Training Tuesday:Consultative Selling & Fact Finding

Consultative selling has many advantages and can be a very effective sales technique. But this type of selling can have a negative impact on some salespeople. Some sales reps visit a customer two or three times, ask them every question they can think of except the most important question of all – asking the customer to buy their service.

If on the second call you don’t ask for the shipper’s business, it then becomes a social visit and not a sales call. You can and should qualify the customer and re-visit their needs on a regular basis. If they’re qualified to buy and you don’t offer your help, then you’re doing them a disservice. On the other hand, if you keep calling on a customer who’s not qualified, you’re stealing time and money from yourself. Be sure after you’ve made a consultative sales call that you follow up by asking for their business.

Treat all your sales work as a consulting assignment. Consultative selling turns salespeople into experts and clients into partners. When you first meet the prospect take your “sell” sign down for the majority, if not all, of your first call.

The best salespeople are professional problem solvers. We’re in the business of solving transportation problems. But you have to know and understand the problem first before you try to solve it. You have to be willing to walk in the door without any preconceived notions as to how best to solve the problems identified.

Since you sell to other companies, you should consider yourself in the business of solving profitability problems. That’s the key concern you’ll ultimately be addressing – how to increase profitability. Everything you do should eventually lead to the goal of the clients’ company increasing its level of profitability. If you can’t break your sales efforts into solutions that help the customer, you’ll either base your sales on manipulating others or fail to persuade prospects that you’re offering anything of value.

On every sales call, be the student, because you really are. In real estate, they say it’s all in the location. In transportation sales it’s questions, questions, and more questions. You’ll be surprised and sometimes shocked at what a customer will tell you.

Not only is the consultative sales approach effective in finding the correct sales solutions, it’s also very helpful in eliminating people who are not potential customers, thus saving you time in the long run.

Even though it’s okay to call an initial visit with a customer a qualifying call, don’t only make the call to qualify. Make the call primarily to learn.

Sales listening is patient listening. Don’t anxiously wait for an opportunity to jump in and solve all the customer’s problems right away. After I ask a question I shut up and allow my prospect to speak. Sometimes I wait for several minutes. I don’t feel threatened by the silence. Most salespeople can’t stand a pause in the conversation. Take a deep breath, relax, and listen. Some prospects want to be listened to more than they want their problems solved. If a client or prospective client has had a bad day, let them talk about it. Don’t try to stop them.

“Pretend that everyone you meet has a sign around their neck that says MAKE ME FEEL IMPORTANT. Not only will you succeed in sales, you will succeed in life.” – Mary Kay Ash

Transportation salespeople who have been in our industry for a long time should re-visit how they qualify and maintain accounts. It’s easy to start believing that you possess all the answers. Too often we make assumptions based on outdated information. Visit accounts often and ask questions. You never know what changes might have taken place since your last call until you ask.

Take notes! Taking notes during your meeting with the prospect can be one of your most powerful sales tools. It will reinforce the reason you made the appointment in the first place: to learn more about the prospect and his company’s transportation needs.

Taking notes helps you listen. There’s something about holding an empty notepad in front of you that makes you pay better attention to what is being said. It also makes it more difficult to miss important points.

Taking notes puts you in a position of authority. You can also glance at notes and questions you prepared prior to making the sales call. Taking notes will also encourage the prospect to open up. Taking notes sends strong positive signals to the prospect. It says, “I’m listening to you. I won’t forget. I’ll use the information you’re giving me to find solutions when I get back to my office.”

It’s a fine line between asking questions that will help the prospect solve their transportation problems, and a cross-examination. Be sure your prospect feels at ease. Be natural. The consultative sale should be a comfortable two-way conversation.

Never waste the prospect’s time. That may seem like an obvious point, but many of your competitors never know when to get to business, or for that matter, even when the appointment is over. There will come a point when the customer will be ready to move past the small talk, and usually it’s quicker than you might think. Your contact, like most of us these days, is short on time. Most traffic managers, purchasing managers, and other decision-makers you call on appreciate you getting to the point. You can tactfully do this without jeopardizing the emerging relationship.

First, give the prospect a reason he or she should answer your questions. Second, make sure everyone involved in the decision-making process is present if at all possible.

Know the questions you’re going to ask before you arrive at the customer’s desk. The list below is provided to stimulate ideas that will help you customize your own list. The information you collect from the customer’s answers will increase your chances of putting together a great proposal after you’ve made the consultative sales call.

Last, but not least, be sure to wrap up the appointment by asking for the next appointment, and by getting a positive response on a trial close. It should sound like this:

Salesperson: “Mr. Smith, I’ve learned a lot here today, and I want to thank you for taking the time to talk to me. We’re at the point now where we should set up another appointment, one where I can come back after having sorted through everything I’ve learned here, and show you more about what Sunteck may be able to do for your company. Is Thursday at 2PM okay?”

Prospect: “Sure, next Thursday at 2PM will be just fine.”

Salesperson: “Great! One last question ( pause ) if you like the program I develop for you, would you be willing to give us a try?”

OR

Salesperson: “I really appreciate you taking the time to answer these questions. Based on what I just learned, I’m confident there’s a fit between our companies and that we can definitely help you solve some of your shipping problems. I’m going to make a commitment to you to develop a customized proposal, which will include my recommendations to you and your company. What I’d like in return from you is a commitment to give us a shot. Let us prove how good we are. I’m confident you’ll be very happy! Can I get that kind of commitment from you?

“Great! I’ll need about a week to get with my team back at the office and develop a package just for you. Is this time next week good for you?”

Both of these approaches let the prospect know that when you come back for your second appointment, your sale sign will go up. It prepares them to say “yes” when you come back later and ask them to buy.

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Training Tuesday:Prospecting Tips

No matter what you have scheduled for any particular day there is one part of your job you should do every day – prospecting. There are no sales without customers and there are no customers without frequent prospecting. To keep your trucks full of freight, you have to keep prospects in your pipeline. Set a daily or weekly minimum number of cold calls or prospecting contacts for yourself – your success depends on it.

There are many resources that cover the best ways to be successful in prospecting, and some of our top tips are below:

1. Talk to and develop relationships with everyone you meet in your industry. Make sure your competitors know you and what you do. Share information. Never give away company secrets, but sometimes you can help each other achieve goals and gain new business you might not have uncovered without the others help. These relationships with other salespeople can help you better adapt your selling techniques, and help you handle rejections more easily.

2. Join clubs and organizations. You never know where your next big shipper will come from. Focus on developing and practicing your networking skills – the most powerful business tool. Mastering networking is the difference between a mediocre and magnificent career.

3. Subscribe to industry publications. Read your local newspapers, business publications, and national publications. There are many online resources and articles that will provide excellent industry insight.

4. Attend trade shows and seminars. Those that are aimed at trucking and freight, as well as major tradeshows that are specific to certain industries, are a great place to start. Give speeches every chance you get. Don’t sell from the podium. However, speaking will help with positioning yourself as an industry expert will benefit you in the long run.

5. Surround yourself with successful people. It’s the best way to learn how to be successful.

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Training Tuesday:Sales Email Tips

Email may be a hard way to sell – but it is worth a little extra time to send stronger sales emails. Of course, email should never be your primary method of contact with a prospect unless you’ve already spoken with them. It is hard to get prospects to open and respond to emails, so we have some tips for improving your sales emails.

  1. The perfect time to deploy a sales email is after a call, as a follow up – with a call to action. If you’ve finished a phone call with a prospect, a follow up email is the perfect place to reiterate the key points of your discussion with them and to offer additional information that may be valuable to them. The email should also include some sort of planning for future conversations, or a call to action, otherwise prospects will question why you’ve sent it, and may begin to feel you are wasting their time.
  2. Craft the perfect subject line. Keep subject lines short and sweet – increasing numbers of emails are opened on smartphones, and they have a limited number of words shown in subject lines. Make sure it is clear what you are emailing them about and avoid misleading subject lines or irrelevant information.
  3. Keep formatting and fonts simple. Some email software will strip out fancy formatting and fonts on the receiving end, and that can result in jumbled emails if you don’t keep it simple. Stick to a simple font, and normal paragraph and line breaks.
  4. Maintain a conversational tone but keep it professional. You want to sound friendly and engaging, but remember that this is a prospective client, so avoid overly informal language or emojis. Also, double check your spelling and grammar, and always check for typos to avoid looking unprofessional.

Email can be a helpful and efficient sales tool when utilized properly in conjunction with other sales methods and tools, like phone calls and social media, but it is important to remember some simple rules for crafting professional and relevant emails.

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Training Tuesday:Tips for Better Sales Calling

Cold calling is a key part of the prospecting process for many salespeople, and it is also one of the most dreaded parts. Calling someone who has never heard of your company or thought about why they might need what you can offer will always be tricky. Below are some of our best tips to making your cold calling process less stressful and more successful.

  1. Plan, Prepare, Practice. Being prepared for each call will make the call smoother, increase your confidence and ensure that you aren’t wasting your or the prospect’s time. Research who the decision maker is, what their pain points are, who their competitors are, and what value you may be able to add that will convince them to give you a shot. Also, just as you have a prepared and practiced sales presentation for an in-person meeting, you should practice and prepare to run a smooth phone call that will ultimately encourage your prospect to meet with you in person or through further phone calls.
  2. Schedule your calls. It is important to schedule your calls for you schedule, but also around what will hopefully suit your prospects schedules. Try a variety of times – mid-morning, early afternoon, etc. – to see what gets you the greatest number of answered calls and best responses and interactions during the calls. If you notice that prospects are most receptive in the mid-afternoon, plan your day around being able to make calls at that time, don’t waste your time calling when people aren’t willing to answer.
  3. Perfect your talking-to-listening ratio. Start the call with a good opening, make sure you connect with the prospect and humanize yourself, but don’t waste too much time on small talk or introductions. Get started by getting the qualifying information you need and then listen to what the prospect is telling you. If you don’t listen, you can’t find places to add value and answer questions in a way best tailored to the prospect and their needs.
  4. Remember, the initial call is only selling them on additional calls – not on purchasing or using your services. The initial call is the time to gather information and start building the prospect’s trust. You want to make sure they feel comfortable with you and are willing to listen when you start an actual full sales pitch. Use the first call to get their attention, qualify them as a client, and prepare the information you need in order to really sell them the products or services they need.

Cold calling will never be the best part of the job, but with a little patience and practice, you’ll begin to develop an approach that works for you and your prospective client base. Having a plan for calls, and lots of practice through real calls and role-played situations, will increase your confidence and make your cold calling process much more successful.

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Training Tuesday:Fact Finding

I’m a big advocate of consultative selling. But before I tell you how great I think the consultative sales approach is, I want to warn you of the negative impact this type of selling has had on some salespeople. Some sales reps visit a customer two or three times, ask them every question they can think of except the most important question of all – asking the customer to buy their service.

If on the second call you don’t ask for the shipper’s business, it then becomes a social visit and not a sales call. You can and should qualify the customer and re-visit their needs on a regular basis. If they’re qualified to buy and you don’t offer Sunteck’s help, then you’re doing them a disservice. On the other hand, if you keep calling on a customer who’s not qualified, you’re stealing time and money from yourself. Be sure after you’ve made a consultative sales call that you follow up by asking for their business.

Treat all your sales work as a consulting assignment. Consultative selling turns salespeople into experts and clients into partners. When you first meet the prospect take your “sell” sign down for the majority, if not all, of your first call.

The best salespeople are professional problem solvers. We’re in the business of solving transportation problems. But you have to know and understand the problem first before you try to solve it. You have to be willing to walk in the door without any preconceived notions as to how best to solve the problems identified.

Since you sell to other companies, you should consider yourself in the business of solving profitability problems. That’s the key concern you’ll ultimately be addressing: how to increase profitability. Everything you do should eventually lead to the goal of the clients’ company increasing its level of profitability. If you can’t break your sales efforts into solutions that help the customer, you’ll either base your sales on manipulating others or fail to persuade prospects that you’re offering anything of value.

On every sales call, be the student, because you really are. In real estate, they say it’s all in the location. In transportation sales it’s questions, questions, and more questions. You’ll be surprised and sometimes shocked at what a customer will tell you.

Not only is the consultative sales approach effective in finding the correct sales solutions, it’s also very helpful in eliminating people who are not potential customers, thus saving you time in the long run.

Even though it’s okay to call an initial visit with a customer a qualifying call, don’t only make the call to qualify. Make the call primarily to learn.

Sales listening is patient listening. Don’t anxiously wait for an opportunity to jump in and solve all the customer’s problems right away. After I ask a question I shut up and allow my prospect to speak. Sometimes I wait for several minutes. I don’t feel threatened by the silence. Most salespeople can’t stand a pause in the conversation. Take a deep breath, relax, and listen. Some prospects want to be listened to more than they want their problems solved. If a client or prospective client has had a bad day, let them talk about it. Don’t try to stop them. Once they lighten themselves of their burdens they can better concentrate on Sunteck’s services.

Everyone is so busy that asking for someone’s time is a big request. A prospect that agrees over the phone to give you a ten-minute appointment will give you an hour in person once you establish value. One of the best ways to establish value is to show that they are important and that you recognize that fact. People love to talk about themselves, their jobs, and their companies. Encourage them to do so.

“Pretend that everyone you meet has a sign around their neck that says MAKE ME FEEL IMPORTANT. Not only will you succeed in sales, you will succeed in life.”
– Mary Kay Ash

Transportation salespeople who have been in our industry for a long time should re-visit how they qualify and maintain accounts. It’s easy to start believing that you possess all the answers. Too often we make assumptions based on outdated information. Visit accounts often and ask questions. You never know what changes might have taken place since your last call until you ask.

Take notes! Taking notes during your meeting with the prospect can be one of your most powerful sales tools. It will reinforce the reason you made the appointment in the first place: to learn more about the prospect and his company’s transportation needs.

Taking notes helps you listen. There’s something about holding an empty notepad in front of you that makes you pay better attention to what is being said. It also makes it more difficult to miss important points.

Taking notes puts you in a position of authority. You can also glance at notes and questions you prepared prior to making the sales call. Taking notes will also encourage the prospect to open up. Taking notes sends strong positive signals to the prospect. It says, “I’m listening to you. I won’t forget. I’ll use the information you’re giving me to find solutions when I get back to my office.”

It’s a fine line between asking questions that will help the prospect solve their transportation problems, and a cross-examination. Be sure your prospect feels at ease. Be natural. The consultative sale should be a comfortable two-way conversation.

Never waste the prospect’s time. That may seem like an obvious point, but many of your competitors never know when to get to business, or for that matter, even when the appointment is over. There will come a point when the customer will be ready to move past the small talk, and usually it’s quicker than you might think. Your contact, like most of us these days, is short on time. Most traffic managers, purchasing managers, and other decision-makers you call on appreciate you getting to the point. You can tactfully do this without jeopardizing the emerging relationship.

First, give the prospect a reason he or she should answer your questions. Second, make sure everyone involved in the decision making process is present if at all possible.

Salesperson: “We currently work with General Motors, ASW Technologies, and (use your own local examples of similar companies) in several areas to improve their service while reducing their costs! I feel there’s a good chance we can do the same thing for you, but I’m not sure yet. Do you mind if I ask you some questions?”

The prospect expects to answer questions and they’ll give you their permission to proceed.

Salesperson: “At most of the companies I’ve mentioned more than one person was involved in carrier selection. Are there any other people here that would be involved in this decision?” (If NO, proceed on. If YES, obtain their names and ask if they could also be present). Next, move on to your questions.

The following list will provide you with good examples of questions that you can adapt to your sales presentation. Know the questions you’re going to ask before you arrive at the customer’s desk. The list below is provided to stimulate ideas that will help you customize your own list. The information you collect from the customer’s answers will increase your chances of putting together a great proposal after you’ve made the consultative sales call.

1. What does your company do? Manufacturing? Distribution?

2. What do you ship? In what quantities? Expedited? Air? Truckload? LTL? Intermodal?

3. What commodities do you ship?

4. Where do you ship? Intrastate? Interstate?

5. What are some of the cities you ship to?

6. How often?

7. What service level is required? To where?

8. How is your product packaged? Skidded? Banded? Loose?

9. Average weight?

10. What is the normal pick-up time? What unusual pick-up requirements do you require?

11. Are your shipments normally prepaid? Collect? If so, what percentage?

12. What are your average monthly freight transportation costs?

13. Who’s handling these shipments now?

14. How long have you used them?

15. Do you have any vendors that you receive products from on a regular basis?

16. Who chooses the carrier that handles those shipments?

17. Where are those vendors located?

18. What commodities are they?

19. What is the frequency of those shipments?

20. Who’s handling those shipments now?

21. How long have you used them?

22. What percentage of shipments is routed by your customers?

23. How do you feel about your current service?

24. How do you feel about your current pricing?

25. What would you like to change about your current carrier’s pricing?

26. What is most important to you: service, carrier stability, technology, or something else?

27. Why?

28. How do you rate carriers? How is the rating communicated to the carrier? How often?

29. What are the ratings of the carriers you use today?

30. If you could change one thing overall about your current logistics provider, what would it be?

31. Does this problem lead to… (Build up problem with multiple implications / need pay-off questions)?

32. Would you change anything else?

33. What would cause you to begin using a different 3PL or carrier?

34. What is the volume of your cargo claims? Do you experience any frequent service failures?

35. Would you be interested in our EDI capability?

 

Last, but not least, be sure to wrap up the appointment by asking for the next appointment, and by getting a positive response on a trial close. It should sound like this:

Salesperson: “Mr. Smith, I’ve learned a lot here today, and I want to thank you for taking the time to talk to me. We’re at the point now where we should set up another appointment, one where I can come back after having sorted through everything I’ve learned here, and show you more about what Sunteck may be able to do for your company. Is Thursday at 2PM okay?”

Prospect: “Sure, next Thursday at 2PM will be just fine.”

Salesperson: “Great! One last question ( pause ) if you like the program I develop for you, would you be willing to give us a try?”

OR

Salesperson: “I really appreciate you taking the time to answer these questions. Based on what I just learned, I’m confident there’s a fit between our companies and that we can definitely help you solve some of your shipping problems. I’m going to make a commitment to you to develop a customized proposal, which will include my recommendations to you and your company. What I’d like in return from you is a commitment to give us a shot. Let us prove how good we are. I’m confident you’ll be very happy! Can I get that kind of commitment from you?

“Great! I’ll need about a week to get with my team back at the office and develop a package just for you. Is this time next week good for you?”

Both of these approaches let the prospect know that when you come back for your second appointment, your sale sign will go up. It prepares them to say “yes” when you come back later and ask them to buy.

We’ve focused so much of our respective sales energies on the consultative approach that very little emphasis is placed on the sales presentation. I think this is a huge mistake. In the old days, many salespeople could care less about what the customer wanted or needed; all their energy was on the presentation. Nowadays some people in transportation have no definable presentation at all. They just go back to the customer and answer any questions or shipping requirements that surfaced in the qualifying call. I think both are hugely important—the consultative call and the presentation. Give your customer a dynamic sales presentation. He deserves it. It will make you stand out from the other freight reps.

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