Quick, what's the main goal of the first sales call with a new prospect? Surprise: it's not about introducing your company or product, or understanding the customer's purchasing requirements, or defining your value proposition. Recent BuyerZone research reminded us that one of the best ways to connect with new prospects is simply to answer their questions
In a recent survey, we asked our buyers what
the most valuable source of information during the purchasing process
was, and one of the top answers was conversations with sellers. And they don't want your marketing brochure or your polished pitch -- they want you to answer the specific questions they have about their purchase.
you're thinking, "if they ask me questions, I'll answer them."
We're not talking about superficial questions about your product, here. If you answer the real burning questions the prospect has about the purchase -- with details, third party data or studies, and links or documents that they can refer to later -- you can go from "just another sales call" to "that helpful guy from company A." You might have to dig a little to find out what those questions really are, but it'll give you more insight into what the prospect really wants to know."But if I lecture at them, they'll stop listening."
Yes, they will. So don't lecture! Answer as simply as you can -- and offer more details if they want them. "Some of these people are asking questions that they could find the answers to online."
Ok, sure - but they didn't, did they? They're busy and they're not experts in your product -- you are. Or they don't trust themselves to find the
answer in a sea of less-than-helpful search engine results. Help them out now and they'll remember you more positively in the future."They don't want to buy anything yet - they just want help with their research."
Also true - but why do you think they're doing the research? There's a purchase in their future, and it might be three months or a year from now. If you can make a winning impression, you're giving yourself a chance to eventually close the deal.What do you think? Can a 'teach' instead of 'sell' approach help you get more business in the long run? Let us know what you think.