| At the conclusion of every sales
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| | I simply want to learn more about your
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| presentation the salesman will have
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| | firm, your needs and how I can customize
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| achieved one of three results: a sale is
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| | a program that increases your profits. My
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| made, a sale is lost or valuable
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| | product (service, technology, invention,
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| information is gleaned that can result in
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| | etc.) is too important to both of our
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| building a relationship. The third result
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| | companies for me to present without more
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| can be called identifying the "hot
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| | knowledge of your application
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| button". Obviously, the purpose of every
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| | requirements. Can I borrow a pen and pad
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| sales presentation is to close the sale,
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| | to make some notes as we talk?Why does
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| and this is the only acceptable outcome
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| | this approach succeed? Simply because the
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| any good salesman expects. However,
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| | Naked Salesman has expressed more
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| identifying the hot button that will
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| | interest in the clients needs than the
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| motivate a prospect to purchase can lead
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| | client expects. This is called
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| to a successful closing in a subsequent
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| | relationship selling. The Naked Salesman
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| meeting.The great salesman identifies the
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| | wishes to customize a program that
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| customer's hot button by asking
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| | enables the client to enjoy features and
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| questions, listening closely to the
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| | benefits their product will provide. The
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| answers and ferreting out the prospects
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| | classic armor that sales people utilize
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| true objections, pain, or fear about
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| | (brief case, Mont Blanc fountain pen,
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| dealing with your company or your
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| | power point presentation, etc.) is
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| product. This is accomplished during the
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| | replaced by a conversation. And this
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| first meeting. Sales people never want to
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| | conversation is solely about what you can
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| risk having to wait for a follow-up
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| | do to address the customers needs, wants
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| meeting to secure a positive result. Too
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| | and problems.The Naked Salesman will
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| many things can happen between the
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| | return (with a briefcase, folio, sales
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| initial and second presentation, all
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| | collateral, no longer the Naked Salesman)
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| bad.However, realistically not every
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| | enjoying a different relationship with
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| salesman is great, and the opportunity to
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| | the client. The return meeting promises
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| re-tool a presentation based on data
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| | the deliverance of a plan to address the
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| learned at the initial meeting can enable
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| | stated hot button issues learned by the
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| ordinary sales people to successfully
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| | Naked Salesman. The psychological barrier
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| close. Learning the customers hot button
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| | so often placed between seller and buyer
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| issue allows a sales man to craft a
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| | is greatly minimized or eliminated. In my
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| presentation that specifically addresses
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| | experience the receipt of the details
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| these open points. Not identifying and
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| | contained in the customized presentation
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| keying in on the hot button issues that
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| | is appreciated and anticipated by the
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| are so important to buyers is the
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| | buyer. The close should be completed
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| equivalent of commercial self-
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| | after the presentation is completely
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| immolation.Entrepreneurs must be able to
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| | reviewed, all aspects discussed and each
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| sell. Golf, tennis, the trombone,
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| | issue of concern at the initial meeting
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| driving, sailing, carpentry, indeed every
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| | fully answered.Do not let analysis
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| activity is honed by practice. The same
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| | paralysis ever become a part of your, or
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| is true of developing crucial sales
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| | the customers, decision making process.
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| skills. You must practice, learn from
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| | The sales person has a product. The
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| mistakes, practice more and perfect a set
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| | customer has a need that must be
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| of selling skills.When sales people call
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| | discovered and addressed. The sale should
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| on me I am always keen to hear the
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| | then be closed as soon as possible. All
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| presentation and grade the effort. To say
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| | parties should leave feeling that they
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| that there is a dearth of sales skills
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| | received a fair deal. Over analyzing the
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| today is an understatement. When I
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| | market, current business conditions,
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| experience a weak presentation I will cut
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| | industry trends, or hundreds of other
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| off the presenter and tell them why they
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| | paralyzing excuses are not countenanced.I
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| have lost the opportunity to have my
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| | often ask the following question of a
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| business. If I am sitting through a weak
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| | difficult customer: "If I could give you
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| presentation, but the sales person is
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| | my product for free, would accept a
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| obviously trying, I will stop them and
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| | unit"? The answer is almost always, "yes,
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| give them pointers as to areas they might
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| | of course". My next question, "How would
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| improve upon.Invariably, not seeking, or
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| | you use my product"? The answer almost
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| discovering my hot button is usually the
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| | always leads to the REAL hot button you
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| deal killer. I want to know how a product
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| | could not pull from the prospect during
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| will satisfy a need I wish to address.
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| | the meat of your presentation. Listen to
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| What does it do for me? What does the
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| | the response, adjust the close to address
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| product do that my current widget does
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| | the answers you are hearing and then
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| not do? Is there a saving for me of
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| | reopen your effort to close the
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| labor, energy or maintenance? Does the
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| | sale.Ability to close sales is equivalent
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| item feature a storage, portability or
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| | to the performance of a MRI for your
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| multi-use advantage? There are many more
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| | business. Selling is job number one.
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| features that might be relevant to my
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| | Answering objections and differentiating
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| making a decision. It is the sales
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| | between real and phony objections is
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| person's responsibility to discover my
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| | crucial to sales success.The hot button
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| hot button need and directly overcome my
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| | issue is the key to concluding a
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| hesitance with a soundly presented
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| | successful sales presentation. Find the
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| response to each.Notice I did not include
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| | real hot button, answer it directly and
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| cost in my list of hot buttons issues.
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| | watch your business expand exponentially
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| Price is never, repeat never, an
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| | as selling becomes easier and even
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| acceptable reason to lose a sale. Raw
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| | fun.Geoff Ficke has been a serial
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| materials of like quality are price
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| | entrepreneur for almost 50 years. As a
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| sensitive. However, a commercial product,
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| | small boy, earning his spending money
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| technology or service should never be
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| | doing odd jobs in the neighborhood, he
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| sold on price alone. The seller who touts
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| | learned the value of selling himself,
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| a cheaper price alone as a reason to buy
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| | offering service and value for
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| will not last long. There is always
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| | money.After putting himself through the
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| someone willing or able to sell more
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| | University of Kentucky (B.A. Broadcast
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| cheaply.There is one exception I allow to
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| | Journalism, 1969) and serving in the
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| my mantra to close every sale on the
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| | United States Marine Corp, Mr. Ficke
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| first presentation. I call this the
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| | commenced a career in the cosmetic
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| "Naked Salesman". In specific situations,
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| | industry. After rising to National Sales
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| usually when I need more background on
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| | Manager for Vidal Sassoon Hair Care at
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| the prospect than I can find in the
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| | age 28, he then launched a number of
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| marketplace (and this happens rarely), I
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| | ventures, including Rubigo Cosmetics,
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| go to the meeting as the Naked
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| | Parfums Pierre Wulff Paris, Le Bain
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| Salesman.The Naked Salesman goes into the
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| | Couture and Fashion Fragrance.Mr. Ficke
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| meeting with no briefcase, no bag, no
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| | and his consulting firm, Duquesa
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| folio and no sales collateral. This tends
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| | Marketing, Inc. ( has assisted businesses
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| to disarm the customer. Sales people
| |
| | large and small, domestic and
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| always appear as if they are ready to
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| | international, entrepreneurs, inventors
|
| negotiate the terms and conditions for
| |
| | and students in new product development,
|
| building the pyramids. The buyer always
| |
| | capital formation, licensing, marketing,
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| expects to be sold something they do not
| |
| | sales and business plans and successful
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| want and tends to build a barrier that
| |
| | implementation of his customized
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| the sales person must overcome.Here is
| |
| | strategies. He is a Senior Fellow at the
|
| how the Naked Salesman might handle the
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| | Page Center for Entrepreneurial Studies,
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| meeting. Consider the following talking
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| | Business School, Miami University,
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| points:I am not here to sell you a thing.
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| | Oxford, Ohio.
|
