Some business owners look forward to visiting potential customers. They embrace this opportunity to pitch their products and services. But not every business owner finds this exciting. In fact, many dread having to make sales visits.
But sales visits do not have to be daunting. Here are some tips to help you have a relaxing and successful visit.
1) Before the visit
Do your homework beforehand. There is no substitute for this. If you want to have a productive visit, you cannot afford to skip this step.
You will need answers to the following questions
Who is your potential client? Not just the name of the person you are going to see, and the name of his company. But also, what does the company do?
Also, what are the wishes or pain points of that particular business? You need to look at this from the perspective of that business, and also from the perspective of the industry in which that business is operating. Basically, what you’re trying to find out is this: exactly what problem can I solve for my potential client?
So you must do your research.
Based on what you discover, you will then be able to come up with concrete ways in which your product or service can help your potential client. Prepare a list of such examples, with as much detail as you can find.
Also, anticipate the questions your potential client might ask. This should be possible to do once you have researched your client and his industry.
2) During the visit
Practical point – get there early. Prepare for unforeseen events, such as traffic jams or late trains. You don’t want to rush in there flustered. You want to arrive calm and in control. So give yourself plenty of time.
Right. Now that you’re sitting opposite your prospect, what should you do?
Remember that it should be a conversation, and not a monologue. Don’t focus on pitching non-stop. However great your product or service, you won’t sell it by pitching breathlessly about its top features. You will sell it by creating trust between you and your potential client. To achieve this, you need to start a conversation.
Listen to what your prospect is saying. This shows that, primarily, you are interested in his problem, and that you’re not just in there for a quick sale. After all, if he is to buy your product or service, he needs to be convinced that it will work for him. He can only be convinced of that if, first of all, he sees that you actually understand his problem. Next, he will want to see that you know how to solve his problem. You will have to be listening actively to him to be able to show that.
Also, by listening to your potential client, you can get valuable insights into what he actually wants.
The thing is, no matter how thoroughly you do your homework beforehand, you will not learn all the relevant facts about your potential client. However, by listening to him, you can glean insights into what his real needs are. And even if he reveals something that you had not anticipated, you should be flexible enough to change your approach right there. L
So assuming you had gone in there to sell a particular service, but, on listening to your client, it becomes clear that he has different needs which you can also meet, you should be flexible enough to ditch your initial plan, and to offer him the appropriate service for him. But note: this opportunity would only arise if you are actively listening in the first place. If you are not listening to your prospect, you would end up wasting your time pitching the wrong service (which he won’t buy), and then missing the clear opportunity to give him what he really needs.
3) After the visit
Sometimes you may get a ‘yes’ from the potential client during the visit. It’s always great when that happens. However, at other times, it could be a ‘no’, a ‘not yet’, or a ‘let me think about it’.
If it’s a ‘no’, there are still a few things you can do. For example, find out why the potential client did not take up the offer. Depending on the answer, you might be able to turn the ‘no’ into a ‘yes’. For example, if he declined the offer because of the price, you could discuss flexible payment options, if these are available.
Sometimes a ‘no’ is actually a ‘not yet’. So don’t just take ‘no’ for an answer. If you ask the potential client for the reasons he said ‘no’, you may find out that it wasn’t really a firm ‘no’. For example, a prospect may have really liked your offer, but just wasn’t ready to purchase at that very time. You could then agree a follow-up call or a visit at an agreed date in the future. You would then have higher chances of securing a ‘yes’.
The point here is that you should follow up with your potential clients. Do this in every case apart from where the prospect has said a firm ‘no’. Anything less than a firm ‘no’ should be followed up. Don’t give up too easily. But at the same time, always accept a firm ‘no’, and thank your potential client for having considered your offer.
If you have made any promises to your potential client during the visit, be sure to keep them. For example, if you have promised to call them on a particular day, call them back on that day. If you have promised to send them further information, do so without delay. The sales visit does not end when you leave your potential client’s premises. He is still assessing you (and your company) in the way you conduct yourself after the visit.
Conclusion
Sales visits can be daunting, but, done right, they can also be rewarding. The key thing to remember is that you are there to build trust between you and your potential client. It is not about delivering him a monologue pitch, but more about engaging him in a discussion that frees him to discuss with you how you can help him solve his particular problem. So even after the visit is over, keep regular contact with your potential client along the lines you have agreed with him.
What do you think about sales visits? Do you look forward to doing them? Share your tips and experiences with us below!