asks friend & associates for recommendationsJ- Heavy-duty fact findingM- Narrows choices by process of eliminationP- Narrows in on favorites; decision is coming soonS- Makes decision to buy but not necessarily who to buy fromV- Waiting for the right timeZ- Money changes handsJust like we know that having a baby takes 9 months, you have agood idea what the selling cycle is for your products. Whateverit is, you know it is fairly constant. So why rush the futurebuyers to buy when they are not ready? Why not use the sellingcycle to your advantage?Become The Logical Choice To Do Business WithUnderstanding the job of effective marketing will allow you toassist your prospects when you know that they are not ready tobuy what you have to offer by providing marketing materials thatare hit their hot-buttons and educate them in a systematic wayuntil they are ready to buy.This process should be systematic and automated, so that theyreceive industry significant information that helps them to makea quality decision. In other words, you can become the advocatefor your industry that prospects look to for advice. When theybecome “Now Buyers”, where do you think they will go for theirpurchase? Good chance, it will be you!Think of yourself as the fountain from whence all informationflows when it comes to buying what you have sell.It should not be important who your prospect buys from as longas you are committed to providing the best information andknowledge so they can make the best buying decision forthemselves and their situation.In the end, no one wants to feel like they made a bad decisionto purchase your product or service, so it is important that youassist your prospects every step of the way as they are gainingconfidence in doing business with you.

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Posted on January 19th, 2008 by admin
Filed under: Uncategorized