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Sales Truths: Professionals Anticipate, Then Act

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WHY IT’S TRUE Hockey great Wayne Gretzky once said that he never follows the puck. Instead, he acknowledges that he skates to where he knows the puck is going to be.

PLAN OF ACTION Sales professionals must do the same by taking a hard look at customers, figuring out what their real needs are going to be — and then positioning themselves “there.” If you are constantly responding to events rather than anticipating them, you’re going to be late. To the guy who announces that he is looking for an engagement ring, ask him, “How do you plan to propose?” Here’s a guy who’s prepared to negotiate the price, and you have just disarmed him by focusing upon the real value of his investment. By taking him to that special moment, where he is going to be, you’ve changed the whole dynamic of the sale.

[span class=note]This story is from the June 2011 edition of INSTORE[/span]

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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Dave Richardson

Sales Truths: Professionals Anticipate, Then Act

mm

Published

on

WHY IT’S TRUE Hockey great Wayne Gretzky once said that he never follows the puck. Instead, he acknowledges that he skates to where he knows the puck is going to be.

PLAN OF ACTION Sales professionals must do the same by taking a hard look at customers, figuring out what their real needs are going to be — and then positioning themselves “there.” If you are constantly responding to events rather than anticipating them, you’re going to be late. To the guy who announces that he is looking for an engagement ring, ask him, “How do you plan to propose?” Here’s a guy who’s prepared to negotiate the price, and you have just disarmed him by focusing upon the real value of his investment. By taking him to that special moment, where he is going to be, you’ve changed the whole dynamic of the sale.

[span class=note]This story is from the June 2011 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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