A good initial approach to a prospective customer is a crucial part of the sales presentation. All the selling skills in the world won’t matter if you don’t get your foot in the door.
A lot of salespeople tend to beat around the bush, differentiate yourself by stating your name, the company you represent, and the particular transportation services you’re there to sell, right away. Capitalize on this introduction by beginning concept selling. Tell the prospect “I’d like to share an idea with you. I’m in the transportation business. I’m assuming you’re always looking for ideas that will make your company’s shipping and receiving processes more efficient and profitable.”
This statement opens the door to your sell and informs the customer that you’re there to add value. It creates interest and you have to substantiate the statement in your presentation.
Early in your initial meeting be sure to mention the names of several satisfied customers, to establish credibility. It lets the prospect know that your shipping solutions have benefited other leading logistics decision makers, and that they can trust you and your ideas. It’s best to mention your other customers that are working in similar environments in their industry. When you can speak about familiar customers that have found solutions to similar shipping problems, you’ll get the prospect’s immediate attention. Using a prospect’s competition as an example piques their interest, because you can bet the prospect is interested in all solutions that are available to their competition.
Breaking the ice, gaining credibility and earning trust are essential to ensuring the prospective client will listen to the benefits of doing business with you. These are the cornerstones to building a long-term, profitable relationship with a new customer.