Evaluate Customer Authority

At the early stages of connecting with a customer, make sure that you are dealing with or talking with a decision maker. So many prospects like to think that they are the decision maker when it comes to ‘buying’, but in reality there is a head office or board of directors somewhere that will make the final move on any recommendations.

So how do you get around this? Through ‘selective questions’ you will get the facts; that is the right answer in most meeting and prospecting situations. You can usually ‘read between the lines’ when it comes to the responses that you get.

In saying this, be aware that some prospects are ‘doorways’ to the top people or decision makers. You may only have that ‘doorway’ to use in reaching into a business for a sale or order.

So what can you do here? Set some rules like the following:

  1. Research the business or the customer on the internet and in any other way possible before you start to approach them.
  2. Find someone in ‘management’ that can give you relevant facts about the business and the people.
  3. Get to meetings as much as possible as the personal approach allows you to read and interpret the body language as well as the words spoken.
  4. Find out what they are doing today and if any of your competitors are active with the prospect. If so, respect the relationship and find out how it works.
  5. Understand the ‘lead times’ to requirements and if any ‘pain points’ exist when it comes to the business or the prospect using your products or services. Can you save them any money? Can you make their business more productive?
  6. Practice your dialogue for prospecting and in attending meetings. The practice process will help you lift your conversions.
  7. Understand that all prospects and customers have pressures and challenges. Speak to enough prospects in the market and you will find that you can ‘open more doors’ on future sales.

Sales and customer service today will always have challenges, but the reality is that the challenges have always been there. Focus on the value that you bring to the market and the sales that you make will escalate.