When looking at how to increase company sales, one option is to move to a selling style that uses more of permission selling. This change can have a direct impact on the quality of leads and the rapport that is built with prospects and those two improvements can have a positive impact on sales results.
What is Permission-Based Selling?
Permission-based selling is a sales philosophy that can be used in place of some of the more common or traditional selling techniques. It can be common for sales people to lean more toward aggressiveness and pushing a prospect to move forward throughout the sales cycle. With more permission-based selling, a sales person is going to look to get the prospect’s agreement and approval every step of the way.
Examples of Permission-Based Selling
One example of how this can be applied is confirming if the prospect is available on a cold call. Many people would say that you should not ask if the prospect is available when calling them as you are giving them the opportunity to end the call and that they are likely not going to be available anyways.
To shift to permission selling, you can ask the prospect if they are available or if they are in the middle of something as you begin your call. After you do this and the prospect confirms that they are available and OK with talking, you are now moving forward with their permission and this minor change can have a positive impact on the call.
Now, it is important to note here that this does give the prospect to respond with an objection that they are not available to talk and the call ends. But if the prospect is not available, it might not have been the right time to try to execute the cold call anyways. And even if they do say that they are not available, you will likely still have the opportunity to ask them when the best time to call back is.
Another example of permission selling is to ask the prospect what they want to do next. The more aggressive approach would be to tell the prospect when and what to do next. For example, asking the prospect to meet next week or asking the prospect attend a demonstration would be somewhat telling the prospect what to do.
But to simply ask the prospect, “what do you want to do next?” or “when do you want to get together again?”, you will be getting the prospect’s opinion on what they want to do and getting their permission to move forward.
How Permission Selling Helps
These minor changes can have huge impacts on the interactions with prospects and the sales opportunities that you manage. First, by operating in this way, you will stand out from the majority of the sales people that the prospect has dealt with. This can have an immediate and positive impact on the level of rapport between you and the prospect.
Another key impact is that since you are being less pushy with sales prospects, you will know that the leads you create and opportunities that you work on are of a higher quality. This is because all prospects have agreed to and expressed interest in moving forward and this can lead to an improvement in your close rate in the long-term.
|This article was published on Sunday 03 June, 2012.|
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