At the end of the day it's all about impression

We can do all of the preparation for an interview, meeting, presentation, etc and make one wrong move and the impression we give off can throw it all away.

Take the rookie sales guy walking into a C level office and looking at the wall noticing a picture of him playing golf.  The "sales" guy says I see you played with Miguel Jimenez.  And the Prospect says nooooo that is my wife.  All the preparation in the world couldn't make this situation better.  The sales guy might has well just pack it in.  This is what I mean.  You need to be thinking on your toes.  Knowledge is power but being nimble on your feet with the knowledge is even more important.  All the preparation wouldn't help this guy.  Know what to say, how to say it and when to say it!

Maybe this guy should have said something like, so I see you play golf.  I have been playing since I am 4 and still can't hit the ball right.  I guess that's why I don't get paid to play.  And then shut up!  I guarantee you will get a response to this.  Probably a chuckle or maybe they will open up about their game or the pictures on the walls or something.  Know what to say and when to say it!

Some more examples.  While giving your preso the customer interrupts with say a comment about the competition.  Address it quickly and move on like it didn't phase you and then go right into something like " so if you have looked into the competition than you must be serious about acquiring a solution so when could we install an evaluation unit in your lab?"

Or you realize that the competition has been into see the customer based on the attendee list at front desk.  The first thing you should ask is what Products have you looked at before this visit and what is your experience with them?  This will really give you a sense of where the customer is at.  You could even ask this without seeing an attendee list.  No one asks this so try it.  What is your experience are the key words!!  This makes them think about their response.  Instead of Yes or No questions.

Remember impression is HUGE!  You could be the smartest guy on the planet and leave a bad impression and you are FINISHED!  Keep this in mind at all times.

Happy selling!!

Shawn

sr@shawncreilly.com