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Southeast | mcauchi@sandler.com

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Reason: You Gain More Credibility From The Questions You Ask Than From The Information You Give

A couple of sales truisms do hold water. “Telling isn’t selling”. “You were probably born with 2 ears and one mouth, so use them in that order”. Every sales opportunity should be treated as a sales interview not as a sales pitch. You are in the sale to gather information not to give it.

How often do your sales meetings involve you spilling your guts, delivering “death by Powerpoint”? Do you give away your thoughts, your ideas, your information and leave your prospect with all their questions answered? If you do, why would a prospect need to invite you back? Why would they need to hire you or buy your products? All they have to do is pick up the phone at some time in the future and you’ll come running to do the same thing over and over and over again.

You giving your presentation is something a prospect should earn, it isn’t a right. Not every prospect is qualified to receive your presentation. And presentations are only given to prospects who have committed to some clearly defined action like agreeing to buy your product or service if your presentation confirms that you are the person or company to help them solve their problems.

And they are only given when you have identified and gathered all the decision makers together (I know you can’t always do this but in most cases a good seller will manage this process and secure all the decision makers so they only have to present once and to everyone involved in the decision so a decision can be made instead of a fob-off like “I’d like to think it over”, “I need to talk to my boss”) and you have addressed all their objections up front.

If you’re presenting and you find yourself handling objections like “it’s too expensive”, “we don’t have the budget in this quarter”, “I can get this cheaper/faster/better up the road”, “ABC company does the same as you and we see no reason to change”, then you have presented too soon and you haven’t done your job in the sale correctly. I don’t suppose you have interest in finding out how you can be in the position where this never happens to you again?



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