Issue link: https://digital.copcomm.com/i/556541
August 10 - August 31, 2015 21 Working World l WorkingWorld.com casual, I show up in a suit because that's how I want to be remembered: the guy who always looks professional and is ready to deal with the CEO or the doorman. You know the saying: "You only get one chance to make a first impression." What first impression are you giving your prospects? 2. Make Your Prospect Comfortable. Frankly, make them like you. There's a fine line between confidence and arrogance, persistence and annoyance, being knowledgeable and being a know-it-all. You have to know where and when to draw that line. You have to make your customer want to engage with you and do business with you. Even with today's online researching and buying trends they will not buy from you if they do not like you and trust you. 3. Master "The Art of Asking Questions Without Asking." You must make a connection with your buyer. Learn how to get them off the defense and extract as much information as possible so you can assess their needs – without them even realizing it. The best advice I can give new salespeople is to learn how to open up the dialogue and then learn how to listen. Listening is a skill: not everyone is born with the ability to listen. But if you want to learn how to improve your sales skills, learn and practice your listening skills. Next thing you know you've gathered all the info you need for your closing arsenal. Now close. Remember: LISTEN and SILENT are spelled with the same letters. Think about it. 4. Isolate Your Buyer's Hot Spots. Create value, create need and create solutions for your potential buyer. In today's buying cycle the vast majority of buyers have done their online research before they ever speak to a salesperson. They asked for recommendations, they've Googled your company and you, and they have decided that they want to hear your pitch. Don't waste their time: hone in on what is actually important to them and then be prepared to give them the solutions they are looking for, not the pitch you've been preparing for months. That's not to say you shouldn't have your big pitch ready: a Sales Assassin is always prepared to change course to meet the buyer's needs. They know their problem: but you have the solution. A buyer may be very clear that he needs to purchase ABC, but when you hear the problem a good salesperson is prepared to explain why XYZ is the real solution to their need. Don't confuse this with up-selling: cross-selling is solving problems the client may not even realize he has, or known that you could solve. Refer to #3: LISTEN. 5. Recognize Emotional Drivers and Negotiate Accordingly. Don't be so preoccupied with your own goal to reach the finish line that you fail to identify your potential buyer's signals. You are pitching a product to your prospect to solve their problem – not to solve yours. So when your prospect is giving you clues as to what they may be thinking or feeling, you need to recognize that this is what drives them to make their final buying decisions. In reality, we all know salespeople do have to solve their problems: meeting quota, a family to support, a sales manager watching their every move. But that's your problem: not your client's. Once you make your problems the client's, you're sure to lose the relationship and the sale. So tune in and negotiate accordingly. Once you've solved the client's problem, you're their hero – and you're their go-to sales rep. ABOUT THE AUTHOR Anthony Caliendo is a self-made man, entrepreneur, corporate visionary, leadership coach, and author of The Sales Assassin – Master Your Black Belt in Sales. Learn more at www.thesalesassassin.com. One factor in achieving sales success that is the absolute most essential but most frequently ignored is the "human factor." The two most important and critical components to a successful sales process are you and your customer, no matter what you're selling