Filed Under: About Iain SwanstonI write, teach and coach on B2B sales strategy and tactics to drive tangible results and improvements in sales performance.
My job is to help you close the gap between where your sales are now and where they need to be. You have your sales team screened, hired, and trained on the features and benefits of your product and now it's time to put their "feet on the street!" But what about their sales approach?
If you're in a consulting or service-oriented business you know that it's going to require a relationship building process, but a product sales environment may require the same thing. Early books about sales techniques (we're talking about the early 1900's) included key words like ethics, service, relationships, hard work, doing the best job possible, and loyalty to your company.
Things got a bit hairy this week on The Apprentice with one of the classics; the task of choosing products to sell and proving themselves as sales specialists.

Did you think through the possible sales techniques and make an informed choice about what would work most effectively for your product and market?
These all led to the idea of building a friendship and relationship with your customers so they would keep coming back. If you haven't been out there and sold before (as many new business owners haven't) then you may benefit from going through this workshop and identifying what you think might work for your business. Take the time to think about what approach would work best for the sales environment your reps will be facing. If you're a seasoned sales professional now in a sales management position there may also be a thing or two for you.
Door-to-door salesmen discovered that they could increase their sales by using specific words and specific persuasion methods.

These are some of the questions that come up when you think about what types of techniques your sales team should use. This led to the perfecting and proliferation of sales techniques that focused not on the customer's needs or building a relationship, but on closing techniques and methods that rated a one-time sale, which was their only interest.

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