A Super salesperson is an artisan, mechanic, and creator. What sets the Super Salesperson apart is a sales tool kit that he or she uses to make the sale. Many companies and brands forget it when focusing on sales.
The following form some of the components in a sales tool kit:
• Account plan: Account plan is a document that brings together all critical information about a customer, environment, competitors and your strategy for winning business. Account plan is an important tool in high-performance teams. I describe this plan in greater detail in chapter 18.
• Training plan: Product training and sales skills training are the most important to be included in this item.
• Talking script: This is one of my favorites. Prepare a talking script for your sales team and a list of anticipated objections and the best responses. Talking script is a preparatory tool for Super salesperson and consists of a few points that he or she will focus on while talking to prospects. Generally, the talking scripts is customized based on the type of customers and includes your introduction to the customer, and the summary of unique benefits of your product or service to the customers. Structured talking script aids the process of sales and guides your customer through predetermined areas.
• Business card: The business card is a powerful confidence-building that shows the genuine side of the company and salesperson. Always remember to promote your company contacts (including social media identities) before your personal contacts.
• Website: A great functional and informative website is one of the key tools that a salesperson can have. The website includes product information, services information, vertical markets covered, white papers, case studies, and other application notes. Vertical markets are those who focus on a special niche and can be marketed to in a similar manner. For example, a software company producing software for pharmaceutical companies falls under a vertical market, namely, pharmaceuticals market. Further, your company may have built specialized solutions for multiple niche markets, for example, Financial market, Hospitality market, Agriculture market and so on. Customizing your products and solutions to vertical markets makes it easy for your prospects to search for information. Many businesses have e-commerce portals attached or linked to the corporate websites so they can display the product prices. The other advantage of a website is the ease of introducing new products and services into the market in a short time.
• Catalogs and sales collateral: Printed booklets, catalogs, or brochures give your customer something to read about your business. If a customer seeks more detailed information, he can seek it at a later instant. Employ a professional graphic designing and publishing company to create your unique introduction catalog. First impressions last long!
• A good laptop and presentations in Power Point or another similar application: Having reliable equipment to show your presentation and videos is a powerful sales tool.
• Customer reference list: A new prospect is going to evaluate your company for its products, merits and commercials. The prospectsare interested to know the names of companies or customers who are using similar products and solutions. You can prepare a list of customers, the product sold, year of sale and approximate value of the sale. Such detailed structure information gives full confidence to your prospect to move to the next step in the sales process.
• Introductions from existing customers or customer satisfaction letters. An introduction of you and your company from your customer to a prospect is an instant door-opener for you, the Super salesperson. You, the Super salesperson, can request for a such letter from your customer, if you, during your research of your prospect, learns that the customer organization and prospect’s organization have a working relationship. The introduction letter establishes trust from your prospect. On the other hand, customer satisfaction letters or testimonials work like a magic if they are positive and verifiable. Testimonials are obtained from your existing customers and is a general letter highlighting the benefits of product and service you have offered or how you have solved a customer problem.
• White papers of product or services application in various industries: A white paper is an informational document prepared by your company to specifically promote your company’s product or solution addressing specific vertical market. Such white papers will help prospects to understand how your company’s product or solution can be used in their organization. White papers influence, entice or persuade a prospect to learn about a methodology or technology
• Price list: This is a must-have for all sales team members, but you don’t use it present it to the customer at the first instant. Depending on the customer requirements and his or her final needs, you may need to adjust the pricing. In certain scenarios, a return-on-investment (ROI) calculator can accompany the price list to demonstrate the value to the customer.
• Samples: Some customers like to touch and feel before buying. For small products, you may carry a sample with you; for bigger products, you can take the customer for a visit to your site or showroom. For services or software, you may offer a demo. You can also show a video on how your product works.
• Bag: A professional-looking briefcase is an impressive part of the sales tool kit. Choice of the bag depends on the items in the sales tool kit especially the samples. Buy a good bag, that can carry all the sales tool kit items, for your sales team members.
• Communication tools: These items include a cell phone with a good data plan. Furthermore, create chat groups for your team because they are magic if you have team members from around the world so you can all communicate with each other, ask questions, or share documents.
• Most frequently asked objections and their responses: You, the Super salesperson, must prepare a list of objections and their best responses. This will help you to instantly respond to most of the objections that your prospect may ask. We have learned about this in Chapter 15.
• Frequently asked questions and their answers: These are related to the most commonly asked questions about your company, the warranties that your company offer, names of service center, and locations of your office etc. Please prepare them in advance to include it in your toolkit and it will come in handy.
While facing a prospect, no preparations are enough but it is better to be prepared than not prepared. With experience, you will emerge as the Super salesperson and with time you will be able to handle all customer meetings well.