McRoberts: Focus on Selling, Not Price

John Wolz

The key to customer-centered selling is understanding your customers” wants and needs first, Todd McRoberts of Stelfast Inc. told the Southwestern Fastener Association.
“Selling is an exchange of value,” McRoberts defined the situation. “Selling isn”t something you do to someone, it”s something you do with someone” because successful selling requires developing trust and rapport.
One of the first steps is to interview the potential customer to determine their wants and needs by asking open-ended questions. “Listen and paraphrase all their points,” McRoberts emphasized. “Identify what dominates their wants and needs.” Then demonstrate how you can fulfill their requirements. “Prove your claims,” McRoberts counseled.
Instead of just hammering out a price, negotiations should be “working out problems.”
A sales session must always include the “close” or “asking for the decision or the order” even if it results in rejection. “You are salespeople. You get beat up and go do it again.”
“Tune out the world,” when you make a sales call. “Put the customer at ease and make them feel important. Get them talking about themselves. Hold eye contact and listen.”
“What or who have they been using? What are they looking for and haven”t found? Are you talking to the decision maker? How open are they to new ideas?”
“Never begin selling until your prospect admits a need or desire.
Avoid talking about price.
“They must believe your claims, but even more important they must believe you,” McRoberts finds.
Ask the prospect for solutions, McRoberts advocated. “Their idea wins.”
McRoberts suggestions included: “Listen. Leave your ego in the car. Ask trial closing questions. How does this look to you? Watch their gestures. Restate the benefits and ask for a decision.”
Ultimately you should “sell a product you are sold on.”
One way to reach your goals is to “associate with people who are now earning what you want to earn.” \ �2004 FastenerNews.com