Issue link: https://www.e-digitaleditions.com/i/117069
FAQ���s Featuring Sales Pro Don Buttrey Past FEDA speakers share the answers to the three questions they���re asked most often. Question 1: What preparation should I expect my salespeople to do before picking up the phone or meeting with a customer? Most of the time salespeople do the typical prep���research the customer���s business, review their notes, past sales, problems, internal politics, personal facts, previous calls, etc. That is important���but it is not enough. Often, at this point in the process, they just pick up the phone or charge in and ���see how it goes.��� I call this showing up and throwing up. 44 FEDA New s & View s I accept the reality that selling is very dynamic and that anything can happen. However, one of the most important disciplines and skills I teach is tactical pre-call planning. When salespeople make proactive calls, they are on the ���offense��� and they should prepare their offense! How will they start the conversation? What questions will they ask and how will they word them for maximum effectiveness? What benefits of product or distributor value will they leverage? What is their action-oriented objective and how will they ask for commitment or action? Before every call, salespeople should pre-call plan using the SELL Process tool. SELL stands for Start, Evaluate, Leverage, Lock and each of these steps should be prepared in order to maximize every precious customer interaction. Preparation and ongoing practice are essential. You play like you practice���and salespeople just don���t practice enough. Question 2: Are salespeople born or made? Neither. It really takes both. Granted, some individuals are born with great gifts. They have contagious personalities, persuasive ability, the gift of talking, or technical/mechanical aptitude. These are all excellent talents that can be good starting points. However, I am of the firm belief that these are not enough. For sales success in today���s tough market, it will also require training and practice on fundamental selling skills. It���s these skills and disciplines that enhance the innate gifts of a sales professional and helps them produce with maximum effectiveness. On the other hand, it must be noted that training and practice alone will not make a great salesperson. All the training in the world will not fix a salesperson who refuses to grow or who has the wrong attitude. Plus, it is very important that we begin with an investment in training people who want to be in sales and who have some of the raw talent and aptitude for daily interactions, communication and self-management. continued on page 47