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Article Posted on eHow, Evan Carmichael

No matter what you’re selling, or how you encounter prospects, you need to know how to start into your sales presentation. Preparation is key. This goes beyond knowing your product or service, it’s about having the right mindset. Let’s face it; you’re in the sales business to make money. If you’re not, get out now. However, in order to earn CASH there are four key objectives that you need to accomplish:

• Control what you say
• Analyze what you hear
• Spend your time effectively
• Handle resistance appropriately

In order to be able to do these things, you need to make sure that you know what each encompasses. First we’ll tackle controlling what you say. The first thing you must do in order to not trip over your tongue is to make sure you have four key behaviors in place:

• Self Confidence
• Enthusiasm
• Empathy
• Determination

These behaviors can’t really be taught. If you believe your product or service can truly help a potential customer, than you have the ability to find these behaviors inside of you. Next, a Question Plan needs to be developed. Memorize them and know how to follow up with Features & Benefits of your product.
Now let’s cover what you need to be listening for. While your customer is addressing your inquiry it’s important not only to listen but to listen effectively. You need to take note of specific things being said so that you can act or react to them appropriately. For example:

• Buying Signals- Words that focus on your customer wanting to buy
• Specific Needs- Things you hear that imply the customer has a want
• Opinions/Concerns- Statements that the customer makes regarding product
• Reactions- Listen for how they respond and adjust your delivery if needed

Listening to your customer and responding with the appropriate verbiage is key. Nature gave us two ears and one tongue. This is a gentle reminder to listen twice as much as we speak.
Next is time efficiency. Whether your cold calling or prospecting door to door, you need to know how to manage your time.

• Who to chase
• When to follow up
• How much time to spend with each.

On top of all that, if you’re like most of us you need to also juggle all of life’s other responsibilities. It’s important to make sure you understand that certain things have a certain time frame or block that requires certain actions. It’s important to then list what needs to be done within the time frame. It’s important to create your own motivation in order to stay productive. Inspiration comes in different ways. Find yours. Avoid burning out by staying inspired.
Which brings us to handling resistance. There are different reasons that we hear resistance but it’s up to you as a sales person to understand what you hear and why you are hearing it. The key is to check in and make sure you are hearing what you interpret. Ask them to clarify their statement by rewording their statement followed with a question.
For example: “So what you’re saying is that right now you can’t afford to make a change?” This is best followed up by asking which part of the statement is the objection:

• Is it a timing issue “Right now”
• Is it a buying issue “Making a change”
• Is it a pricing issue “Can’t afford” Clarifying objections with questions is key.

Once you have determined the issue it is best to follow up with a key Feature and Benefit of your product or service that will address the issue. Next, make sure that you have spoken to the issues by checking in for understanding. Make sure it makes sense to them before you just continue on. Following these key steps will allow you to sell more. For more information on how to sell more or to identify more behaviors and opportunities in your sales presentation, visit www.thisisselling.com