PARTNER UP to Turn Prospects into Buyers
A prospect, like everyone else, is in some kind of pain. A distributor’s job is to both uncover that pain and understand how the right promotion will help alleviate it. My PARTNERS model is a simple acronym that will help you explain the features and benefits of your offering in such a way that your prospect will understand how accepting your offer will relieve his or her pain. Follow it, and you’ll dramatically accelerate your selling career.
P—Pain: uncover, understand and translate it. To learn how you can move your customers, you must have a strong understanding of their core issues, as this is generally where their pain starts. Rather than having a personal vision of pushing a product or service on others, have a vision of how your product or service will make your prospect’s life better.
A—Access your prospect’s real situation. To access the real, or hidden, need of your prospect, you must get him talking and you must focus on active listening. If you are trying to convert someone away from his current distributor, try asking him two questions. One is, “What do you find helpful about Company X?” Get him talking. When your prospect is relaxed and chatting about how wonderful his current distributor is, make the transition. Second, “Is there any area where Company X could improve?” If the prospect answers your second question, listen carefully—you just struck gold!
R—Relevance is a must. Too often, I have observed salespeople acting like what I call a “features
jockey,” where they spend so much time trying to impress their prospect with their product knowledge that prospects don’t have time to buy, should they want to. Don’t make the mistake of blowing your prospect over with a blast of information when he only needs and wants a little breeze. If you did well in assessing the real situation, making it relevant should be easy.