Bill Brooks is the CEO of The Brooks Group. In the April issue of The American Salesman he discusses a salesperson's need to favorably impress prospects on the first meeting in an article entitled, "The Power of First Impressions."
Here are 8 tips that he provides that, in his view, can make or break a sale. First impressions, although not indelible, are pretty long-lasting. Prospects pay attention to those whom they perceive as having something important to say to them. This can be communicated within the first 30 seconds of interaction.
- Portray a confident, but not superior, manner.
- A clean, neat appearance is essential.
- Smile.
- Use the prospect's name...and pronounce it correctly.
- Set a tone of importance.
- Never apologize for 'taking the prospect's time.'
- Be comfortable and relaxed.
- Position yourself through everything you say or do.
Let's think of it another way. When you meet a prospect in a sales dialogue, what is the main objective of the call? In other words...best-case scenario...what is the desired outcome when you meet a prospect for the first time?
Make a sale? Not likely, the sales cycle will entail many interactions between salesperson and prospect. Closing the prospect on the first contact is a fantasy.
Build rapport? Yes...but so what? What does this 'rapport' lead to?
Get a second meeting? Yes! The goal for their first meeting...is to get 'permission' to have a second meeting or contact.
Importantly, knowing that the goal of a first meeting is NOT to close a sale...but to simply get to the next meeting, the pressure is off. However, since the prospect may have made a judgment about you...the salesperson...within the first 30 seconds of contact...the pressure is back on!
Sorry!
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