| Have you ever had a customer that seemed to | | | | on each buying decision. This is exactly how |
| reject nearly everything that you were | | | | professional salespeople orchestrate their sales |
| presenting? We all have. Research on the | | | | calls. IN THE FIELD: Jerry Montgomery, one of the |
| customer's buying decisions has revealed that a | | | | horticultural industry's top sales and marketing |
| customer's resistance may not be caused by | | | | consultants, recently spoke about how the Action |
| what you present. It could be the sequence of | | | | Selling Sales Training Program has impacted sales |
| your presentation. | | | | performance. |
| Our research has shown 76% of sales | | | | "Today, product and service differentiation is |
| presentations are out of sync with buying | | | | harder to define and communicate." noted |
| decisions. When making a major purchase decision, | | | | Montgomery. "But the right training can translate |
| your customer goes through a process of five | | | | into increased sales. Action Selling is especially |
| sequential decisions. 1. SALESPERSON. Customers | | | | effective because it focuses on unique methods |
| decide if they like and can trust you. 2. COMPANY. | | | | for uncovering the customer's needs, resulting in a |
| What is your company's reputation? Is your | | | | differentiated solution." |
| company a good match for them? 3. PRODUCT. | | | | As the playing field becomes increasingly |
| Is your product the right solution for their needs? | | | | competitive and the buyer's time is at a premium, |
| 4. PRICE. Is your solution competitively priced? Is | | | | innovative sales skills are key to success. "And |
| it a good value? 5. TIME TO BUY. Is now a good | | | | yet," said Montgomery, "many companies provide |
| time for them to move forward with the | | | | their sales organizations with little or no sales skills |
| purchase? Customers will find reasons not to buy | | | | training with which to meet these challenges." |
| when your presentation is out of sync with their | | | | "With Action Selling," he went on to say, "Sellers |
| buying decisions. To increase your chances of | | | | can turn to the work at hand, confident that they |
| success, you must sequence your sales | | | | are utilizing the most advanced sales techniques |
| presentation to follow the decisions of the | | | | available today. And that's beneficial to the seller, |
| customer. When you do, you'll sell the customer | | | | the buyer and the bottom line! |